Between community projects, jeweler builds strong business

A CHAT WITH MARY

By: Mary H. Kaempfen
   I would not say he’s got the map of Ireland written all over his face, but his countenance has a very close resemblance to an Irish look because of the twinkle in his eye and his somewhat devilish grin. He is Kevin Sweeney, president of Bentley’s Jewelers at Nelson’s Corner.
   There are trays of gold, silver, platinum, tanzanite and diamonds in the display cases in the spacious Bentley’s showroom, as well as watches, clocks, and figurines placed tastefully against the wall.
   "Bentley’s is in the market of manufacturing fine quality designs and fine jewelry," Mr. Sweeney affirms, "and the designing and manufacturing of fine jewelry allows us to produce high quality jewelry at affordable prices."
   Mr. Sweeney, who has spent 26 years in the business has become an expert at his trade. Bentley’s also performs servicing, such as repairing and restoration.
   He tells me that white gold is more favored now than silver and the styles in gold are in yellow gold and Italian gold — the design and finish of the latter is unusual — it is compared to some domestic designs. I tell Mr. Sweeney that I still prefer silver over gold, for it is "elegant" to me.
   Mr. Sweeney studied diamond grading and colored stone at the Gemological Institute of America in New York City. He also studied at Raritan Valley Community College from 1975 to 1977.
   He tells the story of how he tried to walk in his father’s footsteps by working for the United States Treasury Department but got "derailed" and started working full-time at a jewelry store. He says, "The whole aspect was favorable and I worked with a partner at another place…"
   The inevitable arrived, and Mr. Sweeney became enamored of the jewelry business.
   I asked Mr. Sweeney if he felt pride and pleasure when he looked at the gems at Bentley’s.
   "I feel both," he replied. "(They make me have a sense of accomplishment … ours is a tradition of excellence."
   His favorite stone "is a custom and unique piece called tanzanite." Tanzanite is blue/purple, changing color in the light, and is found in the country it is named after, Tanzania. Mr. Sweeney admires diamonds, too. He adds that birthstones are still very popular.
   Out of curiosity I asked, "How can you tell a real diamond ring from a fake one?" Mr. Sweeney answered that a jeweler uses two methods to discover the truth: one is the use of a microscope, where a stone will have a different optic property, or the use of an electronic probe which tests heat.
   Mr. Sweeney is a voluble man, as he talks about his father and his stern grandfather and then his business. Perhaps this love of talk simulated his Irish ancestry, and was very visible to one who has lived on the "Ould Sod," like myself.
   He tells me what the customers’ preferences in rings are: "They like unique styling … they see things they don’t ordinarily see." He adds that, "Platinum right now is the metal of the day."
   The subject of competition is always intriguing in any business, and Mr. Sweeney does get around to see what the other jewelers have to offer — Basking Ridge is one of his choices. Mr. Sweeney "wants to be aware of what people are doing." And yet, he professes with self-assurance.
   "My goal is to set my own standards — we are innovative," he says.
   "What is the most rare gem in the world and what is the most costly?" was my next question to Bentley’s president.
   "There are so many and they change so rapidly," he answered with a quizzical look. "Alexandrite would be high on the rare and costly list, but it’s not the most costly or rare."
   We think of many stones being imported from Africa, but Mr. Sweeney was ready to inform me that many other caches of stones exist in different parts of the world, and come to us from India, Asia and Madagascar. In the United States, we can find sapphires in Montana and perodite in Arizona.
   Mr. Sweeney is another one of those busy men who nevertheless takes time out for his kids. Pictures of Connor, 2, and Casey, 6, look down on me from the wall to the right of Mr. Sweeney’s desk. Then I ask him what else he’s been doing besides giving time to the family (and that includes wife, Penney) and he’ll tell you. He has been a member of the Rotary, the Hillsborough Business and Professional Association, and he plays golf and basketball.
   And that’s not all. Local shoppers have voted Bentley’s as the best jewelry store five times in local polls.
   Kevin Sweeney can smile his big smile and be proud over that.