It’s been a rollercoaster ride for Beverley Jewellers owner John Diakoyannis, but the store’s 70th anniversary is a milestone worthy of celebration, writes Debbie Reynolds
Chatting with John Diakoyannis, I tell him how many of the milestones in my life are linked to his Pavilion store – my wedding ring, a treasured anniversary diamond bracelet, the watch I’m wearing.
“That’s the beauty of the jewellery business and why I love it so much,” he says. “Most times you are dealing with people who are commemorating happy occasions, be it a wedding, birthday, anniversary, a son or daughter who has graduated or even just a gift to say ‘I love you’.”
John’s journey in the jewellery business began at the tender age of 12, when he began helping his father in his jewellery shop in Pinetown. After the devastation of World War II, his Greek parents had come to Durban via the Congo and could speak very little English, so John helped out with the customers.
“About 100m away in Crompton Street was Beverley Jewellers. I was then 22 and on holiday from university, and while walking down the road I saw a ‘closing down sale’ notice in their window.
“I went inside to find out why, and the owners told me they were reluctantly closing because the previous buyer had let them down. They really wanted to keep the business (which was named after the owner’s niece) going, so on a handshake I bought it.”
That was 1979 and instead of pursuing his Bachelor of Commerce Degree, an almost penniless John became the owner of his very own jewellery store. From Crompton Street the store made several moves around Pinetown before opening in the brand new Pavilion shopping centre in October 1993.
In his 40 years in the business, moving from the high streets into a shopping centre has been the biggest change. “Being in a big retail centre means working seven days a week, and also having to contend with more competition,” he says. “When more shopping centres open, more jewellery stores open.”
He also says that because of the internet, customers have become better educated and more discerning. “People can research how much an international brand sells for in London, Dubai or Hong Kong and often when they compare local prices they realise we are very competitive.
“Talking watches, for example, we don’t pay import duties any more and there are periods – like when the rand devalues – when we become the cheapest in the world because our suppliers don’t immediately increase prices.”
Being able to buy duty free from the European Union is another added bonus, but he strongly supports the local jewellery industry.
“We manufacture a small amount of high-end jewellery, because if you want a R100 000 ring it pays us to make it for you. Imported it could cost R150 000.”
Another positive trend in the last few years has been the growth of the “black diamond” client and a brisk tourist trade.
He is proud of the prestigious and exclusive brands the store offers, from Cartier, IWC, Panerai, Tag Heuer and Frederique Constant to Longines, Tissot, Michel Herbelin and Montblanc.
Unfortunately, the luxury brands also increase the risk of crime and John is still struggling to get over a devastating armed robbery at his store in June 2016.
“We do have a closed door policy, but you can’t make your shop a fortress because it becomes intimidating,” he says.
It has been a huge hurdle to climb, but John is up for the challenge and is determined to keep making happy memories for his clients – for several more years to come.
“Many of my clients have become good friends, which just adds to the joy of this business.”
