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| Kiefer's Jewels Unveils New Store |
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| Kiefer's Jewels Unveils New Store - 6/16/2006 LAND - O' LAKES - Kiefer Village Jewels is an institution in Dade City. Owner David Hevia wants the company to establish a similar presence in central Pasco County. Kiefer's Jewels Unveils New Store By GEOFF FOX The Tampa Tribune Published: Jun 9, 2006 LAND - O' LAKES - Kiefer Village Jewels is an institution in Dade City. Owner David Hevia wants the company to establish a similar presence in central Pasco County. This week, Hevia and his wife, Wendy, unveiled Kiefer's new State Road 54 location, a 3,600-square-foot, stand-alone building featuring an ornate chandelier, gurgling water fountain and a customer lounge with a 50-inch, flat-screen plasma television. The store, which opened Monday, is on the south side of S.R. 54, just east of Collier Parkway; it replaces Kiefer's location in nearby Willow Bend Towne Centre. Before they opened the Land O' Lakes location in 2002, the Hevias analyzed U.S. Census Bureau data. "When the 2000 census results came out, Pasco had broken into the top 100 fastest-growing counties in the country," David Hevia said. "A week or two later more stats showed the fastest-growing part was central Pasco. We came and looked at the area, and at the time we didn't see what the potential might be. "We came back a year later and saw so much growth. We realized how fast this [development] would all happen and decided we needed to get moving." Originally owned by Charlie Crowe, the jewelry store opened on Dade City's Church Avenue as The Village Jewel in 1957. The store later moved into the Kiefer building downtown, and Al Kiefer Sr.'s family bought the business in 1972. Hevia bought the jewelry store in 1997 and got permission from the Kiefers to incorporate their family name into his business' name. During a party at the new Land O' Lakes store Thursday evening, music by jazz great John Coltrane filled the sales floor as employees showed off the "hands-on showcase," where customers can try on jewelry with glass stones. Master jeweler Rob Totten demonstrated how a high-end laptop computer with the latest software can be used to design jewelry and show customers how the finished product will look. In Totten's repair shop is a laser machine capable of welding metals and "re-tipping" emeralds without removing the stones. Behind the scenes, David Hevia showed off a massive walk-in safe that could have been used in the movie "Ocean's Eleven" and a sophisticated 16-camera security system. As visitors toured the new store, the former Kiefer location in Willow Bend Towne Centre was being marketed by The Sembler Company, a shopping center developer. Sembler spokeswoman Amber Overby said the company is confident the space will be filled. David Hevia said he was worried that business would slow when a Publix grocery left Willow Bend in 2003. "Actually, it helped," he said. "Grocery stores tend to be parking lot hogs." The former Publix is now leased by RMC Property Group, Overby said. In Dade City, Hevia founded the annual Race for Humanity (formerly called the Dade Battle of Brilliance), which benefits the nonprofit East Pasco Habitat for Humanity. Hevia has considered establishing a "signature event" for central Pasco, he said, but "I won't force myself into figuring it out." Contact Geoff Fox at (813) 948-4217 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it . http://pasco.tbo.com/pasco/MGBLKODW7OE.html |