Brand Ambassador
From Day One:
How Malakan Builds Jewelers' Success Stories
At Williamsburg Jewelers, owner Michael Fagan has relied on Malakan’s expertise and partnership approach to earn his community’s trust.
When Michael Fagan opened Williamsburg Jewelers in 2018, he brought four decades of industry experience to his new venture. But even with that expertise, choosing the right manufacturing partner for custom work was critical to his success story.
“From Williamsburg Jewelers’ ‘Day One,’ Malakan Diamond Company impressed me,” says Fagan, whose store consistently earns recognition as the “Best Local Jewelry Store” in the Williamsburg, Virginia, region. “In four decades, I’ve seen a lot. Malakan provides great communication, technology and visuals that help me close sales, competitive pricing, a spectacular end-product and so much more.”
Building a Community Following Through Partnership
That foundation has powered remarkable growth in the custom work. Today, Williamsburg Jewelers typically has 15-25 custom design projects in various stages of completion, with Fagan currently managing 24 active jobs. The success has required expanding to five associates who work with customers and Malakan to bring jewelry dreams to life.
“Our ‘Expert Digital Custom Design Service’ has grown year over year since we opened our doors,” Fagan explains. The growth extends beyond the showroom to social media, where Williamsburg Jewelers has built a following of over 20,000 people, over 18,000 on Facebook alone.
Malakan supports this digital presence by providing monthly social media content – images and videos that inspire customers and create interest. “We’re not shy about sharing images and videos of the items we’ve created through Malakan and our followers love it,” Fagan notes.
Beyond Manufacturing: True Partnership
What sets Malakan apart, according to Fagan, is their commitment to long-term relationships over quick sales. He points to a challenging project that exemplified this approach: a customer wanted to recreate her existing three-ring set as a single ring, scaling up every diamond except the existing center stone and adding embellishments.
“Malakan Diamond Company and I worked together to communicate clearly to my guest some design aspects that would prove attractive and long-lasting,” Fagan recalls. “We were honest that a couple concepts could cause durability issues down the road.”
Rather than simply fulfilling the order, Malakan’s team demonstrated their commitment to creating heirloom-quality jewelry. The result was a masterpiece featuring the customer’s original 5-carat natural round center diamond plus 8 additional carats of melee diamonds.
“Malakan even recreated the ring in gold-plated sterling silver with CZ’s for when she travels to leave her ‘real’ ring at home,” Fagan adds. “My guest raves about her ring and tells me often about the compliments she receives. A customer for life!”
A Dedicated Team Approach
Central to the relationship is Malakan’s dedicated team approach. “They are eager to find ways to enhance and improve my business, strengthening our business relationship and creating sales for both of us,” Fagan explains. “I have a dedicated team at Malakan Diamond Company that stays on top of my projects with me, ensuring that I meet or beat all deadlines and commitments.”
This support system allows Fagan to provide his customers with exceptional experiences that build lasting relationships – exactly what Nazar Malakan envisioned when he founded the company in 1938.
“Malakan is part of the reason that Williamsburg Jewelers is consistently voted the ‘Best Local Jewelry Store’ in our region,” Fagan concludes.
For more information on partnering with Malakan for your store’s custom designs services, contact the company directly.
E: info@malakandiamond.com P: (559) 431-1500 • (800) 953-9357 W: malakan.com
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