There is still an abundance of merchandise available at greatly reduced prices, according to owner Alex Kharmandaryan.

"We're selling mostly jewelry that we've made over the years and, unlike some jewelers who raise their prices before putting stuff on sale, our sale prices are off the original marked price," Kharmandaryan says. "So we have a lot of great merchandise and great deals still available."

Since 1990, Kharmandaryan and his wife, Star, have owned and operated Gold Star Jewelers, which specializes in custom jewelry design, platinum, gold and silver jewelry, rare coins, antique jewelry, watch and jewelry repair and diamonds.

Kharmandaryan got his start in the jewelry business when he was 10 years old by helping a friend do hand-engraving during his school breaks.

At age 20 he emigrated to the United Stated and started working for a jewelry manufacturing company in Los Angeles. Kharmandaryan says he continued to gather experience and confidence in the craft. In 1983 he opened his own jewelry manufacturing business along with two retail stores in the Los Angeles area.

He moved to San Jose in 1989, after he sold the Los Angeles businesses.

"I had a sister who lived in the area," Kharmandaryan says. "She is my one and only sister, so I wanted to be close to her."

For the past 15 years Kharmandaryan and his wife have worked side-by-side building the business by providing high quality merchandise, solid value and friendly service. According to Kharmandaryan, the secret to their success has been their focus on customer service and satisfaction.

"Our success has come from repeat customers and word of mouth," Kharmandaryan says. "We make someone a great ring and they tell others who come in."

Although he has called the Bay Area home since 1989, Kharmandaryan says that a desire to expose his children to Armenian culture is one of the reasons why he and his wife moved with their three children--ages 15, 14 and 4--to Fresno a 1 ¹/2 ago.

"There is a big Armenian community there and my kids will be able to attend an Armenian school," Kharmandaryan says. "Plus it is only three hours from L.A., which is where a lot of my family lives, including my sister who moved down there."

Not one to sit still, nine months ago Kharmandaryan opened another Gold Star Jewelers in Fresno.

He says that although it takes about three years for a store to get established, business is growing steadily in his new location.

The financial overhead and time commitment necessary to run two stores far apart has prompted the closing of the Willow Glen store.

Kharmandaryan admits it is with a heavy heart that he and his wife have chosen to take this step.

"This store has been my baby for 16 years," he says. "I have spent more time here than at home. It is very hard to leave."

For more information on Gold Star Jewelers, 1387 Lincoln Ave., call 408.293.8538.