Custom Becomes Norm for Jeweler
It’s almost impossible for me to believe that there are still certain shoppers who wouldn’t be caught dead in an off-price retailer, who walk right by the sale racks and never, ever use the self-serve pumps. But these definite non-bargain shoppers always seem to have a jeweler who will give them a deal.
One of my more well-heeled friends turned me on to her secret jeweler several years ago.
On my first visit to Bitar Jewelers in Sherman Oaks, I noticed the usual display of celebrity photos--superstars, really--gracing the walls. On further investigation, I discovered that the big-name stars really do shop here. On the big items, it seems that even the extremely wealthy are into a bargain.
Bitar is a family operation that’s been open since 1979. Cousins Albert and Emil Bitar are master craftsmen with many degrees in their trade. Most of the jewelry pieces in the cases have been crafted in the back room where Emil and his son Carlos can be seen, heads bent over and jeweler’s loupes firmly in place.
Albert Bitar says 75% of their business is custom. This is where they really shine. For anyone who wants to create a special piece--brooch, ring, bracelet, earrings or necklace--that is personalized, Bitar’s prices are exceptional.
Recently, a woman brought in a ring she had inherited from her mother. It had 60 diamonds--she said “it looks like a chandelier” and wanted the diamonds split into a pair of earrings, a pendant and a ring. Bitar was to add emeralds and some baguettes. A 1 1/4-carat emerald in the earrings and 1 1/2-carat emeralds in both the pendant and ring were set in gold and surrounded by the 60 diamonds from the ring, plus a few baguettes. Total cost was $1,200; you usually could expect to pay at least $2,000.
If you have some pieces of antique jewelry with valuable gemstones gathering dust in a drawer, bring them to the Bitars, who will work up a design for one important piece. A wax model will be worked before the final setting is made and gemstones are put into place. You keep the gemstones until they are ready to be set and sit with the jeweler while he is doing it. (The quality of Bitar’s colored gemstones is particularly fine.)
This is one store where I experience the opposite of sticker shock. When I spotted an emerald and diamond ring similar to one I priced elsewhere for $1,800, I was shocked when Bitar’s price was $1,175. Diamond tennis bracelets (yes, they’re still very popular) start at $695 for a total of 1 carat spread around the wrist.
There are some good deals on watches too. The Belaire Swiss quartz watches for men and women that retail for $90 to $350 are about 50% off. Albert Bitar travels to South America several times a year to purchase gems directly from the mines, which helps keep prices down. Their shop is small, which also helps keep the markup down.
And oh, yes . . . there’s always a happy atmosphere in Bitar’s--very hospitable and very family, which always makes for a pleasant shopping experience.
Bitar Jewelers is at 14439 Ventura Blvd. , Sherman Oaks. Hours: 10 a.m. to 6 p.m. Monday s through Friday s , 10 a.m. to 5 p.m. Saturday s . Open first four Sundays in December from noon to 5 p.m. MasterCard/Visa and American Express accepted. Call (818) 990-1991.
