'Rafi the Singing Jeweler' celebrates 25 years in business - Troy Record
WATERVLIET, N.Y. — Anyone who has interacted with Rafi Topalian, aka “Rafi the Singing Jeweler," more than likely understands how he has been able to run a successful jewelry store business for 25 years now.
Topalian, 51, of Delmar, opened Top Custom Jewelers Inc. in 1994 without knowing all that much about the jewelry retail business, however, he said he has learned a lot over the years and that has helped him to grow his business to what it is today.
Topalian said he had a few options around the Capital Region to open his retail shop at, but he ended up deciding on a storefront in the Hilltop Plaza, located at 143 Troy Schenectady Rd. in Watervliet.
Top Custom Jewelers offers jewelry repairs, watch repairs, remount work, custom designs, engraving, appraisals, free cleaning and inspections, and interest-free layaway. Topalian said that he subcontracts out the repairs, however, he is the only employee inside of his store.
“It’s been a whirlwind,” said Topalian during a recent interview inside his store.
Topalian said he does not use much advertisement to gain more customers, instead, he has relied on referrals and returning customers. He also said that his singing appearances at various sporting events and local music concerts has helped grow his business.
Topalian said he can sing in the National Anthem in 11 different languages and do so at places like the Tri-City ValleyCats, the Albany Empire and local summer concerts such as Rock the Block in the city of Cohoes. Topalian is also active in the community and helps to organize an annual Armenian Festival in Watervliet and an annual Armenian Genocide ceremony in Troy.
“It’s a branding,” Topalian said about his singing. “I want to thank the community for helping me achieve this milestone, so in honor of the 25th anniversary, I will give 25 percent off any jewelry repairs or 25 percent off jewelry.”
Topalian said that he has learned a lot over his 25 years in business.
“I feel like I’m a better businessman to serve the customers at-large because I’ve already made the mistakes, so I’m now a better jeweler and I have great contacts now,” he said. “The combination of a large inventory, good buying power, being humble and having less overhead than some of my competition, I am able to give a fantastic value to a customer.”
Topalian said that he sells everything ranging from 5 dollar costume jewelry to a $50,000 diamond ring. He also sells collectibles and other antique items inside his store.
The singing jeweler also shared how he enjoys being able to be a part of special moments in his customers’ lives such as wedding engagements.
“It is super exciting because sometimes they share how they are going to present [the engagement ring],” said Topalian.
“It’s all about service,” he added. “Bending over backwards for the customers is important because there are a lot of other jewelry stores, you can’t just say it, you have to do it.”
Paul Kahian, of Clifton Park, walked into Top Custom Jewelers on Thursday afternoon and shared why he has bought jewelry from Topalian.
“I come here because of the quality of the products and because [Topalian] will explain things to you and he will give you options,” he said.
Topalian said he has no intentions to retire anytime soon and that he hopes to stay in business for at least another 25 years.
“I’m having too much fun and if God keeps me healthy than I’m going to be in this business for another 25 years,” said Topalian.
Those looking to contact Rafi Topalian can reach him at 518-272-2000.
