Madison Jewelers

Tom Losonci is president of Madison Jewelers, Fairfield, Conn., a full-service store that specializes in AGS- and GIA-certified diamonds and is known for expertise in bridal jewelry. The company works with many high-profile designers and brands, and also sells estate jewelry and custom-designed pieces. What are your best sellers? Loose diamonds and diamond eternity bands, as well as three-stone rings, earrings, and pendants. Our strength is diamond merchandise, particularly bridal, which accounts for about 50 percent of our business. About 70 percent of our bridal business is in white metal, and a good portion is in platinum. As far as designers, we do very well with Michael B., Tacori, and Martin Flyer. What has been your most successful marketing program? In terms of advertising, we do a combination of outdoor billboard and radio. We push our expertise in
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