Exceptional Service. Exceptional Selection. Exceptional management—Maria Frasca exemplifies the word.
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| Left to right: Janet salta, client, Maria Frasca Jewelers, and Armand Zaharian, designer at Frasca Jewelers. |
Nestled in the shadow of the jagged mountains of Palm Desert, California, Frasca Jewelers is so much more than merely an upscale salon to purchase a spectacular piece of jewellery. It’s family to many of its loyal clientele, with exceptional service, selection, integrity, and expertise. It’s also a company that prides itself in knowing your name—whether you drop by once a year to purchase a gift, or once a week just to say hello.
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“We are proud of the collection of designers and jewellers represented in our salon,” says Maria Frasca , the founder and owner of this very special oasis in the desert. “For 26 years, we have brought our clientele the absolute best of everything—quality, design, and service”—three areas she is obsessive about. Maria considers her customers the real treasures in her store. “Everything we do is about giving the customer the best possible experience,” she insists. “They know we are always here for them.”
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“We look for styles from all over the globe—from luxury brands to boutique designers—to give our customers an extraordinary selection. There are literally 40 different styles represented in our store, from a few high profile designers to high-end New York diamond houses to the sexy Brazilian gold and coloured gemstone brands, to our own private custom designs.”
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Maria goes on to explain, “Although we carry classic diamond items, they will always have a bit of a twist to their look. For example, instead of the straight-on diamond tennis bracelet, we will show the client the ‘La Dolce Vita’ wave bracelet by Gumuchian—one of our favourite designers.
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| ‘La Dolce Vita’ wave bracelet by Gumuchian |
It has ideal-cut round diamonds set in a wave of increasing and decreasing size diamonds. It’s very sexy. When can you ever say that about a tennis bracelet? In fact, it is always a pleasure showing Gumuchian jewellery to my clients. Besides knowing that the quality is superior, I am always confident that one of their pieces will delight my customers because the design stands out amongst the others. Originality is always a Gumuchian trait.” “In 1988, we started noticing the introduction of ‘brands.’ I brought in every major designer I could sign up, and discovered that I preferred the smaller designers, as I like to have a personal relationship with them. I especially enjoy finding designers who are yet to be discovered—maybe they have no advertising budget, maybe they don’t have a U.S. presence. Some I find at the trades shows, others come to me,” she muses.
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| rings by Gumuchian. |
“Our philosophy is to be a small boutique that offers a big selection, including a full-service design and repair department,” Maria continues. “Our store is small and friendly. We sell ourselves first, and then we sell our jewellery—always with an eye toward the perfect look for our client. Everyone who shops here on a regular basis finds that we help them establish a look that is just for them. I find that, without us acting as their stylist, clients tends to stay in their comfort zone and buy virtually the same shape or style over and over again. We help them broaden their search to include colour or gemstones, and stay abreast of the trends.”
As for marketing, Maria prefers intimate luncheons or dinner parties for twenty people. Depending upon the designer, it could be at a swank country club or, as she puts it, “a rollicking time in my home.” Sometimes she sets up a little open house in the courtyard next to her salon. “Our core clientele are generous about sending in their friends and family to shop here. All in all, we are not about mass-produced designs or big marketing events. It is all very personal here.”
Every successful business understands its client base, and Maria Frasca is no exception. She takes great pride in knowing her clients and what they want—sometimes even more than they do. Whether it’s a grandmother looking for a graduation gift, or a young couple looking for the perfect diamond engagement ring, Maria treasures each of them. “A great selection is important,” she says, “but in the end, it’s exceptional service that creates loyal customers.”
It’s also exceptional management—and that one word personifies Maria—an exceptional lady with an exceptional gift for making everyone feel important. So stop by when you’re in the area—she’ll know your name!
