At Fisher and Sons Jewelers (5101 W. Esplanade Ave., Metairie, 885-4956; www.fisherandsonsjewelers.com), it's all in the family. In the 1940s, owner Tom Fisher began working in the French Quarter for jeweler Leonard Krower and Sons. In 1951, he left to create a partnership called Fisher and Clifton. After that partnership ended in 1977, he moved the store to its present Metairie location. His wife Chloe, a schoolteacher, handled accounts. Though Tom and Chloe still come in to the store occasionally, their son Craig has taken over as main jeweler. The primary team consists of Craig, his sister Chloe Fisher-Bares and her husband Barry Bares, Craig's son Ryan, and his aunt Wenonah Landreneau.
"I think people keep coming back to us because we give personal service and are family owned," Craig says. "I try to remember my customers' names, which I think plays a part in someone's feeling about the store."
Fisher and Sons offers a large selection of jewelry and a variety of services, including customized pieces, wedding rings, charms, religious gifts, watch battery replacement and engraving. The jewelers use hand tools, old-fashioned engravers, casts, molds and a laser welder. Since the company is local, there is plenty of New Orleans-centric jewelry to choose from, including watches with custom-made, Saints-themed faces.
"We also have charms for New Orleans street names and local animals like alligators and turtles," Craig says.
Fisher and Sons also gets involved with Carnival krewes by making special jewelry for Endymion royalty and creating Grand Marshal medals for the Krewe of Sparta.
Ryan adds that the store gets a lot of business from the community surrounding its bustling Esplanade Avenue location. "It's a great neighborhood and we have a good community right around us," Ryan says.
Craig encourages his customers to look at the construction of every piece of jewelry they buy, not just the cosmetic value. "That way, you'll have a longer-lasting piece," he says. His favorite part of being a jeweler is designing. "The best thing for me," he says, "is when you create a piece and you see the reaction on someone's face."
Jeweler Craig Fisher takes pride in the meticulous craftsmanship of his work.