Independents

About Retail: Providing an experience

IndependentsAug 11, 2016

About Retail: Providing an experience

Asaad Malak of Malak Jewelers in Charlotte, N.C. shares how he turns strangers into friends and first-time visitors into lifelong clients. 


The retailer’s new store has chandeliers, a white marble floor, LED lighting and more than 50 showcases of jewelry, including bridal, diamond and vintage and estate pieces.Charlotte, N.C.--One jeweler in the South has seen a considerable rise in traffic and sales since expanding his store and says his success stems from focusing on making every customer’s visit an experience rather than a transaction.

“When people come in, we are interested in getting to know them. They come in as a customer and leave as a friend,” Asaad Malak, owner and president of Malak Jewelers in Charlotte, told National Jeweler.

Malak, whose jewelry store has been in business since 1980, opened his new 5,000-square-foot location last December in Charlotte’s Arboretum Shopping Center, which is directly across the street from his former store. 

The new location offers a display area four times the size of the former store, allowing the retailer to carry more inventory and additional brands. 

The larger store also has a seating area for clients to get comfortable while working with staff on a custom design or while they wait for repairs. A children’s area is stocked with a play set and toys to keep young guests occupied while the adults shop, and all customers are offered beverages and snacks--pretzels, crackers, coffee, water and even wine “for those over 21,” Malak laughs. 

“(The new store) is more roomy, open and inviting,” the jeweler says. “It’s much brighter and there’s more space for events.”

There’s also an emphasis on custom design at the new location, consisting of an expanded workshop and expert in-house goldsmith to allow for full design and manufacturing, including wax mold making. These added features tend to make customers “stay longer, as they find it interesting that they can watch,” Malak says. 

Aside from the revamped layout of the store, the way customers are treated is Malak’s main focus, and is the reason people come back or refer the jewelry store to friends and family, he says.

For example, if a man comes in looking for an engagement ring, the staff asks questions first. What color gold does she like? What shape diamond? Does she work on a computer, in the medical field or with children? Then maybe she doesn’t want a high ring with prongs, maybe she’d prefer a bezel- or other lower-set ring. 

But it doesn’t end there, Malak explains. 

“We

congratulate them, ask about the proposal and their relationship, find out how they met,” he says. “We ask about their personal life, and help to find what she would like and want. This is something that’s very important to every customer. We’re part of this great experience that stays with them a lifetime, and (if we do well) they’ll come back again and again.

“We are making friends and growing families, in a way. They might not remember what I said five years from now, but they’ll remember how I made them feel.”

Malak says this practice also cuts down on returns. 

“People don’t come back to me a week later because they don’t like something, or because they can’t afford it, because I took the time to find out what they wanted and what worked,” he says, adding that the business offers financing solutions for customers.

When asked why he puts such a focus on the experience of his store, Malak’s answer was simple and sensible. 

“This is how I like to be treated when I shop somewhere. I don’t like to be sold merchandise, I like choices, space and time. The experience applies to this,” he says. “My father told me to treat people for who they are, to make friends and they will buy from you. So I tell them, ‘Welcome to the family.’” 

The Latest

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

Jewelers of America
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund Recipients

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

John Dyer Montana Sun Sapphire
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for Entries

The organization has also announced this year’s slate of judges.

Weekly QuizJun 20, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Khepri Jewels Luna collection fancy color fringe multi-shape drop diamond earrings
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

“Marvel | Citizen Zenshin” watch for the new The Fantastic Four movie
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

XO Tacori diamond ring
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry Collection

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel
GradingJun 23, 2025
GIA Names New President and CEO

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

Graphic for Las Vegas recap episode of “My Next Question”
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Luanda Accord
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural Diamonds

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

Penny Preville, Maggie Hess, Stella Song, and Benjamin King
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry Designers

The winning designs captured the “Radiance” theme.

24th Gem Awards Show Logo
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Single Stone Bryn Ring and Grace Lee Marquise Demi Demi Ring
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement Ring

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

Yvonne Léon Python Gold Bracelet
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ Bracelet

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

Kirk Kara fine jewelry
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New Jewels

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

Gemfields 36 Carat Ruby
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough Ruby

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Alex Brown
TechnologyJun 18, 2025
Alex Brown Named President of Smithee Group

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Jade Ruzzo Gloria Collar
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

Jewelry industry author, speaker, and sales expert Peter Smith
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?

If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.

Selection of jewelry from Sotheby’s New York High Jewelry sale
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry Sale

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

Amanda Gizzi, Jewelers of America’s SVP of corporate affairs
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JA

Gizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy