In his own words: Bart Marks of Rogers Jewelry

Northern Nevada Business Weekly: Tell us about Rogers Jewelry and the duties of your position.

Bart Marks: Rogers was founded in 1937 by my grandfather, Harry Marks, and his business partner, Robert Moon. The Moon family remains involved today, and my father, Roger, brother, Robert and I are the chief executives.

We began in downtown Modesto and opened a number of stores in the ensuing years, including one in Reno in 1941. In the 1970's we made the transition to regional mall stores. In the 90's we began the transition to free-standing superstores.

Titles aside, I have always been focused on sales, marketing and merchandising, while my brother has been concerned with systems, finance and technology. Our skill sets complement each other nicely but we still discuss major decisions routinely. My father is semi-retired but remains actively connected to the company and thoroughly engaged in making its biggest decisions.

NNBW: How did you enter this profession?

Marks: I was born into it. When I graduated from college I planned only to work in the business for a short while, but it was in my blood. I left the family business for a time and worked in a variety of capacities in the jewelry industry before returning to Rogers in 2009. I truly love every aspect of the jewelry industry.

NNBW: What's the most important thing you have learned in your career?

Marks: I have worked in a plethora of jewelry environments as a wholesaler and a retailer. I have sold a diamond worth more than $1 million, and have sold more $99 diamond earrings than I can count. The one thing I have discovered is that people are not really so different as they seem, particularly when it comes to the purchase of a diamond. Fashion jewelry may be an expression of personal style, but the purchase of a significant diamond is another matter entirely. People buy a diamond for what it means. For the woman, a significant diamond becomes a symbol of identity. For the man, a significant diamond purchase is proof; proof of his intentions and proof of his character.

NNBW: What's changed about your job with the recession? How have you spurred sales over the past few years?

Marks: While my customers' income and confidence has declined considerably, the cost of gold and diamonds has increased. One way we have responded is by buying as well as selling. We were never interested in buying gold in the past; however, with both gold and diamonds achieving their highest values in history there are a lot of great deals to be had. Nearly a half-million dollars in gold was purchased in the Reno store alone in 2011.

Another way we have responded is by hosting more events in our stores because they excite interest in our buyers. Earlier this year, we held an invite-only chocolate diamond event, but each summer we hold one of our largest events, Perfect Match, which is open to the public and allows couples to shop an enhanced inventory of bridal sets and engagement rings.

NNBW: How has your business changed since you first started? What's been the key to its longevity?

Marks: The industry has become far more "branded," particularly in the bridal arena. The bridal industry has never offered so many manufacturer brands as it does today. And though Lazare Kaplan (1903) predated Hearts On Fire (1996) by nearly 100 years, Hearts On Fire has taken diamond branding to a level never before imagined. There are now designer fashion brands of every ilk. Pandora, for example, has become the fastest-growing fine jewelry trend in history.

NNBW: What was your first job?

Marks: Working in the mail room at the Rogers home office in high school.

NNBW: Tell us about your dream job. Why aren't you working it?

Marks: My dream job was acting as vice president of marketing for Hearts On Fire diamonds, a position I held while the company grew from $30 million dollars in U.S. sales to a global company commanding nearly half-a-billion dollars in annual revenue. It was exciting, demanding, frustrating and exhilarating. I loved the job, and it afforded me the opportunity to travel and meet brilliant and interesting people from all over the world.

NNBW: Have any advice for someone who wants to enter your profession?

Marks: Don't, unless you really love it; there are easier ways to make money.

NNBW: What's the best advice anyone ever gave you?

Marks: My father-in-law, now deceased, was an important mentor when I became a store manager. He once pointed out, "there is a difference between having character and being one." Sometimes a person with an outsized personality and a lot of charisma can be very intoxicating and convincing, but in the end, you want to work with and associate with people of genuine integrity who say what they mean and mean what they say.

NNBW: What are your favorite hobbies or pastimes?

Marks: I ski when it's cold and golf when it's warm. I love to travel.

NNBW: What has been your biggest professional disappointment?

Marks: I went to work as executive VP for a prestigious retail brand with the promise that I would become president in one year when the current president retired. I didn't know the current president didn't want to retire and that ownership was divided on the issue. When I didn't receive the promised promotion I resigned. I wish I would have been given the opportunity to show what I was capable of once the job was mine.

NNBW: If you could live your life over again, what one thing would you change?

Marks: I would have been less ambitious and more focused on my friends and family.

NNBW: What can you do that someone else can't?

Marks: I can explain diamonds in a way no one else ever has and get you to realize they are more complicated and far more interesting than common mythology would have you believe.

NNBW: What's the last concert or sporting event you attended?

Marks: The last sporting event was a San Francisco Giants game. The last concert was Avenged Sevenfold with my son.

NNBW: What's your perfect vacation spot?

Marks: If I was going to own a vacation home it would be at Tahoe. But for my next big trip I want to go to Ireland.

NNBW: If you had enough money to retire right now, would you? Why or why not?

Marks: I would semi-retire, so I could travel, which I am dying to do, but would still show up for jewelry shows and Christmas. I love working in the store at Christmas.

NNBW: Why did you choose a career in northern Nevada? What do you like most about working and living here?

Marks: I love, love, love Lake Tahoe.

The basics:

Name/Title: Bart Marks, CEO, Rogers Jewelry of Nevada; Vice President, Rogers Jewelry of California

How long have you been in this job? I began my career with Rogers working part time in high school and joined full time after graduating college in 1982. I returned to the company in 2009 after consulting with other firms for several years.

How long in the profession? 30

Education: BA, Cum Laude, English, University of Iowa

Last book read? "Love In The Time Of Cholera" by Gabriel Garcia Marquez

Favorite movie? The Man Who Would Be King

What's on your iPod? I don't have an iPod, but listen to a lot of classic rock on Sirius

Spouse/kids/pets? Two children: a daughter who is pursuing her Ph.D. at Texas A&M and son, a junior at Galena High School. Two dogs.

Know someone whose perspective you want to share with NNBW readers? Send contact information to: rsabo@nnbw.biz or call (775) 850-2146.