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Talk of the bay

Gem of an idea flourishes as side business in flowers, wine

By TOM ZUCCO
Published January 16, 2006

It kept happening over and over, so Tom Silverberg decided to do something.

Men would come into one of Silverberg's jewelry stores to buy one of those "get out of the doghouse" gifts for their wife or girlfriend. They'd also ask where they could get flowers or a good bottle of wine to ensure forgiveness.

A wine license and a few hires later, Silverberg now has a full-service florist and a wine selection at each of his three stores.

One-stop redemption.

"Now they can really look like a hero when they come home," said Silverberg, owner of the Jess Jewelry stores in BayWalk in St. Petersburg and in two locations in Bradenton.

Silverberg, 44, grew up in St. Petersburg and worked in his family's jewelry business before heading out on his own. Jess is Silverberg's middle name and the name of his great-grandfather.

Silverberg said he never asks what the offender did to get into his predicament, but the sales tactic has worked well, even when the order is reversed.

"I've had men come in just to buy flowers," he said, "and end up buying jewelry, too."

[Last modified January 12, 2006, 22:39:02]