Since the mid-1970’s, Serli & Siroan has established a reputation–in Toronto Canada and beyond–for providing exceptional customer service and exquisite jewelry. Whether on the hunt for an engagement ring, or the perfect statement piece to complement one’s ensemble, for 3 generations Seli & Rorian’s loyal clientele has relied on this family-run business to provide an expansive selection and incredible value.

JA New York: Instagram or Facebook?

Daniel Siroan: We like Facebook as targeting is a lot more precise then Instagram. However using both is important.

JA New York: Favorite gemstone?

DS: Our favorite gemstones are the one’s that sell and that customers love 😉 My personal choice are gemstones like chrome diopside that aren’t too common to the customers’ knowledge but look great in jewelry.

JA New York: What’s your retail mantra?

DS: Our retail mantra is always tell the truth and do what is best for the customer not quota.

JA New York: Dream celebrity client?

DS: Our dream celebrity client would be Kim Kardashian.

JA New York: Guilty pleasure?

DS: Too much coffee!

JA New York: Favorite holiday?

DS: Our favorite holiday is Christmas. As Warren Buffett once said, “What a friend we have in Jesus.” 

JA New York: Music you play in your store?

DS: We don’t play too much music in store but when we do, it’s light jazz. During Christmas we play Nat King Cole, Tony Bennett, all their Christmas classics.

JA New York: Music you play in your car/home?

DS: In the car I have to listen to music that gets me pumped up and happy, so apart from the traffic I can think better on how my day will progress by envisioning the sales that I want and then how I’m going to close them. Armenian music is my go-to music in the car all the way to work! There might be some dancing in the car as well….!

JA New York: If you had a Super Power it would be….?

DS: If I had a superpower it would be to see into the future. Then I will be once step ahead.

JA New York: Your most prized possession?

DS: My most prized possession are my two kids and wife. My parents also come to work with me everyday and that is the secret to a happy life. An old Chinese proverb states: He who doesn’t smile shouldn’t have a store!

JA New York: Go-to news source? 

DS: My go-to news source for jewelry is InStore, and for news and business, its the Wall Street Journal.

JA New York Fall is taking place October 28-30 at the Jacob Javits Center in New York City. If you haven’t yet registered, you can do so now