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By Laurence J. Sasso, Jr.
After 38 years serving Smithfield and neighboring communities, Ephraim Doumato Jewelers is moving, but customers needn’t worry. The well-known, full service luxury jewelry store isn’t going far, but it is going to be far bigger. Near the end of this month it will relocate to 425 Putnam Pike from its address on Sanderson Road.
“We have been growing steadily, and we needed more space. In our new home we will have a lot more product lines and more individual items within each line, and the new building will have 4,000 square feet of space compared to the present 1,500 square feet,” says Matt Doumato, son of company founder, Ephraim Doumato.
Matt and his sister Amanda Doumato Silva manage the day to day operations these days, but Ephraim is still on hand frequently.
To house the business the family purchased the former Ho-Ho restaurant some time ago, and the structure, which is located between Bank Rhode Island and KFC in the Apple Valley Mall, is being totally rebuilt.
“All that is left is the cinder block exterior. It will have a totally new roof and interior,” comments Matt. “It will actually be a brand new place.”
“Visiting the new store will be an interactive experience for our customers,” observes Amanda. “We will have computers for them where they can see a large variety of designs and be able to customize an item to suit their taste. We can then assist the buyer in creating exactly what they want and show them just what their finished design will look like,” she says.
“The shop will have a much larger bridal department too, adds Matt. “It will be four times what we have now. It will feature lots and lots of engagement and wedding rings,” he notes.
With the expanded product lines and the up to the minute technology, the firm will be offering shoppers a new opportunity to get exactly the results they seek, he points out.
“We want our customers to be able to personalize their purchases, not just walk in and buy from stock,” he says. The computer assisted design option combined with the input from the same knowledgeable staff that has been helping the public for years will make for a uniquely satisfying experience, he promises.
Plans also include a lounge where customers can wait and relax, watch football games and other sporting events and the like and feel at home. There will also be a lot more parking.
Matt and Amanda explain that they are not simply moving into a new space. They are moving into the future. Yet, they are not leaving behind the tried and true. They will continue to provide their reliable service and top quality merchandise, but they are also keenly aware of the latest buying habits and plan to cater to them as well.
Diamonds, wedding rings, necklaces, bridal items, keepsakes, and special occasion purchases, like baptism and first communion gems and jewelry, and things to commemorate milestone events like anniversaries and birthdays will always be a major part of their trade.
However, Amanda notes that contemporary shoppers are also establishing new buying trends.
“Self-purchase in every category – fashion jewelry, diamond earrings, bracelets, rings – is growing more and more popular today,” says Amanda.
“Women have their own income. They are successful. They want to mark important events in their lives. They shouldn’t have to wait for a gift to experience the enjoyment of owning a distinctive piece to celebrate special moments,” she adds. “Now they will be able to sit down with us, create their own custom design, and enjoy it right away.”
The store will also continue to provide jewelry repair and cleaning, and there is a goldsmith on site.
A series of grand opening events will take place and will continue during the month of October. There will be giveaways and promotions. A spectacular moving sale in which everything in the shop is being offered at discounts that range as high as 70 percent off is going on until the move takes place.
“We will always remain committed to extraordinary customer service, and the fact that we are moving to a new site doesn’t mean that the prices will go up,” Matt assures.
“My father has taken a great deal of care over 38 years in coming up with the best pricing structure to insure that every one of our customers is getting the best value for the beautiful and unique pieces that we sell. That will never change,” he concludes.
The Smithfield Town Council plans a ribbon cutting ceremony for the new store this month at a date that had not yet been determined at press time. For more information contact Ephraim Doumato Jewelers at 949-4220.