— Rhetory

Editorial

Jan 10

Published in ‘The Collection, BY COMPASS’ summer 2019

Experiential Infatuation—Four local businesses that are pulling out all the stops for customers.

Consumers today aren’t settling for just a good meal or a comfortable stay. Instead, they’re perpetually on the hunt for well-rounded experiences—those defined by personalized service, pervasive ingenuity, and memorable flair. And while brands occupying a traditional space in the world of hospitality may seem more suited to meet these ever-soaring expectations, the DMV community has quite a few surprises in store. As a local venture enthusiast, I invite you to get to know four businesses that are serving up amazing experiences in places where—and how—you may least expect it.

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Market Street Diamonds

When I broke my watch a few years back—yet continued to wear it purely for aesthetic reasons—I just got used to everyone giving me a hard time. Why didn’t I just go get it fixed, you ask? The truth is, I’ve always been intimidated by jewelry stores. In my experience, I’ve found them to be decidedly uninviting, and I was wary of simply asking for a repair when there was a whole store full of not-so-hidden gems just waiting to be discovered. Then my friend recommended Market Street Diamonds. I knew how nervous she had been to get her engagement ring resized—to the point where she was almost resigned to the fact that it would always be too big—so when she relayed her experience, my interest was piqued.

What I found in turn was a high-end, boutique jewelry store with all of the coveted sparkle, yet none of the familiar indifference. Moments after walking in, I was greeted by Dino Lonzano—CEO and lead designer—who is known for his larger than life personality and knack for making everyone feel at home in his store. And even though I was there for a simple watch repair, I was treated the same as if I were shopping for a diamond necklace. That’s the charm of this shop—the service you receive isn’t tied in any way to the level of purchase you’re going to make. And then, of course, there’s the quality of the technology and services they provide. From diamond cutting, to jewelry repairs and more, the talented team is well-equipped to not just fix whatever is broken, but to truly make it shine once again. The artistry doesn’t stop there, though—the jewelers also specialize in an impressive variety of custom projects, such as engagement ring design and the repurposing of older stones. Above all, Dino and his team understand that jewelry bears an emotional significance for people—from family heirlooms passed down through generations to gifts that commemorate special moments in time, which explains why their approach is so heartfelt. Ultimately, Dino’s clients are like family to him. On one occasion, he even loaned a long-time client her “something blue” for her wedding—in the form of aquamarine and diamond earrings, no less. Since my initial visit, I’ve referred countless friends here for any and all of their jewelry needs, and each one has recounted a similarly exceptional yet personalized experience.

Once I started going to Market Street Diamonds, I never looked back. And I’m certainly not the only one who feels that way—on any given day, the store is brimming with people who have been coming here their whole lives. They say diamonds are forever...but in this case, so is the experience itself.

Washington Center for Dentistry

For as long as I can remember, going to the dentist has been one of my least favorite chores. Thanks to the interchangeably sterile environments, lackluster service, and predictably judgmental delivery of any news—good or bad—I became quite the expert over the years on avoiding the task altogether. That is, until I discovered Washington Center for Dentistry.

Although the office is situated conveniently in downtown DC, walking in feels like an escape from the fast-paced city life just beyond its doors. Designed to help patients relax before their appointment, the reception area is characterized by soothing tones and carefully selected décor that exudes a welcoming blend of sophistication and coziness. And better yet, patients are encouraged to help themselves to the water and juice bar or to make use of one of the computer stations fully equipped with Wi-Fi.

But aside from the atmosphere itself, what really keeps people coming back is the level of service they receive every time. From the receptionist to the dentists themselves, each phase of the experience is distinguished by expertise, attentiveness, and authentic interest in the patient and their well-being. WCD is also recognized for their work in cosmetic dentistry, focused on bolstering clients’ confidence in one of their most prominent attributes—their smile.

