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AT A TIME WHEN added services, clever promotions and exciting shopping experiences are all being experimented with in the hopes of attracting a recession-reticent consumer, what could be more intriguing than the re-creation, on American soil, of a real Turkish fine jewelry store?

 

Well, that’s exactly what Elizabeth Genel and Mark Nyman have done with Atelier Minyon in Manhattan’s chic SOHO district. The idea, they say, was to create a store that would give their customers the unique experience of being in a fine jewelry shop in Istanbul.  And what an experience it is!   

 

                                                Alluring Exotica

 

TURKEY HAS LONG been known for its exquisite jewelry, with fabulous rings and creative and innovative egg designs that have literally captivated jewelers in the United States in recent years. But as remarkable as the product may be, the Turkish shopping experience is even more fantastic. There is just nothing like it anywhere else in the world.

 

EVERYONE LOVES SOMETHING BEAUTIFUL AND DIFFERENT.  LOOK FOR SPECIAL ONE-OF-A-KIND LOOKING PIECES TO RE-CREATE YOUR OWN SPECIAL LAIR, TURKISH OR OTHERWISE: 

 

 

 

  • Large crystal chandelier earrings in antique plate settings and vivid crystal colors offer a masterful mix of Victoriana with Asian design serenity.

 

                                                Two Hour Process

 

“IN TURKEY, WHEN YOU BUY jewelry, it is a two-hour process,” says Genel. A formal tea service is just part of it. And why not?  Genel points out that if you are going to buy jewelry for yourself in this economy, it should certainly be a special experience.

 

The store itself is about 700 square feet in size, with walls covered with those gorgeous hand-painted tiles so characteristic of Turkey. Exotic handblown glass lanterns in beautiful jewel tones hang from the ceiling,

 

Genel and Nyman have been in the beauty business for about 12 years, running a cosmetic and skin care chain in the Northeast. But it was Genel who really sparked off the jewelry idea when she began collecting fine jewelry.

“–I used to love to buy clothes, but then I learned I liked buying jewelry even more,” she enthused.

 

                                         A Passion into Reality

 

As a result, together with Nyman, Gemel turned her passion into a business reality. Teaming up with Turkish jewelry owner Alp Sagnak, she launched Atelier Minyon, aimed at creating Turkish jewelry for an American audience. .All the pieces at Atelier Minyon are imported from Turkey. They are made in Sagnak’s workshop in Ankara …and are they ever fabulous!

 

Prices run from about $400 for earrings to $300,000 for a 150-carat emerald necklace. Average prices are $2,000 to $6,000. Diamonds with a rose cut are especially popular, as are edgy diamond and tourmaline pieces. Color is a major factor.  Brilliant yellows and deep shimmering reds give spectacular depth and individuality to each piece. 

 

ADD A RICH ELEMENT OF TURKISH COLOR BRILLIANCE TO YOUR JEWELRY SELECTION.  TRY WORKING WITH THESE TERRIFIC ITEMS:

  • Deep red cut glass pendant drops off an elegant beaded necklace in a marvel of color and design!

 

 

 

 

 

 

 

Gemel and Nyman plan on opening at least 10 more stores in the next few years, starting with the southern United States.  Each will offer customers that special Turkish buying experience – tea, relaxation, exquisite service, alluring Turkish décor, and a private review of jewelry equal to none. 

 

YOU CAN GIVE YOUR CUSTOMERS A RARE TASTE OF OPULENT EXOTICA, TOO. YOU CAN EASE INTO TURKISH GRANDEUR.  OR, YOU CAN GO FRENCH.  OR INDIAN. OR ASIAN.  DESIGN A CORNER OF YOUR STORE TO EVOKE THE MOOD, DISPLAY FITTING JEWELRY, OFFER A TASTE OF TEA OR GROG, AND VOILA!  WATCH THE RESULTS!

Comments (0) Posted by Mary McGarry on Monday, May 18th, 2009


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