When you already have longevity , expertise and trust as an authority in your industry, the only remaining things you need are a friendly smile, a charming disposition and a kind demeanour. Ferit Tecimer, the founder and president of Humbertown Jewellers, has it all, and then some. Tecimer holds a master’s degree in architectural engineering, but designing buildings wasn’t in the cards for him. Instead, he took a page out of his family’s book and followed in the footsteps of what multiple generations before him excelled in — jewellery.
His story in Canada dates to 1979, when he left his home in Istanbul, Turkey (now Türkiye), for opportunities in North America. Within the year, in 1980, he opened a jewellery store — an endeavour he was well-versed in, having had a business in his homeland and a long family history (more than two centuries) in the business. Humbertown Jewellers was an unpretentious 600-square-foot store on the Kingsway in Etobicoke, and Tecimer sold modest 10-karat-gold chains and Seiko watches — timepieces were his focus in Türkiye — while gett ing acclimated to his new surroundings and a new clientele. “When I came here, there were of course bigg er stores, and no one knew me. So, I worked very hard and after maybe six or seven years, that started to change — people knew me and started coming in more, so I brought in some higher-end watches like Omega,” he says. As word spread about the knowledgeable, honest, friendly jeweller in Humbertown Plaza who carried stunning, high-quality pieces, Tecimer found himself needing to expand his space. “We renovated the store six or seven times over the years — I did what I could afford at the beginning and grew from there. We went from 600 to 900 square feet, then later to 1,200 and 1,500,” he recounts with immense pride. “By doing this, I was able to give larger space to the watch companies I represented, and I could bring out more of my jewellery — I don’t like to have too many pieces on the floor, so, to ensure an elegant display, I needed more room.”
Tecimer’s beautiful store is, once again, under construction — at 3,500 square feet of space to showcase one-of-a-kind gems, lavish timepieces and an exceptional collection of highly coveted pieces, the store will end up more than doubling its size to 8,500 square feet by 2025. (Humbertown Jewellers will remain open for business during the renovation.) He and his team of 16 skilled, multilingual employees curate incredible brands for the store, but there’s one strategy Tecimer has embraced in all his 43 years in business that he holds true to — whatever he brings in must have value. “Jewellery has immense value and, though you might not make money from selling it later, it should maintain its value. Actually, I don’t believe in buying jewellery to make money,” he explains. “People come in and ask, ‘Which watch should I buy that I can sell for more later?’ and I say, you make money from your business, not from jewellery. I don’t believe in that. I believe in buying quality pieces for pleasure. I always say you must love it and enjoy it — that’s what matters.”
For decades, clients have invested in their happiness by purchasing superior jewellery and watches, including the likes of Rolex, Patek Philippe (Tecimer is the only retailer in Ontario who sells this brand), Omega, Cartier and more, from Humbertown Jewellers. Of course, after so many years in the business, he’s seen his share of repeat customers and he’s now proud to serve the grandchildren of some of his earliest customers. “I have clients whose grandfather I sold to when I first opened. Later, I sold to the father, a now I’m proud to sell to the grandchildren,” he says, adding another generation of his family is set to join the ranks of trusted jewellers like so many before them — Tecimer’s children are making their way into the industry.
“FOR DECADES, CLIENTS HAVE INVESTED IN THEIR HAPPINESS BY PURCHASING SUPERIOR JEWELLERY AND WATCHES.”
To grow and continue to thrive in this field, clients must have the utmost trust in your team, your skill and in you. Tecimer is a highly affable gentleman who has a warm, welcoming approach. Customers are invited to Humbertown Jewellers to peruse the selection he has dotingly curated and displayed. Employees are not on commission and are encouraged to help their colleagues assist clients. It’s about showing customers pieces that make them happy. And if there isn’t a specific piece that matches what a customer has in mind, Tecimer has two designers and three highly trained gemologists on-site who create the most gorgeous, exquisite rings, necklaces and more. “Most of these pieces are made by hand and we use only high-value stones. So, if you want a ring for a special occasion, you sit with me or a designer, pick your stone, then we create concepts. After we present renderings, the client chooses which one speaks to them the most,” he says, adding many of these are heirloom pieces they redesign for clients, but they always ensure the stone and value are protected and maintained.
“We do everything from A to Z — from changing watch batteries and sizing rings to handmaking the most beautiful jewellery from scratch using only the best quality gems,” he says with care. “I believe I have a niche in the market — I don’t want to be a big organization, that’s why I didn’t open two, three, four stores. My business is not a necessity — it’s about making people happy and giving them good value. If you do that, everyone’s happy.”
