Tis two weeks before Christmas, and all through the house, benches are piled with gifts and craftsmen dash around, putting the finishing touches on presents. No, this isn’t Santa’s workshop, but it’s close. It’s the workroom at Genovese Jewelers, where highly skilled jewelers coax precious metals and sparkling stones into dazzling creations.
Genovese’s 7,000-square-foot Creve Coeur showroom glitters with more than $10 million in inventory. Over 60 percent of it is custom-designed and manufactured on site by 14 jewelers. “We have some 14,000 items in stock, and we can turn around a custom piece in less than a week,” Joe Genovese says with pride.
Just in time for the holidays is Novia by Genovese, the store’s new signature line of custom jewelry. “For years, I’ve been trying to come up with a line that captures everything the Genovese family loves—and by ‘family,’ I mean our entire team, from designers to the sales staff,” Genovese says. The result is a graceful collection of white, yellow or rose gold pieces set with diamonds or pastel stones, including amethysts, aquamarines, citrines and pink topaz.
“It’s delicate, feminine and a little more intricate than what we’ve done before, and it has a slightly vintage feel—the kind of thing a woman will treasure far beyond the holidays,” Genovese says. “It’s the perfect gift.” The line, which includes many one-of-a-kind items, is designed and made on site, with new pieces added to the showcases every day. “These are beautiful, unique items lovingly hand-crafted right here in St. Louis, not mass-produced in China,” he notes. “So you won’t show up at a restaurant or gala and see 20 other women wearing the same thing.”
Novia is surprisingly affordable, Genovese adds. “One piece is going for $170,000, but for the most part, prices range from $500 to $5,000,” he says. “Doing so much of the work in-house allows us to keep costs down. And, because we control material and labor costs, we can make an item for much less than our competitors—and pass the savings along to our customers.”
Business is better than ever, Genovese reports. “Unlike other stores, we don’t cut back on inventory, even during major recessions,” he says. “People can’t buy what they don’t see! We offer an abundance of beauty and quality at a good price, and St. Louisans stood by us, even after 9/11 when the entire country shut down. In return, we feel strongly about giving back to the community that supports us.” The business contributes some $350,000 a year in auction merchandise and monetary donations to local nonprofits, including Marygrove, Make-A-Wish Missouri and Children’s Miracle Network. A six-member board established last year, the Genovese Charitable Foundation, helps evaluate appeals and allocate funds. “My dad, Michael Genovese, started out with nothing in 1981, but his heart was always open to those in need, especially children,” Genovese notes. “We’re just carrying on the family tradition.”
By Tony Di Martino
Photo by Genovese Jewelers
Pictured: Novia by Genocvese, a new line of custom jewelry
[Genovese Jewelers, located at 12460 Olive Blvd. in Creve Coeur, now offers a signature line of custom-designed jewelry, Novia by Genovese. For more information, call 314.878.6203 or visit genovesejewelers.com.]