Golden Castle jewelry store celebrates 20 years

SPARTA — On Oct. 16, 17 and 18, Steve and Ilana Bitlisli will be having a big anniversary sale to celebrate 20 years in business at their store, Golden Castle Jewelers. Bitlisli grew up in Istanbul, Turkey, amid a family of jewelers. He came to the United States in 1985 and is now a citizen. His wife Ilana was born in Israel and also comes from a “jewelry family.” She has been in the US for 31 years and is also a citizen. Both are certified gemologists and Steve is also a bench jeweler and designer. Steve was in the jewelry wholesale business, and Sparta was part of his territory. When a local retail jewelry store went out of business, he leased the space and began his own business. Ilana and Steve met through their business relationship. Ilana was a diamond dealer and sold merchandise to Golden Castle. They met in 1995 and married in 2006. Ilana has two sons: Jonathan, 29, who co-owns a jewelry retail store in Long Island with the Bitlislis; and Ronnie, 26, who works in the financial industry and also lives in Long Island. Steve has one son, Johnny, who is nine years old. When a jewelry couple gets married, one can’t help but wonder the nature of their rings. Ilana’s engagement ring is a five-carat emerald cut diamond set in platinum with a matching wedding band. Steve is more traditional, and wears a plain yellow gold band. The Bitlislis work closely as a team and said their skills and personalities compliment each other. Steve specializes in design and quality repairs while Ilana uses her experience as a wholesaler to focus on buying inventory. The couple has lived in Sparta for five years, and Steve has operated the business for 20 years. “During this time, many customers have become friends,” he said, “We have watched children grow and have shared many happy occasions with them.” Now, adult children visit the store for their jewelry needs such as engagement rings, wedding bands and baptismal and christening gifts. The Bitlislis said they have observed the middle class disappearing. “Customers are spending more carefully as families are facing challenges financially,” Steve said, “Golden Castle continues to work with customers by providing various venues for accommodating their jewelry needs.” The store buys gold, silver and diamonds and offers an option for selling jewelry through estate consignment. Additionally, a layaway plan is offered and Steve can also design a new piece or redesign an existing one to accommodate a customer’s budget. Golden Castle directly imports diamonds, fancy colored diamonds, treated and untreated color stones, most with certificates, and they carry brand name jewelry and watches, such as Hidalgo, Movado and Rolex. Throughout the store you can see many exclusive pieces designed by Steve, finished in platinum. The store was remodeled in 2005, and future plans include expanding to include gifts, registries and a wedding center. The 20th anniversary sale will be held from 10 a.m. to 8 p.m. on Thursday, October 16, from 10 a.m. to 9 p.m. on Friday, October 17 (with cocktails from 6 p.m. to 9 p.m.) and on Saturday, October 18, from 10 a.m. to 5 p.m. The store is located at 191 Woodport Road in Sparta. For further information, call 973-729-0344.