Savings and Sparkle : Bitar Jewelers in Sherman Oaks is a tiny store that offers expert craftsmanship at exceptionally low prices.
At gift-giving time the average consumer turns to fine jewelry more than ever. But finding a trust worthy jeweler can be tricky; add artistic and reasonable to trustworthy and it becomes twice as hard.
For almost 10 years I have been dealing with a small jewelry shop in Sherman Oaks owned by two cousins--Albert and Emile Bitar, both master jewelers--who design and supervise a team of craftsmen to carry out their creations.
The actual store is tiny--if 10 shoppers are in the store at one time, they’re bumping into each other.
Behind the display and sales area is the workroom, twice the size of the store, where the manufacturing takes place--so you are actually shopping at the factory. The workmanship is top caliber and the quality of gemstones is excellent.
On a television commercial that’s currently airing, a jewelry manufacturer claims to have the best prices in town. Not true. Bitar’s prices on tennis bracelets, for example, are much better.
A one-carat diamond tennis bracelet set in 14-karat gold that sells at many stores for around $600 and at a few discounters for $450 to $500 is $325 here. A two-carat bracelet would retail for $1,000 to $1,200, but Bitar’s price is $525. If you want to splurge and go for three carats it’s $625, compared to $1,400 to $1,600 elsewhere.
But are tennis bracelets still in? The answer is a resounding “yes.” They are now classics that any woman would love.
This is also the time of year when many a gentleman pops the question and, to underscore his commitment, has a sparkler in his pocket. If he bought that sparkler at Bitar’s, he’d make a big impression for a lot less money.
At the moment, engagement rings and wedding sets are discounted an additional 20% on top of prices that have already been reduced 40% to 60%. A yellow gold engagement ring with a solitaire marquis diamond, surrounded by two marquis and six baguette diamonds, channel set, has a total weight of 1.04 carats. Regularly, this would sell for $3,200 here, compared to an an average retail price of $5,000. With the extra 20% discount, it’s $2,560.
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All rings are on sale with the same 20% reduction. A diamond and round-cut sapphire cocktail ring surrounded by four marquis diamonds and round diamonds, channel set, sells for $1,150, but with 20% off it comes to $920.
The sale price on a 14-karat gold man’s ring with one beveled-set round diamond on one corner and an angled onyx on another is $620. At many stores this ring would be at least $1,500.
A nice selection for children includes 14-karat gold bangle bracelets for little girls at $65 to $90 (average retail $125 to $190) and 14-karat gold ID bracelets at $45 to $90 (average retail $85 to $150) for boys.
Citizen, Seiko and Julius Jergenson watches for men and women are always discounted 35%. Currently, there also is a 50% reduction on sterling pieces, which includes bracelets, chains, charms ($5 to $30), rings, money clips ($35) and key holders ($35).
There are definitely some sparkling gifts at some dazzling prices.
Geri Cook’s Bargains column runs every Friday in Valley Life! Questions about shopping may be sent to her, in care of Valley Life!, Los Angeles Times, 20000 Prairie St., Chatsworth, CA 91311. Letters will not be answered individually, but topics of general interest will be discussed in future columns. Geri Cook can be heard from 9 to 10 a.m. on Saturdays on KIEV 870-AM.
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Where to Shop
What: Bitar Jewelers.
Location: 14439 Ventura Blvd., Sherman Oaks.
Holiday Hours: 10 a.m. to 6 p.m. Monday to Friday, till 5 p.m. Saturday, noon to 5 p.m. Sunday.
Cards: American Express, Discover, MasterCard, Visa.
Call: (818) 990-1991.
