Success Stories

Jay F. Jeweler, Apple Valley, MN

Passion for fine quality jewelry is Jay Feichtingers motivation.

Jay began as a jewelry repair person over 25 years ago and started his own custom design jewelry store in 1988. He now employees 7 people including 2 gemologists and 1 accredited jewelry professional in his 1400 square foot Apple Valley, MN AGS retail store.

“If youre going to focus on custom work you have to have CAD…and its always best to be first.” With that outlook Jay embraced Computer Aided Design.

His desire to have the latest and greatest and the need to overcome his competition, big box, chain store or otherwise, originally brought Jays attention to CAD. He soon learned that CAD’s features would open up opportunities that traditional design methods did not allow.

In the past, Jay would have to make a hand drawing and then a hand made wax. The customer would want changes and Jay would have to re-carve the wax taking several hours of revisions. The design possibilities were limited as well. For example, micro pavé and shared prong carving by hand can be very difficult even for expert wax carvers. Often the items were not precise. Jay feels that “the learning curve on CAD is actually less than learning the intricacies of wax carving and you do not get the irregularities on the CAD that you always seem to get on wax carving.” The result... pieces get done faster, easier and more precisely.

Jay's customers actually embraced CAD technology and like it better than the old method because they can play a more immediate part in the design process of their piece. It allows them to see a very real image in 3D. The stones seem to sparkle, the metals shine and the whole design has so much more appeal than the traditional drawing. They can even receive high quality e-mail images of designs allowing them to share the photos with others and even brag over their new jewelry.

His business can now do what the manufacturer used to do and Jay feels that soon he won't have to depend on any finished jewelry supplier; his jewelry will all be his. He will have eliminated the need for expensive buy in brands that require large cash outlays often with bank loan interest and inventory gathering dust. Jay stated with a smile, “If my custom design piece sale does not go through, all I lose is my time into the item.”

The new technology also facilitated the largest sale in Jay's design history. A long time customer from out of state needed a ring made overnight. It had intricate patterns and required channel setting a 5ct diamond. Jay finished it in time and the magnificent platinum piece sold for over $150,000.

With CAD, Jay's business is better than ever. He advertises his custom service and CAD abilities; he gets referrals from other customers and he has an eye toward expansion.

Esslinger & Co. is happy to continue to play a part in Jay's success with his custom design and in developing his own brand.

Jay F Jeweler website: www.jayfjeweler.com