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he location of Gold Rush Jewelers in downtown San Rafael is a throwback to yesteryear, which suits proprietor Rick Lewis just fine. The store at 831 4 th Street has been lovingly restored, with the kind of attention to detail that sets it apart from chain jewelers at the malls. The 112-year old building was formerly home to a Packard automobile showroom before the city's auto row abandon the main drag for the more spacious climes of Highway 101. The roomy store features rustic high ceilings, custom wood work and leather arm chairs so shoppers can relax and talk with the staff. "We want people to take their time and feel at home," Lewis says. Gold Rush opened in Sept 1979 in downtown San Rafael, and they believe in old-fashioned customer service. While online shopping from the ease of one's cell phone has certainly struck a nerve with those wanting a closer relationship with Fed Ex, but Lewis and his staff believe in the personal touch, and that shopping for jewelry requires seeing it and touching it. With that in mind, when Gold Rush moved into its present location from just down the street at 4th and Lincoln, Lewis huddled with the contractors and craftsmen working on the new store, and talked about the different kinds of lighting that would be best for customers to see all of the different products from bridal jewelry to watches to estate pieces. Different parts of the store required different kinds of lighting at different angles and the specs required a more patient approach. But Lewis wanted the jewelry to be seen in a light that would show the jewels in the most realistic way possible. Gold Rush has been around long enough so it has developed a reputation beyond the gems in its showcases. It is known as the go-to store for quality jewelry repairs while-you- wait. It does ring sizing, pearl restringing, and watch battery replacement. Additionally, if your piece requires a repair, the specialists at Gold Rush can take care of it without an appointment. The artists behind the counter can also set stones, do engraving, as well as chain repair, clasp replacement and seeing to it that broken bracelets get th e TLC they deserve. The time-honored approach at Gold Rush comes from the tradition of family. Rick's son Jonathan is an apprentice watchmaker, working on timepiece repair in the store's shop. He has company as his sister Rachel does bead restringing in the same shop. Ryland works the front counter learning the finer points of customer service. Ricks wife, Terri manages the Petaluma Gold Rush location a bit up Highway 101 at 385 S. McDowell Boulevard in the Washington Square Shopping Center, has her daughter Lauren working with her as well. The old-school approach to putting customers first extends to those who are looking to tie the knot. Too often brides have so much planning to do to make their wedding perfect, choosing bridal sets can seem like just another thing on an endless list. But at Gold Rush, the staff strives to make this piece of the wedding relaxed and easy. The stores, whether it's the Novato location at 926 Diablo Boulevard, the Rohnert Park store at 6372 Commerce Boulevard at the Park Plaza or Gold Rush in Santa Rosa at 2240 Mendocino Ave. at Steele, feature the most complete bridal jewelry selection in the North Bay. While personalized service and wide selection is the hallmark of Gold Rush, that selection is priced without the high mark-ups often seen in national chains. "We want our customers to become friends and to come back and see us, so we strive to keep it affordable," Lewis says. While the Gold Rush staff takes a lot of pride in having the best selection of loose stones and diamonds and unmounted settings so customers can create their perfect rings, there is also a high value placed on jewelry from the past. Gold Rush has long had a tradition of presenting estate jewelry, where vintage is much more than a buzzword designed to give the illusion of something that only looks as if it's from yesteryear. Beyond the sale of fine jewelry and the while-you-wait repairs, Gold Rush also offers jewelry appraisal services that include digital color photos. The stores are also affiliated with a number of insurance companies and can assist custome rs with insurance claims and replacement of lost or stolen pieces. A longtime resident of San Rafael, Lewis has been a part of the North Bay community for a long time. His stores have sponsored both youth and adult sports teams and been active in community affairs and fundraising campaigns. Lewis serves on the board of directors of the Downtown Business Improvement District in San Rafael. WATCH BATTERY INSTALLED IN YOUR WATCH WHILE YOU-WAIT Limit One 1.5v Battery Per Coupon With Coupon • Limit One Per Customer Not Valid With Any Other Offer Any Repair of $25 or More WATCH BATTERY SPECIAL JEWELRY REPAIR SPECIAL ONLY (Reg. $12.50) (While you wait) $ 5 95 $ 5 00 OFF Rick Lewis with his triplets Ryland, Jonathan, and Rachel. T e store at 831 4 th Street has been lovingly restored, with the kind of attention to detail that sets it apart from chain jewelers at the malls. e 117-year old building was it built in 1904? was formerly home to a Packard automobile showroom before the city's auto row abandoned the main drag for the more spacious climes of Highway 101. e roomy store features rustic high ceilings, custom wood work and leather arm chairs so shoppers can relax and talk with the staff. "We want people to take their time and feel at home," Lewis says. runs the long running May Madness car show that is held in downtown San Rafael. Lewis also or the Rohnert Park store at 6372 Commerce Boulevard at the Park Plaza, feature the most complete bridal jewelry selection in the North Bay. $30 Fe store at 831 4 th Street has been lovingly restored, with the kind of attention to detail that sets it apart from chain jewelers at the malls. Fe 117-year old building was formerly home to a Packard automobile showroom before the city's auto row abandoned the main drag for the more spacious climes of Highway 101. Fe roomy store features rustic high ceilings, custom wood work and leather arm chairs so shoppers can relax and talk with the staff. "We want people to take their time and feel at home," Lewis says. A Marketing Supplement of the Marin Independent Journal | marinij.com Support Local August 29, 2021 5

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