Photograph by Robert Scheer
Vardy Shtein has worked at the trade of jeweler for 26 years.
By Torre Peña
When you walk into Vardy's Jewelers, expect to be greeted by its gregarious owner, Vardy Shtein. Designing and manufacturing much of the jewelry on site, Shtein offers a personal touch, often absent in large resellers found in malls.
"My customer becomes my advertiser," says Shtein, who immigrated to the United States from Estonia 16 years ago. "Jewelry is very personal, and you have to be very careful how you deal with personal things."
Shtein, a Saratoga resident, set up his Cupertino business 15 years ago as a repair shop for other stores. Over the years, his knowledge as a goldsmith and diamond broker has attracted loyal customers who return for the personal service.
"I would not leave my stone in a mall or anywhere, but I have no problems leaving it here," says Tania Nordby, who brought jewelry in to be repaired. She met Vardy 10 years ago, when she was purchasing a wedding set.
Trust is important, says Nordby, who appreciates Shtein's practice of taking time to educate his customers about jewelry. "Vardy's customer service is excellent; I refer everyone I know."
Spending four years as an apprentice in Estonia under two different craftsmen, Shtein knows all the facets of the business, from buying and casting gold to placing stones in finished pieces. And he imparts this knowledge to his customers.
"Because we are designing and manufacturing quite a bit of the jewelry, we are able to accommodate our clients," he says.
A vigorous supporter of education, Shtein has also taken an active role in supporting community projects. He has designed and donated commemorative pieces to fund-raising projects organized by the Cupertino Rotary, Villa Montalvo, Diabetes Society of America and local schools.
Shtein is holding an open house Oct. 16-19 at his store, 1655 S. De Anza Blvd., Ste. 4, Cupertino. "It is my way to say thank you to my customers," he says.
This article appeared in the Saratoga News, October 16, 1996.
©1996 Metro Publishing, Inc. All rights reserved