Behind every successful business sits a competent manager and this is the case behind the cases at E.R. Aubrey Jewellers. Linda Gittings is the managing director and calls the shots.

One only has to see Ms Gittings in action for a few moments to know she is an expert in her field. She can cleverly compute a complex mathematical quote on how much a jewellery modification will cost you in a flash of seconds. For example, if you see a piece in the store but want a emerald rather than a ruby, Ms Gittings instantly quotes the cost and the promise of when it will be ready! If you want to commission a unique piece from start to finish she can help you with your design and tell you the price up front, without any hidden cost.

Years of experience helped her attain her job at the top.

"I started working here part-time as a school girl at the age of 17 and I have been in the business for 15 years,'' she explained.

Company founder the late E.R. Aubrey designated Ms Gittings various roles in the business. She went from part-time to professional sales before she was 20.

She did window displays and eventually learned about buying, designing, manufacturing, gemmology, gold, supervising staff, rendering quotes and running the business on a daily basis.

"Mr. Aubrey taught me everything about this business and I learned from the best teacher,'' she thoughtfully said.

The staff report that Mr. Aubrey was a very kind person and much loved.

Ms Gittings remarked: "My motivation and dedication was for Mr. Aubrey because of his kindness and the wonderful way he treated everyone. He highly regarded staff and rewarded us. I do the same for my staff because they give 110 percent.'' Today, just like 45 years ago, Ms. Gittings makes sure both customers and staff are happy. She continues with the original quality control plan -- offering the lowest possible prices.

When Ms Gittings was asked about the most popular jewellery items for children she responded: "From birth to about age 5 we sell pierced earrings, bangles and gold crosses. And in many cases mothers or relatives buy a piece before the birth to commemorate the person to be.

"Children ages 6-10 enjoy gold chains with various pendants.

"Children ages 11-14 go for the gold name tags which cost about $70-100.

"Young people 15-20 like anything gold or silver.'' The most popular engagement ring is the traditional solitary diamond in a European bezel setting, which is a round gold encasement. Any stone of choice can be used for engagement rings such as a ruby, sapphire, emerald or opal. It is a matter of personal taste. Aubrey's diamonds are certified by independent appraisers.

"Pearls are always a popular classic with ladies of all ages and come in many colours from shimmering white, blue, green, pink, all the way to luminous black and they are formed into various shapes,'' Ms Gittings advised.

Tanzanite, found only in Tanzania, is currently a popular semi-precious stone according to Ms. Gittings. She explained it was discovered in Tanzania, East Africa at the base of Mount Kilimanjaro, in the 1960s.

Tiffany & Company gave it it's name and owned the distribution rights for 20 years.

"The intense purplish-blue colour that people love is often mistaken for gem quality Ceylon sapphire and prices have doubled in five years,'' explained Ms Gittings.

Aubrey's purchase large quantities of tanzanite from mine sources which allows them to offer incredible direct prices.

"The newest cut is the checkerboard, with cushion and trillion cut, being the most in demand,'' advised Ms Gittings.

Ms Gittings knows the value of keeping customers. One of the secrets is "keeping the customer happy''. At Aubrey's they serve people from all walks of life, including the royalty of Kuwait.

Ms Gittings explained why Aubrey's is so successful: "The difference with our store lies in our ability to manufacture for an immediate transaction. Other stores might say, `we can order it.' We have our own stock. I design and the other jewellers design. We can satisfy the customer now, not three weeks from now.'' Aubrey's pampers its customers with lucky draws. A visitor, Darlene Hoskins from Pennsylvania, recently won a free cruise for two to Bermuda.

Additionally, a local, Paula Camara, won a diamond tennis bracelet.

Asked what stone she would choose for herself, Ms Gittings responded: "The one on my finger, honey! It is a four carat, princess cut diamond ring in a platinum setting.'' Aubrey's prices range from $25 to $50,000 and according to Ms Gittings, you don't have to be royalty to own crown jewels.

DEDICATED STAFF -- E.R. Aubrey staff from the company's 19 Front Street shop in Hamilton (from left to right): Verna Baptiste, Ruby Ann Beek, Linda Gittings (managing director), Mildred Davis and Patricia Pacheco.

Missing are: Mary Carreiro and Jennifer Robinson.

ON THE FRONT LINE -- E.R. Aubrey staff at the company's 101 Front Street shop in Hamilton (from left to right): Karen Whitehead (manager), Chevon Burch, Naomi Lema and Val Smith.

This branch opened March 1996.

WINNING WITH E.R. AUBREY -- E.R. Aubrey's managers and staff know the secret to keeping customers is offering value and service. One method is to offer specials and promotional giveaways throughout the year. Recent winners include (from left to right): Cecily Goodchild, Pamela Caldwell, Judy Johnson, and Velita Simons AT THE TOP -- Linda Gittings, managing director of E.R. Aubrey.

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