Waterfall Jewelers II is Business-Savvy, Community-Conscious

The elegant Waterfall Jewelers II is a family-owned gem, run by two cousins who are part of the third generation in the business.

The original Waterfall Jewelers, located in Waterford, opened in 1979 and is where Waterfall II owners Joe Strong, 29, and Andy Brown, 24, grew up working.

Now the cousins manage their own jewelry store in White Lake. According to Brown, their location features diamonds from all around the world as well as Pandora products and other luxurious items. First and foremost, though, Waterfall II is a bridal store, he said.

Waterfall Jewelers II opened in May and, according to Brown, has been well-received by community members. He said some of the customers he and his cousin grew up speaking with now visit the White Lake store. One customer in particular, Leslie Bradford of Waterford, said she keeps coming back because she knows it is a trustworthy jewelry store and because she has been buying from the family for years.

“I have a lot of trust in them,” Bradford said. “I worry about where to take my diamonds.”

She said Waterfall Jewelers II is not far from where she lives, so she visits it more often than she does the Waterford store. She said she has had visited the White Lake shop a handful of times since it opened to have her ring checked and cleaned, necklaces fixed and for other similar repairs.

“I really like the work that’s done here,” Bradford said.

Selling an array of diamonds and high-end jewelry isn’t the only thing the store does; Waterfall Jewelers II also serves as an active organization in the community.

Participating in community events is something Strong and Brown each grew up doing, and they plan to operate the White Lake store accordingly. Thus far, Waterfall Jewelers II has helped to sponsor Relay for Life, has participated in Project Pink with Huron Valley-Sinai Hospital and has donated items for silent auctions in the area.

Waterfall Jewelers II also participates in Batteries for Charity: Instead of charging customers for replacing watch batteries or doing small on-site repairs, the store encourages customers to make a donation to a charity for which the store is raising funds. The charities change monthly.

The inside of the store showcases everything from dashing diamonds to Pandora bracelets and charms to Tacori sets for that everyday special occasion. Some additional brands the store carries include Simon G., ArtCarved, Armand Jacoby and its own custom jewelry, the Waterfall Signature Collection. Brown said his favorite part of the job is being able to be a part of customer’s personal moments.

“You really have to have that special knowledge to be able to sell jewelry,” Brown said. “Plus, it’s fun, because you get engagements, birthdays, anniversaries, everything — really personal moments that you get to be a part of.”

Many guys come in knowing what their girlfriend will like in terms of engagement rings, and Brown said it is becoming even more popular for a guy to bring his girlfriend in to ring shop and get her opinion. In fact, Brown noted that about 75 percent of the store's bridal customers shop together at one point, but the guys don’t necessarily buy the rings in that same trip.

However, when the guy doesn’t know where to begin, Brown said he and the rest of the staff are great at being able to gauge what type of stone the woman would prefer, based on what her everyday life is like and what his budget is. By asking the male customer a serious of questions about the woman’s activity, style and daily lifestyle, they can typically come to a good conclusion.

“It’s just a lifestyle," Brown said. "If she likes Coach wallets and Fendi glasses and things, then generally flashier and more expensive pieces will be more popular with her,” Brown said. “If she’s really active or out and about or chasing kids around, then a simpler style with a cathedral top is generally suited more towards her.”

Sales manager Dave Green noted that he asks customers a similar series of questions.

“It’s really almost overwhelming for a lot of men to walk into a jewelry store,” Green said. “We like to break the ice and hope that people really feel relaxed when they come in here.”

Green and Brown each noted that business has been good in its first year, and they hope to draw in even more new customers.