THIS CONTEMPORARY LA-BASED BRAND IS MAKING A SPLASH AT STATEN ISLAND’S LARGEST RETAIL JEWELRY STORE

BY AMANDA McCOY

There’s a big movement happening in our industry right now,” explained Cory Schifter, president of Casale Jewelers, Staten Island’s largest jewelry retailer.

“Statistics show that this holiday season, 51% of millennial women are going to be buying for themselves as well as for others. Jewelry is no longer just a gift; it’s about feeling special…
making yourself feel good. The Shy Creation line caters to that woman who wants to indulge herself.”

Schifter was introduced by a colleague to the LA-based jewelry brand while attending an industry
event in Las Vegas. Its modern shapes and delicate craftsmanship caught the attention of the industry vet, and he was confident they would be a hit with Staten Island customers. His hunch
was correct. Schifter brought the brand to his Dongan Hills store last year, and it was received with enthusiasm by the local clientele.

“Staten Island has unique style,” added the longstanding borough resident. “We want to be unique, and this line exemplifies that. It’s different, not to a point where it’s punk rock, but trendy, and embraces fun design that is taking traditional jewelry and adding a little more flair to it.”

The brainchild of fine jewelry designer Shy Dayan, Shy Creation lines include rings, necklaces, pendants, bangles, bracelets, and engagement rings. It utilizes precious materials—including both brilliant and colorful diamonds along with rose, yellow, and white gold—to create pieces for occasions from casual to black tie. Dayan’s ethos is rooted in crafting work that is elegant and sophisticated, but also at the forefront of the latest trends.

“It’s not something you’re going to see in big-box jewelry stores,” explained Schifter. “It’s dainty, stylish, and trendy. It’s a great spin on traditional jewelry.” Dayan’s designs have received numerous awards and recognitions worldwide, including taking the grand prize in the 2018 JKC Jewelers’ Choice Awards for the Diamond Star Ascendant Drop Earrings. It wasn’t the first time the California brand took the JKC top prize; it received the same honor the previous year for its 14k Yellow Gold Starburst Ring. The president of Casale Jewelers explained that, in addition to superior craftsmanship and alluring designs, a reason he has noted for the line’s continued success is its ability to not only keep up with styles, but to also to help create them. One continuing to gain momentum this year is stacking jewelry, particularly bracelets: rather than sport one or two statement pieces, he’s noticed more customers gathering bracelets of varying colors together. Good execution typically requires thinner, more delicate pieces—a staple of Dayan’s designs.

“Shy Creation has done a great job. It’s a whole different world of stacking and creating the perfect image of what a discerning buyer wants.”

Casale Jewelers
1639 Richmond Road / 718.351.8300 / casalejewelers.net