Above all, the team here strives to get to know their patients and forge genuine connections with them, which as you can imagine makes the whole endeavor infinitely more enjoyable. I mean, seriously—do you know anyone else who is actually friends with their dental hygienist?

If it sounds like I’m describing a high-end experience, there’s a reason—it wouldn’t be uncommon to rub shoulders with some of Washington’s elite here. But then again, you may just walk out feeling like a celebrity yourself.

Parkway Custom Dry Cleaning

I used to think of my dry cleaning errands as purely transactional. It didn’t matter where I went or what service I needed, the experience always seemed to be characterized by an apparent desire to get customers in and out in the least possible amount of time above all. And truthfully, I was okay with that—until I visited Parkway Custom Dry Cleaning.

Nestled in picturesque Chevy Chase, Parkway Custom is a luxury dry cleaner that’s out of another era, which is fitting, as the store itself opened its doors back in 1926. Here, patrons aren’t greeted by a cursory phone number inquiry, but rather by a dedicated team that genuinely cares about the purpose of their visit. Whether you’re seeking cleaning, alteration, or restoration services, the Parkway mission is simple: to treat every customer’s clothing like it’s their own. And the best part? They actually do. The differentiators range in scope—from returning a garment only when it’s truly ready to wear (no more self de-tagging or loose threads), to offering free delivery to all clients within their MD, VA, and DC service area. Once, I was too busy to pick up a dress for a friend’s wedding—to the point where I had almost forgotten about it entirely—and Parkway not only called to remind me, but offered to drop it off that same day at no extra charge. The highly skilled staff of 30 also offers specialized hand finishing, with every item undergoing three levels of inspection before being marked as complete.

Thanks to their tailored service and uncompromising dedication to their craft, Parkway Custom provided me with the dry cleaning solution I didn’t even know I needed. It comes as no surprise, then, that they are the preferred local vendor for a slew of high-end retailers such as Nordstrom, Saks Fifth Avenue, Versace, Chanel, and Hugo Boss, which seems fitting—they are cut from the same cloth, after all.

“We are only as good as the last item we cleaned, which is why our team strives to help every client experience the Parkway difference.”

— Jon Simon, President and CEO of Parkway Custom Dry Cleaning

Nothing in Between

If getting your nails done is a part of your weekly routine, there’s a good chance you’ve become accustomed to the toxic smells, loud noises, and hectic vibes that are typically a defining part of the experience. All too often, it’s just another box to check off a lengthy list instead of an opportunity to unwind. And then there are people like me, who find the whole endeavor so stressful and rushed that we often end up skipping it entirely. So, you can imagine my surprise when I ambled into Nothing in Between, a Virginia-based non-toxic nail bar and spa.

With wood accents, ample greenery, and stylish furniture, the space itself feels more like a modern boutique than a traditional salon, which makes sense, since NIB is far from traditional, as its name suggests. Their mission? To provide an eco-friendly, high-end nail and spa experience that is tailored to every customer’s needs. A world away from the hurried atmosphere of so many other salons today, Nothing in Between presents its customers with a chance to escape from their daily routines by providing a space to relax and disconnect. According to owner Jade Kim Trusso, what they’re truly offering is an inside-out approach to beauty. NIB isn’t simply focused on the end result, but rather the experience they’re curating and the positive effect that can have on a client’s state of mind. But make no mistake, Jade’s team takes great pride in their work, which is infused with a level of artistry hard to find in the industry today. Jade is also conscious of her spa’s impact on the planet, which is why she exclusively sources non-toxic, plant-based, and cruelty-free products, and in turn why customers aren’t assaulted by harmful toxins for the duration of their visit. Take one scroll through NIB’s Instagram, and a common theme you’ll notice is the emphasis on self-care. If you think about it, there’s a certain power in taking back your own time, in slowing down to re-charge for the inevitable pressures life will throw your way—a concept that is central to the NIB experience. But what can we do when even that doesn’t seem like enough? Well, never underestimate the power of a fresh manicure.

Editorial