Bel Jewelers has had
a charmed career

By Tom Waring
Times Staff Writer

The large signs inside and outside of Bel Jewelers jump out at you.
"Everything Must Be Sold."
"Going Out of Business."
"Store Closing Sale."
The attention-grabbing signs might give an indication that times are tough at Bel, located at 10101 Verree Road (at Red Lion Road) in the Ambassador Center.
Far from it. Customers have been coming to the Somerton jewelry shop in steady numbers since it opened in 1984.
"Business has always been good," said co-owner Bernie Petroff. "The only reason we’re retiring is we’re getting old."
Petroff (62) and fellow owner Efim Shargorodsky (55) aren’t old, especially by today’s standards.
"We’re taking early retirement," Shargorodsky joked.
The jewelers — who like to say that the word "retirement" has a nice "ring" to it — are ready to move on to other things.
Petroff plans to travel with his wife Gayle, who also works at the shop. Shargorodsky is a talented silversmith and stained-glass craftsman.
The businessmen are less interested in a sappy farewell than in liquidating their stock. Their last day will be Saturday, Jan. 12. They want to give customers a chance to buy for loved ones for Christmas and Hanukkah and have time to return items for proper fitting.
"We’re going to sell everything to the bare walls," Petroff said. "Come on in and get a good deal. We have some great, great deals for the holidays."
In 1984, Petroff was leaving the Philadelphia Police Department and Shargorodsky had worked as a jeweler, but not in a retail setting.
They opened in a single storefront with just four showcases.
"Homemade showcases," Shargorodsky pointed out.
By 1989, the business expanded to two storefronts. Times have been good ever since.
"We took a chance, and it worked out pretty good," Petroff said. "We didn’t know anything, but learned over the years."
Bel bills itself as the "Engagement Ring Center." The shop also is a popular place for police officers and firefighters to get rings, badges and other jewelry for retirement or job anniversaries.
In its cases, customers will find a variety of products in all price ranges. They can come in for $50 charms, $10,000 diamond bracelets and engagement rings, and everything in between.
While the rising price of gold has forced jewelry prices up, the prices are coming down — at least at Bel — because of the upcoming closing.
There are savings of up to 60 percent on rings, watches, earrings, necklaces, chains, bracelets, clocks and more. A large selection remains. Even the fish tank is for sale, fish included.
Customers who read newspaper ads and see the signs outside the store are learning that the end is near for Bel. One woman was in tears. Others are asking the staff to recommend another jeweler.
"Everybody who comes in says they’re sorry to see us go," Petroff said. "We made tons of friends. They were more than customers."
Added Shargorodsky: "The store was an institution. Everybody knows Bel Jewelers."
The business owners had been talking about closing their cases for good for a couple of years. The final decision was made in October. Employees were not surprised, but they were still saddened.
Bel Jewelers leases its space, and no new tenant has been secured. Petroff and Shargorodsky would like to see another jeweler take over the spot and are willing to listen to offers to buy the business, even at this late stage.
The neighborhood remains strong, they argue. It’s densely populated and made up mostly of upper middle-class folks.
Customers who’ve moved to Bucks and Montgomery counties continue to patronize the shop.
"We’re hoping somebody comes in, buys the store and continues serving the community," Petroff said.
The top reason for Bel’s success, according to the owners, is good service, followed by affordable prices. Quality merchandise is also high on the list, since the store doesn’t sell anything used or under 14-karat gold.
The service and quality will stay the same, they say, for the final six-plus weeks of business. The prices, though, will continue to fall to below wholesale levels.
The bargains, the owners say, are a final gift to loyal customers.
"We want to thank all the people who came in and gave us the business," Petroff said. "We’re going to miss them, like they’re going to miss us." ••
Reporter Tom Waring can be reached at 215-354-3034 or twaring@phillynews.com

Go for the gold . . .

Bel Jewelers is open from 10 a.m. to 5:45 p.m. on Mondays, Tuesdays, Thursdays and Fridays; 10 a.m. to 7:30 p.m. on Wednesdays; 10 a.m. to 3:30 p.m. on Saturdays; and closed on Sundays.
Evening hours will be extended as Christmas nears. All major credit cards are still being accepted.
Call 215-969-6666.