MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
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
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
