CUTTING-EDGE Jewelry Design and CUSTOM-MADE PIECES

Business People, Feb 2008 by Reusser, Kayleen

Walking into Bradley Gough Diamonds on West Jefferson Boulevard feels a bit like stepping into a friend's home. Almost before the door is shut behind you, the soothing movements of a nearby fish tank draw the eye and calm the spirit. Across the room, a large stone fireplace burns merrily during the winter months, urging visitors to warm their hands by its embers.

The sales counters gleam and are filled with a myriad of jewelry pieces attractively laid out in the cabinets. According to Bradley Gough, when he designed and opened his sales store in 2002, he had a goal in mind.

"I wanted to create a jewelry store like one that might be seen in New York, L.A. or Naples, offering affordable prices," he says. "People in the Midwest not only desire unique interesting jewelry, they want and expect it at a great value."

Gough has been a part of the jewelry business in Fort Wayne since 1982, though he has been in the jewelry industry since 1978. When plans to build a new shopping mall called Jefferson Pointe were announced shortly after 2000, Gough decided to establish his business across from the mall. He currently operates his business as one of the premiere jewelry retailers in northern Indiana in a 5,000-square-feet building.

As Gough reaches the three-decade mark in the jewelry business, he says his goals have not changed over the years. "When someone opens a box from Bradley Gough Diamonds, I want them to know they have received the best," he says.

One way he does this is by adding new lines of world-renowned jewelry to his inventory. Some of his business' most recent additions include Kabana and Hearts on Fire. "Kabana is a line of inlaid gem stones, including mother of pearl, that can only be purchased at a few places in Indiana," he says. "Hearts on Fire is an exclusive jewelry and diamond dealer out of Boston made with the world's most perfectly cut diamonds, thus optimizing their brilliance."

Gough stays aware of new jewelry trends by attending national jewelry shows in Las Vegas, Arizona and New York. He also listens to customers who tell him of a new line of jewelry they have discovered while visiting other cities.

"If they have seen something they are excited about, it's an indicator that other people will feel the same way. I'll pursue that line to see if it is something we can add," he says.

If a client brings in a photo or even just an idea of something they would like to wear, Gough's in-house designers can help with that. "We will sit down with a client and design the ring or other piece they have in mind and have it made. The customer is involved with every step of thisprocess, thus ensuring his or her satisfaction," he says.

Gough also believes in helping clients restore older pieces of jewelry. "We have a master jeweler and master watch maker on staff who can provide maintenance for nearly any piece of jewelry, including older Swiss and Rolex watches," he says, adding that his business also offers jewelry appraisals.

Though some jewelers might prefer not to become involved with heirloom pieces, Gough says he is cognizant of the importance of such pieces. "They stand for something special to family members. We appreciate that if someone brings in their grandmother's wedding ring that needs fixed, we have a valuable item in our hands. We consider it a compliment when we are entrusted to service jewelry that means so much to its owner," he says.

Such attention to customers' needs have helped Gough attract and keep clients over the years. "When a local business transfers employees out of the Fort Wayne area, these people stay with us because we've developed a trust factor with them," he says. "They know we will continue to offer the best quality jewelry on the market." The trust factor has extended through generations as Gough is now serving the children of earlier clients with engagement and bridal pieces.

For those who cannot travel to his store, Gough uses email and the company Web site to assist with their shopping. "A customer from Montana may ask to see certain pieces of jewelry, so we'll send photos back and forth by email," he says.

Gough also offers items for sale on the Internet with a discount for purchase there. "The Web site is not our main focus of sales," he adds, "but it is an active part of it."

Women are not the only clients at Gough's store. In fact, some of the store's most popular purchases are men's watches. "Men appreciate the high-fashion design of quality, Swiss mechanized watches," he says. "These items are usually given as a reward for an accomplishment, such as a first job, promotion or retirement." Gough is a dealer of the Rolex, Tag Hauer and Maurice Lacroix watch lines.

Gough employs a staff of thirteen, including Jennifer Brubaker, vice president and part owner of Bradley Gough Diamonds; Erin Lane, treasurer and operating manager; and Nichole Hertel, store manager.

"Our staff brings a high level of sophistication to our jewelry," says Gough. "We are truly jewelry professionals, yet we strive to create a family atmospherethat's built on caring and mutual respect. People are proud to work here. We provide formal training with competitive pay and benefits."