Issue link: http://papercitymagazine.uberflip.com/i/404098
T he Deutsch family, owners of the Deutsch & Deutsch jewelry stores, are Texans by way of Veracruz, Mexico, which is where Aladar Deutsch landed when his attempt to emigrate from Hungary to the United States hit a snag. Denied entry to this country, Deutsch instead set up shop south of the border in Nuevo Laredo in 1929, establishing a thriving business selling to tourists, importing perfumes and jewelry. Son Russell Deutsch later took the reins, building Deutsch's into a favorite not only of local oilmen and their wives, but also of visitors from San Antonio, Houston and as far away as Louisiana, who came to South Texas to hunt during the high-rolling oil boom of the 1980s. They favored Deutsch's for the selection of custom pieces made by craftsmen in Nuevo Laredo and Monterrey. "The people who were hunting and fishing … that was their destination," remembers Lance. Russell involved his children early. "We used to come in and polish the silver and brass, but I don't think we were that good at it," laughs Lance. That involvement seed bore fruit, however, and he and his brother Ito joined their father in the family business. By 1993, brother Tad joined as well, operating the first Deutsch & Deutsch store in Laredo — a shop specializing in Swiss watches. Brothers Tad and Aladar manage the South Texas stores, as well as the El Paso location. As security deteriorated in Mexico, Russell closed the original Deutsch's in Nuevo Laredo. By this point, the brothers had opened full-service jewelry operations in both Laredo and McAllen. Russell hopped the border and took up shop in the Laredo location, inspiring visits from many loyal customers who made the trip south to shop with him. Aladar, who is his grandfather's namesake and known as Ito, is bullish on the family's prospects in West Texas. "El Paso is our first new store in 20 years," he says. "We are very excited about our move into this area. In the past five years, we have doubled the size of our Laredo, McAllen and Houston stores, and with the explosive changes in El Paso, we feel this has the potential to be our best store yet." That casual vibe doesn't prevent high-end business from being conducted, however, as Houstonians are drawn in by the store's designer jewelry and fine Swiss watches. The family is strategic about the lines they carry, focusing on items customers won't find in other stores. The expansion to Houston, for example, was the result of the opportunity to be Houston's major distributor of Rolex watches. The store also sells estate and custom pieces and will soon add Fred Leighton to its stable of designer names. The Laredo store, which has been serving the community for almost a century, is now serving its fourth generation of South Texans. "We believe in the strength of being on the Texas/Mexico border," Aladar Deutsch says. "Being from a border town, we understand the wants and needs of the people that live and visit here. The Deutsch & Deutsch motto is 'Where life happens,' and we want to be a part of everyone's lives in the communities we serve." Appropriately for a company with such a rich history, the Laredo location carries an extensive selection of antique jewelry. According to Tad Deutsch, "The Laredo store's merchandise expresses the people of Laredo's true sense of fashion. They travel all over the world and keep a finger on the pulse of what's happening. This makes my job exciting, because I have to keep ahead of the trends." That attention to current trends has also been cultivated by the women of the family, including Russell's wife, Marcia, as well as Ito's wife, Sylvia; Lance's wife, Robin; and Tad's wife, Irma. They have all been part of the selection process and make regular trips to market to source items for the stores. For the Deutsch family, staying faithful to their past while keeping their eyes firmly on the future has proved to be a winning formula — not only for themselves, but for their multiple generations of Texan customers. And the forward-thinking brothers are nowhere near finished expanding. Though Lance Deutsch will neither confirm nor deny, rumor has it that a new Houston venture in the Galleria area will soon appear on the scene to delight a new crop of watch and jewelry lovers. VALUING THE PAST, PLANNING FOR THE FUTURE. DEUTSCH & DEUTSCH TODAY'S MODERN DEUTSCH & DEUTSCH STORES BEAR LITTLE RESEMBLANCE TO ALADAR'S ORIGINAL LOCATION, BUT THE SCENT OF HISTORY LINGERS: IN THE HOUSTON STORE, VINTAGE PERFUME BOTTLES FROM THE ORIGINAL STORE ARE FEATURED IN A LIGHTED GLASS CASE IN THE ENTRYWAY. ALSO FEATURED IS A TABLE OF DISCOUNTED CLEARANCE MERCHANDISE, SOMETHING NOT ALWAYS SPOTTED IN A HIGH- END JEWELERS'. LANCE DEUTSCH EMPHASIZES THAT HIS STORE IS WELCOMING AND FRIENDLY TO ALL: "SIXTY PERCENT OF OUR CUSTOMERS COME IN T-SHIRTS, FLIP-FLOPS AND SHORTS," HE SAYS. "PEOPLE THAT SHOP WITH US KNOW THAT WE'RE EXTREMELY LOW MAINTENANCE." DEUTSCH JEWELERS.COM On the cover: Fred Leighton vintage 22-carat textured gold flower brooch by Zolotas, circa 1970s; 18-carat white-gold cocktail ring with 21-carat emerald-cut blue topaz with round diamond pavé. Deutsch & Deutsch through Time Below: Aladar Deutsch's original parfumerie and jewelry store in Nuevo Laredo, circa 1929. Near right: Nuevo Laredo, 1970. Far right: El Paso, 2013. Fountains at Farah 8889 Gateway Blvd. West El Paso, TX 79925 915.730.6162 EL PASO Mall Del Norte I-35 North, Suite 104 Laredo, TX 78041 956.728.9300 LAREDO 3747 Westheimer @ Weslayan Houston, TX 77027 713.627.7787 HOUSTON La Plaza Mall 2200 S. 10th St. McAllen, TX 78503 956.631.7218 MCALLEN