Upstairs Utopia

Malka Diamonds & Jewelry, Portland, OR

OWNERS: David and Ronnie Malka; URL: www.malkadiamonds.com; ONLINE PRESENCE: 220 Google reviews with 4.9 stars; 4,272 Instagram followers; SHOWCASES: JF Metal Works (hand-fabricated bases) and KDM Innovative Retail Solution (glass showcases); FOUNDED: 2008; Opened featured location: 2020; AREA: 2,100 square feet; Buildout cost: $200,000; ARCHITECT AND DESIGN FIRMS: Elk Collective, interior designer; Owen Gabbert Construction; TOP BRANDS: Facet Barcelona, Jolie Designs, Chris Proof Designs, Doves and Lashbrook Designs; EMPLOYEES: 4 full time

David and Ronnie Malka

IT’S BEEN A couple of years since David and Ronnie Malka moved their retail diamond and jewelry business into the second floor of a building in Portland’s Pearl District, but Ronnie still marvels at the change in perspective that move has brought.

Clients enjoy the treetop view while discussing custom design projects and making themselves comfortable on a green vintage sofa in the parlor-like lounge. Eighty percent of clients now make appointments, and a large percentage of those begin designing their rings using a tool on the Malkas’ new website. With few window shoppers, there are fewer distractions at work, which leads to an efficiency that has allowed the couple and their team to be open fewer hours a day and fewer days a week, a big work-life balance benefit for the staff and a recruitment tool as well.

The building is on a streetcar line near restaurants, breweries and shops, including world famous Powell Bookstore. Windows give it the ambience of an elegant tree house. “There’s great light on the second floor,” Ronnie says. “There are some trees outside the windows that cast beautiful shadows. It’s an inviting space to work in every day.” The couple has managed their business in a way that’s allowed it to evolve, grow and pivot to meet challenges since they opened their store in 2010 and ran straight into the Great Recession. From the beginning, they succeeded by giving their wedding and engagement clients what they wanted, whether that turned out to be salt-and-pepper or geometric-shaped diamonds, vintage rings, well-cut mined diamonds, or more recently, specially cut, proprietary lab-grown diamonds, all delivered with a straightforward, honest approach to education and a friendly informality.

When COVID-19 shutdowns and persistent vandalism in the summer of 2020 forced them to close their original storefront in downtown Portland’s mini-diamond district, they sought temporary refuge in an office building while weighing their options.

Not only did they begin reimagining what their new brick-and-mortar space would be, they also linked a Shopify account to their website and posted a curated selection of inventory focused on unique settings and the kinds of gemstones popular with their young, wedding-minded clientele, quickly creating an e-commerce outlet that didn’t exist before. They sought feedback from online clients and, in response to learning that clients seek assurances the store is LGBTQ-friendly, Ronnie added an entire landing page to the site to ensure a proper welcome.
The Malkas and their team became even more available and responsive than they had tried to be in the past, using FaceTime, virtual appointments and calls to connect.

Soon they had transitioned to a larger, second-floor space with a lounge, private offices, their first break room, and a much bigger shop. A camera and a call box at the street announce guests.

The space has a custom feel that complements their custom business. The second floor is painted jet black, against which the gold store logo pops. “It’s very, very fun to open up the steel black doors with gold finishings, to walk in and see that it’s bright and pretty and full of light,” Ronnie says. “Customers comment about how private it is and that it feels like a hidden gem.”

When they first discovered their new spot, it was kind of a skeleton, Ronnie, says, leaving plenty of room for self-expression and imagination. They worked with a design company, Elk Collective, to define spaces. The showroom is divided by a cube encased with a textured geometric tile wall, which houses a full shop. The cube has several windows through which to view the work within.

Even before clients visit, they’ve already made a connection, which is the goal of Malka’s marketing strategy, which includes a blog and paying attention to Google analytics. They engage with clients through Facebook and Instagram. Along with the new store, they launched a website designed to be both engaging and intuitive. “With great videography and imagery, our clients get a clear feel for the space, vibe and our team,” Ronnie says. Website visitors can choose to further engage via chat, book an appointment online or start designing a custom ring.

