The secret to jeweler Peter Indorf’s success? Actually listening to his clients
Forty years ago, New Haven jeweler Peter Indorf was a hippie, crafting silver and turquoise American Indian rings and selling them out of the back of his truck in California. Today his sophisticated shop on Chapel Street helps define the street as an upscale shopping destination.
Indorf visit us from the start that he wanted to be a jeweler Â— and he wanted to be different. He needed to be different to survive. So he learned about jewelry and more importantly, he learned about what people who buy jewelry wanted. HeÂ’s now a member of the American Gem Society and a certified gemologist. He has shops in New Haven and Madison.
Â“IÂ’m finally figuring it out after 40 years,Â” he says. Â“Forty years ago we were just a little family business. My wife was doing the books and we had a couple of jewelers plus myself. We were making a lot more of the jewelry.Â”
Today Indorf designs about 60 percent of the jewelry in his store. His favorite creation is a combination of 22-karat gold and pure silver that he uses a micro hammered technique to enhance the metalÂ’s luster.
Â“About a year ago, I got tired of going to parties and meeting women who said, Â‘I wish I could afford to shop with you.Â’ I took a serious look at that and decided ambien no prescription make some select silver jewelry in-house that literally started at $10,Â” Indorf explains.
The result was a collection he calls Cosmos, which uses hand-tooled fine silver, different from sterling silver in that it doesnÂ’t tarnish. The jewelry is based on celestial themes, incorporating the sun and moon in subtle ways.
Â“Because itÂ’s a cohesive collection, itÂ’s selling like crazy. I just hired someone to help me because I canÂ’t keep up with it,Â” he says.
Indorf says his business is going at two diametrically opposed directions rapidly. The result valium generic where hand craftsmanship meets technology.
Â“It goes back to my roots as a handmade jeweler where itÂ’s okay if things look handmade,Â” Indorf explains. Â“For the longest time, our aesthetic was to get better and better and do the finest work we can do. I still do that, but we use technology to do it.Â”
Indorf has relied on technology to perfect his creations during a time when the jewelry industry is in flux. He admits that the worldwide recession took its toll on his business. Â“ItÂ’s better, but itÂ’s not where it was,Â” he acknowledges. Â“It may take a long time to get back there.
Â“In the meantime, we got back to the basics: hired nice people and bent over backwards to make sure that everybody who comes in has a good experience,Â” he says. Â“My strategy is to have the popular items at good prices. The jewelry industry is still having a really hard time, but stores like ours are harbingers of things to come.Â”
Â“People today want unique items,Â” Indorf explains. Â“They want things that nobody else has Â— and we fill that niche.Â”
The bulk of IndorfÂ’s business is in bridal jewelry, much of which he personally creates. He holds a patent on the Unity ring, actually made of two rings, either platinum or gold, that intertwine, but donÂ’t detach. They are available for men and women and also make a nice anniversary gift.
Indorf would like to create all of the jewelry that he sells, but time only allows for a certain amount.
Â“ItÂ’s about reducing the inventory I already have so that I can add more,Â” he explains. Â“If youÂ’re a Â‘creative capitalist,Â’ you have to watch your inventory like a hawk. ThatÂ’s my portfolio. Most people have their money in stocks and bonds. Mine is in my inventory.Â”
Indorf believes in keeping it simple and listening to his customers.
Â“Coming to work every day is a blast,Â” he says. Â“One of the fundamental things that IÂ’ve learned over the years is that if you go into business to make money, itÂ’s the wrong motivation. If you go into business to fill a need and serve others, and you do that well, thatÂ’s when youÂ’ll make money.Â”