When Louis Guarino, Jr began his career in the jewellery industry at age 18, he had no idea that, in just nine short years, he would own his own successful store and have acquired a well-earned reputation as one of the nation’s top jewellers.
By Cynthia Unninayar
Jewellery is all about finding one’s personal style,” muses Lou Guarino. “The latest trend may simply not be right for everybody.” With this in mind, Lou and his wife Veronica, owners of Pittsburgh-based Louis Anthony Jewelers, have always nurtured the concept of finding what works for their clients on a more intimate level. “We listen to what they say and take into consideration their interests and lifestyle when personalizing their experience at our store.” This attention to detail and warm customer service has played a large role in the store’s success. Customers are greeted by name and, if they are new, are always introduced to either Veronica or Lou, and made to feel like an established patron.
Lou and Veronica Guarino, owners of Louis Anthony Jewelers
Louis Guarino founded Louis Anthony Jewelers in 1990 after leaving his position as a top salesperson for a large retail store. “Fortunately for me, I did not know that it should matter that the country was in a recession at that time,” says Guarino. Taking their savings of $10,000, Lou found a 900-square-foot location in a freestanding building. Enlisting the help of Veronica, he went to work. She handled the marketing and advertising while Lou, a graduate gemmologist, managed the buying and selling. Lou’s years in the industry had provided him with the vendor and client relationships that he needed to get started. Rather than gearing the business plan around designer jewellery, which was still in its infancy at that time, the pair founded the store on the philosophy that they wanted to provide clients with a luxury experience but without the attitude.
Despite the recession, the store prospered. In 2000, Louis Anthony Jewelers moved into a 3,500-square-foot store complete with marble floors and Roman columns, ater expanding it to 6,500 square feet. Another 2,000-square-foot addition in the fall of 2008 epitomizes the comfort and luxury that has always been the Guarino’s goal. Flatscreen TVs with heavy gold frames grace the walls and rotate images of designer jewellery, store events, and even family photos. A store lounge features a wet bar and a conference room for vendor meetings and private client viewings.
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Louis Anthony Jewelers, located in Pittsburgh, Pennsylvania. The main showroom, decorated during the holiday period, features designer jewellery, watches, and giftware.
The main focus, however, when a customer enters the store, is the dazzling array of jewellery. Expertly displayed and illuminated using eco-conscious LED and metal-halide lighting, the selections are tastefully presented to showcase each piece. Lou always seeks out the unique and focuses on carrying jewellery that can withstand the test of time in terms of quality, individuality, and style, thereby ensuring his customers long-term value for their investment. Colour has always been one of Lou’s favourite categories. One vendor in particular, Valente Milano, stands out among the many designers featured in the store for the brand’s ability to integrate coloured stones into expressive and artistic wearable pieces of art. Being Italian himself, Lou has always appreciated the romance and spirit of Italy. “Valente Milano incorporates function, with their flexible multi-coloured sapphire bangles, and form, with their bold use of rose gold and unusual cut gemstones, into their jewellery,” Lou explains. Each new collection is anxiously awaited and never fails to excite Lou and Veronica and their discerning clientele.
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The lounge also features tableware and comfortable seating. In addition to a large bridal assortment, Louis Anthony Jewelers also has a bridal registry, and carries a selection of gifts for the wedding party.
Word of mouth is one of the major sources of new clients, but Veronica also believes in the power of the Internet, so last November she launched a dynamic new website. “Since today’s consumers receive the majority of their information from the Internet,” she says, “the site was designed to inform customers about the industry, as well as the possibility for e-commerce.” A Louis Anthony blog is also in the works. Other marketing efforts involve vendor co-op billboards and magazine ads, as well as a campaign that features the couple. “Ultimately, we are the brand,” she insists. “We can have all of the designers in the world, but people have to buy Louis Anthony first.”
Louis Anthony Jewelers routinely features in-store and light-hearted promotions. For a recent “Rat Pack” event, the flatscreen TVs presented an array of photos of the infamous Pack along with live impersonators and signature cocktails. “The sales staff even got into the mood with hairstyles and clothing that reflected the time period,” adds Veronica.
As if the store did not keep them busy enough, the Guarino’s are active in a number of local charities, giving back to their community. Lou sits on the board of TELI, an early intervention program for children with physical and learning challenges, and Veronica is a board member of The 25 Club, an organization that raises funds for the neonatal intensive care unit at Magee Women’s Hospital. Other Pittsburgh charitable endeavours include the Children’s Hospital, Juvenile Diabetes Association, and the Spina Bifida Association.
It is clear that both Lou and Veronica Guarino not only help their clients to find their personal style, but these two success stories have found it for themselves in Louis Anthony Jewelers.
Sapphire and diamond bracelet by Valente Milano, one of the most successful brands carried by Louis Anthony Jewelers
