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Perrara is one of those words you probably don't know the meaning of.
But, man, does it ever exude cool -- exotic, refined, elegant, enigmatic.
"It does sound good, doesn't it?" asked Lisa Maloney with a laugh.
"It also feels good. A store called Perrara is a place where there can only be good vibes."
By the way, Perrara is a Latin adjective meaning rare and exceptional.
Thus, it's an ingenious name for a store that bills itself as a luxury retailer of engagement rings, wedding bands and other fine jewelry.
The store at 590 KLO Rd., conveniently located beside Bliss Bridal, was previously known as Canadian Jewelry Exchange or CJEX for short.
Part of Canadian Jewelry Exchange's business has always been buying and selling pre-owned jewelry, which owner Maloney likes to call "pre-loved jewelry."
But the business also sells stylish, new, designer jewelry.
The rebrand to Perrara covers the new jewelry business and CJEX remains to represent the 'pre-loved.'
It was Maloney's niece, Sabrina Jones, who also happens to be a personal jewelry consultant at the store, who came up with Perrara.
"I was researching aesthetically pleasing words and Perrara stood out," she said.
The new name debuted last month at the open-concept, double-height minimalist store.
The official grand opening sparkling-wine-and-cake-pops reception was last night and the grand opening continues today and tomorrow with a special offer of 15% off everything in the store.
The business was founded by Maloney's mom and dad, Carole and Carl Maloney, in the 1970s as Jewelry Exchange in Saskatoon.
In 1991, the family moved to Kelowna and Canadian Jewelry Exchange set up shop on downtown's Bernard Avenue.
In 2017, the store moved to its current location on KLO Road.
"I grew up in the jewelry business and I can't imagine doing anything else with anyone else but my family," said Maloney.
That's why her mom and dad are still around and involved in the business, as is her sister Sharon Matthes and her nieces -- the aforementioned name guru Sabrina Jones and fellow personal jewelry consultant Sara Shipley.
The store's specialty has always been engagement rings and wedding bands.
"It's our sweet spot. It's what we do best," said Maloney.
Engagement rings can contain lab-grown diamonds, which are a real trend, for less than $2,000 or natural, earth-minded diamonds for more.
"There are so many more celebratory gift occasions that call for beautiful and long-lasting fine jewelry," said Maloney.
"That's why we have other rings, earrings, necklaces and bracelets for Christmas, anniversaries, birthdays, push (when a woman gives birth), graduation and just-because."
Perrara's typical customer is a fun and successful 25-to-35-year-old woman who's getting engaged.
With her comes her fiance, who also needs a wedding band.
And then that couple tends to become customers for life as they buy fine jewelry as birthday, anniversary and push presents.
Perrara's flagship jewelry brand is Tacori, a modern-meets-vintage designer from California.
The store has just started to carry pieces from Birks, the classic, heritage Canadian brand.
There's also modern designs from Simon G., unique jewelry from Parade and designs from Canada's Noam Carver and Carlex.