Paul’s Jewelers in West Allis, a Milwaukee suburb, has launched a unique in-store coffee shop named the 7Cs Cafe. The name cleverly combines the four Cs of diamonds—cut, color, clarity, and carat—with the cafe’s offerings of coffee, chocolate, and cookies. Founded by Polychronis “Paul” Antonopoulos in 1967, the store has become a staple in the community, now under the ownership of Mircea “Mitch” Prejbeanu, who took over about four and a half years ago.
The cafe starts serving at 7 a.m. on weekdays and Saturdays from a custom gold-wrapped trailer outside the store. Once the jewelry store opens at 11 a.m., service shifts to an indoor coffee bar. This dual setup allows the cafe to cater to early risers and jewelry shoppers alike, blending hospitality with the store’s core business.
From Jewelry to Hospitality
Current owner Mircea “Mitch” Prejbeanu took over Paul’s Jewelers about four and a half years ago. His first passion is hospitality, and he had long dreamed of opening a coffee shop after being laid off a decade ago. Prejbeanu initially set this dream aside while partnering with a friend to take over a jewelry trade shop from its retiring owner. After a decade of repairing and manufacturing jewelry, a customer offered him the chance to purchase Paul’s Jewelers, allowing him to merge his love of hospitality with the jewelry business.
A Sweet Addition
The 7Cs Cafe opened at the end of June after nine months of preparation. Prejbeanu was inspired by another jeweler who added a coffee shop called “the fifth C.” He decided to go further, adding chocolate and cookies to make it the 7Cs. This expansion reflects his commitment to enhancing the customer experience and creating a memorable visit.
The cafe has already proven to be a marketing success. Employees leave free drink coupons at nearby businesses, which has led to significant jewelry sales. One customer brought in a $250 ring repair, while another purchased a $1,600 pair of earrings. This strategy not only drives foot traffic but also supports community connections, aligning with Prejbeanu’s hospitality-first approach.
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Quality and Community
Prejbeanu prioritizes high-quality, sustainable products that support local businesses. The coffee is roasted locally and sourced globally, with a custom espresso blend created by an expert just 20 minutes away. This attention to detail ensures freshness and supports local artisans.
The cookies come from a Madison, Wisconsin bakery, and the chocolate is sourced from Tabal Chocolate, a local business that invests in women-led cocoa farms worldwide. This commitment to quality reflects the store’s values in sourcing and craftsmanship, mirroring the care taken in selecting jewelry materials and designs.
Looking Ahead
Though the cafe has only been open a few months, Prejbeanu is already planning improvements. He’s adding a “coffee buzz buzzer” to the store’s entrance, leaning into its speakeasy vibe. He also hopes to take the custom trailer to local events and fire stations, expanding the cafe’s reach and visibility.
The cafe has increased foot traffic, which benefits the store’s in-house services. Paul’s Jewelers prides itself on being a blue-collar jeweler, handling everything from repairs to custom designs. “We like to win one customer at a time,” Prejbeanu says, emphasizing the store’s commitment to personal service. With 85 percent of jewelry transactions still done in-store, this hands-on approach ensures a personalized and memorable experience for every customer.
