Crown jewel of downtown Sandusky closing

SANDUSKY — She values her customers more than any diamond ring, gold chain or glitzy necklace ever sold from her store.Treating people with dignity and respect remains the most important lesson Michelle Bertsch-Herold gleaned from her late father, Jim, who died in 2015.Bertsch-Herold first learned this philosophy as a child, witnessing her dad politely and patiently interact with thousands of people — regardless if they bought something or nothing — at his company's namesake, James A. Bertsch Jeweler & Gifts, in downtown Sandusky.Once she began working there as a senior in high school, Bertsch-Herold began incorporating these same tactics into her personal interactions each and every day. She maintained this mindset throughout the years, including in 2011, when Jim retired and "handed the keys over" to her. "People came to us because we have good products but even greater service," said Bertsch-Herold, who acts as the store's de facto owner. "I have so many good memories here. I'm going to miss this place, but I'm also going to miss the people coming in here."Customers browse through James A. Bertsch Jeweler & Gifts in downtown Sandusky on Thursday, April 19, 2018.Following her mother's death in November, a number of unavoidable factors fell into place forcing Bertsch-Herold to close the downtown anchor business, which debuted in 1952. Originally located on Washington Row, Bertsch Jeweler moved to its present-day location on Columbus Avenue and West Market Street in 1954."This is not my choosing," Bertsch-Herold said. "Due to my parents' death, the estate has to be finalized. Since everything was under my father's Social Security number, and it was technically owned by him, it can't be transferred or anything like that. We have to close the business."Bertsch-Herold stressed her store — which specializes in selling jewelry, rings, necklaces in addition to performing repairs and remounts — isn't shutting down because of financial reasons. Bertsch-Herold also emphasized she's not interested in retiring or switching career fields."It was very much a shock to me, and it's taken me three months of crying and trying to figure out how to stay open, but I couldn't, and I have come to terms with it," said Bertsch-Herold, who hasn't yet pinpointed the exact last day she'll keep her doors open.Diamond bracelets shimmer in the light at James A. Bertsch Jeweler & Gifts in downtown Sandusky on Thursday, April 19, 2018.The store's imminent closure also came as an unpleasant surprise to some of its most loyal customers."It's sad to see it go," said Perkins Township resident Amy Coleman, who has shopped at Bertsch Jeweler for more than 20 years. "It's been part of the community for as long as I can remember. I always liked the different pieces of jewelry and necklaces and rings she had, but I kept coming back because they always gave me the best care and knew who I was."Sandusky resident Jim Semon, who's patronized Bertsch Jeweler for about 30 years, echoed Coleman's sentiments."They were always friendly and always made you feel at home, like family," said Semon, who, along with his dad and son, both also named Jim, bought their wives' wedding rings from there. "Michelle would always ask about my kids and our family. I went in there Thursday because of their closing sale, and it was nice to see Michelle, but it's unfortunate what's going on."Michelle Bertsch-Herold holds a colorful Le Vian necklace for sale at James A. Bertsch Jeweler & Gifts in downtown Sandusky on Thursday, April 19, 2018.Throughout the decades, as downtown-based businesses closed or relocated, turning Sandusky's business district desolate and unattractive, Bertsch Jeweler stayed, acting as a constant pillar in a shaky and risky commercial district.And with an unwavering persistence and an enduring belief in Sandusky, its presence, whether directly or indirectly, encouraged other entrepreneurs to set up shop across downtown.Today many credit Bertsch Jeweler as a catalyst for downtown's rebirth, evident by several entities collectively investing tens of millions of dollars tied up in ongoing investments.Founded by Jim Bertsch, James A. Bertsch Jeweler & Gifts in downtown Sandusky first opened in 1952 but soon relocated to its present-day location at the corner of Columbus Avenue and West Market Street. The shop specializes in selling jewelry, rings, bracelets in addition to repairs and remounts."We would like to thanks Bertsch Jeweler for its significant contribution to the Sandusky merchant community," city manager Eric Wobser said. "Bertsch Jeweler is an institution in downtown Sandusky, and it persevered even as other businesses exited downtown. Its ability to withstand those difficult years has significantly helped to usher in downtown Sandusky's current revitalization. We are thankful for them and wish Michelle and the entire Bertsch family the best in their future endeavors."In the coming weeks and months, Bertsch-Herold said she needs some time to figure out her next journey in life. It could include opening a new jewelry store on Kelleys Island.But no matter what she does or where she goes, Bertsch-Herold hopes to run into her loyal cusotmers, who are more like friends these days, for just one more casual conversation about each others' lives."I just want to thank everyone, from the bottom of my heart, for their support during all these years and still supporting me to this day," she said. "I'm very blessed just to be a part of James A. Bertsch Jeweler."Michelle Bertsch-Herold stands at a counter inside James A. Bertsch Jeweler & Gifts in downtown Sandusky on Thursday, April 19, 2018. After 66 years in business, including 62 at the shop's present-day location on Columbus Avenue and West Market Street, Bertsch-Herold intends on closing the business in the coming days.Reach reporter Andy Ouriel at ouriel@sanduskyregister.com and follow him on Twitter @AndyOuriel.A diamond freeform necklace sits on display at James A. Bertsch Jeweler & Gifts in downtown Sandusky.