For retail stores, service, service, service is the counterpart to real estate's location. But in a tourist destination town like Key West, the high seasonal staff turnover is every store manager's worst nightmare. Good service is all too often a sacrificial lamb count.
"I've been in business here 28 years, and that's because Sunlion is dedicated to service," said Neil Golberg, owner of the jewelry store at 513 Duval Street. "You can walk in, watch us work and go home sparkly."
Goldberg says he always stands behind Sunlion's work, which is often done for his customers at no charge. For instance, rings and pendants and all jewelry items are cleaned while you wait. Free.
"Some people get nervous about having diamonds or rubies or other precious gems cleaned by jewelers they don't know, but you can watch us while we work right in front of you, right here in the showroom," said Goldberg. "We'll inspect the jewelry item at no cost to the customer, and make sure the prongs hold the stones securely."
When Goldberg refers to "we" or "us", he means himself and Laura Miles, "the first female master jeweler in the United States," he says. "She is the most accomplished jeweler I've ever worked with, and between us, we have a half century of fine jewelry experience."
Goldberg is Fantasy Fest's official jeweler. Since the mega-Halloween party's inception, he has designed the King and Queen's ring to suit the theme of choice. A replica of all these rings is in his window at 513 Duval Street, and he says, already he's working on his donation to this year's "Circus" Royal Coronation.
But more frequently, the exciting stuff of Kings and Queens gives way to everyday jewelry needs like watch repairs and batteries and strap replacements. Ear-piercing and ring sizing. Jewelry appraisals and pearl re-stringing.
"We're full service jewelers, with finger tips worn to the bone," said Goldberg. "We don't let anything pile up; we do the work right now.
"We even offer free pickup and delivery."
Quick turn-around is, of course, synonymous with good service. Goldberg says he "networks jewelers all over America via e-mail", which results in having a pulse on what the market wants.
For instance, his newspaper advertising campaign is developed by "a couple of private jewelers. "We tweak and fine tune our ad copy to make it strong, just like we attend to your fine jewelry," he said.
"Sunlion is better than Burger King: You get what you want, when you want it. This kind of finite attention to detail really lets you have it your way."