“There are a lot of jewelry stores around here but not a lot aimed at the Hispanic community. I wanted to give that a shot.”
And so Bensalem resident Edy Morocho opened Edy’s Jewelry and Watch this past summer at 2636 Bristol Pike.
For the uninformed, Morocho explains that “New York-style” jewelry is popular with Hispanic customers.
“It’s traditional with a younger twist to it,” he said.
Morocho learned the jewelry business from his uncles at his father’s jewelry store in New York City.
“I’ve been doing this about two years,” said the 28 year old.
“I’m trying to push repairs. It’s a dying art,” he continued. “I want people to trust me. The big stores ship out repair work and customers don’t get it in two weeks like here. If a customer wants to wait here an hour and watch me work, that’s OK too.”
Repairs can run from a simple $5 soldering to a $100 repair.
Morocho rents a front corner in My Country Store. Not having an outdoor sign means “lots of advertising” is needed but the location also has a positive aspect.
“Their traffic helps me. He’s been here eight years,” Morocho said.
In addition to his work bench, customers find two big cases and a back wall of jewelry. Among the inventory are Citizen and Armitron watches and 14-karat-gold Gucci chains. The prices range from $100 to $1,000.
“I’m always competitive (with the bigger stores). And I’m very negotiable,” Morocho said.
“I’m just trying to make an honest living,” he added.