Sandford turns gold into exquisitely unique business

When Chuck Sandford decided to turn a hobby into a business, his goal was to “provide Thunder Bay with excellent quality jewellery at a fair price.” Three decades later, he has built a specialty store that sells classic and unique jewellery, watches and other gifts.

As president and mentor of Exquisite Gold & Gems Inc., Sandford got his start by accident.

“Back when people used to actually fix electronics like TVs, I became an electronics technician,” he says. He came to understand how metal responds to solder, a key skill when learning to work with jewellery. The electronics training also comes in handy in assessing quartz watches.

His interests led him to experiment with gold and ultimately to become a goldsmith. He is also a Graduate Gemologist and an Accredited Appraisal Professional.

“It is important that I understand what I am buying and not just trust that my suppliers are sending what I ask for,” he explains of his handson approach. “It is also important that I understand what needs to be done to fix items when they are brought in for repair.”

Exquisite Gold & Gems offers jewellery that is different from what’s available in chain stores. They carry lines such as Keith Jack and Les Georgettes by Altesse, an innovative French concept featuring interchangeable and reversible coloured bands. They also do design work to meet customers’ personal tastes.

“After 30 years, I am humbled by the number of people who have trusted us with their most precious, sentimental items,” he says of giving new life to old family items and providing jewellery for special occasions.

“When we work with someone to design the perfect engagement ring, then periodic gifts through the years, and we watch as their children grow up and come back to us for their engagement rings, we are extremely satisfied that our reputation for quality and fairness passes through generations,” he says.

Sandford credits his success to “a great staff,” which consists of wife Christine and daughter Armelle, as well as Yvonne Homer, Jane Komoski, Jenna Doughty, Stephanie Cloutier and Adriane MathesonSmith.

As he contemplates retirement, Sandford naturally wants the business to continue to thrive. If his dedication and passion for the craft rubs off on his successors, his legacy is assured, because there’s one definite thing he has learned.

“The more I know the more I know that I need to learn,” he says.