Profiles In Business Excellence: Valentines

     During her college years, working at a jewelry store cultivated in Elva Valentine a passion for jewelry and people. In 1982, the
former schoolteacher used her retirement check to purchase her own building and inventory. Today, Valentine's Jewelry on Route 309 in Dallas is an elegant store that offers top-of-the-line merchandise and personal, attentive service.
     Twenty-five years of success proves that Valentine's must be doing something right. One contributing factor to this success is a strong emphasis placed on customer service. Elva observes that the grandchildren of customers from two decades ago come in to shop.
     "Many of our customers become our friends," she said.
What differentiates Valentine's from a chain store, Elva believes, is the customer service and the quality and variety of merchandise available.      She ensures that her store offers the best of unique products; she shops in places like Antwerp, Belgium and makes sure she is in tune with all the latest trends in jewelry.
     "Our clients really cross all ages and socio-economic lines," she said.
"We have merchandise from $10 and up. There's something for everyone. We really offer a shopping experience as opposed to just shopping."
     Valentine's sells exclusive designer brands such as Yvel, Hildago, and Henderson Designs. It is also the only authorized dealer in the region to carry Hearts on Fire, the world's most perfectly cut diamond.
     However, Valentine's isn't just about selling superior merchandise, its community involvement shines just as brilliantly. Elva grew up in the Back Mountain and holds titles such as Founding Member of the Board of the Back Mountain Business Association, Sustaining Member of Wilkes-Barre's Junior League, and Sponsor for Make-a-Wish, the American Cancer Society Pink Ribbon Ball, and Community Care for Kids.