Full Circle: Geoffrey’s Diamonds & Goldsmith

Geoffrey’s Diamonds and Goldsmith was founded in 1984 by Geoffrey Stern and has served the San Carlos community for 34 years. Geoffrey built up a reputation of always making excellent service the highest priority – a legacy continued in the store’s second generation with new ownership under Nikko Kandhari in 2013.

We caught up with Kandhari to learn more about his journey in the jewelry industry, what he looks forward to seeing at JCK Las Vegas 2020 and much more.



What is your background in the jewelry industry and how did you get your start?
I immigrated to the United States in 1993 from India where I had gotten my start by sorting at a jewelry wholesale market. After arriving in The U.S.A. I started working in the corporate world for Sterling, Zales, and Christian Bernard.

My new journey began at a networking event at JCK 2008 where I met Geoffrey Stern, the original owner for Geoffrey’s Diamonds & Goldsmiths. Shortly after meeting Geoffrey, I began to gain experience in a standalone, brick and mortar environment in the small town of San Carlos, California. Through his guidance and mentorship, combined with my previous experience in the corporate world, I soon began running his operations.

Together, we increased sales by double digits year after year. In 2012 Geoffrey decided to retire and I purchased the business. Since then we have seen continual growth and opened up our second location in Campbell California in 2017.

At Geoffrey’s Diamonds & Goldsmiths, our customers are always our #1 priority. With 36 years in San Carlos, we now have 2nd and even 3rd generation customers. We strive to provide them the best jewelry experience through continual maintenance of our customers jewelry with free inspections, cleanings, and polishing as well as our everlasting integrity, quality and competitive pricing.

How would you describe your store using only three words?
Elegant, Earnest & Unique.

Can you give us a glimpse into your process when purchasing pieces to include in your store collection and your decision-making strategies?
The strategy is always to break it down into: fashion, trends, bridal, fancy, and color. We run reports on best sellers and stock balance with all vendors prior to JCK. Since 40% of our business is custom made jewelry we also look closely at what our customers are asking for.

We stay current on trends by reading JCK magazine, Instore magazine, Forevermark Forum and online.

Are there any particular stones, hues, or styles you are partial to and prefer to carry more of in the store?
More sapphires and rare colored diamonds.                                                                                        

What are the trends you’ve noticed have been selling particularly well?
Contemporary necklaces, diamond studs and bangles that can be layered.

What were some of your favorite trends you saw at JCK 2019?
The Forevermark stackable rings were a real stand-out for us!

What do you do to make customers’ visits memorable?
Every guest is given a full concierge service from start to finish. Whether it’s making the perfect piece or sending them home with a bottle of champagne to celebrate their special occasion. We have a number of experts with decades of experience in store, including, a gemologist and goldsmith.

Do you do any special events? If so, what kind?
We have two annual sales one for Christmas and an Anniversary sale in May that coincides with mother’s day. We also have a Forevermark event this September.



What is the biggest lesson you’ve learned from your business?
Integrity will take you all the way.

What is one piece of advice you would give someone who is just starting out in the industry?
Your guests experience will build your empire.

What types of pieces/collections stood out to you at this year’s show, and what types were you looking for when you got to the show?
Rough diamond jewelry collection was very unique and interesting. I’m also looking forward to seeing new bridal lines and black label jewelry collections.

What are you most looking forward to for JCK Las Vegas 2020?                                                   
New designs that are modern, unique and contemporary. We are also looking for finished pieces with rare colored diamonds. We always look forward to seeing what Forevermark will bring.

Did you do anything fun in Vegas off the show floor?
After the show we had dinner at some of the best Las Vegas restaurants as well as taking in the occasional show.

Learn more about Geoffrey’s Diamonds and Goldsmith here.
Experience a more intimate buying experience at the jewelry industry’s winter oasis – register for JCK Tucson 2020 here.

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