Joel and Lilian Angel opened Florida Keys Jewelry in 1992 after Lilian’s brother, the owner of a jewelry store, introduced them to the industry. At Florida Keys, they believe that jewelry is an extension of our personalities and should be as special and unique as the person wearing it.
A large assortment of jewelry can be found at the store in various categories: Classics, Nautical and Contemporary. The store also offers many original designs.
Florida Keys is centered on family and community, so it’s only natural for them to treat customers like friends and create long-lasting relationships. To learn more, we caught up with Joel, who told us more about his journey in the industry, the biggest lesson he’s learned through it, his favorite trends from JCK Las Vegas 2019 and more.
What is your background in the jewelry industry and how did you get your start?
I’ve been in this great industry for over 29 years. We were first introduced to the jewelry trade by my wife Lilian’s brother, who owned a jewelry store. We opened Florida Keys Jewelry in 1992, and have been in our current location since 2005. I learned jewelry repair, model making and casting from the same brother-in-law. We can’t thank him enough for introducing us to this fabulous industry.
How would you describe your store using only three words?
Trustworthy, friendly and passionate.
Can you give us a glimpse into your process when purchasing pieces to include in your store collection and your decision-making strategies?
We basically try to find beautiful, well-made pieces that would appeal to a broad range of clients, while also looking for that unique quality that you wouldn’t find at most jewelry stores.
Are there any particular stones, hues, or styles you are partial to and prefer to carry more of in the store?
We’ve had great interest in blues of all sorts: sapphires, blue topaz and especially Paraiba tourmaline.
What are the trends you’ve noticed have been selling particularly well?
We can’t seem to keep stackables of any kind in stock, especially tri-colored gold sets with or without diamonds and any kind of sterling silver bangles.
What were some of your favorite trends you saw at JCK 2019?
I love the rough/semi-polished colored gemstone pieces. We saw them from all the major brands – especially the tourmaline and spinel that’s mined in East Africa. The colors are so vibrant and the finish just shouts “organic.” We selected several sets of rings, earrings and pendants.
What do you do to make customers’ visits memorable?
Whether it’s their first or 50th visit, we want every client to feel as if we’ve known them for years.
Do you do any special events? If so, what kind?
We host an Effy Designer Trunk Show once a year. It allows our clients to see an enormous array of designs. It’s like a mini jewelry show in our store.
What is the biggest lesson you’ve learned from your business?
I learned to appreciate the relationship between the store owner and a good vendor, the relationship has to be mutually beneficial. Also, to appreciate those special vendors and to work in harmony with them to grow. With good team work, everyone wins – most importantly, the customer wins.
What is one piece of advice you would give someone who is just starting out in the industry?
Treat every customer as you would like to be treated. Always give your best effort.
What are you most looking forward to for JCK 2020?
Like every year, we’re looking forward to seeing what amazing new trends will be unveiled. Also, any new technological advances that will grow our industry.
Did you do anything fun in Vegas off the show floor?
The most fun we had off the show floor was babysitting our beautiful granddaughter Kalina. It doesn’t get any better than that!