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Diamonds and Tans
Maria Frasca creates a special niche for designer jewelry in Palm Desert, California.
By Joyce Kauf
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| Suna Bros. |
Our look has always been fashion forward,” says Maria Frasca, owner of Frasca Jewelers in Palm Desert, California, that specializes in diamond and gemstone jewelry from American and European designers. With a penchant for identifying unique jewelry by smaller creative designers, Frasca has made her boutique a shopping destination among the 30 jewelry stores on El Paseo, the city’s most fashionable shopping boulevard.
Although she began her career managing a public golf club in Ohio, Frasca would help her parents at their jewelry store. When her husband, a golf professional, took a job in this affluent area of Southern California, Frasca switched gears and traded the world of retail golf for the world of retail jewelry.
Frasca opened her store in 1985 and admits to a steep learning curve. In her first year of business, she waited tables at the local country club with the hope of “getting the word out” about her boutique. “I was about to give my business card to a member when I saw that the jewelry on her wrist was worth more than I had in my store. I quickly put my business card away,” she recalls. Eventually, Frasca built a substantial client base through listening to her clients and responding to their evolving tastes and changing demographics.
“In 1985, I primarily carried traditional white gold and diamond jewelry like my Dad did,” Frasca explains. “But Californians were tan and wanted their diamonds set in yellow gold. They also wanted a flashier look. So in the early 1990s, I turned toward the American manufacturers, such as Suna Bros., Gumuchian Fils and Gem Platinum and also the new American designers, like David Yurman and SeidenGang, whose look was right for my clients.” Frasca also discovered the provocative works of Italian designers, including Stefan Hafner, Luca Carati, Garavelli and Orlando Orlandini. “We were cutting edge because our clients, both local and tourists, were hungry for new looks. Those were exciting times.”
“Thirty years ago, our diamond business consisted of upgrades for a twenty-fifth wedding anniversary because we were mainly a retirement community,” says Frasca, who notes that the area is now home to more diverse age groups. “For the younger clientele, the style du jour usually coincides with what the LA stars are wearing,” she points out.
While Frasca has sold million-dollar diamonds, her strong sellers include 1-carat diamonds to 3-carat diamonds. For stones 5 carat and up, ovals, radiants and emerald cuts are the most popular. Gumuchian Fils remains popular for its “wearable jewelry” designed by women for women. “Their luxurious pieces that command lots of positive attention exemplify what we seek out for our clients,” says Frasca. She notes that “the hottest craze” for the past three years has been the pavé diamond high-tech ceramic link stretch bracelets by Roberto Demeglio. Among her “cheerfully” priced semiprecious stones, carnelian, topaz, agate and jade are popular. “Sometimes our clients want a bigger look for a small investment,” Frasca points outs.
“My real forte is in promoting the smaller, high-end designers,” says Frasca, emphasizing that she never wanted to carry the “mega designer” or “big” watch brands. She loves discovering new talent and avoids brands that are “over-exposed” and carried in other local stores. “I don’t buy from designers who have a mass-produced look,” she comments.
Decorated in warm brown tones, the 960-square-foot boutique boasts glass tiles and custom display cases. The casual vibe encourages clients to mingle and talk about the jewelry. “Depending on the time of day, we may serve an espresso or glass of champagne, so that it is not unusual for people to stay for over an hour shopping, talking and just hanging out.”
Frasca acknowledges that her designers have their own “fan base,” which she encourages through trunk shows and evening dinners that create an intimate venue for shopping.
Frasca takes getting to know designers a step further by organizing trips for a group of 17 women to visit favorite designers in Florence and Milan. “The designers give us a private tour of their showroom or factory, host a lunch or dinner and even arrange for private art tours. The clients view collections and select items that they then purchase at the boutique when they return. “It’s a win/win for everyone. It generates greater sales and stronger relationships,” notes Frasca, who is planning her next trip.
“My clients travel the world and know that I can find the same diamond as any Madison Avenue jeweler,” says Frasca, citing one of her favorite stories about a client who was interested in a 9-carat D flawless diamond. “We hadn’t quite closed the sale when he went off to London. A few days later, I got a text from him that he was at an event with Nicky Oppenheimer, whose family founded De Beers, and wanted me to resend the diamond’s stats. I was sure that I lost the sale and that Mr. Oppenheimer would suggest some other jeweler in London. However, he advised him to buy ‘the best diamond you can from a jeweler that you trust.’ My client bought the diamond from me the next day. I think that says it all!”Article from the Rapaport Magazine - December 2015. To subscribe click here.
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