Rubels and jewels

Barbara Diamond

The Rubel family has replaced the Hayes family in the snazzy

remodeled jewelry store at 246 Forest Ave.

“We are a 75-year-old family-owned business,” said certified

gemologist appraiser, David A. Rubel, a Laguna Beach resident like

the rest of his family. “My grandfather started the business and now

my father, my brother and I run it.”

The business is named for Rubel’s father, Fredric H. Rubel.

Rubel’s family operated stores in the Shops at Mission Viejo and

the Main Place mall, until they had the opportunity to open in Laguna

and they moved out of Main Place.

The Rubels and the Hayes are long-time residents of Laguna and

long-time business associates of Hayes Jewelers.

“We carried Rolex watches and the Hayes brothers serviced them for

us,” said David Rubel. “We always said if they ever thought of

retiring to talk to us. They really liked service better than retail

and they are still doing all of our Rolex service.”

Store hours are 10 a.m. to 6 p.m., Monday through Saturday; and 11

a.m. to 6 p.m., Sunday.

A grand opening is planned for sometime in September, after the

completion of the exterior remodel, which includes the facades of

Scandia Bakery and Clothes Minded (the $15 store), all part of the

same building, and landscaping of the alley behind it.

“We are thinking of connecting it to a local charity,” Rubel said.

“We’ve lived here for ever and we love having a shop here.

The clan consists of Rubel’s parents; his wife, Kerry, and their

two children, Mike and Evan; brother Gary, his wife Belinda and their

two daughters, Claire and Charlotte.

For more information, call (949) 494-3513 or visit

www.Rubeljewelers.com, created by locals Dan Shapero and Russell

Pierce.

BLOOMING BUSINESS

Laguna Flower Co. owners Yoshi Haga and her mother, Micky Ford

celebrated the grand re-opening of the shop on July 23. The renovated

shop sits in front of the center tower at the Lumberyard Mall, 384

Forest Ave.

“Yoshi’s the designer and the decision maker,” Ford said. “We are

the local florist. I’ve lived here for 25 years. Yoshi graduated from

Laguna Beach High School [class of 1997].”

The mother/daughter team has owned the company for three years. It

was previously located in the back of the patio, near the ramp to the

upper level of the mall.

“We are a full-service florist,” Ford said.

The store is equipped to create floral arrangements from a single,

romantic rose to bountiful bouquets for homes and businesses, as well

as weddings and funerals.

Regular accounts are welcomed. Monthly accounts include 230 Forest

Avenue Restaurant and Bar, Furioso Salon and Levin & O’Conner,

attorneys.

The shop is open from 9:30 a.m. to 5 p.m., Monday through

Saturday. No website yet. For more information, call (949) 497-1236.

Some neighboring shops in the Lumberyard helped celebrate the

grand reopening. Fawn Memories and Dutch Door stayed open for the 5

to 9 p.m. party. C.J. Rose hosted a trunk show featuring David Kahn’s

latest designs in his Denim Wear Line and Elizabeth Hammond’s

one-of-a-kind jewelry.

* DOING BUSINESS is a periodic feature of the Laguna Beach

Coastline Pilot. Contributions are welcomed. Mail to Barbara Diamond,

P.O. Box 248, Laguna Beach, 92652; fax to (949) 494-8979;

hand-deliver to 384 Forest Ave., Suite 22; or call (949) 494-4321.