My appreciation for horology has taken me into watch boutiques around the world, where I've…read moreencountered both remarkable hospitality and the occasional reminder that appearances can shape how we're received. I've never been one to dress for the occasion, often arriving in little more than Carhartts, a black T-shirt, and sandals. Over time, I've come to appreciate those rare establishments where genuine hospitality takes precedence over first impressions or perceived wealth.
My experience at DeVons Jewelers in Roseville, however, has been quite the opposite.
A few months ago, I wandered into DeVons for the first time and was greeted by McKayla. From the outset, her demeanor was warm, professional, and refreshingly genuine. There was no sense of judgment, no urgency to qualify me as a potential buyer, and certainly no rush to move the conversation along. Instead, there was eye contact, thoughtful engagement, patience, and a genuine knowledge of the timepieces I was inquiring about. Before leaving, she kindly took my information and offered to add my interests to their system. To my surprise, I received a personal text from her later that same day. For those acquainted with the often peculiar dynamics of authorized watch dealers, you'll appreciate why such a seemingly small gesture stood out.
A few months later, I stopped in simply to say hello and check in. Not only did McKayla remember me, but she also recalled the specific pieces I had expressed interest in during our initial encounter. A small detail, perhaps, but one that speaks volumes. It was the sort of interaction that quietly reveals the ethos of an establishment. Not through polished marketing or rehearsed hospitality, rather through the consistency of the people representing it.
More recently, I returned in search of a particular timepiece for an upcoming event and had the pleasure of meeting Dave. What began as a simple conversation about watches organically unfolded into a wonderful exchange about music, our shared upbringing in the Sacramento area, and a few of life's more interesting ingredients. There was no sales pitch masquerading as conversation. Just two people connecting over shared interests, with watches serving as the introduction rather than the entire purpose of the encounter.
That's what has impressed me most about DeVons.
To date, I haven't purchased a single physical item from their establishment. Yet here I am, writing my first Yelp review. Not because of a transaction, an allocation, or some extraordinary gesture intended to secure my business, yet because of something increasingly rare, a genuine human connection. In an industry where exclusivity can sometimes be mistaken for superiority, and in a retail landscape that has grown all too comfortable with transactional, turn and burn interactions, DeVons has demonstrated something far more valuable. The ability to make someone feel welcome, respected, and remembered without requiring a purchase to justify the attention.
McKayla and Dave have earned my admiration not simply as representatives of a luxury retailer, yet as individuals who understand that exceptional hospitality isn't about what someone might spend, it's about how you choose to treat them, regardless.
And that, in my experience, is the true measure of luxury.