Master Jeweler Tom Cunliffe knows an opportunity when he sees one. Owner and operator of Goldworks for the last 14 years, Cunliffe understands that it’s not just the product that sells, but also the placement. “Pardon the cliché, but it really is location, location, location,” says Cunliffe.

The new home of Goldworks couldn’t be better anchored.

Situated at the former Big Apple Gas & Food Store between KFC and Irving Circle K at 33 Center Street in Auburn, Cunliffe is hoping the high-visibility store will allow his jewelry business to take advantage of the high traffic flow.

“Having the mall location was ideal at the former plaza because it allowed the company to grow into what we are today,” said Cunliffe. “But with this visibility and traffic flow, I’m looking at this building as an investment not only into the company, but for future success.”

Auburn Mayor Richard Gleason, Lewiston Mayor Larry Gilbert, state representatives, the Lewiston-Auburn Economic Growth Council, Androscoggin Chamber of Commerce and Cunliffe’s family, friends and employees gathered at the new location on Friday for the ribbon cutting.

A family-owned business committed to serving the community, providing excellent customer service and expertise in the selection of quality fine jewelry and jewelry repairs, Goldworks showcases a friendly atmosphere and prides itself in making every customer feel valued and cared for.

“Friends tell friends about us,” says Cunliffe. “It’s been our model for 14 years, and it’s what we pride ourselves on.”

Originally located at the 120 Center Street plaza in Auburn, the company has grown to hire five employees and grosses nearly a million dollars in sales annually. Cunliffe is hoping the new location will allow him to do more, especially in time for the holidays.

The company’s business is built on volume, quality and customer service, allowing Goldworks to pay high prices for merchandise and yet remain competitive. “Everyone’s buying and selling gold right now,” says Cunliffe. “It’s on the television, radio and a dozen storefront signs throughout Lewiston and Auburn. Of course we do gold, but we are actually a full-service jewelry store, something that the ‘We Buy Gold’ signs have sort of diluted.”

In addition to in house jewelry repairs, jewelry sizing, free cleaning, appraisals, watch battery replacement and custom jewelry design, Goldworks also carries items from local artisans, including beautifully crafted stoneware, platters, serving bowls, vases and mugs from Annie’s Pottery.

“Lewiston-Auburn has the reputation as the community for business opportunities,” said Lucien Gosselin, president of the Lewiston-Auburn Economic Growth Council. “Goldworks represents another member of the community seizing an opportunity in the marketplace. They saw the location, made the investment and now they have a business on one of the most traveled roads in the Twin Cities.”

Goldworks new retail location will be open Monday through Wednesday from 9 a.m. to 5 p.m., Thursday and Friday from 9 p.m. to 6 p.m. and Saturday from 9 a.m. until 5 p.m. Tapping into social media, Cunliffe hopes to get the word out on deals in time for the holiday season.

“Our difference is we pay you more and provide excellent customer service to make you happy. That’s what separates us and that’s why our customers keep coming back,” he said. “We’re in this for the long haul, not the quick sale.”

For more information about Goldworks, see www.goldworksme.com, call 782-7575, email goldwrks@aol.com, or visit their new location at 33 Center Street in Auburn.