Once the user clicks on the “Custom” tab on the homepage, they’re prompted to narrow down options. The Malkas instantly receive an email with the client’s center stone preference, ring silhouette, metal and budget, as well as inspirational photos. “Before we even meet with our clients, we have a clear understanding of what they want to create,” Ronnie says.

Currently, 10 to 15 percent of sales are made directly online. Much of the alternative bridal, unique salt-and-pepper and vintage collections are set with live centers and available for sale on the website. They’ve invested in hiring an in-house photographer, too, to elevate the look of website inventory as well as social media.

Despite improved efficiency, no one will feel rushed. The Malkas take the time to build a relationship, whether customers make an immediate decision or return, which inevitably they do. Ronnie attributes their success to their non-commission, organic selling style. “We don’t pressure-sell,” she says. “I would see that as a huge red flag. Everyone’s on the same team; everyone’s here for you.”

Windows allow clients to view jewelers at work in the shop at Malka Diamonds & Jewelry.

Respect for the clients’ budget also goes a long way to close sales. “If you are custom making it, you can let them know from the beginning how much it’s going to cost. We can price it at the price that makes sense for us and for the customer. It’s very transparent,” she says.

By the time clients make a purchase or put a deposit down, a relationship has been built. Customers receive a pamphlet detailing the history of the Malkas’ three-generation tradition of diamond dealers, and an appraisal. A guarantee is automatic for the life of the ring.

David’s father, Yossi Malka began his career as an apprentice under his great uncle in Israel, studied diamond cutting and later became a wholesale dealer in Portland. David earned a graduate gemologist degree, worked in a retail store for several years and also ran his own jewelry appraisal lab, Independent Gemological Services, before opening a store.

The Malkas take the long view. “It’s fun to look back at 14 years because the first couple of years you wonder, ‘Is this going to go?’” Ronnie says.

“It’s been a fun, fun ride. Our mission is to be that jeweler who takes care of you for generations.”

One major benefit of Malka’s new location is more space and breathing room for the store’s bench jewelers.

Five Cool Things About Malka Diamonds & Jewelry

1. WORK-LIFE BALANCE. The Malkas are open 10 a.m. to 4 p.m. five days a week, shorter hours than they had before COVID disruptions. “COVID did a lot for people’s way of looking at life,” Ronnie says. “We can spend quality time with our clients in the five days we’re here, and then spend quality time with our family on the other days. And when we’re hiring, those interested in the position are excited about the hours.”

2. ALLURE. The Malkas have developed a proprietary cut for lab-grown diamonds called Malka Allure, their own cross between cushion and emerald cut. The diamonds are cut in a solar-powered lab in Israel. Their first three sold in five days. “We’re buying from labs that have high-quality lab-grown diamonds and that are treating people well,” Ronnie says. “We’re selling about 65 to 70 percent lab-grown.”

3. MERCH. A free Malka hat, pin and umbrella are a part of the stealth marketing plan. “Our clients get asked about these items, which sparks up an organic conversation,” Ronnie says.

4. PERMANENT JEWELRY. The Malkas offer to affix permanent bracelets to clients during certain hours they’re open. “It’s fun, it’s an added thing we offer. It’s a $200 item, so we’re not doing it on the weekends because we’re busy.” The Malkas have seen couples visiting the store to exchange permanent bracelets. Groups are also welcome to come in early on a weekday, have mimosas and get permanent bracelets.

5. SOCIAL GROWTH. The Malkas add 100 to 200 new followers on social media every week or so. “We’re boosting posts and focusing on generating excitement, which generates appointments. Our followers direct message us often with questions about recent posts. They love our custom creations. They love when we share recent engagement photos, new babies, etc. Keeping our digital presence is key to showcasing that we are a brick and mortar, local with real people making real jewelry.”

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