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A hidden gem: local jewelry store thriving amidst pandemic

Published: Jul. 14, 2020 at 4:15 PM PDT
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RENO, Nev. (KOLO) - Color, clarity, cut and carat are the four C’s when it comes to selecting that special diamond. But during this pandemic, Michael & Son’s Jewelry company is adding two extra C’s to suit their customers’ shopping needs: convenience and comfort.

Micheal & Son’s President David Lorenz said they offer many options.

A ring from Michael & Son's Jewelry CO.
A ring from Michael & Son's Jewelry CO.(KOLO)

“We do 3D designs. We can send you a rendering if you like,” explained Lorenz. “Or one-on-one appointments, if you don’t want to come into the store, we have curbside pickups.”

The local jewelry store is reinventing the wheel when it comes to business, turning their focus to online sales and social media engagements through Facebook to showcase new inventory.

“We have plenty of jobs right now, we’re doing engagement rings and anniversaries,” added Lorenz. “Life still goes on with or without COVID. We’ve done many birthdays and we’re here. You can’t stop love.”

Lorenz said they haven’t slowed down since the pandemic started.

The advantage? Everything is done in house.

“A lot of jewelry companies will buy from China and India so their production line has really slowed because they’re only at 20% capacity,” explained Lorenz. “We do the modeling here, the 3D printing, casting and stone setting. We have not had any interruptions in our supply chain.”

The only difference now? Spacing out customer appointments to follow social distancing guidelines and incorporating some extra cleaning inside the store.

“Whatever you need, it’s done here for you as for as jewelry needs,” said Lorenz. “Been doing this for over 30 years, probably will do another 30.”

Michael & Son’s Jewelry Company hosts a Facebook live event every few weeks.

To learn more, click here.

Copyright 2020 KOLO. All rights reserved.

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