Heart of gold
St. Lucie Jewelry and Coins Manager Dawn Springsteen has played an important role in helping the store reach its 30th anniversary says owner Hawk Levy. RUSTY DURHAM
Port St. Lucie jeweler celebrates 30th year in business
BY WHITNEY JOSEPH
Hawk Levy, right, owner of St. Lucie Jewelry and Coins, likes to greet his customers with a warm welcome and a hearty handshake. RUSTY DURHAM PHOTOS
Hawk Levy, owner of St. Lucie Jewelry and Coins, has reached a soaring level of success by adjusting and adapting to the times. On June 30, Levy’s primary store celebrated its 30th anniversary, while his secondary location in St. Lucie West has been operating for three years. His online international auction house, Bering Auctions, is rapidly expanding after launching four years ago.
“My concept of success is you make a little bit of money on a lot of people, and everybody is happy — everybody wins — and if everybody wins it’s a good deal. That’s my philosophy and it works.”
Another shining star in Levy’s business model are lab-grown diamonds.
“It’s the fastest growing segment of my business,” he said. “It’s eco-friendly, a fraction of the cost of an earth-mined diamond and it’s a real diamond, at roughly one-fifth the cost of an earth mined diamond.”
Levy has been dealing in gold and diamonds — plus other precious metals, in the form of coins and bullion — since the ’80s. It’s lucrative work, he acknowledged, noting its future is moving away from brick-and-mortar stores toward online bidding such as his Bering Auctions.
“You simply log in, link to2bidonit.com, which goes to the auction page. People electronically submit their bids and then the auction goes live in real time,” Levy explained, adding he’s worked primarily with the jewelry trade, taking some consignments from the public to run 85 auctions over those four years. “We go through around 200 pieces in eight hours: mostly fine jewelry, watches, gems and coins. We also offer timed auctions, not live and curated.” Hundreds usually participate in the auctions that happen once-a-month, at a minimum. “We’re represented in countries all over the world,” noted Levy. “We just concluded an auction, selling goods in France, Australia, Israel, Spain and the U.S.”
His second website, beringauctions.com, has a Fall 2024 launch date. Calling it a “higher end auction site,” plans are to bring Confiscated Assets Auctioneers under the Bering Auctions umbrella, then put both on 2bidonit.com to simplify life for bidders. Levy sources his goods for the auctions from international jewelry manufactures looking to liquidate extra stock.
FINDING A NICHE
Levy moved to Port St. Lucie in the late ’80s, following in his physician brother’s footsteps, seeking “a more family-friendly” community for himself and his then-pregnant wife. Previously the jeweler and international diamond dealer worked at a jewelry exchange based out of Broward County.
“Port St. Lucie, at the time, it was the fastest growing city in the country. It was exploding. I realized I could create a niche, there were so few jewelers and no estate jewelers.”
The businessman who sold jewelry for a living said he wanted to “concentrate on helping people with their financial situations when buying [jewelry or coins].” As Levy explained, “If I do business, I can make money, but I can be that person who does it the right way and gives back to the community. And we give a lot back to community through charity. Sometimes it goes right back from our counter to somebody who needs it. [It’s] what we’re supposed to do as human beings.”
While perhaps not the typical business philosophy one might expect to hear from a diamond dealer, it seems to make perfect sense coming from Levy. He built his reputation on transparency — and trust — which helped his business blossom.
“I really felt I could bring a lot to the area and that’s what I did,” he said. “I wanted to be the kind of person who treated people right, with respect. That’s the way I’ve always done business and the way I was brought up.”
When initially opening up, Levy “showcased [items] in a gift shop in the same plaza, across the parking lot,” from his primary store’s current location in Eastport Plaza, 9130 South US-1 in Port St. Lucie. “We started growing fast. People liked me. When you treat people respectfully, they come back — it’s not a big secret.”
LONGTIME CONNECTIONS
Among his first moves was hiring Denise Barnett. Three decades later, she manages Levy’s secondary store at 1335 NW St. Lucie West Blvd. “She understood me and how important it is to be nice to people and respectful,” Levy recalled. “We exploded, doubling our business every year. We just did better and better. The jewelry business tends to be a business where people have very high markups and exclusive customers.”
His approach has brought back generations of customers.
“People come in and say, ‘My mother and grandmother did business with you,’” he said. “I work hard, but I love what I do, and I love coming to work every day, still. It lightens my day. It makes me feel good when people come in and say ‘Hi.’ It makes me happy.”
The feeling is mutual, for customers like Port St. Lucie resident Carole Ausderan, who has dealt exclusively with St. Lucie Jewelry and Coins for the past decade. “I’ve been here many times through the years to sell jewelry, starting after my father died,” Ausderan said. “I’ve always used Hawk. I come here because of the quality, the merchandise, because he’s been fair with me when I sold my gold… I trust him. And his girls are always very nice and helpful — they know their job.”
So, too, do the other experts in Levy’s employ. Master jeweler Joseph Shepkosky is approaching his 20th year working at St. Lucie Jewelry and Coins.
“I do everything,” Shepkosky said. “I design jewelry, manufacture it, repair it, rebuild it, refurbish it. I also fix watches, clocks — anything that’s broken.”
Shepkosky said the store “is probably the most unique” he’s ever worked at, due to “the versatility of everything” they sell “and the amount of services that we provide.” Those services include the expertise of on-staff numismatists: specialists who collect and research coins.
Numismatist John LaPorte and junior numismatist Hunter Springsteen both stand at the ready to share their deep knowledge with customers looking to trade, buy, sell, count, date, authenticate or appraise their coins. They also deal with stamps and bullion.
“People come in, interested if their coins have value,” said LaPorte, “And they want to know the history behind it.” “We learn stuff every day,” added Springsteen. “Working here is a great family environment and it’s been a great learning experience; even when we disagree, we all love each other.”
New customers, like Tradition resident Stephen Geary, also find their way to Levy’s store. Geary stopped by recently to get his Rolex appraised after other jewelers refused to do so. “They were the only ones who would look at it… and they had good reviews,” he said.
Levy takes great pride in his “all 5-star” Google reviews — no easy feat. He said that his 1,140 online reviews are “all good, and all 100 percent legit.” He decries the lost art of customer service: “It’s a pet peeve of mine. I don’t like going through a drive-thru window, where people throw the change back at you — and we all feel that way. When you have all 5-star reviews, it’s really important. Once people find us, they don’t really go anywhere else.”
LONGTIME CONNECTIONS
Among his first moves was hiring Denise Barnett. Three decades later, she manages Levy’s secondary store at 1335 NW St. Lucie West Blvd. “She understood me and how important it is to be nice to people and respectful,” Levy recalled. “We exploded, doubling our business every year. We just did better and better. The jewelry business tends to be a business where people have very high markups and exclusive customers.”
His approach has brought back generations of customers.
“People come in and say, ‘My mother and grandmother did business with you,’” he said. “I work hard, but I love what I do, and I love coming to work every day, still. It lightens my day. It makes me feel good when people come in and say ‘Hi.’ It makes me happy.”
The feeling is mutual, for customers like Port St. Lucie resident Carole Ausderan, who has dealt exclusively with St. Lucie Jewelry and Coins for the past decade. “I’ve been here many times through the years to sell jewelry, starting after my father died,” Ausderan said. “I’ve always used Hawk. I come here because of the quality, the merchandise, because he’s been fair with me when I sold my gold… I trust him. And his girls are always very nice and helpful — they know their job.”
So, too, do the other experts in Levy’s employ. Master jeweler Joseph Shepkosky is approaching his 20th year working at St. Lucie Jewelry and Coins.
“I do everything,” Shepkosky said. “I design jewelry, manufacture it, repair it, rebuild it, refurbish it. I also fix watches, clocks — anything that’s broken.”
