By Sydia Bell
Snorkel, a 6-year-old Boxer, is the official greeter at the Midtown location of Worthmore Jewelers, and he has a business card to prove it.
Owners Harris and Gerri Botnick want their customers to know Worthmore is different from a traditional jewelry store, and if Snorkel isn’t enough to prove it, maybe the wine, soda or beer they offer will catch your attention.
Customers can say goodbye to the customary dark wood and snobby attitudes found in many jewelry stores and enjoy the welcoming demeanor, which is offered to customers from all walks of life. Worthmore has been a passion project for its owners for 20 years with the first shop opening on Amsterdam Walk in 1994 and a second in Decatur in 2008.
“You will not find co-op advertising or sales associates aiming for one big purchase,” Harris says. “We want to build a relationship with his customers. An authentic relationship, which includes listening to and providing a experience for any customer no matter how large or small the sale.”
The Botnicks said their clientele started out purchasing simple silver bands and return whenever there is another occasion – an engagement, commitment ceremony, marriage birthday or holiday. The shop also does repairs and offers appraisals.
Harris attributes Worthmore’s appeal to his trendy, fashion influenced, “what’s next” wife, Gerri. He says she is always on the lookout for eclectic, unique custom and antique/vintage pieces.
While locally owned, Worthmore attracts some of the largest names in the jewelry industry. “A ‘big” name isn’t a selling point when selecting designers to showcase,’ Geri points out. “It is more about the artistry and business practices of those designers. I don’t’ want to do business with anyone if I’m only known as an account number. The same principal applies to the customers in the store.”
Worthmore has also created a culture of giving back to the community with partnerships with Georgia Center for Humane Education and theBoys and Girl Club among others.
Ranked the number three jewelry retailer in the country by industry organization Jeweler’s Circular Keystone, the owners are proud of what they continue to create in Intown.