Marc Samuels Jewelers builds long-term relationships with clients

Marc Samuels Jewelers owner Murad Ajani, center, and his staff get to know clients by name. (William C. Wadsack/Community Impact Newspaper)
Marc Samuels Jewelers owner Murad Ajani, center, and his staff get to know clients by name. (William C. Wadsack/Community Impact Newspaper)

Marc Samuels Jewelers owner Murad Ajani, center, and his staff get to know clients by name. (William C. Wadsack/Community Impact Newspaper)

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Marc Samuels carries top-quality timepieces from a variety of manufacturers. (William C. Wadsack/Community Impact Newspaper)
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The fashion jewelry sold at Marc Samuels includes bracelets, rings, earrings, necklaces and pendants. (William C. Wadsack/Community Impact Newspaper)
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Marc Samuels carries top-quality timepieces from a variety of manufacturers. (William C. Wadsack/Community Impact Newspaper)
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The store often sells engagement rings to men who then return with their new fiancées for a full wedding set. (William C. Wadsack/Community Impact Newspaper)
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Marc Samuels Jewelers has been in business in Frisco for nearly 20 years. (William C. Wadsack/Community Impact Newspaper)
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Marc Samuels Jewelers has been in business in Frisco for nearly 20 years. (William C. Wadsack/Community Impact Newspaper)
Marc Samuels Jewelers has been an institution in Frisco for nearly 20 years. Generations of customers have turned to the store to mark big life events.

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.”
By William C. Wadsack

Senior Reporter, Plano/Richardson

William joined Community Impact Newspaper in December 2019. He previously served as managing editor of several daily and weekly publications in North Texas and his native state of Louisiana.



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