Leo Fried of Poulsbo’s Blue Heron Jewelers cusotm makes all that glitters. Photo: Charles Bermant

While Kitsap County is steadily becoming more cosmopolitan in recent years, the rural roots are still clearly visible. This is apparent in everything down to our jewelry, which may not be as flashy as what the city mice are wearing.

“Kitsap County has a different lifestyle than Seattle,” said Leo Fried, owner of the Blue Heron Jewelry Company in Poulsbo. “It’s not the same as Seattle, where they are going to the opera all of the time. It’s more casual, laid back, here. People don’t want to spend a lot of money on something they can’t wear all the time.”

Kitsap style, then, is classy but not necessarily ostentatious.

“A lot of people are looking for jewelry that they never have to take off,” he said. “And around here there are people who do a lot of gardening, with a lot of acreage that they never leave.”

As a small custom jeweler, Blue Heron encourages customers to describe their own lifestyle, price range and tastes. From there, they can find a future heirloom piece they can afford; from one of the showcased designers or from Fried himself.

Jewelry shoppers have several choices. They can find it at Freddie’s, but not everyone wants to think of poultry every time the look at a ring. They can choose a small mom-and-pop shop, knowing that it probably won’t be in business forever. Mall stores, like Ben Bridge, buy in quantity and can sell low, while custom shops tend to be less conventional.

“It is important where you buy,” said Layna Pfaff, manager of Ben Bridge Jewelers in Kitsap Mall.

While many of Blue Heron’s pieces are one of a kind, it’s a mistake to categorize everything in a chain store as generic. Pfaff is tuned in to the tastes of many repeat customers, when she comes across a unique piece that fits their taste she gives them a call.

Additionally, Pfaff reports that her store does a huge business in engraving, which is a sure fire way to turn any piece into a one-of-a-kind individual gift. “When you engrave a gift it has more meaning,” she said.

The most crucial aspect of a certain piece is whether it speaks to you. As important is whether you can stand to hear its voice every day. For this reason, a first rate jeweler will offer a money back guarantee. At Ben Bridge any piece is returnable for 90 days, no questions asked. The most common reason for this, said Pfaff, is when a couple breaks up after they buy a ring. Allowing for a refund is good policy, customers will return when they decide to get married to someone else.

Blue Heron is less structured, with Fried saying “if someone comes back with a piece they bought three months ago and says “I hate this,” we will work with them to find something they like. Otherwise, we’ll return their money. As long as the piece is in good condition we can clean it up and put it back out.”

In this case, it is wise to not engrave a piece until you’re sure it’s a keeper.

“Offering a guarantee is good customer service,” Fried said. “As a small store we have to offer more. We have to work harder to win over the loyalty of customers, who need to know they are buying from a secure company that is going to stay in business for a while.”

Neither jeweler reports a great change since the Sept. 11 attacks. “Business dropped off for about two weeks,” Fried said. “But we had faith. Now, people are still buying. The president asked for them to buy, and for some reason they are happy with us.”
Pfaff’s take is similar, but she adds “keepsakes have become more meaningful, and people are putting more thought into a gift.”

Fried has been in business at the same location for 14 years and has no plans to move.
  “A lot of jewelers have left the area,” Fried said. “But we still find it a great place to do business.”.