By Tamanna Bhasin

A family-owned gem in Ottawa, La Maison d’Or, meaning “house of gold” in French, is a jewellery store that truly lives up to its name—in more ways than one. Beyond the glittering gold pieces showcased behind display cases, the gold promised in the name reflects the store’s commitment to its customer’s comfort and desires. Here, the elegance of the space is balanced by a genuine sense of hospitality, ensuring La Maison d’Or is not just a place to shop, but a space where customers always feel at home.

La Maison d’Or traces its roots back to 1949, when husband-and-wife duo Bill Sr., and Julie Harden founded Harden Jewellers in Hawkesbury, Ont. As the business grew, their sons Bill, Brent, and Reg, officially entered the fold. Now, after leading multiple expansions with his brothers over the decades, Brent Harden steers the family’s heritage forward with a single, prominent Ottawa store proudly boasting 75 years of tradition.

A fiery start

The family’s path to the jewellery industry was entirely unconventional. When Bill Sr. and Julie’s initial venture, a diner named the Astoria Grill, suffered a fire, the pair seized the opportunity to reinvent—emerging from the ruins to create a stunningly successful jewellery enterprise. Brent Harden recalls, “In 1947, they had a fire in the restaurant and my mother said, ‘Bill, we’re going into the jewellery business,’ and that was it. Mom was directing the show, and she was never the person who’d stay in a restaurant.”

Harden’s passion for jewellery, and his desire to form his own path within the industry, took root early on. “I’ve been in this and love this business for many years,” he says. “I grew up in it, and it was a very exciting time for me as a kid. It was amazing to learn from my parents how to treat people. I worked every summer and every weekend. And then at every Christmas holiday, I’d be working at that store right through.”

Yet, the jewellery landscape where Harden first learnt the trade was entirely different from the one he has evolved with. “Things were different then,” he explains. “The business back then was some watches, some jewellery and mostly giftware cutlery and household china, just like Birks—that was their main line then. And then, over time, everything was more about gold jewellery. Big gold chains, bracelets, and nugget rings, we sold all of it. We’ve seen trends of materials come and go.”

A warm atmosphere

La Maison d’Or distinguishes itself through its exceptional hospitality. Customers are greeted with genuine warmth from the moment they step through the door. Harden emphasizes the store’s commitment to creating a welcoming environment, likening it to inviting friends into one’s home. “We treat them like family,” he explains. “When you have a friend over, what’s the first thing you do? You ask, would you like coffee? Water? A glass of wine? We do the same in our store”

The store’s atmosphere blends old-world charm with modern comforts—featuring Italian-inspired plasterwork, crystal features, 12 seating areas, and a café area named Astoria Café as an homage to the original diner—to invite the customer in. 

“Our approach is very service-oriented,” Harden says. “We want customers to become our friends. Our whole philosophy is treating people really well, with lots of respect—it doesn’t matter their budget. We’re just enjoying the trade, looking to create a beautiful piece of jewellery that can stand as a legacy for future generations.”

With an impressive 4.9-star rating on more than 430 reviews, La Maison d’Or’s dedication to exceptional service resonates deeply with its clientele. The combination of a friendly atmosphere, attentive service, and elegant surroundings ensures that every visit is memorable. Harden notes, “People can look up our reviews and say: Hey, that’s a brand I want to deal with.”

A strategic approach

Recognizing the importance of both retaining loyal customers and attracting new ones, La Maison d’Or has always employed a multifaceted marketing strategy. “Part of the secret to the store’s success is marketing. It’s a commitment to make the business grow, but a lot of jewellers do not do that,” Harden says. “The most expensive thing is to acquire new customers. If you treat your old customers very well, you bring them back—that’s the most valuable part of the business.”

Harden recalls his early involvement in the business’ marketing, “I remember doing marketing for my parents when I was around 16 years old. Fifty years ago, we had a special celebration for the store’s 25th anniversary, and I got the mayor to come. We cut the ribbon, had a special celebration, and got the local papers to take pictures.” 

La Maison d’Or actively engages in various marketing channels to reach potential new customers. “We do radio advertising, digital marketing, and direct mail. It’s a complete look,” Harden says.

Ultimately, La Maison d’Or’s enduring success is a testament to the Harden family’s dedication to both their craft and their customers. As Brent Harden advises, “Stay focused. Stay passionate about what you do. If you’re not passionate about what you’re doing, you shouldn’t be in it. Remember, the only reason you’re there is because you have customers who, by allowing you to make a living, are allowing you to live.”