When asked what sets JM Jewelers apart from its competitors, owner Sheryll Hoffman said it was honesty.
“There are some stores you can go into, and I’m not just talking jewelry, that will sell anything for the sake of making a sale,” said Hoffman. “If I don’t think something is going to look right, I’m going to be honest with my customer and tell them.”
The driving philosophy at JM Jewelers is to provide customers with “quality jewelry at affordable prices,” Hoffman said.
Going on eight years under Hoffman’s management, JM Jewelers at 326 Mariaville Road in Schenectady prides itself on customer education and savings. Hoffman comes from a long line of jewelers, with her father and uncle having owned the now closed Graubart Jewelers, which had been owned by Hoffman’s family for 105 years.
Hoffman, with over 30 years of jeweler experience under her belt, bought JM from its previous owner in 2007 after being the store’s manager for several years. She was in the process of getting business loans to open her own shop. “It’s a dream I’d always had, owning my own store,” she said.
JM Jewelers is a full service jewelry store where customers can find engagement rings, wedding bands and watches. As well, people can get custom designs done, appraisals and repairs. Hoffman said the store specializes in diamond jewelry.
“We do a little bit of everything,” she said. “When they come in looking to buy a diamond engagement ring, we educate them on why they should get a specific diamond. We really go out of our way to please customers.”
Along with making sure to help customers save money, JM Jewelers donates to fundraisers for the Autism Society and miSci in Schenectady, as well as donating gift cards to other local charitable events and giveaways.
Hoffman said she always tries to make sure to have some community involvement, especially since many of customers find out about the store by word-of-mouth. Several customers are recurring after finding that Graubart has closed.
“There are not many businesses with an owner four generations in, and that speaks for itself about the integrity I uphold and the honesty,” said Hoffman.
Hours are Monday through Wednesday and Friday 9 a.m. to 5 p.m., Thursday from 9 a.m. to 7:30 p.m., Saturday 9 a.m. to 4 p.m., and closed Sunday. More information can be found at jmjewelers.biz, or by calling the store at 355-7070. Customers can also find an online store on the website.
