Today we’d like to introduce you to LESLIE LEVINE.
Hi LESLIE, we’d love for you to start by introducing yourself.
I’ve always been creative. I studied Fine Art in college and originally thought I’d pursue a career in graphic design. While I was in school, I took a part-time job selling jewelry, and I quickly realized I loved helping people find something beautiful that made them feel special.
After college, I continued working with my husband’s family business, Fire & Ice. My father-in-law recognized that I had an eye for visual merchandising and selecting unique jewelry. Together with my husband, we helped open and rebrand multiple store locations, learning every aspect of the business—from buying and merchandising to customer service and marketing.
In 2002, we decided it was time to create something that reflected our own vision, and we opened BeJeweled in downtown Norfolk. It was an exciting opportunity to build a store from the ground up and create a place where customers could discover artisan jewelry and gifts they wouldn’t find anywhere else.
Since we lived in Virginia Beach, I always dreamed of eventually opening a store here. That dream became a reality in 2014 when we opened our Hilltop location, where we’ve continued to grow and become part of the community.
My Fine Art background has influenced almost everything I’ve done. I’ve designed store layouts and display cases, built our website, take product photography, created marketing materials, and continue to oversee the creative side of our business. I still love working on our website because it lets me combine my artistic background with my passion for creating an experience that reflects who we are.
Looking back, I realize I’ve been fortunate to build a career that combines art, entrepreneurship, and connecting with people. It’s incredibly rewarding to help someone find a piece of jewelry that celebrates a special moment or simply brings them joy.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road, but I think that’s what makes owning a small business so rewarding. Retail is constantly evolving, and every few years it feels like you’re learning an entirely new way of doing business.
When we first opened in 2002, having a website was almost optional. Today, it’s essential. We’ve adapted through the growth of ecommerce, social media, online advertising, and now artificial intelligence. As customers change the way they search for products, we’re continually evolving our website and content so people can easily find the information they’re looking for, whether they’re searching through Google or using AI tools like ChatGPT.
Beyond technology, we’ve also navigated economic downturns, changing shopping habits, and shifts in consumer preferences. Every challenge has required us to rethink, adapt, and find new ways to serve our customers.
One thing that hasn’t changed is our commitment to offering beautiful, unique jewelry and providing exceptional customer service. Trends come and go, and technology continues to evolve, but building relationships with our customers has always remained at the heart of what we do.
I think the biggest lesson I’ve learned is that you can never become complacent. The willingness to keep learning, adapting, and embracing change is what has allowed us to continue growing after more than two decades.
As you know, we’re big fans of BeJeweled. For our readers who might not be as familiar what can you tell them about the brand?
BeJeweled was created with the idea that jewelry should be as unique as the person wearing it. From the beginning, we’ve focused on offering artisan-made jewelry and gifts that customers won’t find in big-box stores or chain jewelry retailers. We carefully curate our collections from talented artists and designers around the world, choosing pieces that are beautifully crafted, distinctive, and made to be treasured.
Our jewelry ranges from genuine gemstone, pearl, and sterling silver designs to ancient Roman glass, sea glass, porcelain, niobium, and colorful art glass jewelry. We love introducing customers to unusual materials and sharing the stories behind them. In fact, one of the things we’re known for is educating our customers about gemstones, materials, and the artists who create the pieces they wear.
While jewelry is at the heart of our business, we’ve also become a destination for thoughtful gifts. We carry a carefully selected collection of greeting cards, home décor, and unique gifts, making it easy for customers to find something special for any occasion. We believe the experience doesn’t end with the purchase, so we also provide complimentary gift wrapping to make every gift feel extra special.
What I’m most proud of is the brand we’ve built over the past two decades. We’ve created a warm, welcoming store where people enjoy browsing, learning, and discovering something unexpected. Many of our customers have been shopping with us for years, bringing in their children and now even their grandchildren. Those lasting relationships mean more to me than anything else and are the reason we’ve been honored with multiple Best of Coastal Virginia awards.
At the end of the day, we want people to leave BeJeweled feeling like they’ve found something meaningful—whether it’s a beautiful piece of jewelry, the perfect gift, or simply an enjoyable experience they can’t find anywhere else.
Success for us has never been about being the biggest. It’s about creating an experience people remember and a place they’re excited to return to.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I’m not sure I believe in luck as much as I believe in hard work, curiosity, and being willing to take risks. Throughout my life, I’ve always pushed myself to learn, grow, and challenge myself creatively.
When I was in college, I actually switched my major from Illustration and Graphic Design to Fine Art because I wanted to be challenged. In Fine Art, there isn’t always a clear assignment or a right answer—you have to create your own vision. Looking back, I think that mindset has shaped the way I’ve approached business. I’ve never been afraid to take on new challenges or learn something completely new if it would help us grow.
When we built our Hilltop store, I poured myself into every detail. I designed the layout, the display cases, selected the lighting, and even chose the chandelier because I wanted the space to feel warm, welcoming, and reflective of our brand. Those details matter because they create an experience for our customers.
If there was one bit of luck, it was finding our Hilltop location. We’d been hoping to open a store in that area for several years, and one day I drove up and saw the “For Lease” sign. I remember calling my husband and saying, “This is it.” Fortunately, everything came together, and it turned out to be exactly where we were meant to be.
In the end, I think opportunities come along, but it’s what you do with them that matters. Hard work, perseverance, and a willingness to keep learning have played a much bigger role in my journey than luck ever has.
Contact Info:
- Website: https://shopbejeweled.com/
- Instagram: https://www.instagram.com/shop_bejeweled/
- Facebook: https://www.facebook.com/bejeweledva
