Tuesday, June 25th, 2019

Boulevard Jewelers Story


BOULEVARD JEWELERS

A three-generation tradition of artistry and excellence

by Christine Knapp


(From left) Marilyn Ayala, Miguel Cisneros and Rafael Cisneros offer artistry and a three-generation tradition of goldsmithing excellence to all of their customers at Boulevard Jewelers

(From left) Marilyn Ayala, Miguel Cisneros and Rafael Cisneros offer artistry and a three-generation tradition of goldsmithing excellence to all of their customers at Boulevard Jewelers

Master Jeweler Miguel Cisneros is a third-generation goldsmith. At the age of 14, he began his training in the art under his father, Rafael, who likewise, at age 14, learned the art from his father in Ecuador. As the owner of Boulevard Jewelers in Virginia Beach Town Center, Miguel is proud to bring this rich family tradition to Hampton Roads.

“There’s a lot of history in this place for me,” Miguel explains. “I have so many memories of this place as a young boy. When the opportunity to purchase the store finally presented itself, my fiancee, Marilyn Ayala, and I felt it was the right thing for us to do. Marilyn is a brilliant artist with a background in graphics and multi-media design. To work side by side with her, as well as with my father, truly makes Boulevard Jewelers a family business.”

Though the store opened its doors for business over 27 years ago, Boulevard Jewelers is not a typical jewelry store. Customers are greeted by Marilyn Ayala, who happily employs her impressive artistic talents in serving them. Pulling out her sketchpad, she begins by asking questions about the type of piece they hope to find. As she listens to them carefully and asks more specific questions, she begins sketching. Soon, before the customers’ very eyes, Marilyn brings to life on her sketchpad a vision of a one-of-a-kind ring, pendant or necklace—custom designed for that particular customer.

“We offer a hands-on experience at Boulevard Jewelers,” Miguel declares. “We’re not trying to sell a basic ring that can be found in any chain jewelry store or outlet mall. We want to refurbish your grandmother’s precious keepsake, design a beautiful necklace crafted from melted gold, clean a collectible so that it looks brand new, or create an exclusive, custom-designed piece that will be unlike anything else in the world.”

While the store carries a wide variety of fine jewelry, the staff truly loves to wow their clients by designing exquisite, unconventional pieces. These exclusive designs are created using the finest, time-honored methods.

“Our equipment dates back over 100 years,” Miguel explains. “We use machines and tools that help us maintain affordability and quality for our clients. While it might look as if we’ve stepped back in time were you to go behind the scenes in our shop, we use these methods because we know what works. We don’t ship anything out; everything is done in-house and on-site. Customers can drop off an item to be sized, go grab lunch with their co-workers, and by the time they’re done, so is their jewelry. People are consistently surprised when they come in our store and learn that we can turn around an item by the next day; often, they expect to wait several weeks. Many customers don’t want to part with their jewelry—especially diamond rings or wedding rings—for long periods of time. We respect that, and are dedicated to fixing their jewelry and returning it to them in a timely manner.”

Because of the artistry
that has been handed down
from father to son for three generations,
as well as Marilyn’s talent as a designer,
the creative options
that Boulevard Jewelers offers to customers
are virtually unlimited.


Miguel’s passion for jewelry is apparent in the care and attention he provides to his customers. It is not uncommon for someone to come into the store with an idea for a design that others might consider somewhat off-the-wall; but Miguel and Marilyn are committed to making every client’s vision a reality.

“We’ve designed pizza earrings for a foodie friend, pet posh luxury collars for dogs and cats, and even a paintbrush necklace crafted from melted gold,” Marilyn says with a satisfied smile. “Whatever someone can imagine, we can create it. No idea is too ‘crazy’ for us!”


From an initial design sketch to the final unveiling of a

From an initial design sketch to the final unveiling of a


Creating jewelry of only the highest quality is the foundation of Boulevard Jewelers’ philosophy. Only GIA-certified diamonds are used for engagement rings. Instead of merely picking out a ring in a store, Marilyn and Miguel encourage those interested in getting married to come in and have a discussion about their ideal engagement ring. Because Boulevard focuses on exceptional customer service, quality and affordability, customers are usually thrilled by the experience and the high quality of the rings they purchase—often at lower prices than those found elsewhere.

“We have a lot of friends, I’ll just say that!” Miguel laughs. “When someone comes in and works with us, they come back again and again. They become a part of our family.”

“We also support the military and offer tax-free incentives, and many times, those folks simply can’t get what they want on base,” Marilyn adds. “We support local churches and fundraisers, as well as auctions, especially those that support organizations that raise money for cancer education and research. It’s a cause that’s very near and dear to our hearts.”

On Boulevard Jeweler’s website, as well as on Facebook and Instagram, shoppers can check out reviews and videos of projects that the team has completed over the years. Recently, one of its social media pages showcased a three-stone ring that was once a solitaire ring. “It is possible for us to ‘re-invent’ existing jewelry that a client already owns,” Miguel explains. “We show our latest pieces on Facebook and Instagram, and we often run special sales for our social media followers.”

Miguel and Marilyn are particularly excited to announce that they will offer their own line of watches—Boulevard—beginning in December.

“With the holiday season fast approaching, now is the perfect time to find a special gift for a spouse, parent, family member or friend,” Miguel says. Because of the artistry that has been handed down from father to son for three generations, as well as Marilyn’s talent as a designer, the creative options that Boulevard Jewelers offers to customers are virtually unlimited. The more imaginative the vision and the more creative the challenge, the more satisfaction Miguel, Rafael and Marilyn find in the process.

“I love the creative aspect of what we do,” Miguel says enthusiastically. “Every day brings with it something new and exciting. I wouldn’t have it any other way.”




Boulevard Jewelers

373 Independence Blvd.
Virginia Beach, VA 23462

757-456-9907