Owner Murad Ajani took over management around 2009 after the store’s namesake stepped away from the business. Ajani said the business is family-oriented.
“The other places have managers, district managers and stuff,” he said. “Over here, we try to give customers the best deals, so we just save them some money, and they keep coming to see us.”
Marc Samuels has grown significantly over the years, including opening a second store in Grapevine under Ajani. A recent expansion of the Frisco location increased the size of the showroom to 5,000 square feet and doubled the number of brands the store carries.
“Our customer service is what we’re known for,” sales manager Tom Rashid said. “We know everybody who comes in. We know their names, and they’re confident [that] when they come back, they will get the same service again.”
Marc Samuels gets a lot of repeat customers, especially from men picking out engagement rings and returning with their new fiancées for a full wedding set. Rashid said holidays, such as Valentine’s Day, Mother’s Day and Father’s Day, are also busy times of the year.
The store can create custom rings and do most repairs in the same day thanks to an in-store jeweler.
“Custom jobs take longer,” Rashid said. “If you’re making something from scratch, it takes longer.”
While much of the jewelry Marc Samuels sells is geared toward women, the store’s luxury watches are mostly sold to men. And while holidays and wedding season are the busiest time for jewelry, the store sees steady sales of luxury watches throughout the year.
Part of the way the business has maintained its success is by instilling confidence Marc Samuels is going to continue to be around to remember customers.
“We give a client a lifetime warranty,” Ajani said. “A small diamond falls off, cleaning, polishing, size-up, size-down—we never charge a dime.”