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fashion jewelry

Catching up with Tonya Tochner, owner, ROCKS

April 18, 2019 by The Inside Press

Tonya Tochner

Publisher’s Note: The Inside Press asked Tonya Tochner to explain why she is opening a second location of ROCKS at Chappaqua Crossing–and why she believes customers will appreciate this new store in addition to her much beloved Armonk location.

“Opening up a modern home store was always a future vision for ROCKS. When the opportunity presented itself to open up in my own hometown and offer modern home gifts and jewelry, I could not resist. I was sold when I visited a friend who lives in Chappaqua Crossing and witnessed the beautiful property,” said Tochner.

Grand Opening

The Grand Opening date was offered at press time to the Inside Press and is in our print edition but it is waiting for confirmation, too. Tochner promises: “It is going to be great. We will have swag bags, massages, facials, raffles, etc. The first 25 customers will get a free piece of jewelry with their purchase!”

Follow news of ROCKS on Facebook and on Instagram.

Filed Under: Lifestyles with our Sponsors Tagged With: Chappaqua Crossing, fashion jewelry, rocks, Tonya Tochner

ROCKS by Jolie B. Ray: A Unique Shopping Experience

March 8, 2018 by Shauna Levy

Upon entering ROCKS by Jolie B. Ray in Armonk on a late winter day, the snow is lightly falling outside, giving the shop the appearance of a literal jewel box in a snow globe. The cozy, well curated space dazzles with eye candy from the glittering jewels in the shelves to the art on the walls.

Tanya Tochner, the polished owner, greets customers as she artfully arranges jewelry in amethyst toned displays.

In a town that’s experiencing its own renaissance of sorts, ROCKS is a mainstay, offering consistently on-trend, yet unique jewelry to a loyal customer base for almost seven years. For Tochner, who’s designed jewelry with partner Marjorie Troob for over ten years, opening the shop was a natural progression in providing a higher level of service to her clients. She recounts the shop’s inception, saying, “My design partner and I shared a passion for fine jewelry and left successful corporate careers to pursue our creative interests. Our line, Jolie B. Ray, named for our children, Joshua, Lindsay, Ben and Rachel, was born. Recognizable for its contemporary, timeless designs that incorporate hammered looks, intricate mixed metal work with 18k gold and beautiful gemstones, Jolie B. Ray quickly grew a cult-like following. ROCKS was the logical next step and is now the exclusive provider of our collections.”

Tanya Tochner
PHOTO BY CHELSEA COOK
ROCKS is renowned for its concierge style approach and carrying uncommon, contemporary, artistic jewelry. Tochner painstakingly scouts couture shows around the country to handpick the designers that will be displayed alongside the Jolie B. Ray designs. Though there are some staples, approximately 20 new lines are added each season at all price points. “We seldom carry the same items twice and work with clients to carefully select just the right piece. If that perfect piece is not in the shop, we will source it and follow-up to ensure satisfaction,” she asserts.

As a jewelry designer, Tochner is adept at forecasting the trends her discerning clientele will crave. In 2018 she predicts, “Younger customers are becoming quite sophisticated, gravitating towards dainty rings and necklaces and little hoop earrings. Similarly, women are layering contemporary jewelry and long necklaces with their more traditional pieces.” Customization is also fashionable with women favoring a more modern take on name plates, while tweens and teens are incorporating monograms within their designs. “Women are now buying multi-functional jewelry,” Tochner adds, “We are veering away from pieces that are solely for special occasions.”

Seeing jewelry as an expression of art, the shop also functions as a gallery.  Tochner uses the same discerning eye to select contemporary artists that are in synchrony with ROCKS aesthetic to grace the walls. “The high ceilings of the space simply lent themselves to functioning as a gallery. Jewelry is a form of wearable art and follows similar sensibilities. Curating the gallery is a natural extension of our product offerings and appeal to our customers’ creative expressions.”

It is this holistic approach to servicing the community that also extends to Tochner’s commitment to making the shop accessible for philanthropic endeavors. ROCKS regularly hosts events benefitting local organizations close to her clients’ hearts such as Kids Kloset, a Westchester Jewish Community Services program and the Pleasantville Cottage School, a residential treatment center for young people.

