By Lisa Zola-DeLibero
The only difference between Original Pratico Jewelers in 1950 and today is that instead of “stepping right up,” customers “step right in.”
Three years ago, the business moved from its longtime home in a basement on Lalor Street in Trenton to 4324 South Broad St. in Yardville. It was a decision that Franny Pratico, daughter of the late Rose and Phil Pratico Sr., felt good about. Really good.
And, subsequently, the decision has paid off. Customers who bought jewelry from the popular basement store in Trenton years ago are still regular customers, Pratico said, and the business has pulled in plenty of first-time buyers, too.
“We made the move from the basement because our older customers couldn’t make the stairs anymore,” Pratico said. “We also wanted younger customers to know who we are, so we moved to a store front that is more visible to people, young and old.”
Pratico has been involved with the jewelry business for more than 43 years. As a teen and young adult, she also worked two jobs in the medical field after attending Mercer County Community College for a degree in nursing.
“I thought that if I worked two jobs, I wouldn’t have to work in the store,” Pratico said. “I guess you can say I conceded since my dad always wanted me to be involved with the business. The truth is, I am really passionate about what I do in the jewelry business, and I’m glad I made the choice to make it my career.”
She started her own line of customer jewelry called Designs by Francesca, and Pratico said she can take any piece of jewelry and make the old look new.
“I can modernize any piece of jewelry that customers have,” Pratico said. “For years, people have been coming in with rings and all different pieces of jewelry, and I have redesigned them. I have made a lot of engagement rings into everyday-rings that look nothing like the original ring. I have also designed wedding bands and anniversary rings. The customers are always happy with the finished product.”
A native Hamiltonian who grew up on Redwood Avenue, Pratico said she can also upgrade a piece of jewelry if the customer is looking for a bigger or better stone.
“I will credit the customer based on the original price of, say, a diamond that they want to upgrade for a birthday or anniversary gift, ” Pratico said. “I will just charge them the difference when I replace the original stone with a larger one.”
Open Tuesday to Saturday, 10 a.m. to 6 p.m. and 10 a.m.-5 p.m. on Saturdays, Pratico Jewelers sells a wide range of jewelry in a variety of styles that Pratico is confident will satisfy every jewelry lover’s taste. There are styles in gold, silver, platinum and diamonds, at a price that can fit every buyer’s budget. The business also buys gold, and has a full range of services on the premise, keeping the store busy.
“That’s why I don’t get to sit even for a few minutes to take a break,” Pratico said. “ I love to talk with my customers, and I know many of them on a first name basis.”
Pratico is passionate about her jewelry, and her store. So are the customers, who have a long history of buying quality jewelry that lasts a lifetime. Customer Michelle Stanley of Hamilton said that her parents Cora and Marlowe purchased their wedding bands 30 years ago from Franny.
“The rings still look beautiful as they did when my parents bought them,” Stanley said.
With the holidays right around the corner, Franny Pratico’s commitment to her customers is something that people can trust and count on.
Like the ad says, “Franny’s there to help you find what you want.”
It’s nice to know that some things never change.
Original Pratico Jewelers is located at 4324 S. Broad St. in Yardville, between Dover Plaza and Acme. Phone: (609) 392-6953.
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