Editor’s Note
This article explores the enduring appeal of local, family-run jewelers in Düsseldorf, focusing on the story of one such business in the Pempelfort district. It prompts us to consider the value of craftsmanship and provenance in an increasingly globalized marketplace.
Düsseldorf. There are numerous jewelers in Düsseldorf – often businesses that have been in family hands for generations. But who still buys their jewelry locally, and where does it actually come from? A visit to “Juwelier Nord” in Pempelfort.
Shayan Asgari has been running the “Juwelier Nord” business on Venloer Straße in Pempelfort for almost a year. However, the roots of the family business go back much further: Asgari’s father opened the first store in Duisburg in 2000, where his now 26-year-old son was often present.
His father took over and ran the jewelry business from his grandfather and father there. Until he came to North Rhine-Westphalia with his family in 1994.
Son Shayan Asgari joined the business in Duisburg in 2018.
After a stay abroad in Australia following his high school graduation, he first studied psychology.
His psychology studies are sometimes even helpful in his job.
Jewelry has always played a role in his life.
He has since specialized in gold and diamond jewelry.
The fact that many jewelry stores are family-owned also has to do with the significant role trust plays. Asgari works with his cousin.
At the same time, there is a shift in the industry: some businesses can no longer continue because successors are lacking.
This way, however, the business can even continue to grow. A few weeks ago, the family opened another store on Bismarckstraße.
His range is extensive.
A large part of the stock is new goods. Although the term might be misleading:
The pieces that are further processed come from purchases.
These are refurbished and resold, often via the internet. Custom-made pieces are also possible.
The difference to goldsmithing lies in the focus on one’s own design there.
This is less labor-intensive and ultimately cheaper in price. The unique selling point is the broadly defined range and the resulting relatively low prices.
Furthermore, Asgari places great value on dealing with customers on an equal footing. That is not always a given in the industry. He treats all customers equally; everyone should “leave happy.” Because:
In addition, good jewelry is an investment and something that can be passed on. Emotions play a big role there.
And preferably at even more locations.
The market allows for it, “if you know how it’s done” and if you keep up with the times. For him, this includes modern marketing and advertising strategies.
A change in purchasing behavior can be observed. The internet plays a big role in this. Nevertheless, the actual trade takes place in person in the vast majority of cases. However, presence on social media is essential, as in other industries.
Especially with jewelry and design, it’s also always about the hype – still, most people end up coming to the store because they rely on quality.