Not many businesses can say they have been a part of the most important milestones in their customer’s lives, from the beginning of a couple’s commitment to the sacred celebration that follows, to the special moments that are markers of a lifetime.
But for a young watchmaker who understood the value time, Ron Wilkin saw the potential to create a business that honoured those family traditions.
Eventually, with his wife Inez by his side, the family business took hold.
Fifty years later, with a second generation at the helm, that vision has made Ron Wilkin Jewellers a successful cornerstone business in downtown Fergus.
“I attribute our longevity to our customer service,” said Graham Wilkin, the next generation in the family-business.
“Dad is very genuine and he would make things right no matter what. We do the same. Our customers come first. That’s our whole motto.”
Graham and his wife Amy took over the business in 2006 and, when Ron and Inez retired in 2012, they maintained the legacy of customer service and trust for which the business is renowned.
But those values were ingrained in Graham long before he joined the business in 1996.
“Graham grew up watching his parents work so he learned from them,” Amy said. “Everyone remembers their customer service and Graham grew up with that example.”
Graham and Amy take great pride in honouring the history of the business.
“Honesty, integrity, fairness and quality – those are key to our customer service,” Graham said.
“And standing behind what we’re selling,” Amy added.
Ron Wilkin’s foray into the jewellery business had humble beginnings and an early start. He was just 14 years old when he began an apprenticeship in watchmaking, while holding down a job.
“He was working at the lower shop at Beatty (Brothers Ltd.) and was doing watches at night and weekends” explained Graham.
“When there was a lay-off at Beatty’s, Dad made a choice.”
That choice was to go into business for himself, opening a retail location in Arthur in 1960. Graham said his father recalls the brazen move by saying it took “$1,500 and a lot of nerve.”
“The Arthur store was very tiny and he shared a phone with the drug store,” Graham said.
“When Ron opened his first store … he was just starting out, so one of his suppliers, Siffari, gave him a tray of mens and ladies rings, and told him “as you sell them, pay us back,” and that’s what started Ron in jewellery,” Amy said.
“We still deal with this supplier today.”
Understanding that relationships were key to business, Ron built strong connections with both his suppliers and customers, many of whom are still featured in the store 50 years later.
Siffari, now rebranded the Crescendo Company, is a third-generation family business.
“Ron actually closed the store one day and drove a customer down to the Siffari offices to select a ring because he didn’t have the selection to offer them and (he) wanted to be sure they got the ring they wanted,” Graham said.
He adds, “The majority of suppliers we deal with are still family-owned and operated businesses.”
For the first few years of business, Ron worked solo.
Graham laughs recalling the story of why his father hired his first employee.
“One day my dad was dusting in the shop and he broke a Royal Dalton (figurine), so he figured he should hire someone to help him because he lost his profit, I think for the month, due to a dusting accident.”
Several years later, Ron moved the shop to Harriston, but when the opportunity came to return to his hometown of Fergus in 1967, it was a move in the right direction.
He bought out a retiring jewellery business and jumped into a competitive marketplace. At the time, Ron Wilkin Jewellers would be one of three jewellery stores in the town.
Inez was a school teacher, but as the store grew busier, she decided to work full-time alongside Ron. For years the pair worked side by side, establishing a sense of community within their store.
That legacy continues today.
“Living and working in a smaller town … we treat our customers like family so they do become family,” Amy said. “It’s just the way we do it.”
The same can be said for the Ron Wilkin Jewellers staff, a dedicated team of 12 full- and part-time employees that includes two goldsmiths, (including Graham’s cousin Paul), two engravers and sales associates, all of them local.
That sense of continuity and trust in a store where people purchase/repair such personal items as heirlooms and forever jewellery pieces is significant.
“It is really that customer loyalty factor,” Amy said. “We have customers who will return here to shop for the big purchases, the items that you really want someone you trust to help you with.”
She adds customers come from across Wellington County and beyond, including major urban centres such as Kitchener-Waterloo, Cambridge, Guelph and Orangeville.
“That’s definitely something that differentiates us from the big box stores,” said Amy. “Our customers are the reason we are doing what we’re doing, and that’s why we are focused on service.”
Graham adds, “We provide better customer service; a more personalized feeling.”
Ron Wilkin Jewellers isn’t just a store for many, it’s an important piece in a couple’s story, a family’s story – and it all begins with a marriage proposal.
“It’s heartwarming and it’s amazing that we get to be a part of that, and it’s often a surprise,” said Amy. “They have to trust us to keep that purchase confidential. It’s so important.”
She enjoys helping a couple go from the engagement ring to wedding bands, helping them choose attendant gifts and seeing their family grow in time.
“We’re on our third generation of families coming here to buy their engagement and wedding bands. It’s amazing,” Amy said.
“There is a bit of legacy because it’s a family tradition and a trust thing. If your grandparents and parents bought here and still continue to shop here – people know they can trust us.”
That is an honour not lost on either generation of the Wilkin clan. It’s also one of the pleasures of their jobs.
“We deal with happy occasions all the time,” Graham said.
“Jewellery is a happy purchase or a special purchase for the moments in their life … so we’re very lucky to be a part of that.”
Graham notes that while the bulk of their business is diamond jewellery, watches, personal pieces, custom jewellery and special gifting jewellery, repairs are also a significant portion of their business.
Respecting the importance of the customer’s personal items, as both an investment and often a symbolic treasure, is integral to their work.
“With repairs trust is the big issue and we take that very seriously,” Graham said. “Our repair shop is very busy.”
Loyalty goes both ways, and the Wilkin family understands that.
Giving back to their community is important.
“We are involved in the community,” Graham said.
“We’re involved with sponsorship, Sports teams, the hospital, non-profit groups … it’s important because this is our home too.”
In 1998 the business expanded when it purchased the neighbouring building, (formerly Scarlett’s Restaurant), which allowed Ron Wilkin Jewellers to expand its merchandise and showroom, as well as repair facilities.
In 2015, the business added a new location a few doors west of its current downtown location to open Wilkin Engraving, offering customized engraving services and merchandise.
Now the business that has been a part of celebrating the special moments in the lives of their customers will celebrate their own 50th anniversary.
From Sept. 19 to 23 they will host a week-long event including “roll your discount” on all merchandise, plus specials and giveaways, special draws and more.
Closing out the fun will be an open house on Saturday, Sept. 23. Customers are invited to drop in to say hello to Ron, Inez, Amy and Graham, and welcome back former employees.
“We hope people will come in and say hello and just be a part of the celebrations,” Amy said.
