Jewelry World owner calls move a ‘leap of faith’

After 16 years at 1338 Main St., Jewelry World and Loan is moving down the street.

The store’s new location will be in the Stater Bros. shopping center, 1668 Main St., Suite F, next to Rite Aid.

Owners Tom and Kathleen Cole will open their new doors on Aug. 1, but will keep their current store open during the move.

To help with moving costs, they are offering sales throughout the store.

“This is the sale of all sales,” said Kathleen.

Sales range from 30 to 70 percent off. Estate sale items are reduced 60 to 70 percent.

According to Kathleen, the relocation was initiated by their lease being up for renewal.

“We just decided it’s time for a change,” she said. “Pretty much it’s going to be business as usual.”

At 2,200 square feet, the new space offers 500 square feet less than their current store, but, Kathleen said, “Our showroom will be the same size.”

She explained they will lose some of the room that they have for storage.

“Tom will have to keep his collections at home,” she chuckled.

An office for Tom and a workspace for their jeweler, Sandra Wheeler, who will continue to create custom-designed pieces, are being developed in the new space.

Jewelry World will continue the loan portion of its business and plans a smooth transition with moving those items.

“We want people to know their stuff is safe,” said Kathleen.

The Ramona Chamber of Commerce’s 2013 Business of the Year will also continue its coin and bullion business.

Tom recently attended a jewelry show and will now offer a new line of rose gold jewelry, said his wife.

The Coles and their staff of nine have been debating interior paint colors for the new space.

Although Kathleen said some employees are tired of the store’s blue walls, light blue is considered the best color for jewelry stores.

“Diamonds look best in blue,” she said.

If they go with blue, she added, it will be “very, very light blue,” but Tom gets the final say.

“He’s the boss,” she said.

As for their vintage 1937 Chevy pickup truck with wood sides that they often use for advertising, Kathleen said she didn’t know if they will be able to park it by the new store.

She calls the move “a leap of faith.”

“We’re so well known in this location, it’s scary,” she said.

In business for 31 years, Jewelry World was in the McDonald’s center at Main and 16th streets for 15 years before setting up shop at 1338 Main.

In addition to the store move, Kathleen noted that three employees are in the process of personally relocating.

“Everybody’s in panic mode,” she said with a laugh.

The store will keep the same hours: 10 a.m. to 6 p.m. on weekdays and 9 a.m. to 5 p.m. on weekends.