by Leon Fooksman

After more than two decades in the jewelry business, the co-owner of Private Jewelers in Delray Beach is an expert in custom rings, watches and precious stones. 

She is also an expert on human behavior. 

She can often tell what her customers are looking for before they tell her. Simply by studying their actions, she can figure out if they are shopping for birthday presents for their wives, gifts for their in-laws, presents for their teenage daughters, or vintage pieces for their jewelry collection.

“We’ve gotten to know so many of our clients. We know what they wear, what they like, and how their families work. That’s how we are able to guide them in their purchases,” said Brenda, who asked that her last name not be revealed because of security concerns related to owning a jewelry business. 

She gained her knowledge from helping thousands of customers select fine jewelry to match the right moments in their lives. Stylish, soft-spoken and hard-working, she is a designer by trade, an artist by interest, and a sort of a sociologist by experience.

“I love people. They are the best part of our work,” said Brenda, who owns the business with her brother, Ron. “We’re very honored to be let into the lives of our clients.” 

Her family’s custom fine jewelry business returned to Delray Beach a year ago after 21 years in a Boynton Beach strip mall where it was called Brecashe Jewelers. They specialize in fine timepieces, custom designs, estate jewelry and precious stones. 

With rental assistance from the Delray Beach Community Redevelopment Agency, the shop opened in the 900 block of East Atlantic Avenue across from the Seagate Hotel & Spa. At 1,200-square-feet, it’s a third the size of the Boynton Beach store, but the smaller space is ideal for creating a private environment for shopping for jewelry, Brenda said.

Customers must be buzzed in. They are greeted by attendants who ask if they would like water or coffee. They are encouraged to browse the display cases of rings, pendants, watches, earrings, bracelets and other jewelry. Yet, most often, they come for a reason: an expert’s advice. Whether assisting with recasting family jewelry, selecting a new diamond, or buying the perfect gift, Brenda says she listens carefully to her customers and then offers honest recommendations. 

“We key in on what makes our clients happy. There is a level of trust,” she said.

Some customers have been loyal since Brenda and Ron first started at a stand at a Delray Beach flea market in the early 1980s. They set up their displays there on the weekends and took them to doctor’s offices, homes, and many other places on weekdays. Brenda still remembers running customers’ credit cards at a machine in the flea market’s concession stand and using a shoe-sized cell phone to call in charges at the stand.

Over time, the sister-and-brother team carved a niche for service and quality and opened a store on busy Congress Avenue in Boynton Beach. Soon their parents joined them to oversee the books.

“With our parents in the back, we never had to worry about paperwork. We concentrated on the business,” Brenda said. 

They decided to return to Delray Beach to get closer to their customer base and connect to the city’s village-like lifestyle. They have long contributed to nonprofit organizations in Delray Beach and Boynton Beach.

“We love what we do,” Ron said. “People have been coming to us for a long time because they can count on us for trust, service and guidance.”