The Morris Plains, N.J., retail store celebrates its 70th anniversary this year
As a modern independent fine jewelry retailer, it’s no small thing to celebrate 70 years in business.
That’s a fact that doesn’t escape Christopher Arends, third-generation co-owner of Aires Jewelers in Morris Plains, N.J., or his fellow co-owners, brother Ronald J. Arends and father Ronald W. Arends (who took over Aires from his father, store founder John W. Arends).
Christopher says the key to the shop’s longevity has been its dedicated staffers. “Our No. 1 asset is our employees,” he notes. “They are the front lines of communication and represent the face of the company.” We asked the retailer to tell us more about Aires’ 70 years of success.
JCK: How has Aires evolved most significantly over the years?
Christopher Arends: When Aires Jewelers was first founded, we were a wholesale manufacturing company doing custom and repair work for the trade. In the late 1980s we began to slowly work directly with the public, and in the past 10 years our retail operation has grown exponentially—we’ve completely stopped servicing our wholesale accounts, and we expanded and built a new two story 8,000-square-foot, high-end showroom and work studio. We have also entered the Swiss watch business.
Aires Jewelers’ co-owners Christopher Arends, Ronald W. Arends, and Ronald J. Arends
JCK: How do you plan on celebrating the store’s 70th anniversary?
Arends: We will be hosting a large client-appreciation party in early December, accompanied by special pricing and offers.
JCK: What’s the secret of your success—and what would you say Aires is known for?
Arends: Our employees are knowledgeable, generous, and truly care for our business and the success of the whole company. It shows in everything, and the result is success, day after day. Aires Jewelers is well-known for our design and custom jewelry abilities, as well being as a supplier of rare and fine precious colored gemstones.
JCK: What is your outlook on e-commerce and social marketing?
Arends: Digital marketing and social media are crucial to connecting with young clients. Reaching young buyers on their phones is a must if you wish to be part of their researching process. Investing in trending collections such as Shinola and Michele watches, as well as Tacori and Gabriel & Co. bridal collections helps keep us relevant and on the minds of younger consumers.
JCK: What future plans do you have for Aires?
Arends: Our future plans include increasing our digital footprint and online presence, and continually adjusting our brand partnerships to reflect the needs and wants of our consumers.
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