SRL Jewelry has officially opened its doors at 123 West Maple Road in the heart of downtown Birmingham. The store’s name, S-R-L, represents the initials of owner Jack Basmadjian’s three children — Sophia, Rocco, and Luca.
While this is Basmadjian’s first storefront, he brings 30 years of experience in the jewelry industry, including time spent at Rottermond Jewelers in Brighton and Milford, where he served as the buyer for Rolex. SRL Jewelry is a full-service fine jeweler specializing in custom-designed pieces that reflect individual style. The store offers a curated selection of luxury timepieces, including preowned and unworn Rolex, Patek Philippe, and Audemars Piguet. Additionally, SRL provides appraisals, jewelry repair, and watch repair services.
Customer relationships are a priority for Basmadjian. “I’ve built my business on personal connections and referrals. I opened with the plan to serve my current clients and their referrals, and the walk-in traffic and new connections I’ve made in Birmingham have been a wonderful bonus,” he shared.
The store also features a full espresso and coffee bar, offering a relaxing and welcoming atmosphere where customers can unwind as they browse. SRL Jewelry’s hours are Tuesday-Friday, 11 a.m. to 6 p.m., and Saturday, 11 a.m. to 4 p.m., or by appointment.
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