Colavita Jewelers owner Fred Potzer. (Photo by Suzette J. Lucas.)
By Jacquelyn Pillsbury
Fred Potzer, owner of Colavita Jewelers in the Scotch Road Plaza, personally works with his clients to find just the right piece of jewelry for every occasion, no matter their budget.
Sam Colavita, who built Scotch Run Plaza, opened S.M. Colavita Rare Coins and Collectables in 1978, then expanded his business next door to include jewelry. Potzer said the two “go hand in hand,” and while today they are two separate businesses, “we help each other out in any way we could so we would not compete with each other.”
Growing up, Potzer used to spend a lot of time in the rare coins side of business.
“I knew Mr. Colavita when I was a child and he needed help,” he said. “I was interested in coins. I learned the jewelry business.”
His hobby turned into a job, which then turned into a business. He became an employee in 1994 and purchased Colavita in 2001.
Potzer continues to learn. He took a diamond grading course to earn hands-on experience. “There is always something new, always something coming out. That’s how you learn.”
He acquires his jewelry from a variety of different vendors who come into his shop, plus going to trade shows. “There are many different manufacturers represented in this store from New York to California.” With the exception of watches, he tries to buy products made in the United States.
Potzer works one-on-one in the store with his clients.
“I can handle the transactions,” he said. “I know exactly what I have and what I am doing. People will get the best price from me, and the best value from me. I take care of them the best that I can because I value their business.”
He said he hopes his clients refer him to their friends and family.
Colavita Jewelers carries a wide variety of jewelry including white gold, yellow gold, pearl, gemstones and diamonds, as well as estate and antique pieces. They also carry Bulova and Citizen watches.
Customers can also bring their gold and silver to the store, and Colavita Jewelers will buy it based on the current values.
“Right around the 2007 financial crisis, the price of gold and silver skyrocketed,” Potzer said.
Prices have fluctuated from approximately $1,300 an ounce to $1,950 an ounce. As a result, people bring in their old jewelry, silverware, silver tea sets, candle sticks and other items. Not all of it becomes scrap metal, though.
“I like to find interesting pieces,” like a Tiffany silver bowl, or something with a unique pattern, Potzer said. “That’s what makes this job interesting.”
He resells some of the estate jewelry he purchases as is, rather than scrapping it.
“Sometimes we see some nice pieces,” he said. “It would be a shame to scrap them. People appreciate and love that look.”
Colavita also buys and sells higher-end estate watches, but Potzer insists that, “There is no pressure to sell, and no pressure to buy.”
Colavita Jewelers is open six days a week, Monday through Saturday. The Scotch Road Plaza offers ample free and safe parking. In addition to buying and selling jewelry, they repair watches and jewelry, restoring them to look like new. The store accepts cash and most major credit cards.
“I plan to be here for the next 10 to 20 years,” Potzer said. “That is my goal, and then find a different career within this business – a change of pace.”
By then, he feels he will be ready to “have someone else take the reins.”
Colavita Jewelers is located at 209 Scotch Road. Phone: (609) 883-1090. On the web: colavitajewelers.com. Hours: Monday 10 a.m. to 5 p.m., Tuesday-Friday 10 a.m. to 6 p.m., Saturday 10 a.m. to 3 p.m., closed Sundays.
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