Chris Jacobs, of A.L. Jacobs and Sons jewelry shop in Liberty Station, is the son of the son of a jeweler.
“The store was actually founded by my grandfather, Alocious Leo Jacobs, downtown in 1937,” said grandson Chris, the latest in the line. “We had four different locations from 1937 to 1996, when we closed our last downtown location. In 2003, I opened up a store on Mission Gorge Road, and then I moved out here (Liberty Station) in 2007 and have been here ever since.”
The shop, at 2445 Truxtun Road, No. 108, offers custom-designed jewelry and unique collections such as Rhythm designers’ collection of diamond necklaces and pendants, which has parts that constantly move (referred to as “powered by her heartbeat”).
A.L. Jacobs also does appraisals, jewelry and watch repair and estate buying.
Family photos line the shop walls. A continuous video on the wall in back depicts the jewelry-making process.
Asked what’s trending in jewelry, Jacobs replied, “Today, people want things that are a little more unusual, that you don’t find in 57 stores in a mall.”
Jacobs noted rose gold, with a hint of copper giving the metal a pinkish hue, is “super-popular” right now.
Starting on the far left end of a display case, Jacobs points to women’s necklaces and pendants, including an exquisite mother of pearl necklace, items the jeweler characterized as “wearable art.”
Moving through the case, jewelry gradually morphs into items with more of a marine theme, like a dolphin’s tail. At the end of the case are wedding bands for men.
Asked who a “typical” customer is, Jacobs gave one example.
“A man will come in and say, ‘It’s my wife’s birthday/anniversary today,’” he said. “I don’t know how many times I’ve heard that. I try to help them find something that will really fit the bill.”
A certified gemologist, Jacobs graduated from the Gemological Institute of America after having taken a six-month course, equivalent to a four-year college degree, and getting 100 percent on a final test.
The jeweler talked about his gem shopping. “Twice a year, I go to gem shows in Phoenix, Ariz. and Las Vegas for anything specific I need or to find things that will set the store apart from your traditional jewelry store,” Jacobs said.
Jacobs does lots of jewelry appraisal work “mostly for insurance purposes,” noting, the “dollar figure” isn’t as important in appraisals as a full description of the item(s) appraised. He noted that the appraisal determines not only the insurance premium the customer pays but also the ceiling on the insurance company’s liability for having to replace it.
The Internet has changed the jewelry business, mostly in ways that favor consumers by expanding their access to knowledge.
“You just need to know who you’re dealing with,” cautioned Jacobs.
Jacobs said he has items that cost as little as $15 all the way up to whatever a customer is willing to spend. Meanwhile, Liberty Station is a good place for Jacobs’ shop, with the jeweler noting he lives within walking distance of work.
A.L. Jacobs and Sons is open 10:30 a.m. to 6 p.m. Tuesdays through Fridays and 11 a.m. to 5 p.m. Saturdays and is closed Sundays and Mondays.
What about breaking into the jewelry business?
“It’s challenging, because the market is really tough,” answered Jacobs. “Unless you know somebody, it’s hard to get your foot in the door. But gemology is a really interesting pursuit.”
Jacobs said there used to be a couple of other jewelers in the Peninsula but added they’ve both left and that he’s it now.
The business is still around, Jacobs said, in part because of the personalized service he offers his clients, citing an example.
“I had a gentleman come in with a diamond ring that belonged to his mother, and I took the stone out (of the setting) and had a lab report done on it, and we were able to net them over $50,000,” he said. “They could have taken it somewhere else and gotten just $10,000 for it. I went that extra mile to ensure they got the most out of what they had.”