Jewel biz creates lasting memories

Classic Creations family-run for nearly three decades

After nearly three decades in business, high-end jewellery retailer Classic Creations is still keeping it all in the family.

Founded in 1984 by brothers Sam and Ami Freiberg in the same North York plaza they are located in today, their team now includes Ami’s wife Shari and sons Daniel and Jordan.

“We’re very lucky to be in a business where we become part of people’s memories, part of peoples lives,” Ami says from the store on Yonge Street at Bishop Avenue. “We’ve helped them buy an engagement ring, we’ve helped them celebrate their marriage, their first child, a birthday or anniversary.”

In early October, the shop was preparing for its annual watch fair kick-off party, where they planned to showcase new collections like Chanel’s Mademoiselle Privé, and honour MTV Canada host Aliya-Jasmine Sovani and philanthropist Erika Godfrey for their charitable work in various communities.

The shop specializes in engagement rings, loose diamonds and gems, bridal and luxury jewellery and watches, repair work, custom-made creations and designers like Breitling, Gucci and Montblanc.

“What we pride ourselves on is, we’re a Bloor Street quality jeweller at a fraction of the price, that’s what separates us from the rest,” Ami says. “We carry a lot of custom-made jewellery that we manufacture ourselves, whether it’s done on the premises or we actually have it done for us in factories in Italy and then from there we’ll set the diamonds here so we can control the quality we want.”

Over the years their client base and selection has expanded and the shop has nearly doubled in size.

“Some of the best highlights of my business are watching it expand from where we first started to where it is today,” Ami says, adding some of his clients’ children have grown up to be his customers. “Almost 30 years later these same kids who were either infants or not even born yet are now clients of ours.”

Ami says clients stop in for coffee and end up buying jewellery.

“We’re known as the most expensive restaurant in the city,” he says. “Our cappuccinos may cost you a few thousand dollars at the end of the day.”

About this article:

By: Ann Ruppenstein
Posted: Jan 23 2013 11:47 am
Filed in: Business
Edition: Toronto