Small Business Spotlight: Cappello & Co. Diamonds And Fine Jewelry

BELLEAIR BLUFFS, FL — Proposals, Valentine’s Day, birthday celebrations, graduations and more…these are all special occasions that come to mind that might trigger a visit to a local jeweler to find something not only special, but lasting and timelessly beautiful.

If you’ve ever strolled through “The Plaza” in Belleair Bluffs, located at 100 Indian Rocks Road N in Belleair Bluffs, you’ve likely enjoyed a meal at E & E Steakhouse, found a favorite bottle of wine at Bella Vino Wine and Cheese, and likely browsed through the variety of charming home décor and clothing shops. However, no visit would be complete without a stop into Cappello & Co. Diamonds and Fine Jewelry.

The word ‘dazzling’ comes to mind the moment you approach the storefront of this family-owned jeweler, that’s been serving Pinellas County for over 30 years.

The storefront windows are literally sparkling with beautiful & unique jewelry items that will quickly lure you in for a better look. Once inside, prepare to be warmly greeted by a member of the Cappello family, who will be more than happy to show you around the store, help with jewelry repairs, appraisals, design, and more.

The shop is family owned and operated, with the founder, Joe Cappello, his daughter Jennifer, and son Victor, running the store together. It’s a rare day that you won’t meet at least one of them during a stop by the store.

How It All Started

The story of how Cappello & Co. began starts with founder, Joe Cappello, who opened an estate auction gallery in 1981 in Highlands, North Carolina. The gallery focused on estate jewelry, antiques, rugs, and collectibles.

“When I owned the auction gallery, my love for jewelry took over,” he said.

He began educating himself on diamonds and fine jewelry, incorporating it more and more into his business over the years. Joe says he’s made many friends in the jewelry business over the years, which he’s greatly benefitted from in terms of educating himself and growing the family business.

Cappello also owned a men’s clothing boutique at one point, saying he’s always “been passionate for beautiful things.” After a move to Clearwater in the late 1980s, Joe opened the Brown Art Gallery on Clearwater Beach, sparking the beginning of the legacy they’ve created today in Pinellas County.

Joe Cappello’s two children, Jennifer Spaulding and Victor Cappello, have also become equally invested in the family business.

Jennifer is a graduate gemologist from the Gemological Institute of America in California, specializing in diamond selection, merchandising, and jewelry design.

Meanwhile, her brother, Victor, is currently training to become a gemologist and specializes in merchandising, luxury watches, customer service, and their buying and loan department.

All three Cappello family members reside in the Belleair area and are members of the local country club. They are well-known residents of the community who are known for giving back, participating and donating to numerous charitable events and organizations throughout the year.

If you drop in on a day when other patrons are in the store, it's obvious that the surrounding community has become accustomed to the relaxed vibe inside the store, where there are no high-pressure sales and everyone is spoken to as though they're old friends of the family.

Not Your Typical Jewelry Store

Inside the twinkling glass cases that line the interior of the shop, it would be hard for most folks not to find something to take home. Have something specific in mind? They’ll make it for you. Need something repaired? They can help with that too. They can appraise and authenticate items as well.

If you're looking for something unique, there's also a few cabinets filled with vintage and antique estate pieces from various periods of time. The Cappellos won't just encourage you to have a look, but will be happy to let you try them on as well.

Joe says what differentiates their jewelry store from others is how they constantly strive to offer the best customer service. But that’s not all.

“We offer a unique variety of new jewelry, estate pieces, and custom pieces, all at affordable pricing. We do not have typical jewelry store pricing and feel that everyone should be able to have a luxurious piece of jewelry at affordable prices,” said Joe.

Whether you’re thinking about spending $200 or $200,000, there’s likely something for you behind the glass of the beautiful display cases at Cappello & Co.

Advice For Other Small Business Owners

When asked about the trials that come with not only working in a retail setting, but also in a specialized industry like fine jewelry, Joe Cappello’s answer is simple. He says while “rolling with the economy is always challenging,” one of the ways they offset that is by making sure the shop always offers a wide variety of items to meet their clients’ needs.

Building lasting relationships with their clients has always been a top priority for the Cappello family as well.

“Owning a business is hard work. My family and I strive to assist our clients in the same manner we would want to be treated,” said Joe.

When it comes to starting a business, his advice is to “start a business you're passionate about, expect ups and downs and have a solid business and financial plan. Then build the right team to support you and the growth of your business.”

For more information on the goods and services offered at Cappello & Company, visit their website here or stop by their store at 100 Indian Rocks Road N in Belleair Bluffs to see them in person.