By Felicia Levine
Like a fine gemstone, Weston Jewelers is a rarity.
The store that offers the world’s most luxurious brands, sophisticated settings and top-shelf services still manages to create a welcoming vibe where clients are treated like family.
No pretense here. Owners Ed and Tracey Dikes are the antithesis of stuffy.
“Whether someone needs a pin for their watch or a high-end purchase — everyone gets treated the same here and that’s key,” says Ed, co-owner and CEO of the store at Weston Town Center.
The Dikes are doing something right. After all, how many business owners can count among their clientele the very first couple to walk through the doors?
Years later, they serve that couple’s grown children now, too.
“Knowing that they trust us with the best for their family means the world to us,” says Tracey, co-owner and president.
That trust has paid off. While some retailers struggle to keep the lights on, Weston Jewelers is beginning its 15th anniversary year with a recently completed 2,800-square-foot expansion for a total of 4,950 square feet. They’ve also added more blue-chip brands.
“We’re proud to have achieved Guild Jeweler status,” says Ed, whose father sold gold chains, pendants and rings. “I wanted to go into the higher end,” he says. “We’ve achieved this because of our fantastic clientele, staff and lots of hard work.”
The couple insists the latter was — and remains — a labor of love. When they opened their store in November 2001, the Dikes worked 70-plus-hour weeks while raising two young children. At the time, Ed already was a graduate of the prestigious Gemological Institute of America; Tracy left her job as a Miami-Dade County prosecutor to take the exam (she passed) and devote her time to the business.
What a difference 15 years makes: With their son and daughter now in college, the store is one of South Florida’s longest-standing independent jewelers. As part of the expansion, there’s a new bridal boutique offering a dazzling array of diamonds and jewels, plus a new glass wall through which clients can watch their custom designs being made. Another elegant touch is the oval champagne bar that serves drinks and light bites. The store still offers all its signature services, including jewelry drop-off and pick-up, appraisals, repairs and corporate gifts.
But the pieces de resistance are the jewelry and timepieces for men and women. More than 25 world-renowned brands now include Baume & Mercier, Bulgari, Cartier, Chopard, Hublot, Montblanc, Omega, Roberto Coin and its latest addition, Rolex, which boasts a brand-new corner in the store. And there’s more to come.
As the Dikes celebrate the store’s landmark year, they’re also celebrating their 24th wedding anniversary. What’s their secret to success?
“I love working with my wife,” Ed says.
“I love creating something special for clients and seeing their excitement when it’s completed,” Tracey adds. “That, and working with my husband!”
Weston Jewelers, 1728 Main St., Weston, 954-389-7990, westonjewelers.com.