Comfortable atmosphere at Prime Time Jewelry’s new location at Lomas Santa Fe Plaza makes customers feel at home

Owner Michael Fischer and associate partner Liz Rayon

By Marlena Medford
Staff Writer

Lomas Santa Fe Plaza recently became the new home of Prime Time Jewelry, a store specializing in quality watches and jewelry at a broad range of price points. When customers walk through the door, they’ll discover a place that’s every bit as beautiful as it is inviting. Earth-toned walls, brilliant orchids and beautiful art create the backdrop for a kaleidoscope of dazzling pieces in the showroom and bridal suite. Adjacent to that, customers will discover a homey lounge, complete with comfy couches, a TV and plenty of children’s books and games. It’s the kind of place you want to linger, and that’s precisely the point, said owner Michael Fischer.

“I want people to feel comfortable in this store. I tried to create a store that feels as close to home as possible, because home is where everyone feels the most comfortable,” he said. “I want people to feel like they can come in, relax, and just look around. I have no expectations of them when they walk through the door. My objective is to make each customer’s experience enjoyable.”

The recently opened store also features a conference room for private consultations, a safe, and a workshop, which is viewable from the front of the store so customers can watch repairs. This store, Fischer said, is a dream come to fruition.
“This is a passion for me,” said Fischer, who once upon a time had a career in finance, but was an avid watch collector. He loved watches so much, in fact, that he took a night job at a jewelry store, where he learned the nuances of the industry. Once his children were grown, he followed his heart into the jewelry world and has never looked back.

Fischer’s love for watches and jewelry is evident after talking to him for just a few minutes. Ask him about one of his lines, and he can spout off information about how those pieces are crafted and the back-story of the brand. Cuervo y Sabrinos, for example, is a line of watches that were once made in Cuba. In its heyday, the family-owned store was “the Tiffany’s of Cuba,” but once Fidel Castro took over, its doors closed and stayed shut for many years. In the early ‘70s a wealthy Spaniard tracked down the family, who had gone into exile, and got permission to start production again. He traveled to the original store in Cuba, where he discovered, miraculously, that the store had remained untouched all these years. He unearthed a treasure trove of designs, which were modernized a bit but not changed, and production began again in Europe.
“Collectors are driven by history like that,” explained Fischer. It’s that level of knowledge that guarantees a customer will be paired with a piece that best suites their needs, whether it be a special occasion purchase or something more casual for everyday wear.

Whatever your need or price point, Fischer is happy to assist, as is associate partner Liz Rayon, who also brings many years of experience in the jewelry industry. The inventory here includes jewelry lines by Masira, Masiera, Michael M, Roberto Coin and Tacori, just to name a few. And the watch selection offers dozens of brands, including Ball Watches and SWATCH, which have recently seen a resurgence in popularity.

“Everything we carry is reliable, quality, and a good value,” Fischer said. “Whatever you’re in the market for, our business is about servicing the needs to customers.”
Prime Time Jewelry is located at 985 D Lomas Santa Fe Drive, Solana Beach. For more information, please call 858-259-1819 or visit

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Posted by Lorine Wright on Jun 25, 2011. Filed under Business Spotlight. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry

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