For family jeweler, ‘there are no rules’

Describe your business.

Berger & Son Fine Jewelers is a family owned and operated business with more than 40 years of experience in Las Vegas. As a second-generation jeweler, I learned every facet of the business growing up in the store with my father. I learned everything from designing to repairing, and as I grew older, I found that my passion was in the design and crafting of jewelry and precious gemstones. So when I took over the business in 1998, that was the direction I steered toward.

Who are your customers?

Las Vegas is a world destination, so with my store located inside Fashion Show mall on the Strip, we get people from all walks of life and all corners of the Earth. You never know who will walk through the door. We also have a lot of celebrity clientele, including entertainers and athletes.

What makes your business unique?

There are no rules. We do not have to follow the same guidelines as big chain stores. We can do whatever is necessary to make our customers happy.

I believe we were able to survive the economic crisis because of our personal, hands-on approach service. I will do whatever it takes to please the customer, even if that means flying in to deliver an item personally.

What is the hardest part about doing business in Las Vegas?

Las Vegas is so transient, and you can’t take everybody at their word. There are so many people out there who are focused on what they look like and just want to impress at all costs. And when you are in a mall on the Strip with mostly tourist customers, it is really hard to build long-standing relationships and extremely hard to build loyalty. I’m very loyal and I believe I have some loyalty within the community, but it’s a cutthroat industry. Some people just go to the jeweler who tells them they are giving them the best price, regardless of history or loyalty.

What is the best part about doing business in Las Vegas?

No two days are alike. It’s exciting to have a turnover of people other than my regular clientele. I have so many first-timers and repeat people that I see only once or twice a year, it keeps me on my toes. Every day is different.

How can Nevada improve its business climate?

I believe we need to start to appeal to the manufacturing industry. I am ecstatic Tesla decided to build its factory in Reno, and I think that will be a really great thing for the state. These larger corporations will start to see that our tax benefits and hardworking people make for a viable place for big business to thrive. We’ve always been so reliant on the gaming and hospitality industry, I believe this forward momentum will only improve our economy.

What is your business philosophy?

Simple: whatever it takes. I strongly believe in the “work hard, play hard” philosophy. My parents were very hardworking people. Their success got me excited about working hard and being successful, too. I figured out what I was good at, and that’s working with people. I always encourage our customers to come into the store and talk with me personally. Nothing is off limits with me. “No” is not in my vocabulary.

How has the jewelry industry changed in Las Vegas?

When I was growing up in the ’70s, the jewelry business was all about chains. People were wearing layers and layers of gold chains with diamond-encrusted zodiac charms, so it was all about the glitz and the glamor. Then we went through a period of minimalism in the ’80s and ’90s, where everything was toned down. At the turn of the century, we had a rebirth where the bling and flashiness became popular again. We went through another phase of big, bold-looking jewelry. Now we are back to a more traditional, minimalistic look, and everything is more about the quality than the quantity.

What obstacles has your business overcome?

Definitely the economic crisis that we are still recovering from. As a Las Vegan, I believe we were one of the hardest-hit economies. I felt so bad for hardworking people with families to provide for who, all of a sudden, were let go or their company shut its doors. It was very sad to sit back and still do what I do and watch others who weren’t as fortunate as I was. I am very grateful, and it’s humbling to look out to the rest of the city and see just how lucky I am to still be thriving in business and actually taking it to the next level by opening a new store that will be double in size. My new location is being developed and is scheduled to open by January 2016, just five storefronts west of my current store inside Fashion Show.

What did you learn from the recession?

More is not always better. It doesn’t matter how much you make, it matters how much you save. I need to concentrate on saving more and spending less to continue being successful. On the business side, I learned that if you extend and leverage yourself too much, it could turn on you and be disastrous. Always remember things constantly change, but you should never leave yourself vulnerable. Stay small and the right size to flourish within your own business realm.