For family, 90 is a diamond anniversary

Hard work and luck are keys to business longevity, King's president says.
NEW CASTLE, Pa. -- When Jacob Perelman opened a jewelry store in 1914 in Wheeling, W.Va., he probably couldn't have imagined that it would still be around 90 years and four generations later.
Today, the Perelman family carries on the tradition of its founder. King's Jewelry operates 51 stores in Ohio, Pennsylvania, West Virginia and Maryland, making the company the 16th largest jeweler in the United States.
King's Jewelry, with corporate headquarters in New Castle, has stores in Boardman, Niles and Austintown.
Dale Perelman is the grandson of the founder and serves as president of King's. Perelman said that his niece, Jennifer Perelman, and nephew, David Perelman, have also joined the management team at King's.
He said there are some basic philosophies that have kept the business in operation all these years.
"Hard work, a lot of luck and a fundamental commitment to the business over these many years," Perelman noted.
Still sharp
The company president said that his original career path did not lead him into the family's jewelry business.
"I wanted to do something different. I worked for Campus Sportswear in Cleveland learning marketing, merchandising and advertising. It was a good experience," Perelman said
Then in 1972 when he said he saw that his father and uncle were getting older and needed help, he joined the business.
"I wanted to learn everything I could about the diamond and jewelry business. I took many courses studying gems and I became a registered gemologist with the Gemological Institute of America."
He said, even as a child, he watched his father, Lawrence, "play" with diamonds.
"He would move them around, look at them in a certain light. My father regarded his work with diamonds as play because he loved his work so much, and he always put extra effort into everything he did," Perelman said.
Lawrence Perelman, now 93 years old, still comes into the New Castle corporate office. His son notes, "He's as sharp as a tack -- you can't get anything over on him."
Perelman so admired his father that in 1998 he authored a book about him entitled "Lessons I Learned From My Father," which was distributed within the company and to suppliers.
90th anniversary
King's Jewelry employs 400 people at its 51 stores and corporate offices. Perelman said that he is a firm believer in staff training. He emphasized that at each of the stores, the customer will find a guild gemologist. Perelman added that even Brian Eckstein, his chief financial officer, and King's regional directors have taken courses in gemology.
He said that sales professionals are encouraged to participate in educational programs offered by the Diamond Council of America, the Gemological Institute of America as well as the company's own program call King's College.
Perelman emphasized that customer service is a priority.
"It is extremely important to have highly trained and developed employees. I won't tolerate dishonesty. People have a right to expect service and value," he said.
"I like people. My life is my business," offered Perelman, who travels the world looking for diamonds and other gems, especially colored stones, which are his preference.
King's Jewelry is officially celebrating its 90th anniversary this weekend and remembering the vision Jacob Perelman had back in 1914.