Shepkosky said the store “is probably the most unique” he’s ever worked at, due to “the versatility of everything” they sell “and the amount of services that we provide.” Those services include the expertise of on-staff numismatists: specialists who collect and research coins.
Numismatist John LaPorte and junior numismatist Hunter Springsteen both stand at the ready to share their deep knowledge with customers looking to trade, buy, sell, count, date, authenticate or appraise their coins. They also deal with stamps and bullion.
“People come in, interested if their coins have value,” said LaPorte, “And they want to know the history behind it.” “We learn stuff every day,” added Springsteen. “Working here is a great family environment and it’s been a great learning experience; even when we disagree, we all love each other.”
New customers, like Tradition resident Stephen Geary, also find their way to Levy’s store. Geary stopped by recently to get his Rolex appraised after other jewelers refused to do so. “They were the only ones who would look at it… and they had good reviews,” he said.
Levy takes great pride in his “all 5-star” Google reviews — no easy feat. He said that his 1,140 online reviews are “all good, and all 100 percent legit.” He decries the lost art of customer service: “It’s a pet peeve of mine. I don’t like going through a drive-thru window, where people throw the change back at you — and we all feel that way. When you have all 5-star reviews, it’s really important. Once people find us, they don’t really go anywhere else.”
TOP STAFF
Hurricane Hawk and the Invaders held a special “Bluesberry Jams” in August at Conchy Joe’s in Jensen Beach to celebrate Hawk Levy’s birthday. Levy split his evening behind the microphone —harmonica in hand — and mingling with friends, family and guests. WHITNEY JOSEPH
Levy’s staff is likewise engaging, knowledgeable and approachable. Take purchaser Anthony Mancuso, among the 20 employees at Levy’s primary location under the supervision of store manager Dawn Springsteen.
With eight years’ tenure, Mancuso is deeply devoted to his job and his boss.
“Hawk is not all about dollars and cents,” said Mancuso. “He likes to help people. I really like it here. I was really young when I met Hawk, maybe 10 — we’re like family. I didn’t know about jewelry, but I’ve grown and learned those skills. It’s like therapy at times and I feel I have a purpose. That resonates with our customers. They feel it.” Store and auction director Tara Roomes echoed that sentiment. She has 15 years under her belt with Levy, helping run the main PSL location and doubling as a numismatist. Roomes said she knows of just two stores in St. Lucie County offering Levy’s services. “[One] doesn’t do jewelry. Only one place does coins and jewelry; the other place just does coins. Hawk’s been here 30 years, and I would argue no one has the success he has.”
Roomes adores what she does, with whom she does it and where she does it. “Yes, I love all the people I work with,” she said. “There’s always a pretty interesting bunch of folks here and Hawk is very generous. He’s kind, and very good at gathering cool people together.”
Perhaps that’s because Levy epitomizes cool. Aside from operating his two stores and a previous pawn shop in Stuart that he shut down three years ago, he is the frontman for Hurricane Hawk and The Invaders. The singer, songwriter and harmonica player performs with his blues band every Wednesday night from 6 to 9 p.m. at Conchy Joe’s, 3945 NE Indian River Drive in Jensen Beach.
“It’s cheaper than psychotherapy,” Levy said. “It’s all about bringing joy to people. How many times, when you read the Torah, does it say, ‘You shall sing unto the Lord?’ It’s spiritual — people don’t get that about music.”
Much of what Levy does in his life seems to be divinely inspired, whether professionally or personally. He operates according to his own set of principles and appears to be reaping the rewards. Levy said he likes to be a straightshooter, in life and in business, knowing he can sleep with a clear conscience. His methods are appreciated.
“One of the things I’ve noticed over the years and like to see most: he’s not simply interested in making money off people,” said Roomes. “He’s straightforward in telling people if it’s something you’d regret: like if it’s something you might not want to sell right now and rather give to your children later. People are not just a number to him.
“We all have to help people out and he cares a great deal about people and their needs. That’s probably one of the biggest reasons why he’s here so long. I think God likes that — I think that comes back to you.”
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