WYOMING — Ron and Paula Sorick aren’t strangers to Best of Greater Pittston. Their business has won Best Jeweler on multiple occasions, but this year, it did so under a new name.
In February, the Soricks did away with their business’ original moniker, Village II Gold & Silversmith, in favor of Soricks Fine Jewelers. Ron said the eponymous name change was done to better represent what the business offers its customers.
“It was more of a marketing thing because we felt like people looked at it as more of just a repair shop from our old name,” he said. “We wanted to get the message out there that we carry a full line of gold and silver jewelry and bridal.”
Opened in 1989, Village II Gold & Silversmith was founded by Ron’s father, John, after he learned jewelry repair from his brother at the original Village Gold & Silversmith in Mount Pocono. Ron, who took over the business with Paula in 2004 following John’s passing, uses a combination of formal training and his father’s lessons to repair gold, silver and platinum jewelry.
“We always get those people that buy their bridal stuff elsewhere and, within six months, I’d be fixing it,” Ron said. “They bring it to me and say, ‘Well, I should’ve came here first and bought the ring from you.”
The name change is meant to draw in that customer before they make a purchase elsewhere—Soricks carries three different lines of bridal jewelry, as well as Officina Bernardi and Elle silver. Soricks is even expanding into fashion jewelry with a display in the middle of its show floor dedicated to Gorjana brand jewelry and Wind & Fire bangles.
“You try to latch onto those popular things when they’re popular,” Ron said about the decision to carry fashion jewelry in the store. “It’s tough to figure out what’s next.”
One thing Ron said never goes of style is the independent jeweler experience.
“I always tell people to deal with your small, independent jewelers,” Ron said. “You’re always going to get a better service and a better product than you will at a chain store.”
For Soricks, the goal is customer loyalty — Paula said it’s a loyalty that’s mutual.
“We have great customers, we appreciate their trust and loyalty in us and we always feel honored that people trust us with their jewelry,” Paula said. “To leave it with us to fix it, to spend a lot of money with us or to buy that special gift.”