Dealing in Love: Local Jeweler Talks Valentine's Day

DANVERS, MA – Whether a customer is young or old, in the store to buy an engagement ring or small gift, Carter's Diamonds and Fine Jewelers Assistant Manager Trisha Hollis said there are always nerves involved.

"The nervousness never goes away," she said. "They just want to get the right thing."

Hollis helps people find anniversary gifts, design engagements rings, and get starter pieces. She can usually tell when someone's nervous because they start asking questions: What do you suggest? But when they pick something out, the nervousness turns to anticipation.

"Once they've picked it, you can see the excitement," Hollis said.

This time of year isn't the busiest holiday for Carter's, but Valentine's Day is still a big day for jewelry. Around this time last year, Hollis helped a young man design a custom engagement ring, to propose to his girlfriend over Valentine's Day weekend.

There's a lot of learning involved: Settings, insurance, carats, and more all go into the process. But with Hollis' help, the young man created a ring from scratch for his girlfriend, then surprised her with her whole family at his proposal.

"She was so shocked and excited," said Hollis. Hollis said she usually gets a picture of the gift recipient through questions. What's his or her style? What do they like? Then, when the gift recipient comes in to get their item cleaned or fitted, Hollis gets to meet them in person.

"Jewelry is an emotional purchase," Hollis said. "We're here to kind of facilitate."

Customers surprise their loved ones in a lot of different ways, Hollis said. She remembers a couple that came in last Valentine's Day just to browse – the wife had considered upgrading her bridal set after she had a ring repaired at Carter's.

"The husband said, 'Pick something out,'" said Hollis. "She was completely caught off-guard. He just wanted to put a smile on her face."

Over a year later, the wife is still "ooh-ing and ah-ing" over her new rings. Playing a part of these gestures is fulfilling, Hollis said. She and other Carter's employees have met the children of couples that they sold engagement rings to.

"That's rewarding for us," she said. "We learn a lot about our customers."

For anyone considering buying jewelry, Hollis recommends paying attention to the intended giftee before going into a store: Their style, whether they like big statement pieces or small everyday staples.

"It's the little things in life that I think get lost," Hollis said. "Go into it and have fun. You know that person the best."

Image via Taylor Rapalyea, Patch Staff