A Rare Gem at Leskes Jewellers
Diamonds form over time, under extreme temperature and pressure. John Caruso meets a woman, who just like the formation of a precious gem, has built a successful business and brand following a number of obstacles.
Life has tossed Sandra Greenberger a few curveballs. However, like the diamonds that she sources to create showstopping jewellery pieces, some of the most precious gems are formed under pressure.
Sandra bought Leskes Jewellers in Port Fairy after a challenging time in her life when she lost her driver’s licence – and subsequently her full-time job- for speeding and talking on the phone.
Not one to give up, she took on a new challenge and in twelve years, has grown the business tenfold, despite starting with little-to-no experience in the jewellery trade.
Designing pieces, studying gems, and understanding where different precious metals come from has all stemmed from Sandra’s deep dive into the jewellery business from the moment, she acquired the Port Fairy outlet.
“Being fired from my job was the most humiliating thing ever,” she said. “Then I walked past this jewellery shop in the small town where I lived and the business was for sale and I thought, ‘ok, I’m going to buy myself a job’, and that was pretty much it.
“I’ve always loved jewellery and I love diamonds, but I had no experience at all.
“I began travelling to international jewellery fairs and bringing back the latest looks from New York and Europe, which unfortunately didn’t sell as the designs were about five years ahead of the game!
“When COVID hit, there was no more travel, so I started designing and making my own pieces and these started to sell and the business started to boom.
“We decided to move to Queensland along with all the other Victorians.”
Understanding what her customers wanted instead of indulging in pieces that were personal favourites is when the business started to turn a corner.
“Initially I was bringing back pieces that I loved and so I had to grow out of that and learn to source and make what my clients wanted,” she said. “Now when I have discussions with clients about design and style my experience and knowledge is valuable in those and I’m more confident.”
Leskes Jewellers is yet another local business that sees itself as fostering relationships rather than making sales.
“We’ve built up a database of very good regular clients so when I travel, I look at a piece and think, ‘well, Julianne would love that, and Sarah would love this, or that would suit Dorothy’, and I’ll buy pieces that I know my clients would appreciate,” she said.
“I want to offer an experience that might be discussed over a dinner on a Friday night. I want people to leave Leskes and go, ‘wow’, and I want them to tell people how amazing it was.
“It’s a real thrill making women and engaged couples feel great. We’re an experience and we’re not out to simply sell an item or a thing.”
There are nine jewellers that Leskes works with and Sandra works hard to find the best one to fulfil a client’s brief.
“There are so many variables in this industry, it can be confusing.”
Add an in-store champagne bar, together with the knowledge and expertise from Sandra, her jewellers and staff, and the shopping experience is elevated to a whole new level.
“I want my clientele to have fun,” she said. “Leskes is a place where you come and play and most importantly, I don’t want anyone to leave with a piece of jewellery that makes them question the purchase when they get home.
“The jewellery industry is tough, and it’s run predominately by men.
“It does take a lot of balls to be in this business. The girls at the old shop in Victoria used to call me the ‘big rig’.
“I’m a real go-getter and I feel there are a few in the industry who might fear me. My dad was very entrepreneurial, he was a bit of a risk taker, so I guess I’ve inherited those qualities from him.
“I now work alongside him; he’s our bookkeeper.”
Sandra is an inspiration to many. Through obstacles and challenges she’s always moving forward, focused, and hungry to learn more, constantly asking questions and broadening her knowledge.
The Leskes Jewellers brand, the relationship with clients and her passion for creating great customer experiences is a testament to that.
WANT MORE? Listen to Sandra Greenberger’s episode on our podcast, Everyone Has a Story available now on all good podcast platforms.