And that community is expanding.  Tochner clarifies, “Armonk has become a destination town, boasting many new shops and restaurants. We are enjoying traffic from our neighbors in Bedford, Katonah, Greenwich and Chappaqua.” With the advantages of its setting, also come the challenges of operating a business in a suburban environment. “Business in the suburbs is cyclical,” Tochner says. “Summers, when many children are away in camp, can be slow. Similarly, snow days are quiet. These are issues that NYC retailers don’t experience.”

To combat the challenges inherent in any retail business, Tochner is continuously evolving the shop’s business model. The website, for example, was recently revamped to optimize clients’ virtual shopping experience on those slow summer and snow days. In response to demand, Tochner also now provides liaison services to coordinate the sale of customers’ estate jewelry and is providing jewelry rental for special occasions. These services join ROCKS’ existing menu of offerings including wish lists, heirloom jewelry redesign, repairs for both costume and fine jewelry and personal shopping.

Visit ROCKS by Jolie B. Ray to enjoy an unparalleled shopping experience. For the latest product offerings and jewelry trends, follow them on Instagram, Facebook or visit www.rocksbyjoliebray.com.

Filed Under: Lifestyles with our Sponsors Tagged With: Armonk shopping, fashion jewelry, jewelry, rocks, ROCKS by Jolie B. Ray, Tanya Tochner

No Place Like Home
 for World Traveler 
Varda Singer

April 17, 2015 by The Inside Press

Varda_038-EditBy Jennifer Leventhal • Melani Lust Photos

“My home is my sanctuary,” says ICD owner and Chappaqua Mom Varda Singer. Nestled in a tranquil, wooded neighborhood, Varda and Roy’s (husband Dr. Elliot Roy Singer is known as Roy) stylish, contemporary home is filled with the treasures collected from all over the world. “I love to travel and I love to be in our store, but when I come home and open the door, all the stresses of the outside world fade away, because I am surrounded by so many of my favorite things.”

Indeed, her collections are museum quality. Richly hued Roman glass, a magnificent iron Tree of Life sculpture from India, bronze sculptures from Vietnam, tribal art from Papua New Guinea, and ancient coins made of 22-karat gold and natural pearls. Scattered 
casually amid the beautiful bounty are small, signed photographs of her with several past presidents and dignitaries. They are not blown up and framed; they are just modestly part of Singer’s everyday surroundings.

ICD’s motto, “Timeless Elegance,” suits Varda Singer perfectly. She is both glamorous and down-to-earth. While she exudes a worldly confidence, she is also a warm and approachable mother and grandmother. And just as her Feng Shui designed home is a perfect backdrop for her art collections, her luxurious neutral dresses and suits are a fitting canvas for her own favorite pieces of jewelry. “I personally love the warmth of high karat gold jewelry, 18-karat and 22-karat gold, with special detailing and granulation,” Singer says, “I also love South Sea pearls. My favorite pieces are very organic and interesting, and those that tell a story.”

40 Years in Chappaqua

Her home is Varda’s sanctuary, one filled with beautiful art from around the world.
Her home is Varda’s sanctuary, one filled with beautiful art from around the world.

Singer and ICD have been part of the Chappaqua community for nearly 40 years. She was born in Israel, the daughter of a prominent diamond merchant. After serving in the Israeli army, she came to the United States to attend Columbia University, and then she began her career as a jeweler. In Chappaqua, she raised two children who attended Grafflin, Bell, and Horace Greeley High School. They are grown now, but live in Manhattan, so she is able to see them often and to spend time with her four beloved grandchildren, as well.

Now that Singer’s children are grown, she can say with confidence that, “A mom is a mom forever. Your children depend on you whether they’re three-years-old or 40-years-old. It’s great to now be able to communicate and consult with my children in more of a friendship role. For me, the feelings and experiences you gain from being a mother cannot compare or compete with any feelings or experiences in your other relationships.”

Earlier in her career, the balance of raising a family and running a successful business was a bit more challenging, and Singer suffered the same moments of guilt as most working mothers.

“There were some times when my children were younger that I was worried because I couldn’t be two places at one time. I think that all mothers struggle a bit with some guilt or questioning of this balance,” she says. “When my daughter was in college, I asked her if she ever felt I should have spent more time at home when she was growing up, and she replied, ‘No, mom, I felt that the quality of the time you spent with us was so wonderful, and you were a great role model to me as a working mother. I wouldn’t have wanted you to do it any other way.’ Now, she is a successful working mother, and I’m so proud to watch her balance it so well.”

