by Peggy DeBlois | photography by Jose Leiva

Republic Jewelry & Collectibles was established 40 years ago, opening its current location in 1992 on Center Street. The real history here goes back to a young boy on his bicycle in 1958.

Counting back

It’s 1958 and 16-year-old Dan Cunliffe Sr. has nothing better to do than ride his bike around Lewiston with his best friend. They turn a corner and see the once-famous DeWitt Hotel on Pine Street boarded up and ready for demolition. Naturally, they both drop their bikes on the curb and get inside to look around. 

Dan Cunliffe Sr., founder of Republic Jewelry & Collectibles, remembers the day clearly. He says there was one room stuffed full of furniture, and he and his friend climbed over the items blocking the door to fully explore it. 

“I saw a desk and opened the drawer, and found some old coins,” recalls Cunliffe Sr. “I was fascinated by them. That’s where it all started for me.”

A few years later, Cunliffe Sr. found himself working at a Lewiston woolen mill, where he moved up to supervisory positions—learning a lot about people. He took his experience and secured a position at the local Wonder Bread as the store manager, where he learned what it takes to run a retail operation. Through it all, he was spending his weekends going to coin shows, trading and buying. Finally, in the 1980s, he decided if he was going to work 80 hours a week, he wanted to work for himself doing what he loved most – buying and selling coins.

Cunliffe Sr. recalls sitting on their deck and telling his wife, Dot, that he had resigned. She remained silent for a few minutes before responding. 

“Well, everything so far has been pretty good,” said Dot. “So whatever you want to do, I trust you.” 

Cunliffe Sr. then had to tackle getting a commercial business loan, which he found impossible, so he started his business with a revolving line of credit. 

Counting on connections

That same week, while having breakfast at The Big S in Auburn, Cunliffe Sr. had a chance meeting with a traveling salesman. The salesman was impressed with his entrepreneurial spirit, and suggested he add gold jewelry to his coin business. He offered him some of his pieces on commission. Cunliffe Sr. added to that inventory with help from a friend who worked at Service Merchandise, and by making trips to the jewelry districts in Boston and New York. Soon, his services were in high-demand, going door-to-door selling coins and, primarily, gold chains. 

By 1984, Cunliffe Sr. was so busy with his door-to-door clients that he decided to accept an offer from his friend at the Lewiston Mall to set up tables in the hall. Cunliffe Sr. agreed it would be a good solution over the holidays, but was so successful that he stayed in that hallway from November 1984 to July of 1987. Every night, he packed his wares into the back of his station wagon and brought it home.

Store Manager, Chrissy Ames

“People couldn’t believe the risk I took being there, and packing up my inventory every night,” Cunliffe Sr. laughs. “Once the Lewiston Police noticed, they were very good to me, keeping an eye on me at closing time.”

While at the Lewiston Mall, another of Cunliffe Sr.’s acquaintances suggested he get into sports card collections to entice the kids who were always in the mall. It was an instant success, leading Cunliffe Sr. to get his college-aged son, Dan Cunliffe III, to help him go into the business of card collecting.

Counting on the community

Dan Cunliffe III is now owner of Republic Jewelry & Collectibles. He explains that by 1992, his father had also been buying and selling commercial and residential properties for years, and they felt the time was right to open their own retail store. The family prides itself on being a longtime family business with something for everyone: jewelry, coins, sports memorabilia, even Beanie Babies. 

“We serve customers of all ages here,” says Cunliffe III. “Many of our customers used to come in here as kids to buy sports cards, and now they come in for engagement rings.”

A full-service jewelry store, Republic Jewelry & Collectibles provides appraisals, sales, and design. Unlike chain stores that are sent inventory determined by a buyer far from the actual location, Republic Jewelry & Collectibles offers customers a unique selection that is always changing. They are also always available for appraisals of jewelry and coins. Republic Jewelry & Collectibles also buys estate jewelry, providing another reason for customers to stop in regularly to see what’s new in stock. 

Currently, the oldest piece in the store is a coin that dates to 100 BC, says Store Manager Chrissy Ames. The most valuable pieces are a Rolex watch and a diamond ring, each priced at $35,000, with a true retail value of $50,000 if purchased elsewhere. Ames adds that the estate jewelry is extremely popular due to the sales price being about half the price of a new piece; estate jewelry accounts for about 85% of jewelry sales. 

Cunliffe III recalls a recent walk-in client, an elderly lady with a necklace she hadn’t worn in years. She was hoping to sell it for $50 to add to her meager fixed income. It was worth $500.

