Jan 4 2012

New Downtown Jeweler 'Rings' in the New Year

Infinity Jewelers settles into its shiny new location on Main Street
in Royal Oak.

By Judy Davids

Are diamonds really a girl's best friend? Or is it her jeweler?

Nick Bederian, owner of Infinity Jewelers, which opened its doors two
months ago on Main Street in Royal Oak, is betting it's a combination.

The Armenian immigrant, who has 21 years' experience in the jewelry
business, said it is part of his culture. `Ninety percent of Armenians
in Michigan are in this business,' he said.

Bederian, former owner of Gold N Time in Redford, sold that business
and opened Infinity Jewelers in downtown Royal Oak, where he sells a
variety of popular brands (Cool Joolz, Breuning, Zeghani, Zinzi, Toy
Watch and others), creates one-of-a-kind pieces, performs repairs on
jewelry, watches and eyeglasses and provides services such as custom
design, insurance appraisals and cleaning.

He pays cash for gold, too.

`We are not just retailers,' Bederian said. `We are well-rounded, but
our focus is our service.'

The jeweler's commitment to his customers is what keeps them coming
back, he said.

Garnets can be a girl's best friend, too
Tim Gelletly of Detroit was a repeat customer Tuesday. He first
dropped by right before Christmas, on a whim, after stopping for a cup
of coffee at the Starbucks on Main Street.

`We thought we would just check it out,' he said.

Gelletly had brought his mother with him on that visit. After the
staff greeted them, it wasn't long until his `mom was opening up and
telling stories,' he said.

`My father, (who passed away 12 years ago), used to buy my mother
garnets for Christmas every year. It's her birthstone,' he said. `She
was born in January.'

His mother continues the tradition by buying garnets for herself, he
said. `It's a way for her to still feel close to my dad.'

Gelletly said his mother picked out earrings she liked at Infinity,
and Bederian was able to customize the pair with garnets. Best of all,
he was able to do it while she waited, Gelletly said.

`My mom was so happy. She thought she was going to have to wait a
couple of days, but (Bederian) said, `I'll do it right now,' '
Gelletly said. `She was so happy she would have the earrings for

`She said, `I know (my husband) is here with me,' and before long,
everyone in the store was crying,' Bederian said.

It's that type of personal touch that brought Gelletly back to have
his wife's wedding ring cleaned and adjusted this week.

`They made it look brand new,' Jennifer Gelletly said of the
workmanship. `I can't believe it is the same ring.'

Customers eat up downtown location
The decision to set up business in Royal Oak suits Crystal Shiklian,
an Infinity saleswoman.

`There is a great atmosphere here,' she said. `Everyone has been so
welcoming to us. We feel cozy here. And there are so many places
around here to eat.'

The idea of nearby coffeehouses, shops and eateries sits well with
customers, too, she said.

`People can drop something off for a repair or cleaning and grab
something to eat,' she said. A quick phone call lets patrons known
when their jewelry is ready to pick up.

Bling in the New Year
Shiklian said the business is diving right into the community and its
many events. On Jan. 21, the jeweler will take part in the Bling in
the New Year Fun Run to benefit Gilda's Club Metro Detroit, a cancer
support community located in Royal Oak.

For those looking to get back in shape after the holidays, Gilda's
Club has organized a running road rally through the streets of
downtown Royal Oak. The event starts at BlackFinn American Saloon on
Main Street. Teams of two will run from business to business while
picking up `bling.' Teams that complete the race will run
approximately 5 kilometers, or 3.1 miles. The first team back with all
of its bling wins $50 gift cards to Hanson's Running Shop.

Shiklian said Infinity is looking forward to being part of the event
and giving out some baubles.

`We don't know what it will be yet - probaby some sort of necklace,'
she said. `It's going to be fun.'