Elaine Gong knows her stuff – she’s been in the jewellery business for more than 20 years. She began working at the jewellery store part time in 1991, and when the owner wanted to sell, he made her an offer she couldn’t refuse.
In 1998, she purchased the store and rebranded it L.E. Jewellers, where it remained in the Loblaws plaza until renovations meant that they had to find a new location. It turned out to be for the best.
L.E. Jewellers moved into the Canadian Tire plaza earlier this June, and their new location is stunning. It’s bright, airy, and spacious with 1,400 square feet of floor space showcasing brands like Pandora, Thomas Sabo, Elle, Citizen watches, Casio, and a selection of European jewellery.
Despite the high end look and feel of the store, Elaine aims to keep things casual, and the friendly staff is dressed casually but stylishly in monogrammed t-shirts.
Elaine attends jewellery shows to find new pieces, and if she believes in the quality and design, she’ll bring them in. Her staff also offer their suggestions for what’s trendy with a younger demographic. L.E. Jewellers does custom work, with a goldsmith and a gemologist on premises, and watch repairs.
Generations of families visit, and often stop by to say hello. Elaine has been in the neighbourhood for more than 20 years, and she’s helped pick out a toddler’s first cross or medallion for a baptism, created custom rings with a child’s initials, and bracelets and necklaces with names on them. As they grow up, she’s created their wedding rings, and now helps select jewellery for their children.
It has a community feel, dog-friendly, with customers coming in from the Beaches, Leslieville, Queen’s Quay, and the surrounding area.
L.E. Jewellers is a neighbourhood store of the best kind, where customers become friends.
1015 Lake Shore Blvd East