M.B. Rich Jewelry

Jan 9

In their own words

“The one constant has always been that we never needed to be the largest jewelry store, the most employed, or sell the most. I wanted to be the most respected jeweler in the area. And that’s always been our driving goal. It’s always been my approach and the approach of our store to teach and not sell. Most of our customers don’t need to be sold to; they need to be educated about what they’re buying.”

-Michael Richard

Jason’s Interview with Michael

Jason

Today, we get to talk to Michael Richard from M.B. Rich Jewelry in Lake Charles. How did you get into the industry?

Michael

Things happen just by coincidence. I was working my way through college with a business degree. One of my best customers liked my honest approach. At that time, I was selling suits, men's fashion. He offered me a job. Forty-two years later, I'm still in the industry and have never regretted a single moment of it.

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Jason
What is it about this industry that you love so much?

Michael
Jewelry is a specialty field; when they sit and speak to you about jewelry, you become their expert. That trust has to develop, one-on-one conversation. It's always been my approach to teach and not sell. Most of our customers don't need to be sold to; they just need to be educated about the product that they're buying.

Jason
Tell us the purpose of your brand.

Michael
We never needed to be the largest jewelry store, the most employed, sell the most. I wanted to simply be the most respected jeweler in the area. That's always been our driving goal.

Jason
Tell us about some of the social causes you're part of.

Michael
Everything from scouting to the American Ball, bone cancer. We've donated over $2,000 of jewelry this past Saturday for a heart; we call it the Heart Ball. That's just one of many. We contribute to breast cancer walks—everything from university, supporting athletic departments, high schools, churches, most large organizations.

Jason
What's the ambiance you want people to have when they come in the door?

Michael
Employees are instructed whenever that door opens, and someone walks in, imagine them walking into your living room. Get up, be sure that they're greeted, be sure that they’re made to feel comfortable, and they're welcome in the store anytime. Very simple, very straightforward. It's how I would want to be treated when I walk into another store.

Jason
One of the most stressful things in the world is that proposal process. Tell us about a fun customer proposal story.

Michael
A young couple, he’s a veteran now in the army. He had always done business with us here. He was transferred to Germany. In that process of being transferred, I was having a custom ring made for them. The ring is complete, he wants to propose, but he's now in Germany. He calls at this particular time and says that his fiancé is going to be in the store at this time. I don’t remember with the time difference was between Germany and Louisiana, but he must have gotten up 3:00 AM in the morning, and he called. She was here at that particular moment. And what I didn't know was that he wanted me to propose to her for him. He said, “Take the ring and propose for me.” And I went, “No. I’ll let you propose over the telephone, but I can't do that.” So, I put him on the phone, I did take a knee and open the box, and as he spoke to her and he proposed. I'd have to say it was the first time and it was the last time also.

Jason
Why should people trust you?

Michael
Well, you have to earn that. You can't fool people with prices and misdirection. The sale has to be earned.

Jason
Are there any designer brands that you wanted to highlight for our audience?

Michael
We've carried many designer brands. Years ago, I was actually in the retail business, and I would have these designers out of New York and Los Angeles come to me. And I would help them with their lines. At one time, there were four companies I was consulting with on designs.

Jason
Here's your chance to say whatever you like to Meet the Jewelers.

Michael
If you're out there shopping for jewelry, get to know your jeweler. Be comfortable with them. Apply the science of purchasing diamonds. Understand the language that they speak and be comfortable with your rings, with the jewelry, with the piece. It is all about integrity.