The Blog

Jun 26 2020 By Ash Chugani

Why Jewelry is such an important purchase?

I started working in our family jewelry store after graduating from Providence College in 1999. Being a people person, I could not have dreamt of a better job out of college. I got to talk to people for a living, learn valuable life lessons, and make meaningful life relationships (and hopefully they bought a piece of jewelry from me!) I always felt jewelry was an important purchase as it marked a special occasion and life moment such as Anniversary, Birthday, Christmas (termed the ABC gift).

It was not until the birth of my daughter in 2010 that my perspective of why jewelry is such an important purchase changed. Patek Phillipe’s tag line is “You never actually own a Patek Philippe. You merely look after it for the next generation” and I never understood that until I saw my mom going through her jewelry and saying this is for my granddaughter. It then hit me that everything my Dad had bought for her over the years, 50th birthday, 25th anniversary was for her to pass on to the next generation someday. These pieces were their story and their continued legacy.

By Ash Chugani