By DONNA KENYON
The reasons people shop at Fords Jewelers have not changed in 45 years.
“People know we have such a good selection of items and top brand names. With engagement rings, we were selling to the second generation in families. Now we are selling to the third generation. It is the ultimate compliment. It is the only place they will buy it (an engagement ring),” said store Manager Albert Dahl.
“Bridal jewelry is still very good for us. Wedding jewelry is very popular right now. Engagement rings continue to sell. Even when the economy is bad, engagement rings are very much a constant.”
“It is a good store to shop in. You will always find something you like,” Dahl added, mentioning some of the top brands including Omega and Movado watches and jewelry designers such as Scott Kay and Alor. On the gift side of the store at 449 New Brunswick Ave. in Fords,, customers will find the popular jewelry brands Pandora and Alex and Ani as well as Swarovski crystal gift items.
Dahl joked that he “came with the store.” He has worked for the firm for 41 years. Owner Barry Berman opened Fords Jewelers in 1971 across the street from its current location. Two or three years later it moved to the corner spot, and eventually expanded into an adjacent store.
“You will always find a familiar face here,” Dahl said, noting that jewelry manager Diane Coccio has been with the store for 35 years. Women who work in the jewelry repair shop on the premises have been with the store for 20 years, he said.
“Customers who have moved to Florida come back and say it is like a reunion. It feels like you are coming back to see an old friend.”
Several events are planned to mark the 45th anniversary. Dahl said, “It is quite a blowout for the anniversary, with events and special deals throughout the store.”
Events include customer appreciation day on Thursday, April 14, from 2:30 to 4:30 p.m. dubbed “New York Day.” New York Giants legend and pro football Hall of Famer Harry Carson will make an appearance, as will former New York Ranger Nick Fotiu.
On Friday, April 15, “New Jersey Day,” former and current New Jersey Devils Scott Stevens, Andy Greene and Jim Dowd will appear at the store from 2:30 to 4:30 p.m.
Saturday, April 16, will be customer appreciation day with special discounts. Also on April 16, from noon to 3 p.m. a “favorite snow queen” will make an appearance.
For additional information, visit www.fordsjewelers.com.