WUSF Public Media Celebrates a 20-Year Partnership With Armel Jewelers

SARASOTA -- WUSF Public Media recently honored Armel Jewelers for its 20 years of radio and TV sponsorship. The family-owned business, with two locations in Sarasota, has been a dedicated WUSF program sponsor since 1991.

Founded by Sid Melnick 75 years ago in Staten Island, New York, Armel Jewelers opened its first branch on St. Armand’s Circle in Sarasota in 1967.

"When we moved here in the 1960s, the Circle was just developing," says Michael Melnick, Sid's son and now CEO of the company. "My father fell in love with St. Armand’s and soon established long-lasting relationships with the other merchants. The Circle proved to be a very successful location for us."

In 1986, the Melnicks opened a second store at Southbay Fashion Center in Osprey, which Michael's brother, Jonathan, ran for 18 years. Michael Melnick relocated that store to Bay Street Village and Town Center in Osprey three years ago.

"Through Sid's leadership–and the continued leadership of Michael and his staff–Armel Jewelers remains a West Coast Florida treasure," says JoAnn Urofsky, WUSF’s general manager. "We're delighted to partner with them."

Michael Melnick, who began his career as a geologist, joined the family business when he moved back to Sarasota in the early 1970s. Now a certified gemologist appraiser, Melnick notes that Armel Jewelers is a member of the American Gem Society, an organization dedicated to upholding an ethical standard for the jewelry consuming public.

"This is significant since the AGS sets the standards in America’s gem industry and only one percent of the nation’s jewelers are admitted to it," says Melnick. "We're proud to be among that one percent." He adds that Armel remains the only jeweler certified by the American Gem Society in the Sarasota area. "Clients trust us for our ethical practices, fair pricing, and unparalleled services," he says.

Melnick is an avid listener of WUSF 89.7's news talk programming and a fan of such television shows as Burt Wolf, NOVA and Nature on WUSF-TV 16. He says that Armel recently expanded its support by underwriting programming on WSMR, WUSF's all-classical station covering Sarasota, Manatee, Charlotte, Desoto and Hardee counties, as well as parts of Pinellas, Hillsborough, Polk and Lee counties. "We support WUSF because we believe in its mission and what it brings to the table," he says, adding that, as a graduate of USF, he also has a "personal connection."

Melnick notes that WUSF's core audience matches the profile of the customers Armel seeks. "These are curious, educated people who share a passion for the finer things in life. They seek first-rate services and experiences that are beyond the ordinary–and we fulfill those expectations. It's a perfect fit." He adds that WUSF members often "thank us for our sponsorship. They make a conscious effort to support businesses that support WUSF."

Pam Dangler, Armel’s CFO, agrees that the firm benefits from the relationship with WUSF.

"Michael Melnick carries on his father’s high standards and these standards are the reason we support WUSF Public Media,“ says Dangler. ”WUSF shares our passion for excellence. The station's viewers and listeners do, too. The WUSF audience shares a sense of intellect, taste and perception–the same qualities that describe our clientele. We like to say that WUSF is the finest media jewel in the area; we’re happy to help it shine."