In conclusion on the "Day of Diamonds..."

“Quality & happy occasions”

As a fun little exercise, I asked each of the staff to pick out a piece or a few pieces of jewelry that represented what Packouz stood for – aside from the many luxury Swiss-made watches.  (*As a note of responsibility – Packouz Jewelers does not carry any conflict gemstones.)

After much thought, Heidi picked out a few Oscar Heyman pieces.  I am not much of a “bling” type of person, but I will say that that the pink sapphire and diamond necklace was exquisite.  I even got to try it on and was it ever weighty!  Given that it was six figures, I certainly was aware that it was clasped around my neck for brief period. 

Oscar Heyman necklace of pink sapphires and diamonds...oh my!
photo credit:  Brooke Van Roekel

Tonya, Rick’s wife and the person handling all of the PR and advertising for the business, picked out an emerald and diamond ring because it was so pure and the quality was unlike what you’d find at many other stores.  She felt that those qualities represented Packouz. 

Just a little emerald and some diamonds
photo credit:  Brooke Van Roekel

Jennifer picked out an entire display that had a mix of new styles along with some classic pieces.  The blending of the new with the classic really captured Packouz Jewelers for her. 

A lovely assortment of classic and contemporary pieces
photo credit:  Brooke Van Roekel

Rick created an assortment of three items with color, quality, and beauty.  They were of the highest quality, were original pieces, brought color or a little flair, and contained a simple, understated beauty – just like Packouz Jewelers. 

Color, quality and elegance
photo credit: Brooke Van Roekel

 Larry, whose business this was for 3 generations of his family, went straight for the bridal cases and made an insightful comment.  He said, “Everyone who comes in, usually comes for happy occasions.”  That is a very good point about the jewelry business.  It is for happy reasons that people purchase jewelry.  There may only be one exception - those who are trying to get out of the doghouse!

A ring that is meant to be shown off!
photo credit:  Brooke Van Roekel

Lovely on any woman's finger!
photo credit:  Brooke Van Roekel

I am grateful to Rick for spending so much time with me on that dreary Monday and for outlining everything he did from one minute to the next.  Keeping up with his brain and all of the many hats he wears puts any haberdasher to shame. Thank you, Rick. 

To the staff who humored me with answering all of my questions, let me wander the store, and happily pulled any item from the case for me to try on, thank you for being so gracious. 

To Larry, who clearly has been an inspiration to so many staff and Portlanders, alike, I now fully understand why Packouz Jewelers is so well established in the community. 

I so enjoyed my time with all of you and am impressed with your deep knowledge and genuine kindness.  Packouz Jewelers will, no doubt, continue to flourish.

Diamonds are forever....

So much sparkle and a twinkle of the eye...

Rick Mahler, the owner of Packouz Jewelers, is a businessman at heart and a master multi-tasker.  The twinkle in his eye hints at the wheels turning in his head.  It was extraordinary to watch him and an exercise in energy-management because he is either going from one thing to the next or thinking about the next thing.  I was exhausted by 11am.

Rick where he loves to be - at the counter
photo credit:  Brooke Van Roekel

Packouz Jewelers is one of the last, high-end, independent jewelry stores in Portland.  It was established in 1917 and passed through three generations of Packouz’s.  For many Portlanders, particularly some of the more established families of the city, Packouz Jewelers represents family and long-standing Portland tradition.  What is Portland tradition?  It’s the kind of service where you are ALWAYS greeted with a smile and treated like the most important customer regardless of who you are or what you’re wearing.  (I’ve been known to enter in my running gear without anyone in the store batting an eye.)  It is also the kind of place where people come in just for a chat, which is what I witnessed several times the day I was there.  And because this is Portland, dogs are always welcome.  No matter what the weather may be outside, this little treasure (pun intended) of jewelry store is always a warm, bright oasis on Broadway.

So, what does a day look like for a jewelry storeowner?  One word:  BUSY.  There may not be one customer in the store, but there is quite a bit happening.  I realized that the customer interaction at the counter represents 1/3 of the time spent on the transaction, while 2/3 of the work actually happens behind the scenes.

Here is a snapshot of Rick’s day:

7.30-8.30am: Rick typically gets to the store between 7.30 - 8.30am.  From the time he enters until his first staff member arrives around 9.15am, he gets a hold on all of the administrative parts of the job which includes things like:  payroll, insurance, contacting vendors, following up on repairs, orders, reviewing sponsorship proposals, and paying bills.  It’s a flurry of administrative work.

