BAY STREET JEWELERS
Committed To Customers; Connected To Community
story by KAREN SNYDER
From the moment you walk through the doors of Bay Street Jewelers, it’s clear you’re walking into a bit of Beaufort history. Almost 79 years later, this destination jewelry store is doing what it does best – putting customers first.
In fact, for owners Mark Stokes and his wife Terri, it’s more about the people who walk through the doors at Bay Street than what you see inside the store’s sparkling display cases. It’s no wonder that shopping at Bay Street Jewelers is what Beaufortonians and visitors alike have been doing for generations.
“For us, it’s about business integrity. We want our customers to know that our team is fully interested in serving them. They have 100% of our focus when they visit the store. More important, they know they have the consumer protection of dealing with a reputable business,” assures Mark.
It’s clear that living up to the legacy of Bay Street’s reputation and long history in Beaufort is essential to Mark. “Equipping our staff with the proper knowledge and education to assist our customers at the highest level is what we’re about,” he says, explaining that his dedicated customer service team participates in on-going training provided by several industry organizations including Jewelers of America, Gemological Institute of America, and the American Gem Society.
One of less than a dozen active Certified Gemologists in South Carolina, Mark’s knowledge and talent is evident, having earned credentials as a Graduate Gemologist in 1983 and becoming a Certified Gemologist in 1994. Mark is required to be tested annually to maintain his certification. They also attend a variety of educational seminars at the IJO and RJO jewelry shows; and both Mark and Terri are past presidents of the South Carolina Jewelers Association (SCJA).
Beyond his expertise, Mark and his wife Terri know that owning a Beaufort-based business extends well beyond their store’s doors. Both Mark and Terri are embedded in the Beaufort community having served on some half-dozen local organizational boards or promoting local culture and the arts at the Pat Conroy Literary Center in which Terri is involved or as active members of Lowcountry Rotary and the Baptist Church of Beaufort. Currently, Mark serves as the secretary for Beaufort Charities, a 501c3 organization that has raised $1.3 million to support 16 Beaufort-based nonprofits.
Investing in and improving the lives of those who call Beaufort home is important to the Stokes. Originally from Sumter, SC, the Stokes relocated to Beaufort in 1988 by way of Hilton Head after having taken ownership of the jewelry store from Ben Fox, who was in business for 50 years as Fox Jewelers on Bay Street. Some 29 years later, the Stokes remain committed to taking Bay Street Jewelers into the next decade.
“The business changes weekly, if not daily,” admits Mark, who says he now relies on social media to see what lines and products his customers are attracted to most. Serving a broad demographic from young newlyweds to the increasing retired population who now call Beaufort home is his newest challenge.
“We listen to our customers. When they walk through our doors, we want to be sure they see what’s most attractive to them,” he says, referring to his extensive product line. “But even more than that, we want them to see our smiling faces. That is the reality of who we are and why we’re here,” he quickly adds.
Mark’s readily admits his approach to business success in jewelry retail is simple: “You won’t find anything in our store that I wouldn’t personally give to my wife,” he quips, referring to the high-quality and pride he takes in his store’s inventory. Still, he maintains, when you shop at Bay Street Jewelers, it’s not really about the merchandise; it’s about the customer experience.
“We haven’t stood the test of time since 1941 simply by selling jewelry,” he asserts. “We’re here because of our efforts to relate to our customers and understand their needs.” Mark credits his learning how to relate to customers to his wife, Terri, to whom he’s been married for 34 years and who serves as the businesses’ bookkeeper and accountant.
“Terri has this ability to bring warmth to any room she walks into,” he explains. “Give her some time, and she’ll know something special about each person who is there.” It’s this philosophy that Mark strives to emulate in building customer relationships. “It’s the platform for all that we do at Bay Street Jewelers.”
Listening to customers attentively comes fully into play when it comes to Bay Street Jewelry’s full repertoire of services. “We’re perhaps known most for our appraisal and custom jewelry design services,” adds Mark. Though scheduling appointments for jewelry design or redesign services can run 3-5 weeks out, the consultation is well worth the wait. Understanding how truly special specific jewelry pieces can be to his clients, Mark is committed to meeting and exceeding their expectations when it comes to his design services.
“I love hearing what our customers envision for their pieces. And, I’m proud to say that I’ve never once had a customer disappointed in the end result.”
Though Bay Street Jewelers is filled with beautifully crafted jewelry, giftware, and local specialty items, it’s clear that what matters most to Mark and his team is to live up to the store’s mission of “Doing business with Southern hospitality.” Just walk through the doors at 902 Bay Street in Downtown Beaufort, and you’ll see that mission in action.
Store hours are Monday through Friday, 10 AM to 5 PM and Saturday 10 AM to 4 PM. Or, visit online at www.baystreetjewelers.com and on facebook and Instagram (@baystreetjewelers).
Bay Street Jewelers: Committed to Customers; Connected to Community
