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The look of Red Bank native Alan Fisher's jewelry store was pretty basic when he first opened 25 years ago.
Some paint was slapped on the wall. Diamond and gold jewelry filled some used display cases and customers walked on new carpet his landlord gave him.
You wouldn't recognize it now. A.H. Fisher Diamonds on Broad Street in Red Bank has unveiled a renovated showroom with new showcases and state-of-the-art lighting to give it a 21st-century feel.
"Our store is definitely a more upscale presentation," Fisher said.
Fisher, 55, of Middletown, traces his roots in the diamond business back to his high school job at Reussilles Jewelers in Red Bank. He worked as an apprentice, learning jewelry repair, such as how to size a ring or make a minor repair to a bracelet.
At age 16, working at a jewelry store wasn't something he sought out.
"It strictly was walking Broad Street looking for a part-time job," Fisher said.
But once he got involved, he got hooked and developed a skill.
"I took a liking to jewelry," Fisher said.
He went to Rutgers University in 1971, but left after two years to take a job at A.I. Poland, a jewelry store in Asbury Park.
There he nurtured an interest in diamonds, gems and diamond grading, taking courses at the Gemological Institute Of America.
"It is very, very fascinating," Fisher said. "It is the most concentrated form of wealth there is. There is no other commodity that someone could have millions of dollars in the palm of their hand."
Fisher worked his way up to manager at A.I. Poland before he decided to open his own store at age 30.
"I had the spark," he said. "I preferred to set my own goals and felt very, very comfortable that I would rather do that . . . for myself."
By that time, he had made contacts in the business who would help him obtain merchandise so he could set up his own shop. Besides buying on credit, he also took out a $25,000 bank loan, putting up his Sea Bright condominium as collateral.
Fisher decided to concentrate on high-quality jewelry.
"It was very, very easy to obtain merchandise from people that knew me for a long period of time," he said.
He opened up his Red Bank store — in the town where he grew up and was known — in November 1983.
"The economy at that point was very, very strong," Fisher said. "It just made for a good start, a good basis for my business."
He used mailing lists of potential customers he knew to attract sales.
"I put myself in a niche of reliability, integrity, honest," he said. "I am from here."
About 15 years ago, Fisher saw a slowdown in the economy and decided to make a change. He founded Claimlink Jewelry Replacement, a network of jewelers that replaces lost, stolen or damaged jewelry for the insurance industry.
"A very wise friend of mine said create a niche with something and you will do well," Fisher said. "This is my true niche."
Claimlink has grown and now represents about half of his company's business, Fisher said.
Over time, Fisher has seen changes in Red Bank. The town is now attracting high-end shoppers, giving it more of an upscale appeal than it had 25 years ago. Last year, Tiffany & Co. opened a store in the borough.
"People are not coming to Red Bank to possibly see one jewelry store," Fisher said. "They are making Red Bank a destination location for jewelry."
The business has seen its revenue grow, turning the company from one with about $250,000 in sales 25 years ago into a multimillion dollar business, Fisher said.
Now Fisher faces another challenge: an economy that is in the midst of a recession.
Fisher said most jewelry purchases are made in the 10 days before Christmas.
"I don't know what the economy is going to do to my business," he said.
But the company has stocked up with some high-quality, yet lower-priced, items. Jewelry at A.H. Fisher can run from a couple hundred dollars for a pair of gold earrings with some diamonds to diamond solitaire or bracelets for tens of thousands of dollars or higher.
"My own gut says that jewelry shoppers are still going to come out and buy jewelry," Fisher said. "They might not spend as much, but they are still going to buy jewelry."
Go News Center Added by: jessie Add time: 2009/12/2 0:38:09 view >>
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