Shine on, you craz
WHO WOULDN’T WANT TO SPEND TIME IN A CAVE OF TREASURES? VISITS ONE OF THE CITY’S HANDS-ON JEWELLERY STUDIOS
OLIZ CLARKE
NCE you’re inside the Gold Club studio, a manufacturing and retail jewellery space in the busy commercial hub of Durban North, you don’t want to leave.
There, in a romantic jewelbedecked cavern, you will meet Deirdre Jubb and her all-girl front-ofhouse team, whose knowledge and experience in the jewellery sector has been honed and burnished over many years.
It was 25 years ago, says Jubb, that her personal “love affair” with diamonds, pearls and precious metals began.
“My husband Conrad’s family founded an antique and jewellery business in Durban North in the 1980s,” she said. “When the demand for antiques and heirlooms faded, it was decided that the way forward was to concentrate on the manufacture and design of special occasion jewellery. That was my big interest. Having worked in a jewellery studio, it was the opportunity of a lifetime.”
Alluring as it may sound, Jubb is the first to tell you that the intricacies involved in working with the “most beautiful and exquisite gifts” the planet offers is not for the faint-hearted and carries with it a huge responsibility.
The process from in-house design and manufacture includes the sourcing of pure gold and silver, the choosing of quality gems from registered providers and the paper work, permits and red tape that surrounds these acquisitions.
“When we ask customers to part with a sizeable amount of money for their chosen piece, be it a solitaire diamond engagement ring or a diamond encrusted watch, we have to be 100% sure we are providing quality and workmanship that will stand the test of time.
“I think more than any other business, the trust factor is huge and it has to be earned – in this case it has been earned over three generations.”
While diamonds might be a girl’s best friend, Jubb believes that even in exotic businesses like jewellery design and manufacture there is a need for realism and down-to-earth good sense.
“When a young couple come in to select an engagement ring for example, the first thing you have to realise is that their purchase is probably one of the most expensive they will ever make. Of course, a big solitaire flawless diamond would be the ultimate, but in this day and age, money is tight so you need to think out of the box.”
For the team, thinking out of the box is not only about assessing what a couple can afford, but coming up with innovative ideas and designs.
“That’s the challenge and the fun,” said Jubb. “Once we have an idea of what a customer wants, we get out our paper and pencil and start designing. The two things we have to keep in mind are affordability and value for money.”
While diamonds, sapphires, rubies and emeralds are at the top of the precious stones list, they are often too expensive for young couples starting out.
“Luckily there are beautiful alternatives like the peridots, tourmalines and morganites. We have just as much fun making these up. In the end, it is not about how much money you spend but about forging long-term relationships with customers and building trust.”
Awareness of what is entailed in buying expensive jewellery is important, says Jubb.
Insurance is essential, she says. “We advise people to have their jewellery valued, a service we offer for free to our clients, and to take clear photographs of things like rings and bracelets. It always helps when it comes to claims.”
As for trends, classic styles are still the most popular, she says, with solitaires leading the field, followed by eternity rings, strings of pearls, diamond earrings and the tennis bracelet made famous by Martina Navratilova
“The halo design with a central stone surrounded by smaller stones, like diamonds, is a firm favourite and in a more modern genre, the Navratilova encrusted bracelet made famous by the tennis player is every girl’s dream gift.”
At the business end of the scale, there’s the utility side to the jewellery service, which is just as vital as the celebrity gemstones.
This is the domain of craftsman Donald Mkhize, a master of watch repairs, whose array of fine instruments tells you that most watch problems are solvable.
“There’s not many of us left who can do these kinds of repairs,” he says. “If I can get a watch to look like new and ticking again, it makes me very happy.” lizclarke4@gmail.com
THEIR TIPS FOR ENTREPRENEURS:
When it comes to specialised businesses, trust and attention to detail are the most important factors.
Working with beautiful gem stones and expensive metals is a rare privilege – that’s why having a close-knit and passionate team is the heartbeat you need for success.
Social media is your friend. It’s where you can share new ideas, new trends, offer services and celebrate the jewellery pieces that clients have bought.
CONTACT DETAILS:
Call 031 564 5593/563 2462 Fax 031 563 6245
Shop 44 Kensington Square 53 Adelaide Tambo Drive, Durban North 4051
You can also follow Gold Club Jewellery Studio on Facebook