Turley Jewelers Opens a New Store, Marks 11 Years of Business



By Jesse Scheckner


On an evening in March, about 150 well-dressed guests attended the grand opening

of Turley Jewelers’ new boutique hosted by owners Eddie and Charlotte De Paula.

As a harpist played tasteful selections both classical and contemporary, partygoers

enjoyed light hors d’oeuvres and cocktails while admiring the elegant new interior
of the jewelry boutique, which is three times the size the of their old store.

“We were kind of tight in our previous location and we needed to expand to hire
more employees,” said DePaula, whose family has 100 years in the jewelry business.
DePaula has 25 years of experience as a jewelry connoisseur and specializes in
Rolex watches.

The color scheme and design of the new store is a refined choice of contrasts.

Keeping in harmony with the royal purple chosen as the Turley logo, the jewelry
pads are the same radiant hue. They are offset by the ivory white of the walls and
the intricately patterned wood lining the exterior of the display cases. Florescent
lights amplify the cases and intensify the luminosity of the diamond-adorned pieces

within. Above the guest reception and lounge area hangs a custom glass chandelier
created by local artist Terje Lundaas.

“I wanted the experience of our store to be that when you walk in you are
transported to another place such as Bal Harbour or Rodeo Drive, and no longer in a
strip mall,” said Charlotte DePaula.

The jewelry carried at Turley exemplifies this intent. Popular items of a fleeting
fashion will not be found in their cases.

“We try to stay away from the average things, so you won’t find five versions of
the same bracelet in our case in five different colors,” she said. “We’d rather carry
stable, timeless pieces that can compliment a person for life.”

Turley Jewelers is named after Charlotte’s grandmother, Dorice Turley, whose
picture hangs in the store workshop.

“She was the matriarch of our family,” said Diane Stewart, Charlotte’s mother. “She
would have been so proud of what Eddie and Charlotte have done.”

An additional amenity the larger space has afforded is Turley’s exclusive VIP room,
set aside as a special buying area for clients purchasing larger, more expensive
items such as wedding rings, exceptional keepsakes or other items.

“I wanted a private consultation room because I believe that when someone buys
something special from us it is a special moment in their life,” said DePaula. “It
deserves that environment instead of just being done at the sales station like any
other purchase.”

Turley Jewelers has been in business in Pinecrest for 11 years and the De Paulas
have developed a strong relationship with the community. They are active in
fundraising and benefits, and last month they donated a percentage of their profit to
Pinecrest Gardens.

“We’re trying to become even more active in the community and we are always
trying to do different things,” says Debbie Berman, who joined the team in January.
“Whoever needs, we’re giving.”

Turley Jewelers is located at 11219 S. Dixie Hwy. and is open 10 a.m. to 6 p.m.,
Monday through Saturday. For more information, call 305-252-1123 or go to

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