By Beth Slater
Staff Writer
The name above the door implies a family business, but the hospitality inside Hana & Her Sister Fine Jewelry at the Landing proves one need not be related to the owner to get good service.
The owners have been selling diamonds, gold, silver, colored stones and more at the downtown location for about 18 years and even though Hana is no longer in the business, her sister, Pong Rhoades, and niece, Michelle Rhoades, continue to operate the store.
Pong and Michelle’s mother-daughter relationship is obvious, and they treat their customers like family, too. Pong said many of their customers become personal friends. Over a relatively short period of time, various downtown employees stopped by to chat with the Rhoadeses, who spent a few minutes with each visitor. One visitor brought a gift for the ladies from his recent family vacation, which is not uncommon, Michelle said.
“So many customers become our personal friends,” said Pong.
Pong and Michelle talk with customers to understand exactly what they want and work to get the most for their customers’ money, they said. Engagement rings are a big seller and Michelle said she and her mother find the best-quality setting possible.
“It’s the happiest time in someone’s life. Every single piece is like one of our babies. Couples thank us and the fiances thank us,” said Michelle. “We go to all their weddings.”
She said the two argue occasionally about the pieces. In one instance, Michelle wanted to give a customer a better diamond because she wasn’t happy with the way the original setting looked. Pong didn’t like improving the ring without having the customer take on some of the cost, but in the end both women were satisfied with the work and the joy the customer felt.
That joy is part of the reason Pong has no interest in retiring any time soon.
“I don’t know what I’d do without this,” said Pong. “This keeps me and my mind going.”
Pong gave a bracelet to a customer and the customer was graciously appreciative.
“That’s what I like to see, to make people happy,” she said. “It’s a small thing, but when I sell something, they’re happy and I’m happy.”
The familiarity they’ve developed with customers over the years keeps them at the Landing, even though the Rhoadeses live at the beach. The original Hana & Her Sister store was in Ponte Vedra.
Soon after the Landing opened, Pong and her sister opened a kiosk in the downtown mall and after about a year moved into their present location at Suite 157. The mother and daughter plan to move to a store closer to the center of The Landing in mid-August, but don’t intend to leave downtown.
“We wouldn’t want to open at the beach. [The drive downtown is] worth it. Our store is so relaxed. Friends gather here. They will come over and eat lunch with us, it’s so relaxed. It doesn’t feel like we work,” said Michelle.
The downtown location has never bothered Pong.
“When we first came here [to the Landing], this was the place to go. There were cars and people and night life,” she said. “It’s very safe. I have 24-hour security here.”
Pong said there was a time when the Landing wasn’t as hot a spot but that looks like it’s changing.
“Now Toney Sleiman has taken over and a lot of new things are happening. It’s going to be again an awesome place to go to. I’m so excited,” said Pong.
Michelle added that with the “great central location,” people are always around.
During the Super Bowl, when the Landing was too crowded for store employees to leave their shops or go to the Food Court, Pong said owner Toney Sleiman brought in food for the store owners and employees.
“It’s just like family here at the Landing. Just like one big family,” said Pong.
Even with growth at the Landing seemingly on the horizon, Pong and Michelle plan to keep the familial environment of their store.
“I don’t want to outgrow ourselves to where we can’t serve our customers,” said Pong. “I don’t want to lose sight of the business and why we started it.”
Michelle agreed and said she dreams of keeping up the family business.
“I don’t want to lose sight of what’s important. Money isn’t important. This is what makes it special. In my future, it stays like this,” said Michelle. “I want to have a little girl and she can run the business and I’ll work with her. I enjoy coming to work and getting to see Mom.”