A GRASMERE JEWELER REACHES NEW HEIGHTS WITH THE LAUNCH OF ITS BRIDAL DIAMOND BOUTIQUE

BY ERIK SCHONING PHOTOS BY ALEX BARRETO

This year, Buono Jewelers is celebrating its 30th Christmas at its Grasmere location. The legacy business, founded by John Buonocore, is now helmed by his son, John Buonocore Jr., and while he’s proud of how far his family’s store has come over the last three decades, the anniversary isn’t necessarily a time for looking back; it’s an opportunity to look ahead to the next era of Buono Jewelers.

Buono means “good” in Italian, and that’s exactly what Buonocore promises: good, honest work and high-quality jewelry. Four years ago, he expanded the business, debuting a bridal diamond boutique.

“In 2020, I recognized the growing demand among my clients for bridal,” Buonocore said. “We offer concierge service that really simplifies the process of diamond sourcing for our clients. We offer private, one-on-one appointments for custom diamond engagement rings and diamond wedding bands. This is Staten Island’s first and only operation like this.”

Since its inception, Buono Jewelers has designed and manufactured all its jewelry on site. Handcrafting jewelry in a custom shop allows exacting precision: Buonocore’s clients are able to leave with exactly the piece they had in mind.

Buonocore has always been driven to nurture and grow his business; in 2010, he became a GIA-certified gemologist, a prestigious credential that opened several doors for the expansion of his bridal wing. And bridal, in Buonocore’s words, is the heart of the jewelry business. Even through the 2008 financial crisis and the advent of COVID in 2020, Buonocore found that there is an evergreen demand in bridal: people will always get married, and when they do, they want the best to commemorate the occasion. And that’s where Buono Jewelers steps in.

“The way I build relationships with people is through my customer service,” Buonocore said. “The type of customer service I offer is something you can’t teach. We offer a much different experience than a chain jewelry store or a commercial store. It’s a personal touch, and a more intimate experience.”

Buonocore’s bridal business has grown tremendously over the last five years, a growth he attributes to the intimate, white-glove client experience. The jewelry industry hinges on referrals and word of mouth, and a business doesn’t grow if its customers won’t stand behind it. As such, Buonocore sees the growth of his bridal business as proof of his team’s dedication and expertise.

Buonocore keeps a small but experienced staff; each of his employees has been in the jewelry business for decades. Their experience is paramount when meeting with bridal customers: the wedding process, while exciting, often carries its fair share of stress. From choosing stones, styles, carats, inscriptions, and more, there are countless decisions that go into the fold. It requires a certain finesse on the part of the jeweler to keep the process moving and ensure everyone leaves the boutique satisfied.

“Our customers will tell you that during such a stressful time in their lives, we make it an easy, smooth, and comfortable experience for them,” Buonocore said. “I hear that at least ten times a week. And for me, the biggest reward is the joy I’m able to bring to people while being a part of such a special moment in their lives. It’s very gratifying.”

Buonocore is committed to lifelong relationships with his customers; he stands by the fact that customers from ten, 20, even 30 years ago can come in to have their jewelry repaired or polished, and they will find the same person still running the shop. In today’s jewelry industry, that is a rarity, but it’s always been Buonocore’s philosophy: the best way to compete against big-box corporate retailers is to simply be better in every way.

“We are true jewelers by trade,” Buonocore said. “We’re not some store that opened to sell jewelry. This is what we do, from start to finish. We are the industry.”

Buonocore has weathered many storms in the jewelry business. Early in his career, he recalled the price of gold being $300 per ounce; today, a $3,000 price tag is not uncommon. During COVID, when many businesses across the country were shuttering their doors forever, he was expanding. His ability to survive and adapt despite unfortunate circumstances is the hallmark of a small business with staying power.

Buono Jewelers

1250 Hylan Blvd / 718.448.4900 / buonojewelers.com