Gem Dandies: Concierge Business Takes on Diamonds

New jewelry concierge business 27 Facets features services ranging from insurance appraisals to jewelry and watch repair and cleanings.

Any diamond enthusiast, or would-be bride, knows that the common brilliant-cut gem has 58 facets. You can easily find stones in 14, 43 and 76 cuts, as well. But 27? That’s a rarity — which is one of the reasons Amber Berger and Jennifer Rosenthal called their new jewelry concierge business 27 Facets. “It’s unusual,” says Berger, “and we felt our service was so unusual that it was a perfect match.” The other inspiration for the name is fairly straightforward: The friends, who met through their husbands, were both 27 when they came up with the idea last year.

This story first appeared in the November 7, 2008 issue of WWD.  Subscribe Today.

“Initially we wanted to open our own accessories store,” says Berger, “but there’s so much competition in the city. So we started to brainstorm: Where is there an open market? Where is there a need?” 27 Facets, based out of Rosenthal’s Manhattan home, features services ranging from insurance appraisals to jewelry and watch repair and cleanings. Berger and Rosenthal act as personal shoppers, too, and can hunt down designer merch or custom-design pieces to a client’s specifications. “We have relationships with top diamond dealers,” says Berger, “And we’re able to sell the jewelry at competitive prices because we don’t take a huge markup for it.”

Key here, both emphasize, is the personal attention. “It’s literally door-to-door,” says Rosenthal.

“We do consultations, [quick] turnaround times for gifts, gift wrap and delivery,” adds Berger. Fees are based on the item and service, and start at $50.

Since starting their company earlier this year, business has spread largely by word of mouth. And it doesn’t hurt that both their husbands work in the finance arena. According to Rosenthal, many of their clients are men in that industry looking to buy gifts for their wives. “It’s a lot of networking,” she notes. They’ve also paired up with concierge services in Manhattan, like INsider and Luxury Attaché, to handle their jewelry requests.

Rosenthal and Berger have impressive pedigrees to boot. Berger’s family owns the Florida-based Mayer’s Jewelry Company — “I always had jewelry in my blood,” she says — and she’s worked as an accessories and jewelry buyer at various companies, including Michael C. Fina, Gucci, Cartier and Henri Bendel. Rosenthal, meanwhile, left her job in advertising with Lowe Worldwide to pursue her interest in jewelry. She earned a gemologist degree from the Gemological Institute of America in 2006, and subsequently spent two years as a jewelry appraiser at the auction house Doyle New York. Rosenthal also is certified by the Appraisers Association of America Inc.

“She’s the creative one,” says Berger of Rosenthal, who plans to launch her own line under the 27 Facets label. “I’m the numbers girl. We complement each other.”

Indeed, even their personal jewelry preferences are yin and yang. Rosenthal opts for “dainty and girly” pieces, while Berger has an eye for bolder, clean-cut fare.

They do confess, however, to having one trait in common when it comes to finery: “Whenever I meet someone for the first time, the only thing I see is jewelry,” says Rosenthal. “Even if I’m looking at your eyes, I’m actually looking at your ears [and earrings].”

Chimes in Berger: “Same with me. I can’t even help myself.”