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Sharif Jewelers to open new location on K Street

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Sharif Jewelers is the next locally owned business to take a chance on K Street, with a new store expected to open in the former Breuner’s Department Store at 1001 K St. in June or July.

Like the company’s Howe Avenue and Folsom locations, the downtown location will be a full-service jewelry store, with new and pre-owned jewelry, watches, repair and service, said co-owner Mahmud Sharif.

“We have been looking into going downtown for the last three or four years,” Sharif said Monday. “We had the chance to invest in that corner, which we believe is the best corner in downtown.”

He added that he believes people who work downtown and near the Capitol will provide a strong customer base to the store because it is more convenient to the area than the Howe Avenue location, which hosted its grand opening in November after moving to a larger space.

Erica Clark, sales manager, said customers at the Howe Avenue location have given positive feedback, which encourages the company that the downtown store will be a success despite the economy.

“I would consider the space the heart of downtown, and that’s a part of the metropolis,” she said. “We feel very confident it will be a thriving business.”

She added that the development on K Street over the past year reaffirmed the decision to open a store in the area.

“The reopening of K Street to cars solidified us,” she said.

The business will occupy the 5,000-square-foot ground floor of the building, which has, in years past, been home to historic holiday window displays.

Sales of new jewelry will likely be the “driving force” of the store, she added, though repair, modification and custom jewelry will be important as well.

As with the other stores, Turkish coffee and baklava will be offered to customers, Clark said.

Sharif Jewelers has been in Sacramento for more than 30 years, and Sharif’s son, Omar Sharif, said he plans to continue with the business that started with his great-grandfather in Palestine.

“With the jewelry market and industry itself, most families shop at the same jewelry store for generations, so it’s nice to have a jewelry store run by the same family and the same people and always be there,” he said. “People tend to like it, and we get to know our customers that way.”

He added that he grew up in and around the store and is currently studying business administration at Sacramento State.

“Downtown is going to grow, and we hope to grow with downtown,” he said. “I think, personally, that everything is starting to move away from Midtown and back into downtown, and K Street is the heart of that area.”

Store hours have not yet been set, but it will likely open around 10 a.m. and close between 5 and 6 p.m., Clark said.

“We are very excited,” Mahmud Sharif said. “Truly we are blessed, blessed to have that location and be downtown.”

Brandon Darnell is a staff reporter for The Sacramento Press. Follow him on Twitter @Brandon_Darnell.

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