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Dinero and Goldie are our security team, they live
in hopes of confronting a prowler bigger than a squirrel!
During my recent illness (a stroke), I have had plenty of time to reflect on the purpose and direction of our company's future. Oddly enough, making more money was not paramount in my thoughts. By treating our clients like family, we all enjoy a wonderful lifestyle. Although my wife wouldn't admit it, there is not enough room for another pair of shoes in her very large walk-in closet. I have had to buy and train two attack dogs just to keep watch over all of our possessions!

I am one of the few people in this world who can admit that they have enough money. Unlike most businesses that are controlled by bean-counters, my grand plan involves making just enough money to keep the status quo. Therefore, I have the luxury of continuing to grow the relationships we have become heir to by treating all of our clients like they are important family members. That is the legacy I hope to leave to my family and employees. Thousands of people trust us and understand what we can and can't do for them. We just want enough to pay the bills and to continue to build the kind of relationships we have enjoyed over the last three decades. 

As far as I can deduce, here is why everybody does not buy from Capetown. I formed this company based on what I felt would be easily understood by the worldly type of people who buy expensive jewelry. It isn't just coincidence that our client list reads like a "who's who" of America's best and brightest. So, in the hospital I thought of how I could revise my business so that this large chunk of American audience would be sure to give us a real hard look. The largest problem we have is converting people under the age of 30. I don't know if it is the fault of schools or parents, but we have an army of mindless, soulless people roaming America that are scary. Because they are unfamiliar with the high-end jewelry business, they convert everything to numbers. They are completely devoid of perspective. They can't understand the difference between a traditional merchant who does not have a real commitment to treat his customers fairly, properly, and quickly and Capetown Diamond's Mission Statement.  Then it occurred to me that maybe I could be of some help to these vacuous souls. Because of my environment, I feel uniquely qualified to help a willing person design a blueprint for his life. And because for many years I was a vacuous, soulless misfit myself, floating through the ether, I know what it's like for most of them. Lucky for me, I ran into a mentor. A Texan in his mid 60's who was a citadel of common sense. His name was Dr. N.J. Rogers who had a controlling interest in Caesar's Palace. Without his good advice, who knows where I would be today.

Hopefully, now that I am in my mid 60's, I can provide the same type of mentoring to some of you reading this website. I have been experimenting on my son, and he has prospered greatly.

After a close brush with death, I have had a tsunami of well-wishing from vendors and clients including US Senators. This humongous outpouring of support was totally out of proportion compared to what one would expect when running a commercial venture. Capetown is not a church or a temple, and I hadn't reinvented the wheel. I was merely the youngest of seven, born on a kitchen table in the South Bronx - a neighborhood so mean and vicious that it took an hour to pass the scene of a crime. Most people in my " 'hood " knew the day they were going to die, the judge told them!

U.S. Senator Max Cleland and
Chairman Carl Ken Marcus
A total shock was a phone call that I received at the hospital from my wife telling me that one of my Hasidic suppliers flew in to visit me from Switzerland in order to pray for my recovery in person. When I awoke from my coma in the ICU, I was greeted by one of my close friends and clients, a high-ranking federal jurist named Joel Feldman. He presented me with a box of four giant Napoleons. After 21 days of being fed through my nose I was ravenous. Lordy, did those Napoleons hit the spot!! God bless you Joel. Because of this reception from such clients and friends, it was clear to me that we must be doing something right!

I normally do not pay much attention to politics, but my relationship with senator Max Cleland spans the last four or five years. He is a true American and a tremendous inspiration to anyone who is handicapped. He lost an arm and a leg in Vietnam, shook that off, and became President Jimmy Carter's head of the Veteran's Administration. Besides being a charming, positive thinker, he shares many of my beliefs - equality for women in the workplace, adequate health care for aging indigent Americans, and above all, he is a staunch advocate for free enterprise and small business. God bless you Max!

The following is a letter I received from Senator Cleland while in the hospital. His thoughts and prayers, along with all of the support I received from everyone else, sustained me through my paralysis where no amount of money would have helped.

