Jewelry & Watch Co.

Feb 24

WHEELING, WV

In their own words

“Things always have to change, and customers appreciate one of a kind service where they don’t end up at a party, and everybody’s wearing the same thing. I try to have unique pieces. We do all our work on the premises thanks to my son, Joseph, who has been apprenticing under my husband since he was five years old, and my husband, a certified watchmaker and a JA Certified Master bench jeweler.”

-Carol DiCarlo

Jason’s Interview with Carol

Jason

It's such a pleasure to talk to Carol DiCarlo from Jewelry & Watch Co. Tell me the history of your store.

Carol

I married my husband, Joseph, and we had a store in New York. We decided that we wanted to have children and move closer to my parents in Pennsylvania, so we moved to Wheeling, West Virginia. A very thriving town at that time. There were 10 jewelry stores on the street. Now, I am the only one that's left.

+ Keep reading

Jason
Why do you think that is?

Carol
Because I offer in-stores services. We do all our work on the premises. Thanks to my son, Joseph, who has been apprenticing under my husband since he was five years old. My husband was a certified watchmaker, as well as a JA Certified Master bench jeweler. And at the time, he was the only one in the country that was both and it created a lot of buzz in town. Every time he would say, “I can't do that.” I said, “Of course you can. It's my vision.” And we would do it. And we would sell it. We got to be known as someone who thought out of the box.

Jason
What's your specialty?

Carol
Right now, I am known for doing all my work in the store and showing people what they have and teaching people about the jewelry. We do a tremendous amount of restoration work. There is a lot of generational jewelry in the Ohio Valley that has been neglected, that has been passed down to another generation. They want it fixed so that it can continue on that lovely path. If jewelry is maintained, it doesn't go out of style. Quality pieces do not go out of style. They last forever if you take care of them.

Jason
What are three words that describe your jewelry selection right now?

Carol
Exciting, pleasurable, creative.

Jason
What's trending in jewelry, in general?

Carol
Gold is back. To be more specific, yellow gold is back. I am casting more and more yellow gold.

Jason
What's trending in your store?

Carol
In my store, I would say that I am selling a lot of chains and diamond pendants.

Jason
What do you think your three best-selling things are? Services or products.

Carol
My stuff constantly changes. I don't like to have 10 things that are the same. If you see something in my store two months ago and come back for it, I don't have it, can't get it, or don't want to make it again. Things have to change and customers appreciate that. I try to have them be unique and different unless the customer wants a basic solitaire or basic stud earrings. That's fine, too. I am into opals right now. It's very difficult to get beautiful overall color in opals.

Jason
What's unique about your store?

Carol
I'm across the street from the Victoria Theater, which was renovated, and we have shows there. There's a hotel off the street. There is a shoemaker next door to me and attorneys all around. There's not much shopping. I am a destination location. Very rarely does somebody just pass by and stop in.

Jason
What are three jewelry classics that every woman should have?

Carol
Stud earrings, a 30-inch chain, and a cluster diamond ring.

Jason
Tell me your favorite engagement story.

Carol
We were doing radio advertising and the owner of the radio station came in and said he wanted to propose that weekend. So, we designed a ring for him, cast it overnight. My husband finished it the next day. And that evening he took her up in a helicopter over Pittsburgh and proposed to her.

Another one I had, he brought his fiancé into the store, telling her that he was looking for an engagement ring for her and wanted to get her ring sized. And while they were in the store, I passed him the box and he got down on one knee and proposed to her in the store. Those are my two best stories.

Jason
I know you do so much for the community. Tell me about your involvement with charities in the area.

Carol
I choose things that involve children. The police in town have a Christmas with Santa, and they take underprivileged children and have a meal and take them toy shopping. Anything that has to do with children, we get involved with.

Jason
Here's your chance to say whatever you like to Meet the Jewelers. Why should we come see you?

Carol
You should come to us because we truly care that you have wearable jewelry. We endorse things that are meant to be worn and suited for your lifestyle. I want people to know that we care about their jewelry, we care about making them comfortable, and not being afraid to wear it and use it. We stand behind that piece of jewelry. It's meant to be passed down.

Jason
What’s your warranty like?

Carol
When you commission a piece of jewelry from us, it's our piece of jewelry until you see it and you say it's okay. Once you say everything is fine, that it fits properly, that it's set properly, then you come in. Having your jewelry checked and cleaned is free of charge.

Jason
Why should customers trust you?

Carol
I will take the time, my son will take the time, and we will show you how to look at your diamond. Because let's face it, most people do not have flawless stones, and there is always something that we can show you so that you're assured that it is your stone when it comes in. My son, Joseph, is amazing with customers and repairs. If you don't like the way I'm explaining it to you, he comes in and he takes over—and vice versa. There's no reason why anyone should leave with any question in their mind about purchasing something or having something repaired here.