Southern Jewelry News

Morays Jewelers named 2007 Florida Retailer of the Year

15:38

January

2008

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Article Autor: Amy Minnick

As a sixth-generation, family-owned independent proprietor, Morays Jewelers of Miami epitomizes the American Dream.

As a sixth-generation, family-owned independent proprietor, Morays Jewelers of Miami epitomizes the American Dream. In 1900 Austrian immigrant Max Schechter brought the family business of selling fine jewelry with him, and it has been passed down culminating in a homemade success story that movies are made of.

Today, Morays Jewelers is owned by Sandy Hequin, great, great grand-daughter of Max and recipient of the 2007 Florida Retailer of the Year. She has proven her business savvy not only through the financial success of her store but also through a triumphant relocation to an area many considered the ‘wrong part of town.’ Sandy proved that risky business can be smart business.

Sandy’s Story

As the sixth generation to own and operate a jewelry store, Sandy Hequin started sweeping floors at the age of five in her grandfather’s retail jewelry shop. Working under the tutelage of her grandfather and father, she enjoyed growing up surrounded by the family business. But when it came time to attend college, her passion resided in Chemistry. She left high school ready to start her education in Chemical Research but quickly changed her mind after being accepted to the one of the finest business schools in the southeast, the University of Miami.

After earning her business degree Sandy didn’t take the usual route of going back to work in her father’s store. Instead, she opened a small jewelry boutique inside a new high-end clothing store. The small space contained enough room for five showcases of jewelry. To her surprise several customers made offers on the entire content of those showcases.
It was in this small kiosk-type store that Sandy and her husband, Bob, earned enough money to buy the family business in 1994. After five years of running Morays Jewelers, Sandy realized the need for more space. Going to her dad, Richard Schechter, she asked for space in a downtown building he owned. Although there was no available space at that time he agreed to try and ‘rearrange’ several tenants in order to accommodate the vision Sandy had for the store.

Taking Risks

As Sandy and her father prepared to inform the occupants of their need to seek other space, they discovered that overnight the businesses had closed and moved out of the building without warning. “It was amazing that on the very morning we were headed to tell them that they would have to move, we discovered they had packed up and simply left the building,” recalls Sandy. “They were gone overnight and the space I wanted for the store was now available.”

In 1999 Sandy moved Morays Jewelers downtown Miami location amid questioning murmurs and negative comments. Many people doubted investing millions in a location which was then a very questionable neighborhood. Downtown had seen its better days and revitalization of that area hadn’t begun.

Despite the negative comments Sandy held true to her vision. Knowing the city had many upscale jewelry clients she believed in the rebirth of downtown Miami. She knew if she built it, they would come. And come they have.

Today’s Morays Jewelers

Today, Morays Jewelers commands over 10,000 square feet of space and hosts one of the coolest store layouts in the country. With a built in bar, flat screen television and more high-end, upscale lines than you can imagine, Morays Jewelers created a persona for itself within the Miami community.
“We have created a different atmosphere in our store. Our customers are our friends and often come in just to hang out. That’s why we put a bar and big screen television inside the store. The store is about more than just jewelry, it is about family, friends and relationships,” states Sandy.

Not only does Morays specialize in amazing product lines, but they’ve extended their appeal through special functions that set them apart from regular retailers. Picking up on themes featured by manufacturers, Morays hosted a James Bond style Texas Hold’em Tournament as well as many themed parties that kept the interest of their customers.

“We enjoy hosting parties for our customers. We try and keep them small, under 100 people, but many times we have people call us and ask to attend. One of my favorites of 2007 was the Ferrari party where we closed down the street in front of the store and had everyone bring their Ferrari’s. We had customers calling who owned Lamborghini’s that wanted to come too. It was a big success,” recalls Sandy.

Sandy and Bob Hequin stayed true to their vision of what Morays Jewelers could be, and their ‘leap of faith’ paid off. With their sales growth in double digits annually and their business more than tripling in growth, it was the cherry on top to be named among the Outstanding Florida Retail Leaders by the Florida Retail Federation. Congratulations!

To contact Morays Jewelers call 305-374-0739 or 1-877-9-morays. Or you can send e-mail to Sandy@moraysjewelers.com.