Now, back to the point. Why doesn't everyone buy from Capetown? In today's market, faced with legions of competitors, all selling and promising the same thing, how can I demonstrate the significant difference between ourselves and our competitors to an astute buyer?  Looking into myself, I wondered what I would need to feel about a firm before sending a significant amount of money to a stranger in cyberspace.  I thought that the first thing a company would have to demonstrate would be an extreme amount of credibility. Next, I thought, in my empathizing with an astute buyer, that I would not like to do business with an unseasoned company.  Longevity and experience insure recourse in the event of an error.  In regards to longevity, Capetown has its roots solidly planted in historic Roswell, Georgia - we have even bought a new building there.  If an error pops up in the future, we will make it right, you have my promise.  The astute buyer realizes that without being a gemologist or horologist, issues of title, poor workmanship, malfunction, or authenticity could arise in the future.

Our newly finished sunroom insures
that we are not going anywhere.
We are here when you need us.
In short, I would want to spend money with someone who has been in business for awhile, at least a decade or two. The sophisticated buyer knows that when playing another man's game, they are at a disadvantage when not presented with valid and additional alternatives. For instance, it is known to very few that Rolex is changing its time-honored look on their Gold President. We are honor-bound to inform our clients that this fundamental change will take place in the near future. We pity the nouveau riche who has spent his entire life waiting to purchase a Rolex President, and now learns that the new watch he has just bought has been rendered obsolete. Whether it be interior landscape design, architecture, or web design, there is no substitute for dealing with a seasoned professional who has a passion and commitment for what he does, with checkable references to back it up! When I finished my thoughts, I realized that we are overwhelmingly superior to any competitor when it comes to credibility, longevity, passion,
Building the conservatory taught me that
there is no substitute for dealing
with seasoned professionals
commitment, and expertise, not to mention selection
. Because we were the first in the industry (quite frankly we invented it), our company is well capitalized. Therefore, unlike the neighborhood jeweler or small discounter, we have sufficient funds to carry most important watches, diamonds, and jewelry in inventory.  In addition, we have an enviable vendor base. A company with the following attributes leaves a buyer with the feeling that there is recourse should something go awry and that he is being presented with a full panorama of options. When I finished sorting out these thoughts, I was so excited I called and woke my wife up after midnight to tell her that I finally found the secret ingredients of our company, and all I now needed was a quick way to let everyone know. She reminded me that she did not have the luxury of lying around in the hospital bed all day, and that I should call my webmaster to get the word out as soon as possible.

Building the conservatory led me to three law suits with contractors, so believe me when I say, there is NO SUBSTITUTE FOR SEASONED PROFESSIONALS. Likewise with the database for my website. Each of the 10 people that I asked said "Piece of Cake" and wanted to take on the job. "Where is that piece of cake?" is what I'm wondering now.

Stay the Course
Main Menu to come!

If you have digested the above, I have one more bit of knowledge that will convince you of our integrity and honesty. Let me emphatically state that my family and I are not in our business specifically for money! Why not? Because we already have more money than a rational person would need. We are in the enviable position of being well enough financed to the point where we are able to not make a sale if it involves breaching the truth. After much soul-searching, I recently turned down a six million-dollar cash offer for a small percentage of Capetown Diamond, and thusly it should be apparent that my wife, son, and myself get more pleasure from this business than we would have gotten from the six million-dollar offer. The
With a house full of such beauty, like this
magnificent malachite & gold Doré French clock,
who could need more?
thing that makes our business such a pleasure is our clients. They are a delight. Most of them belong to the group that one could say is America's "movers and shakers."

  For every sale that we make, we anticipate that we are building a lifelong relationship with our new client, we expect to sell their son a diamond engagement ring, and furthermore, we expect our family to be your jeweler of choice for life. We base this on the relationship we share with our clients and vendors. Some go back almost 30 years. They treat us as if we were family, we hope to promulgate this camaraderie with you. Otherwise, our efforts are wasted, because we only profit through long-term repeat business and referrals. Our business is not a short term, single sale type organization. We are in it for the long-term.

Now let's get to the bottom line of this old man's ramblings. Here is what Capetown offers:  reputation, longevity, universal selection, an unmatched guarantee of authenticity, a lifetime of recourse, and an unprecedented lifetime watch repair guarantee. The astute reader, by now, should know that there is not a chance they would be cheated or mislead by myself or anyone in my company. You truly can trust us. I expect my son to be doing business with you well into this millennium, and wouldn't jeopardize that relationship.

