In the Rough

Doubts over the end of the recession have persisted for a few years, but jewelry entrepreneur Michael Chokr has solid, albeit anecdotal, proof the spenders are back.

One ostentatious piece of evidence: a customer recently ordered a custom-made bookmark out of gold. It cost $3,000. “The truly affluent,” says Chokr, “have started to buy again.”

Chokr and his family hope to parlay that return to luxury into increased business at the Diamond Vault. The 12-employee, Sarasota-based business is one of a few large-scale full-service jewelry businesses on the Gulf Coast. It has a retail side, from a vintage jewelry line to antique cut diamonds; an extensive design, manufacturing and repair side; and an estate-buying side. The firm will buy coins, bullion, diamonds and precious gemstones.