Geist Jewelers Offers Unique Style and Design with Local Appeal

If the adage “You can never be too rich or too thin” holds any truth, then so too would “You can never have too much bling!”

Joining the commercial boom at 116th Street and Olio Road is a new kind of jewelry store: Geist Jewelers, open since April 2006. Owners Beth and Dennis Morton each gained experience in the industry coming up through the ranks with national retail jewelers. In the business for 30 years, Dennis was with a mall-based chain for 17 of those years, ultimately as an executive. Partner and owner Mark Hackett, in addition to national retail experience, was a store owner for several years on the West Coast. Believing they could offer more value, innovation, style and service than the retail chains, the Mortons and Hackett were determined to create a more appealing retail jewelry store that is a neighborhood establishment. “In a big company, the chain of command is so long it’s difficult to respond to trends, fashion and client needs and wants in a timely manor,” suggests Dennis. The new partners thought they could “do better” in responding immediately to clientele.

Moving to the area four years ago for a career opportunity, the Mortons recognized the immense commercial potential in the Olio Road location. They considered the comfort level in what kind of merchandise they wanted to represent, and what is in demand at the locale. Both pre-requisites blended well, and “everything fell into place,” says Beth.

The major advantage Geist Jewelers has as an independent store is that it is a full manufacturing factory with a beautiful showroom. Master Designer/Jeweler, Ben Alexander is the resident artisan, adding more impressive years of experience to the team. Inherently a creative type, Ben had an opportunity right out of college to apprentice with a master jeweler in Arkansas. He learned every angle of the jewelry business and was himself an eventual storeowner; first in a small town, then in a larger one. At Geist Jewelers, Ben is full time on-site, and in sight—his shop is in full view by way of a large window at the rear of the store, inviting clients to watch him work. This feature makes it possible for a client to know that their jewelry piece, brought in for cleaning or repair, is never out of their sight. In describing this accommodation, Beth assures “it’s very important to many of our customers.”

Ben Alexander is known for his custom work; from the client’s concept, he sketches and creates the finished product on premises. He considers the exploration of art and high fashion to be an exciting by-product of his field of expertise.

Even the free-of-charge ring cleaning for Geist Jewelers’ customers is above average. “Proper cleaning—steaming and buffing—is an art form,” asserts Dennis, “and can be a specialty within the industry.” Every piece brought in for cleaning or repair is inspected intensely, concentrating on each stone and the very construction of the piece. A commercial steamer and other advanced equipment are part of identifying the cutting-edge difference from other jewelry stores. And everyone coming in for a free ring cleaning is treated just as warmly and is as welcomed as one making an expensive purchase.

In their analysis of their own motivation for creating the identity and uniqueness of Geist Jewelers, the three owners considered that though the Midwest is staidly traditional in custom and lifestyle, many locals desire “something different” to express their personality and sense of fashion. And Beth maintains, “Our custom creations are affordable. We asked ourselves, why are we doing this, and what can we do that someone else may not be able to do? Other custom jewelers charge up to twice as much.” Dennis adds, “We want our clients to have what they want at a fair price.”

The full service design and manufacturing capability on-site is precisely what enables Geist Jewelers to provide more product and service at a much better price than the standard bench jeweler.

The desired look for the store was spacious elegance with a desired atmosphere of hominess and comfort. The owners first considered a boutique style store but thought of their customers and imagined they’d appreciate more showcases…and more they get! The entire store covers 3,000 sq. ft. The décor is in warm browns dictated by the gorgeous imported Spanish tile on the entry floor and counter top surrounding the glass cases—all finished off with custom cabinetry throughout, built by a top-of-the-line cabinetmaker. The look has all the richness of a luxurious home.

The center focal point is the alabaster bowl chandelier weighing 250 lbs., measuring 4 ft. across. The walls by Neva Bennett boast a textured painting technique in layered shades to compliment the tiles. Much credit and praise is given to interior designer Sue Fisher for making the store truly inviting. Customers are very comfortable just dropping in for a savory cup of Starbucks coffee and a look at the fabulous merchandise. There is even a private play area to occupy the little ones while grown-ups browse the store.

So be sure to visit the neighborhood’s newest and latest in jewelry fashion and custom design: Geist Jewelers, 11561 Geist Pavilion Drive, Suite 100 in Fishers, 317-845-8400.