Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
IndependentsAug 11, 2016
5 questions with: independent jeweler Morays
The 26-year-old, seventh-generation owner of Morays in Miami dishes on why e-commerce is imperative today and his decision to stay in the family business.
Beau Hequin, the seventh generation of his family to run the store, said his family’s foray into the business began in Vienna where one of his ancestors went door to door with a pushcart selling watches in the Austrian capital.
The jewelry business followed the family when they emigrated from Europe to the United States, eventually moving south and opening Morays in Miami in 1939. (The name Morays is actually an anglicization of Murray, the name of one of Hequin’s ancestors involved in starting the business.)
Hequin, who is 26, graduated from Babson College in 2011 and now is taking over the family business. He recently took the time to answer five questions from National Jeweler about being an independent jeweler today.
National Jeweler: So many young people are choosing not to enter the jewelry business. What made you want to take over the family business and keep it going?
Beau Hequin: Honestly it’s in my blood. My family’s been doing this for seven generations and there was never really any question that carrying on that tradition in the jewelry business is what I wanted to do. Since I was a young kid I was always in the store. I started with the broom and next I got the mop and from there they let me sell stuff. I worked my way through it. When I look at a watch and I look at a diamond, I see a little more than something that’s monetary. I see a work of art and something of significance. It’s enjoyable to be able to go to work each day and play with toys, for lack of a better word.
My biggest issue is every time something good comes in, I want to keep it for myself.
NJ: I understand that you are re-launching the store’s website with an updated e-commerce platform. Why do you sell online?
BH: This generation of consumer does most of their shopping online. If they are not shopping online, they are doing their
research online. I have to make both of these available to my customers in the most luxurious way possible, something that represents what my store represents. Before, my website wasn’t an accurate representation (of the store). I think building in a better e-commerce (platform) is going to be good for business, and it’s going to represent us better.
My generation is also big on instant gratification. Everyone loves going on Amazon and there’s sometimes nothing more fun than pressing that “submit order” button and waiting for a box to get to your doorstep. In the next couple of years the e-commerce buyer, I see them as being one of the biggest consumers in the industry across the board in general.
NJ: You mentioned that you didn’t feel that the site’s current e-commerce experience represents your store. Can you elaborate on that?
BH: There wasn’t the time or the commitment or the understanding. All the website stuff was pretty new to my parents. They were used to doing things in a much more traditional way; just to convince them to put up a website was a whole ordeal. They come from a different generation. Once they did that (put up the website), I went off to college and it didn’t get the attention that it needed. It didn’t get the resources that it needed. I feel that it’s worth investing in and it’s worth paying much more attention and focus to than what my parents were willing to give.
NJ: Where will you concentrate your marketing efforts this holiday season?
BH: First of all, I’ve undergone a huge rebranding of the store. We’ve got a new logo, we are working on a new website and we’ve developed some beautiful house ads that have all had some great reactions. These are all geared with the modern, luxurious image, a little sexual. It’s aimed at bringing an emotional response to my store, which I feel it lost a little bit.
We’ve been working on digital advertising a lot. As I mentioned before it ties into the whole e-commerce effect. And with the big influx of wealthy Europeans and South Americans moving to the Brickell area (the section of Miami the store is moving to), I am trying to get my advertising (geared) toward that consumer. (Advertisements) in Spanish, digital advertising and advertisements in top publications for that area--Ocean Drive, Cultured Magazine, Brickell Magazine, Key Biscayne Magazine … Miami Herald, Modern Luxury.
NJ: Tell us one thing about you that people would be surprised to learn.
BH: My mom was diagnosed with late-stage breast cancer about three weeks ago. It went into her liver and into her spine. It’s become to the point where it’s incurable. This is a disease that’s become close to my heart. I’ve begun working with some charities and associations on events and I am running a promotion in my store this month, being that it’s Breast Cancer Awareness Month. We are tying pink ribbons to certain jewelry pieces and proceeds from those purchases will go toward charities for the cause of breast cancer.
My generation is also big on instant gratification. Everyone loves going on Amazon and there’s sometimes nothing more fun than pressing that “submit order” button and waiting for a box to get to your doorstep. In the next couple of years the e-commerce buyer, I see them as being one of the biggest consumers in the industry across the board in general.
NJ: You mentioned that you didn’t feel that the site’s current e-commerce experience represents your store. Can you elaborate on that?
BH: There wasn’t the time or the commitment or the understanding. All the website stuff was pretty new to my parents. They were used to doing things in a much more traditional way; just to convince them to put up a website was a whole ordeal. They come from a different generation. Once they did that (put up the website), I went off to college and it didn’t get the attention that it needed. It didn’t get the resources that it needed. I feel that it’s worth investing in and it’s worth paying much more attention and focus to than what my parents were willing to give.
NJ: Where will you concentrate your marketing efforts this holiday season?
BH: First of all, I’ve undergone a huge rebranding of the store. We’ve got a new logo, we are working on a new website and we’ve developed some beautiful house ads that have all had some great reactions. These are all geared with the modern, luxurious image, a little sexual. It’s aimed at bringing an emotional response to my store, which I feel it lost a little bit.
We’ve been working on digital advertising a lot. As I mentioned before it ties into the whole e-commerce effect. And with the big influx of wealthy Europeans and South Americans moving to the Brickell area (the section of Miami the store is moving to), I am trying to get my advertising (geared) toward that consumer. (Advertisements) in Spanish, digital advertising and advertisements in top publications for that area--Ocean Drive, Cultured Magazine, Brickell Magazine, Key Biscayne Magazine … Miami Herald, Modern Luxury.
NJ: Tell us one thing about you that people would be surprised to learn.
BH: My mom was diagnosed with late-stage breast cancer about three weeks ago. It went into her liver and into her spine. It’s become to the point where it’s incurable. This is a disease that’s become close to my heart. I’ve begun working with some charities and associations on events and I am running a promotion in my store this month, being that it’s Breast Cancer Awareness Month. We are tying pink ribbons to certain jewelry pieces and proceeds from those purchases will go toward charities for the cause of breast cancer.
More on Independents
The Latest
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from MembersThe feedback will be used to prepare other jewelers for the challenges ahead, the organization said.
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry RetailersThe online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through LoveThe “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-UpRobert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.
MajorsApr 16, 2025
WJA Announces Board Members, New Chicago Chapter PresidentThe announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.
EditorsApr 15, 2025
Tariffs: What We Know Right Now Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.
EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing DiamondsKenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to AuctionThe historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 PercentLVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 BoardThe organization has reelected Kalpesh Jhaveri as president.
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ CollectionThe collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 YearsMari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick InGIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding EarringsThese earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AITwo experts share how artificial intelligence tools can help retailers run a more efficient business.
SourcingApr 11, 2025
Mikimoto Names New President, CEO for U.S. DivisionKentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.
WatchesApr 11, 2025
Bulova Documentary Now on Amazon Prime“America Telling Time: 150 Years of Bulova” explores the storied history of the American watchmaker.
