The World’s Finest Jewelry, Just a Stone’s Throw Away Louis Anthony Jewelers is a local, family business with international appeal.
W h e n L o u a n d Ve r o n i c a Guarino opened Louis
billboards. They have become a moniker by which he is known. As Louis Anthony’s reputation for outstanding jewelry and customer service grew, so did the business. As a result, Lou and Veronica opened satellite stores in the Galleria during the holiday season. It was at these stores that the Guarino children got their first taste of the family business. Amie worked as a sales associate while Lou III and Vanessa made boxes and wrapped gifts. “We laugh when we think back on it,” comments Veronica. “No one would have guessed that my school-aged children could put together such beautifully wrapped packages. And at young ages, it gave them a bit of insight into how to run a business.” In spite of their children’s seasonal positions at the store, the Guarinos didn’t encourage them to join the business. “We made it very clear that we expected them to go to college and work for other people before we would even consider giving them a job,” says Lou. “Both Veronica and I worked for other people. We realized the importance of interacting with many different types of employers and co-workers.” As the staff continued to grow, space constraints forced Louis Anthony out of
their original location and into a newly constructed 2,400-square-foot store in Norman Centre II. Two expansions later, the store now boasts a 6,500-square-foot showroom, including a full-service repair shop, customer lounge, and conference room. In 2001, Lou’s youngest sister, Andrea, who worked for the Pittsburgh Symphony and had close ties to the Community Foundation of Upper St. Clair became the first family member to join the business. Nine years later, the bond continues to strengthen. Andrea is a large reason for the success of the business, and the birth of her son two years ago was anticipated and celebrated by many customers. The next family member to join the business was Amie. After graduating from Upper St. Clair High School in 1998, Amie attended WVU as a fashion merchandising and design major. Her early goal was to work in New York City, but circumstance and romance kept her in Pittsburgh. After working for several different employers, Amie came to work for her parents in 2005. “Working for other people before starting at Louis Anthony provided valuable insight into how to run a business and helped me further appreciate our strong family bond,”
Anthony Jewelers in 1990, their goal was to create a jewelry store that had the most beautiful jewelry and inviting environment in Pittsburgh. As the two of them grew their business the notion that their children Amie, ten; Lou III, five; and Vanessa, two, would someday join the team was far from their minds. Twenty years have changed things. Not only do two of their children now work with them full time, but Lou’s sister, Andrea, also works for the business, while the Guarino’s youngest daughter, Vanessa, a college student in Florida, works at the store during the summer months and on school breaks. Since opening their original 900-squarefoot store on Fort Couch Road in November 1990 with the money from the sale of Veronica’s wedding ring (which, yes, was replaced many years ago), Louis Anthony (a name conceived by combining Lou’s first and middle names) has grown into a 6,500-square-foot store located in Upper St. Clair’s Norman Centre and is one of the most respected jewelry stores in the industry. Early on, Veronica realized the importance marketing would have on the success of their business. She created a mailing list using phone books and personal contacts that Lou cultivated over his ten-year career at a local jewelry store. Meanwhile, Lou reached out to industry colleagues for advice and support. The Guarinos made phone calls, sent catalogs, and supported community and charitable events. In time, grass roots marketing efforts led to larger scale advertising campaigns. The most notable featured Lou on a billboard with the words “Have we met… yet?” “We needed to create a brand, an identity,” says Veronica. “It felt natural putting Lou up there because he is Louis The Louis Anthony Team— Anthony Jewelers.” People Mike Matus, Veronica & Lou Guarino, Doug Sortino, Lou Guarino III, Andrea Kaczmarek, Lynelle Young, Marian Fuller, recognize Lou because of the Brenda Holt, Amie Guarino Yadouga. Missing from photo Jayne Sterling. 10
UPPER ST. CLAIR TODAY
Winter 2010