The evolution of a 1958-founded stand into a multi-generational family jewelry business with a loyal (and celebrity-studded) client list can largely be credited to Fred Minichiello’s charisma and charm.
“He loved meeting new people, making people happy and was as social as they come,” says Deena Minichiello, adding that her dad’s interest in fashion and music, his connections to Italy and a growing trend of layers upon layers of gold necklaces soon led him to source and sell high-quality and fashionable jewelry pieces and to move into a Minichiello’s first boutique on the corner of Robson and Granville.
“He wanted to be and in most senses was, the go-to for all Italian gold jewelry pieces, from necklaces to medallions, earrings and rings. There are stories often told about … the long lineups of customers down the hallway waiting to buy the latest in gold chains,” recalls Deena, who is now Minichiello’s vice-president and creative director, working alongside her mother, Sharon, and brother-in-law, Daniel.
Fred’s unwavering commitment to his customers is a legacy that remains at Minichiello, which now operates out of a glittering showroom in the Rogers Building on Granville Street, as well as internationally online. And, these days, the business specializes not just in gold, but also in diamonds, custom engagement rings and gemstone jewelry. According to Deena, input from herself, her mom and, at one point, her sister Crestina, added a fresh perspective on fashion and design to the collections Minichiello carried.
“Having three females—his wife and two daughters—who love everything to do with fashion and design at Fred’s side enabled Minichiello’s to always stay on top of and ahead of the trends in jewelry and design, making sure each collection was current, timeless and what women would actually want to wear,” she says. “The quality of our jewelry pieces is also something that we never compromise on and something that Fred always prided himself on. After all, it is our family name on every piece of jewelry, so we really have to stand behind it and be proud of each and every one.”
Sixty years in business has made for a plethora of memories and milestones for Minichiello, including being a part of Michael Bublé’s engagement to Luisana Lopilato. “To be mentioned on TV and in fashion magazines and newspapers for designing the engagement ring was just surreal and incredible,” Deena says, adding that Sonny and Cher, Allan Thicke, Loni Anderson, Carl Weathers, Jillian Harris and others have also been among Minichiello’s star clientele. But, she says, being a small part of some of the most momentous occasions in any client’s life, celebrity or not, is really what makes being in the jewelry business worth it.
Today, Minichiello is proud to be Vancouver’s trusted expert when it comes to delivering fine craftsmanship and quality service, offering both men and women’s engagement and wedding rings, as well as diamond and gemstone jewelry for those memorable and cherished events. Says Deena, “There’s a lot of options out there. But we’re different. We’re family-owned and operated with six decades of helping generations find the right statement for the perfect moment. We provide unparalleled service alongside an elegant and timeless collection of loose diamonds, gemstones and jewelry that you’ll keep in your family, the way we’ve kept it in our family.”
In honour of Fred, and with hopes to see their own children take over the business one day, Deena and the Minichiello team have their sights set firmly on the future. Short term, she’s delighted to welcome spring and summer styles to her offerings, including fancy-shape diamonds in engagement and anniversary ring designs and the ever-growing yellow-gold trend. “Chunky necklaces and bracelets will be a something we will see a lot of this year as well as the complete opposite end of the spectrum, which includes dainty, feminine and sparkly jewelry,” she adds. “It’s all about self-expression and individuality.”
Longer term (and looking to the next 60 years), Deena says Minichiello’s online presence will continue to expand, with more information, products and unique user experiences. “We hope to make purchasing jewellery from anywhere in the world an experience filled with trust, ease and comfortability,” she says. Additionally, the brand will continue to evolve with some exciting changes coming in 2022.
“You can always expect us to be ahead of and on top of the latest in jewelry design, and really focusing on our client relationships and what they have come to expect from us,” Deena says. “And, hopefully, the third generation of Minichiello’s will eventually continue the business to keep their grandfather’s tradition and legacy alive.” —Noa Nichol
Minichiello Jewellers, #405 – 470 Granville St., Vancouver, B.C., 604-685-4439, minichiellojewellers.com
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