Speed Meets Precision
How Malakan Transforms Custom Dreams Into Reality
At Genna Jewelers, a 30-year partnership with Malakan delivers CAD designs in 24 hours and finished pieces in days, not weeks.
When Peter Genna discovered Malakan through a trade magazine article nearly 30 years ago, he had no idea he was beginning a partnership that would revolutionize how his Viera, Florida store approaches custom jewelry. “We started with them right after we started the business,” says Genna, who runs family owned Genna Jewelers with his wife, Kateri. The store has been serving customers since 1994. “We’ve obviously looked at other companies that do custom work, and not a single one of them has been as efficient as Malakan.”
That efficiency has become crucial as custom demand has exploded over the past decade. Genna estimates that custom work now represents a significant portion of his business, driven largely by customers finding inspiration online and wanting to put their own spin on designs they discover. “They’re online, whether it’s Twitter or Facebook, and they’ll see a design that they like,” Genna explains. “They come in and say, ‘I love this ring. Do you have anything like it?’ A lot of times we’ll have something similar, but they want some diamonds in profile or make it a little wider or narrower.”
What sets Malakan apart is speed without sacrificing quality. While other manufacturers might take a week or more to produce initial CAD designs, Malakan delivers them within 24 hours. “If we did a custom sketch today, the next day we’ve got a CAD design,” Genna says. “Typically, by the second or third CAD, it’s perfect. And Malakan does not charge for any of that, which is fantastic.”
The process continues at breakneck pace. Once customers approve the CAD design, Genna typically receives wax models in less than three days. That speed helps close sales that might otherwise drag on for weeks. Malakan’s flexibility extends beyond turnaround times. When a recent custom piece came in over budget due to high gold
prices, Genna simply called his Malakan representative directly. “I said, ‘The client likes this piece, but we need to trim $500 at cost,’” Genna recalls. “They do it by lightening up the piece or reducing the total diamond weight by a certain percentage. They always seem able to get us to our price point.” The company accommodates
various diamond preferences, working with natural diamonds and lab-grown stones.
Sharing core beliefs like transparency, long-term value, and uncompromising quality, Malakan and Genna Jewelers work together to create one of a kind, long lasting pieces. “They take it from A to Z,” Genna notes. With daughters Alexandra and Madelaine now taking over daily operations, Genna appreciates how Malakan’s reliability removes operational burden. The partnership provides what he calls “100%” peace of mind when it comes to quality and service. “That would take so much time away from the floor and other things we’ve got to do,” he says. “I wouldn’t be on vacation — I’d be sitting behind a desk.”
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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