Southeast Jewelry Store Celebrates Milestone Anniversary

Donato Ruggiero’s start in the jewelry business was accidental. 

In 1977 he had just wrapped up his time in the US Army, and the only work he could find was at a jewelry manufacturer where his sister was employed. He didn’t love the setting, but he was happy with the skills he picked up.

From there Donato took classes to learn more about the trade. He started working from home, concentrating on wholesale and repairs for more than a dozen jewelry shops. And in 1988, he opened Daniel Jewelers in Pawling.

The business, which is now located in Southeast, is turning 25 this month. Donato and his 26-year-old son Joseph, a Brewster High School graduate, run the store, with the help of a handful of employees. One of them, Marge Bonci, signed on to work two or three days a week when Daniel Jewelers first opened. She’s been there ever since.

“Ninety to 95-percent of our customers are repeat,” Donato said. He’s worked on engagement rings for generations of families. “What we offer, nowadays, not too many places do … It’s the service, before and after the sale.”

It’s also the connections Donato and the staff have built up over the years. His customers come from the immediate area in most cases. Some—including one who now lives in Louisiana—have shopped with him since the days when he worked from home. 

Daniel Jewelers carries all the essentials: bracelets, chains, earrings, pendants, rings and watches. Inventory changes fairly often, as Donato and Joseph attend jewelry conventions twice a year.  Some pieces, including a sterling silver and cubic zirconium line that Donato says is very well made, are selected with the economy in mind, as gold prices are up.

Services include cleanings, engravings and repairs. They do custom orders, too.

“Doing the actual work, doing something that’s unique and different, leaves a big sense of satisfaction,” Donato said.

He and his family are grateful to the folks who have supported Daniel Jewelers over the years.

“Obviously without them we would not be here,” he said.

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Daniel Jewelers is located at 1511 Route 22 in the Lakeview Plaza. The store is holding a sale Sunday, Nov. 17, from 11 a.m. to 4 p.m., in honor of the anniversary. All items, excluding Pandora pieces and diamond engagement rings, will be 30 to 50-percent off.