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Paoli, PA--Second generation jeweler Michael Cook runs Walter J. Cook Jeweler, a popular destination along Philadelphia's upper Main Line. The store, established by Cook’s father in 1946, is known for its outstanding customer service and that standard is a goal for Cook and his employees each and every day.

“We’ve delivered wedding bands before a ceremony, driven to New York for clients and assembled rings that took months to get just right,” said Cook, recounting a few customer service instances. “We kill them with customer service. We may fall short every so often, but we know we’ve tried our hardest with every client every day.”

Cook’s clients range from a 30-something commuters, to part-time working mothers, and the 60 and 70 year old retirees. In short, any customers who demand great customer service from their jeweler.

The merchandise at Walter J. Cook Jeweler is as diverse as its customer base, and while they do carry some branded jewelry, brands alone are not what drives customer to visit and buy. “I am the brand along with my store,” says Cook. His showcase inventory runs from $50 silver earrings to $35,000+ diamond necklaces. Their eclectic mix of designers includes Alwand Vahan, Suna, Gem Platinum, William Levine, Lieberfarb, Precision Set, Lika Behar, Somers, and Jane Bohan. They also carry Tavannes watches, a Swiss-made watch brand ranging in price from $400 to $10,000.

The Walter J. Cook team in place.

“We have one or two items in every case that someone would fall in love with,” says Cook, reflecting on what his customers have told him. “While in a typical mall store, customers might find one or two items they like in the whole store.”

Cook’s philosophy is “less vendors, better relationship.” He likes to be able to pick up the phone and call his vendors as needed and know they will listen. “I stay current with them and they pay attention to me,” he says.

Walter J. Cook Jeweler offers minimal shop work on premises using an off-site shop for much of their repair and custom designs. They are currently considering adding a full shop on the premises, as they already do a good business in restyling and remounting.

Cook’s advertising is largely local print, newspapers, local magazines and community donations. “We’ve had the back cover of a local well-regarded theater playbill for the last ten years,” he says. “We showcase an item or two on the back cover.” Cook also donates a good amount of merchandise to local charities. They’ve been recently doing email blasts for their annual sale, not spending money on postage and paper. “We’re going green and being economical,” he says. “We’ve had modest success with that. We are constantly a work in progress [in our advertising].”

The Walter J. Cook homepage.

And Facebook? “I’m reluctant to go that route,” says Cook. “I know the maintenance required for it and I know my limitations.”

Cook says his career in the jewelry industry was made a bit by default. “My father wanted me to come into business,” he said. “I tried college then went to work.” Cook began work in 1981, then in 1995 bought the business from his father and sister. “It worked out well. At the end of the day purchasing the company allowed my father a comfortable end of life, so no regrets.” It was a hard transition with his sister, but “it was a good thing to do,” he remembers.

While Cook is generally in a ‘wait and see’ mode for his sales this year, he’s upbeat. He’s been around long enough to see the business have its ups and downs. And he’s ready for whatever happens. He carries no debt beyond his modest line of credit and does not own his building.

At the end of the day, for Cook and his staff, it’s all about connecting with their customers and offering the very best customer service.