Beyond the Beads: How Be Jeweled Puts Beautiful Pieces in the Hands of Customers for Yom Tov and Around the Year

Yitzy Fried 

As Yom Tov nears, many Rockland residents are on the hunt for jewelry to present their aishes chayil lekovod Yom Tov. Rockland Daily visited with the folks at Be Jeweled—located in the Town Square Mall—to hear their story about how they have continuously served this community for more than 25 years. 

“We opened in the fall of 1996,” recalls Cheskel Nussensweig, proprietor of Be Jeweled. “We started out in a basement on Harvest Court near Bais Shraga, something that old Monsey residents would remember. Mr. and Mrs. Nussensweig saw the Monsey was missing a place where customers can go for nice and creative jewelry, and this is how the business was born.” 

But the Be Jeweled story did not begin in Monsey of 1996. 

“We are now the fourth generation in our family to be in this business; my grandfather and great-grandfather dealt in diamonds even before WWII, and we came to this business with a lot of passion,” Cheskel relates.  

It took time to understand the different needs of different people, he explains. “Over the years, we always looked to hear from our customers. We are always on the lookout for new ideas, and looking to accommodate what they’re looking for, and at what price range, and finding just the right piece that would make them happy,” he says. “Baruch Hashem, we can say that over the years we have come to learn the various things that people want, and we always aim to deliver.” 

Be Jeweled grew gradually. “We started with children’s jewelry; then we went on to bridal pieces. Later we brought in casual jewelry and watches that people are interested in, says Mr. Nussensweig. After fifteen years of being the basement, we went out to the Evergreen Mall, and here we were able to expand our selection even more, going into higher-end and customized jewelry.”

According to Cheskel, customer service is still their highest priority, and that means that they will devote the same care and service to the customer buying $200 earrings and a customer spending $10,000. “Every customer is treated like they are special,” he says. 

On their customized jewelry line, Be Jeweled says they will bring in anything the client wants. “If we can get our hands on it, we will get it for the customer,” says Nussensweig.  “We are always looking to expand, to broaden the selection and price ranges… We really want the customers to feel at home and accommodate the Monsey and upstate communities, as well as people who stop by on the way to the Catskills. 

“People are always blown away by the selection and the service— and we hope to continue serving the growing Rockland community for many years to come.