Singer’s strong relationships with her extended family still create an important balance in her life as a business owner. “I carry these family values with me into the store,” she says, “which I hope creates an environment that is very warm and very welcoming.” Both clients and staff feel that sense of family.

When the February 3rd Metro North train accident took the lives of four members of the Chappaqua community, including ICD employee Ellen Brody, the outpouring of grief and love and support for the business was enormous. “Ellen was one of us, and she had a heart of gold,” says Virginia Shasha, ICD Director of Private Sales.

“We are absolutely heartbroken, but we are not only heartbroken because of Ellen. We grieve all 
of the losses that our community has suffered. We grieve for all of the victims and their families, and we grieve along with everyone else in Chappaqua.”

Respecting Values

The people of Chappaqua mean a lot to ICD and to Singer. Her clients are her neighbors. “I’ve had the privilege of working with several generations of families,” she says. “Their values have stayed constant, but the trends in fine jewelry have changed a bit over the years. When we first opened, the jewelry was chunkier and heavier, but today it’s more streamlined and wearable with an active lifestyle. But it’s still always classic and meaningful.”

Singer enjoys getting to know the younger generation of Chappaqua Moms. “So many of the moms in town today are professional 
women–whether or not they are taking some time off to raise their children,” she says. “The women who shop in Chappaqua are very worldly, intelligent, and stylish. They are fun to be with and to 
create pieces for.”

Custom design is a big part of ICD’s business, and Singer herself designs more than half of those pieces. She travels the world to find the very best diamonds, gemstones and South Sea pearls. “We’re doing more and more redesigning of pieces clients already own. We work with them to recreate outdated or inherited heirlooms into fresh, new, wearable works of art.”

Over the years, Singer has shared with her clients her philosophy that there is so much more to a special piece of jewelry than just the intrinsic value of the gold or the gemstones. “People today are looking for more meaning in the jewelry they wear,” she says. “They want their jewelry to be timeless and beautiful, of course, but also to bring good luck, good memories, and good Karma.”

Amy Knox of Millwood recently had the opportunity to work with Singer on a meaningful piece of jewelry. “The necklace I made with Varda was something I dreamed about for many years. Her enthusiasm for the design and truly understanding what it meant to me is what made it so special. Making a custom piece requires many steps, and Varda did all of the legwork for me and kept it fun along the way. I agree with Varda that jewelry should have meaning, whether it’s to mark a milestone or elicit a great memory. Her passion for this makes me want to work with her again when I am lucky enough to buy or design something new.

A Very Special Client

While all of Singer’s clients are important to her, she has particularly enjoyed working with President Clinton on creating custom fine jewelry for his wife, Hillary. “A couple of years ago, President Clinton brought me a gorgeous Tanzanite that he had selected and purchased in Africa, and together we designed spectacular statement ring for his wife. Then last year, we worked together to create a special bracelet for her to commemorate their new granddaughter.”

Jennifer Leventhal is a former lifestyle and fine jewelry editor. Her current venture, with partner Rachel Rader, is By the Book Fundraising, 
a marketing and book production company that helps non-profit organizations create meaningful fundraising tools that tell stories that donors can actually hold in their hands.

Filed Under: Cover Stories Tagged With: fashion jewelry, ICD Contemporary Jewelry, jewelry, Varda Singer

Look and Feel Beautiful

February 2, 2014 by The Inside Press

Rocks Earring for articleProducts and Services:

We are a full service fine jewelry store in the heart of Armonk. We have a wide variety of fine jewelry,  fashion jewelry, gift items and accessories. We also have a great selection of personalized jewelry including diamond name plates, monogram necklaces and initials. We want our customers to look and feel beautiful at any price point.

Greatest Strengths:

Spending time to get to know all  our clients and what their needs are in a warm and friendly environment. We are jewelry designers, so we can customize and design the perfect piece of jewelry. If we don’t have something in stock, we will search high and low to find what our customers want!

Special Plans:

We have an amazing new selection of unique diamond designs that make the perfect Valentine’s Day Gift.   We have a wish list, so she can pick out exactly what she wants!  Come spring and Mother’s Day, we are planning several great trunk shows, a registry event and even a spring sidewalk sale!

ROCKS by Jolie B. Ray

Proprietors: Tanya Tochner and Marjorie Troob

In Business Since: 2011

www.joliebray.com

Filed Under: Merchant Profiles Tagged With: fashion jewelry, gift items, jewelry

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