Jewelry is a decorative art, says Michael Chokr, and the interior settings at the breathtaking new Diamond Vault are as intoxicating as the jeweler’s exclusive diamond and gemstone creations. The new showroom, workshop and warehouse have been custom-designed to create a unique retail experience, says Michael, who joined the family business six years ago after working several years for Sony Music in New York.
With the new interior design, Michael, Mom and Dad (LaRue and Ali) and brothers Rachad and Amir each have the opportunity to express their jewelry personalities. “It’s unique to us, a series of 19 museum-style display cases set at different heights on steel beams. Each of us and every sales person has our own case to fill with their personal passion, whether it’s vintage watches, colored diamonds or gemstones,” Michael, who is responsible for overall business identity, explains.
3979 Tamiami Trail, Sarasota,
Get the Diamond Vault look
High-Impact jewels like this cleverly composed cocktail ring make statements of their own, this with a spectacular 10-ct. radiant-cut yellow diamond set in platinum (price on request).
What this town needs “The town would really enjoy a bayfront promenade like Lincoln Road in Miami, with cobblestone streets, outdoor cafes and stores. Gulfstream Avenue is a golden opportunity for development,” says Michael.
Can’t live without Coffee (he drinks Italian espresso by illy), music (composer Philip Glass is a favorite) and airplanes (“I like exploring”).