Affton Jeweler Carries on His Family Legacy

Affton businessman Denny Hoffman is a jeweler, just like his father before him. And just like his father, Hoffman hopes to create a legacy that he, can one day, pass down to his own sons.

Hoffman boasts 25 years of hands-on experience in jewelry design and repair. He spent his formative years working alongside his father in his downtown jewelry store, Hoffman Jewelers. These were the experiences that helped Hoffman determine his own path in life.

For him, there was never any question; he was sure he would follow in his father’s footsteps.

“I just always liked it that my dad was his own boss. He makes the times and the prices and all that,” he said.

So, upon graduation from Affton High School in 1987, Hoffman set out to do just that.

“I apprenticed with my father for about five years, making jewelry, sizing and repairing,” he said. “I learned a lot by starting polishing. If you can’t put a good finish on a piece, then you might as well just start all over, because the finish is the ultimate reward. Especially when a customer comes in and you show them the piece and they give you a big, ‘Wow. Oh my god, that looks great.’”

Two years ago, Hoffman transitioned to an Affton location at 9700 Mackenzie Road, Suite 128 in the Mackenzie Professional Building. What is now known as DEH Jewelers, Inc. is still very much of a family run business. His father is still involved the store. His mother handles the books and his sister helps out in the store.

DEH has gone from being primarily a jewelry repair shop to more of a design outlet.

“We have a machine that’s called a ROFIN laser welder. It welds all the stuff together, versus back in the day we would use a torch and solder and we would melt things,” he said. “With the welder, you just basically pinpoint where you want the weld to go. It’s like a little beam of light that welds all the rings together. I don’t know how I could work without it right now.”

Hoffman has also acquired a gem matrix computer automated program that will allow them the precision of computer design.

“So if you had an odd ball shaped stone, a lot of times you have to try to alter something in the metal, but with the program, we’ll be able to design it to the size of the stone that you have,” Hoffman said.

He is hopeful that these are the things that are things that will help set apart from the major competition.

“I just want to get more people in the door... show what a small town person can do; what kind of customer service and quality they can get. It’s not all about going to the big person,” Hoffman said.