Rick on the phone with a watch broker
searching for a particular watch for a customer
photo credit:  Brooke Van Roekel

Around 9.30am:  The staff starts getting the jewelry out of the safes and merchandising the cases.  Rick dons a pair of white gloves as he shines and places many of their Swiss-made watches.  Heidi, one of his staff, works on displaying all of the jewelry with gemstones.  The store starts to sparkle.  Also, at this time, a cleaner enters the store to wipe and clean all of the surfaces.  Rick’s wife, Tonya, vacuums and another staff member, Jennifer, begins going through all of the emails.  Everyone is bustling.  The phone is ringing off the hook, but this is the time that they can get the store ready, so it goes to voicemail until calls are returned at 10am, the official opening time of the store.

10am:  The store opens.  It’s quiet up front, so Rick continues with making phone calls, following up on orders, returning phone calls, checking on the new phone system that is to be installed and discussing the final price he’s willing to pay to advertise in Portland Monthly.  Literally, he is crossing one thing after another off his list in what feels like split seconds.

Around 10.45am:  Rick’s landlord enters the store.  He’s an old friend of Larry Packouz and is interested in getting a new watch while also checking about the water in the corner of the basement floor.  Rick and he spend a bit of time chatting.

Rick doing what he loves: helping customers
photo credit:  Brooke Van Roekel

11:10am-2pm:  Rick chases the insurance lady, helps a few more customers who have entered the store, returns a call about a speaking engagement request, reviews a few emails, and tries to get the phone company to confirm the installation of their new phone system.

2pm:  Lunch time.  We head to nearby Imperial, where Rick has become a regular and is well known by the whole staff.  It’s like walking in with the mayor.

3.15pm:  It’s back to work where Rick spends the afternoon in the front of the store helping customers along with the rest of the staff. 

4.00pm:  A couple of vendors enter the store and ask to speak with Rick.  They don’t have an appointment, which doesn’t thrill Rick.  One is a veteran rep, who is currently a rep for a pearl dealer.  The other represents a German designer and manufacturer.  Rick’s in the middle of helping a customer, and they both hover in the corner of the store.  As Rick knows, “good selling is proper buying.”  He is courteous and emphasizes the need for them to schedule an appointment.  For the pearl rep, Rick explains that he’s good on inventory and doesn’t need anything from the guy.  The German designer rep leaves a catalog, which piques the interest of all of the staff in the store.  The designs are beautiful and innovative.  Everyone likes what they see.  This rep will be welcomed back.

4.20pm:  Three generations of one of Portland’s well known families enters the store.  They are in pursuit of a Bat Mitzvah gift for the young girl.  The mother and daughter peer into the cases and discuss, at length with Rick, different ideas.  The grandmother circles the store, stopping periodically at various cases.  (I get the distinct impression that she’s pretty familiar with their contents.)  She has been a regular customer of Larry’s and feels that the store is in VERY capable hands now that Rick owns it.

4.45pm:  A woman who is in Portland on business from SF enters the store to look at some high-end Swiss-made watches.  She has a certain model in mind and tries on a few others as well.  She’ll be leaving shortly but will return to Portland in a couple of weeks.  Getting the watch at Packouz is appealing because Oregon doesn’t have sales tax.  I suspect she will indeed purchase her watch from Packouz.

6pm:  It’s time to close up shop.  The jewelry is gathered from the cases and stowed in the safes.  In a matter of minutes, the cases are emptied.  This is a routine that the staff has down pat.

6.15pm:  The store is locked tight, and Rick heads for home only to get ready to do it all tomorrow.

Because of the extraordinary service, Rick has customers from all over the West – from British Columbia, SF, LA, Seattle, and beyond.  In fact, one customer from Medford, OR called to purchase a brand of watch that Rick doesn’t carry.  Because this customer could go anywhere, Rick contacts a broker to get the watch for this customer, even though the margin on the sale will be quite small.  Being a business owner, Rick knows, “selling is the single most important thing because you have to sell to keep the doors open.”  If selling is fundamental, service is paramount for Rick and the whole staff at Packouz – something that comes from the Packouz family tradition.

How did Rick come to be the next owner of Packouz Jewelers?  Next week, we’ll explore his journey.