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In an age where most shopping happens with the click of the button and retail is becoming increasingly depersonalized, Polacecchi’s jewelers are far apart. The Calabasas Luxury Store is more than just a store. It’s a weekend destination. Wealthy customers browse brands such as Rolex, Patek Philippe and Cartier, enjoy food and snacks, and chat with expert staff.
“I have turned all of my clients into friends,” says owner Brent Polacheck. “It is important to me to know who spends money with me.
The business began 101 years ago when Ventip opened a small diamond store in Seattle. After relocating to Los Angeles in 1949, it became one of America’s finest luxury retailers. Polacheck is the fourth generation who runs his family.
Polacheck is not for everyone as the bridal case displays 10 carat diamonds and watches that could cost over $2 million. But it understands the value of what’s most important: it builds multi-generational relationships and provides memorable experiences. His approach provides valuable lessons for entrepreneurs in all industries.
In a recent appearance on Jon Bier Podcast’s Day, Polacheck shared insights into building a lasting luxury retail business in the Amazon era.
Create a worthwhile experience back
While many luxury retail chains feel identical and impersonal, Polacheck has become a community hub. On Saturdays, the shop will be converted into a social destination with drinks and sushi.
“If you’re going to spend money somewhere, wouldn’t it be in a great environment?” Polacheck asks.
The key is to make the service personal and memorable. From ensuring that staff are experts in their field, to creating an atmosphere where customers and their families feel not only tolerated but truly welcome.
Building a permanent relationship, not a transaction
In the case of Polacheck, business means having lunch with clients, holding a watch collector’s dinner, and even organizing a trip to Geneva for auction with the most dedicated clients. When a client calls about gifts, his team texts the photos, dealing with gift wrapping, saving a trip to the store. This personal approach has been extended beyond a single purchase – he actively directs potential customers and is part of the store’s community, not a one-time buyer from out of state. It focuses on customers within a 15-20 mile radius that can become. lesson? In luxury retail, building deep connections with the right customers is more important than maximizing individual sales.
Pay attention to changing markets
Success in luxury retail requires competitors to be vigilant and seize opportunities before they act. When Polacheck learned that another dealer was considering opening in the Topanga area, he quickly moved to secure a spot. Now he is building a 3,500-square-foot Rolex boutique there. At the same time, he is renovating the flagship store and planning a new Patek Philippe location.
Choose your customers wisely
With thousands of orders and limited stock, Polacheck carefully turns the vet into a veterinarian through a veterinarian to get each watch.
“Selling units just to sell units doesn’t make sense these days,” he says.
His team focuses on customers within a 15-20-mile radius, becoming long-term clients rather than out-of-area buyers who may turn their watches upside down for quick profits. This approach means turning down a simple sale, especially from resellers. But finding the right customer rather than the right customer is worth its weight in gold.
Today, Polacheck’s is expanding with new locations, including a standalone Rolex boutique that will soon open in Topanga. As Polacheck prepares his children to take over the business, customers’ children will become the next generation of clients, including their daughters who have experience at another jewelry store in Vermont. I’m looking at it.
“A lot of my customers come to our kids. So we’re doing the right thing.”
