A Treasure Chest in Brooklyn

Shiny glass cases enclose gold, silver and platinum necklaces, rings and bracelets in an established Brooklyn jewelry store new to Mill Basin.

Seaview Jewelers opened 47 years ago in Canarsie, a neighboring community, and in January it relocated to Avenue N.

“If we didn’t make the move, we wouldn’t have survived,” said Alan Halpern, owner of Seaview Jewelers for 16 years. Originally, he was a schoolteacher who just could not get by and took up a part time job in a jewelry store. After a while he was ready to venture into the business.

Moving in the midst of an economic downturn would be risky for any business, new or old, but Halpern was ready to leave Canarsie in September, before the economic downfall. After 16 years the main avenue lost all of the businesses that drew people there and Halpern was left standing alone.

With the help of faithful customers and a lot of advertising, Halpern was able to keep his store of luxuries afloat in sinking economic times. Unlike Avenue L, its previous location, businesses on Avenue N are still flourishing and show no signs of closing down.

Its new corner location faces Landi’s Pork Store and Care Pharmacy and is adjacent to Seatide fish store and Vicki’s Diner.  All of these establishments attract many of the residents to shop there daily. With some barbershops, optical stores, and take out food places, Avenue N is a likely spot to find a Mill Basin resident.

             “I think this neighborhood needed a jewelry store. Not everyone is comfortable with going to the mall,” said Halpern. The only other jewelry stores in a close radius to Mill Basin and its surrounding neighborhoods are in the Kings Plaza Mall on Flatbush Avenue. The local jeweler provides a sense of familiarity and closeness, in the relationship with the owner and employees and when picking out a piece of jewelry. Halpern said that 75 percent of their customers are from their previous location and still remain faithful.

In order to spread the word about the move, advertisements were sent to steady customers and ads were placed in the Canarsie Courier, the Marketeer and Valpak coupon pamphlets. Halpern believes what drew in old and new customers were the raffles of 14 ct. cubic zirconium studs on its opening day, Jan. 7th.

After 47 years, Seaview Jewelers has built up its name and as the old residents of Canarsie moved to other areas in Brooklyn and Staten Island. Faithful customers continue to return to the establishment not only because of the jewelry, but the relationship they have built up with the workers.

The jeweler’s new digs is much larger and brighter than its previous place. Resembling the set up of Zale’s, the pieces are spread out in different sections and less cluttered. Bright lights make the place seem wider and even make the jewelry look better.

According to Halpern, most of the new customers from Mill Basin initially come into the store for repairs on jewelry and watches they already have. People may not jump to buy brand new necklaces right now, but by saving their old pieces they are also creating a relationship with the owner and his two other employees. After the trust is built up they are more likely to come back and look for gifts and personal items.

Seaview’s move included a complete renovation and a much higher rent, but all of the jewelry has remained the same and with the same prices. The only exception is that the prices of watch batteries have increased by $1.

“We wanted to get out of Canarsie and we wanted to go to Manhattan,” said Halpern. Before Seaview, The Jewelry Box rented the same location on the corner of Avenue N and 58^th street. The store was not as successful and closed up shop about a year ago. The owner wanted to give Halpern the business when it first closed, but he had declined.

Once the economy started falling and took a toll on Manhattan, Halpern thought it would be a better idea to stay close to his old location in Brooklyn where Canarsie and past customers had easy access and new customers were more likely to purchase.

Halpern’s overall expenses are much higher in Mill Basin, the overhead rent and utilities costs have sufficiently increased. But making up for it, sales have increased by 15 percent and profit is about 10 percent higher since Jan. 2008.

Since Halpern took over the business 16 years ago, profit has decreased about 10-12 percent.

Halpern acknowledged that although his business is still prosperous, people have little money to spare, especially on jewelry. “Still the recession really has not made a difference in our business.”