“She was in tears,” says Cunliffe III. “We never underestimate the worth of what we see, nor do we ever lie to our customers.”

Cunliffe III attributes the success of Republic Jewelry to his dad’s commitment to being an honest, ethical businessman. 

“My Dad has been a great role model,” says Cunliffe III. “Seeing his passion and having his help along the way makes me want to carry on that tradition.”

The Cunliffe Family

Counting on the surprises

At Republic Jewelry & Collectibles, the best days happen with surprises that walk in the door. Both generations of Cunliffe encourage local people to think about what they have in their home safe or their jewelry box that might be worth a lot more than they realize. 

They tell the story of an older couple who came into the store with a penny. As soon as Cunliffe Sr. saw it, he went out back to get his coin books. The woman recounted her story of receiving it from her mother’s estate, which mandated it could not be sold but must go to auction. Her mother had received it from her father in 1942 before he left for World War II, where he was killed fighting in the Philippines. 

The penny was a 1793 Strawberry Leaf Cent, one of only four ever minted. The penny had an estimated value of $235,000. The family brought it to auction and sold it for $460,000, and then it showed up again four years later at another auction where it sold for $862,000. 

In terms of surprising sales, Ames adds that bullion (bulk pure silver or gold) is a huge sell, as many people look at it as a safe investment. Also, since the COVID-19 pandemic, sports cards have become popular, with many customers finding cards worth thousands of dollars in the sets purchased at Republic Jewelry & Collectibles. 

Not all collectibles are a long-term success, warns Cunliffe Sr. For example, the Beanie Baby craze of the 1990s was fun for customers, but it never promised to be a form of investment.

“I never gave anyone any advice on any collectible,” laughs Cunliffe Sr.  “With Beanie Babies, I always reminded them to enjoy it, and if you make money with them one day, then you’re a hero.” 

Republic Jewelry & Collectibles always works hard to bring in whatever is trending, including the mini-Beanie Babies included in the McDonald’s Happy Meals. During that time, Cunliffe Sr. and Dot were at their Florida home, and answered the call from Cunliffe III that customers were desperate for them. Cunliffe Sr. became a daily customer at the local McDonald’s in Florida to expand the inventory at Republic Jewelry, but it meant he had 30 to 40 Happy Meals in his ’89 Cadillac almost every day. In their Florida community, he became known as the Cad Man, driving around and giving away the meals to low-income families and homeless people. 

Counting forward to the future

A visit to Republic Jewelry & Collectibles will prove its diversity of product, and warm, welcoming atmosphere. There is nothing intimidating or pretentious about this jewelry store. It’s a true family business – though Cunliffe III and Ames perform the day-to-day work, Cunliffe Sr. and Dot are always in the background. 

Cunliffe III says they are busy all the time, but are also committed to following the market to offer what’s in style and trending. He does plan to expand the autographed memorabilia section, as it has become a big draw with jerseys and balls that many people come in just to see. His youngest son and a daughter are both involved in Republic Jewelry & Collectibles as well. 

Ames has been with Republic Jewelry for 25 years. She attributes her longevity to simply loving the business. 

“When I first started here, I knew nothing about jewelry or collectibles,” says Ames. “Now, I understand that this is a dynamic business that keeps you on your toes.”

Ames says one of her favorite parts of the business is seeing repeat customers. 

“We offer trade-ins on estate jewelry purchases,” says Ames. “If you bring back an estate piece you bought from us in re-sellable shape, you will get every penny you paid to upgrade.” 

For example, explains Ames, if you purchase an estate piece for $100, then come back next month and see something you like better, Republic Jewelry will buy back the original piece at $100, as long as you are spending at least $100 on the new piece you have selected. 

Both Cunliffe III and Ames credit Cunliffe Sr. and Dot with giving them free reign to make decisions. 

“The most valuable lesson I learned in business was taught to me years ago when I was a young supervisor at the mill,” explains Cunliffe Sr. “A good manager has to train someone to take his place, without worrying about losing his own job.”

Cunliffe Sr. has always been goal-driven, and at 82, has set a new goal. 

“I want to live longer,” he says, grinning. 

He wonders what he would do if he didn’t keep working, as he receives daily gratification from his business. He admits he loves the customers, the employees, the research and work involved in appraisals, and most rewarding is doing it all with his son and wife. 

“Dot and I agree that we want to keep working until we are 90, because we are still very healthy,” explains Cunliffe Sr. “If we achieve that goal, our new one will be 99!”

Republic Jewelry

Auburn | RepublicJewelry.com