In a non-commercial vein, I would like Capetown's website to be a guide to literate young men and women who have elegant aspirations. Many young people today, as a result of the Internet economy, have fallen into large sums of money. It takes great sagacity, and a wise mentor, to know what to do with newfound wealth. Socrates once said, "An unexamined life is not worth living." Hopefully, I can prompt some young people towards examination. Having raised an exemplary son who followed most of my suggestions and having lead a unique life myself, I feel qualified to guide other young men, ages 20-50, in some of the more obscure sides of life: marriage, dating, love, employment, and other such arcane things as buying a dog, a car, how to dress, health, exercise, and nutrition. I feel uniquely qualified to act as an advisor since I have spent the last 65 years not only participating in life, but examining the world we live in. As a client of Capetown, you become privy to this vast store of information that resides between my ears.  Of course, I will respect your privacy and devote as much time to you as research allows. Obviously because this is a free service, neither I nor Capetown Diamond can assume any responsibility for how you use the knowledge gained from your encounter with our website, other than for buying jewelry. If I could help someone, it would be my joy.


*NEW!! - 08/27/03*
A Frank Discussion Regarding After
Market Accessories and Rolex Watches

*NEW - 05/23/03*  *Revised - 06/29/03*
Never Give Up
(Thanks to those who've helped me through since my stroke)
(The dedication of our building)

*03/11/03* *Revised 09/18/03*
What is Quality?

A Frank Discussion Regarding Buying a
Rolex through a Non-Authorized Rolex Dealer

 Precautions to Take Before Spending Large Sums of Money *12/06/02*
(or 'Examples of Jewish Horse Sense')
 Buying an Engagement Ring *12/03/02*
 The Art of Holiday Gift Giving *12/03/02*
  The Art of Accepting a Gift *8/29/02*
  Why Doesn't Anyone Seem to Listen Anymore? *5/02/02*
  Why People Are Full of Crap *5/02/02*
  Finally, something for the ladies! *4/23/02*
 Thinking of Buying a Motorcycle? *4/20/02*
 What's all this buzz about Jews? 
 The Art Of Gift Giving 
 What kind of person spends $10,000+ on a Fine Watch or piece of Jewelry? 
 You've become a Financial Success, now how do You handle it? 
 Buying an Expensive Car 
Are you really in love? Should you get married? Take our instant test and see!
Thoughts about Divorce
Thoughts about Having a Mistress
How to Find a Girl
Thoughts about Plastic Surgery
Picking out the Right Wine/Tipping.
Do you Really Want to Buy a Dog???
Proper Nutrition.
How to Choose a Lawyer.
What is this thing called Love?
Buying Life, Health, and Disability Insurance.
Old Fashioned Values
Dress the Part!
Seeking Employment.
How to Choose a Doctor.
Essential Reading.
Investing for Profit.

This 1985 Corniche Rolls Royce Convertible
is the embodiment of art on wheels.

To my dear friends and clients, I dearly thank you for allowing me this type of lifestyle. I would appreciate any comments that you have about this website, positive or negative. I am in a business in which you must exude a sincerity, elegance, and artistry to attract clients . As previously mentioned on this website, you, our client, or potential client, have, given me a lifestyle that I could have never imagined by way of your purchases, confidence, and referrals. To myself, wife, and son, many of our clients are role models. We would be happy to become role models to some of you. During my time in the hospital I came across a wonderful collection of words which I must have read hundreds of times. We have made this our life's mission statement.

To Achieve Success, you must remember your A, B, C's

Avoid negative sources, people, places, things, and habits.
Believe in yourself.
Consider things from every angle.
Don't give up and don't give in.
Enjoy life today, yesterday is gone, tomorrow may never come.
Family and friends are free mentors, seek them and enjoy their riches.
Give more than you get.
Hang on to your dreams.
Ignore those who try to discourage you.
Just do it.
Keep trying no matter how hard it seems, it will get easier.
Love yourself first and most.
Make it happen.
Never lie, cheat or steal, always strike a fair deal.
Open your eyes and see things as they really are.
Practice makes perfect.
Quitters never win and winners never quit.
Read, study and learn about everything important in your life.
Spend your money wisely.
Take control of your own destiny.
Understand yourself in order to better understand others.
Visualize it.
Want it more than anything.
Xcellerate your efforts.
You are unique of all God's creations, nothing can replace YOU.
Zero in on your target and go for it.


If this website has aroused any further interest in our company, we would like to hear from you. Additionally, if you think that a website would be a help to your business, I would be very happy to review your firm and give you an approximate cost. You may phone, fax, or email me at your leisure.


National Mail Order Center
270 E. Crossville Road
Roswell, GA 30075
Phone: (404) 365-9503    Fax: (404) 365-0176 or (770) 645-0450
Hours: 10:30-6 M-F EST (Saturday by chance)