All that glitters is gold, diamonds, and gemstones

While Rudy Cisneros was teaching American history, economics and government at Elsa-Ed Couch High School, he began moonlighting selling  gold chains and then other jewelry.

Cisneros’s parents grew up in merchant families, and he himself grew up in retail in Raymondville.  The morning after Cisneros graduated from college, he went to work helping his father open a new grocery store.  Obviously, retail is in his blood.   So, in 1992,  after 21 years of teaching and eight years of part-time jewelry sales, it was no great leap for him to open Cisneros Fine Jewelry.

“I have always enjoyed jewelry and been intrigued by the sparkle of diamonds.  I couldn’t afford them as a teacher,” said Cisneros, who wears a  wedding band with diamonds, but no other jewelry.  He displayed stacks of trade magazines which he studies for news on trends and techniques.  “The more I read,  the more I find out that there’s a lot to learn.. It’s a wonderful

experience.” 

Cisneros’s is proud of his adult sons, David and Johnny, describing them as  marketing and sales stars.  As boys they also got their taste for business, earning $12 a week working at a family store, the fourth generation in a row to be indoctrinated.

Cisneros recently installed a point of sale (POS) system to track sales and inventories.  That represented a significant investment for a small shop, but the jeweler said the POS is an amazing tool.  “The POS system  allows us to tell at a glance what we’re selling the most of, what we have to reorder.  We no longer have to do manual inventories.”  The store is creating a web site where customers can see what jewelry is available beyond the inventory in stock.

While gemstones and birth stone jewelry are important segment of Cisneros’s business, diamond jewelry represents the most popular element in the shop.  In the last three year, Cisneros has expanded from one diamond display case to four cases displaying the glittering stones set in rings, necklaces, earrings and keepsakes.  “We’re getting bigger in diamonds.  Our merchandise is beautiful and well priced, very accessible,” he said.   The story carries the elegant Allison -Kaufman brand, yellow diamonds, and diamonds set in platinum which men seem to prefer. 

“I’ve had people come in from McAllen and say this store is the best kept secret around.  They don’t expect to find this quality and variety of diamonds in Weslaco.”

Rudy Cisneros enjoys buying unusual gemstones at jewelry shows he attends in

Florida and Las Vegas. Cisneros Fine Jewelry has an in-house jeweler who turns the stones-rubies, diamonds, unusual fossils or rudilated quartz-into works of artistry.   “We do a lot of custom work.  One customer wanted a Texas Ranger ring made.”  The jewelry store also provides full repair service.

Standing amid the Bulova watches, the unique faceted pearl necklaces, the stunning multi-colored sapphires set in a square pendant, and all the diamond jewelry in his store, Cisneros said, “I’ve had a diverse life.”  When people ask him if he’s going to retire, his response is always no.  “Retire from this?  I enjoy it too much.”