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by Stephanie Struyck Elgin
After saving every penny he possibly could, Joe Azar purchased his first parcel of diamonds, reselling it to another jeweler shortly thereafter. “That was all it took…the entrepreneurial bug had certainly bitten him,” states his son Ramzi.
“Over 30 years ago, my father started Azar Jewelers in Beirut, Lebanon. At that time, Azar Jewelers was strictly a diamond wholesale company, specializing in supplying other jewelers with merchandise for their retail storefronts. Today, this business continues with my father in Lebanon and my Uncle Eli and brother George heading the Los Angeles offices.”
Joe and Nada Azar married over 30 years ago and relocated to the Santa Clarita Valley from Lebanon in 1989. Just a few years later, they decided to branch out into retail, opening Ro,Ma Jewelers in the Santa Clarita Valley. Located on Town Center Drive, Ro,Ma Jewelers proudly celebrated their 20th year in business last December.
Not only did Joe and Nada’s son inherit their genes, but Ramzi also embraced their love for the business of diamonds. Since adolescence, Ramzi has been “dabbling in the business.” After graduating from Pepperdine University in the summer of 2007, he started seriously focusing on Ro,Ma. “My mother effectively became my boss!” states Ramzi. “She taught me everything I needed to know about running a retail store and then challenged me to explore opportunities without her guidance. It was this initially firm approach followed by the challenge of independently running the store that really helped me grow our retail business.”
The Azars share a love for diamonds and for their business. “As my business partners, my parents always told me that every day was an opportunity,” states Ramzi. “What I did with these opportunities would be my decision, but they emphasized the importance of recognizing them and adapting to take advantage of whatever was placed before me. Over the years I realized that it was this adaptability that inspired me most.”
Taking the dual role as business partners and parents, Joe and Nada have taught Ramzi that first and foremost, it’s about family. “No matter what, family comes first and secondly, we were jewelers,” states Ramzi. Joe and Nada also stressed the importance of maintaining a connection to their heritage and deep-rooted morals. “I learned to apply these strong foundations in innovative ways in order to maintain our success.”
Ramzi has also adapted the jewelry business to meet the ever-changing needs of the consumer. “Since we manufacture everything that we sell, every piece of jewelry goes through a regimen of quality control checks to make sure that it is of the utmost quality before it is handed over to the consumer. And most importantly, our customer service experience has only improved over the last few years. I strive to create a pleasant shopping experience for our customers,” states Ramzi. “I take pride in the pieces we create and I want our clients to have a mutual respect and understanding for my merchandise rather than pushing them to buy something simply to make a sale. I ask that each salesperson form a bond between themselves and the customers so that a purchase from Ro,Ma facilitates a respectful relationship between ourselves and the clients.”
It’s no wonder the Azars have maintained a successful business and sharing their strong work ethic and love with their son. “Growing up, my parents always emphasized the importance of honesty. They taught me that running a business with integrity was the only way to ensure success. Since jewelry can be such a complex and expensive purchase, I learned to provide the customer with all the details in an attempt to help them make an educated purchase based on facts rather than fluff. This emphasis on honesty is with me everyday, all the time.”
For more information, please call 661-254-6414 or visit www.romasjewelers.com. |
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