BARGAINS; A GEM IN CHATSWORTH : INSIDE INFO.

Byline: Trisha King and Deborah Newmark

When it comes to buying fine jewelry, comparison shopping is extremely important. Explore retail prices in ads and retail stores, then see how much further your money will go at Denny Lesser Fine Jewelry.

For example, a high-end department store has hoop earrings in sterling silver on ``sale'' for $19.99 instead of the regular $40 price. The everyday price at Denny Lesser's is $7 to $10. If you prefer hoops in 14-karat gold, the price is $25 to $30 ($50 to $120 retail).

Original designs by Denny Lesser feature large, South Sea Island black pearls. Our favorite was a ring featuring a large, 13mm black pearl and accented with nearly a quarter-carat of diamonds for $980 (a matching pendant was $875). We found a similar ring on ``sale'' in a high-end department store for $1,995 (regular price $3,990).

In addition to having a selection of jewelry unlike that found in chain stores, Lesser's can be flexible, with two jewelers on the premises. For instance, if you find a ring you like but would prefer another kind of gemstone, Lesser's can swap the stone and adjust the price in just a few minutes. A mall jewelry store would probably have to special-order the ring.

Denny Lesser's also carries a selection of watches, new and estate pieces. You can special-order watches like Seiko and Citizen for 50 percent below retail; higher-end brands such as Movado or Ebel are discounted 40 percent. Depending on inventory, special orders for watches take one to 10 days.

Anyone wanting a customized piece of jewelry will find the staff very helpful. Plus, if the piece doesn't turn out quite as you imagined it, you are not obligated to buy it unless it was personalized. The same goes for layaway; if you change your mind, your deposit and any payments are fully refunded.

Denny Lesser Fine Jewelry is located at 9927 Topanga Canyon Blvd., Chatsworth; [phone]. Hours are 9 a.m. to 6 p.m. Monday through Saturday, 9 a.m. to 4 p.m. Sunday. Appointments are available before and after posted hours. Mastercard and Visa are accepted.

Friday's Child produces one-of-a-kind, custom clothing for infants and teens, and baby patchwork quilt sets at prices sustantially lower than what fine department stores charge, depending on the fabric. Department store prices start at $100. This service is also ideal for hard-to-fit and physically disabled children. Their patchwork quilt set, which includes the quilt and pillow, starts at $85, (retail stores start at $200) and can be personalized at no extra cost.

Call Friday's Child to schedule an appointment at [phone]. Hours are 9 a.m. to 6 p.m. Monday through Saturday. Cash or check only.

You can save money by repairing your Birkenstock shoes instead of buying new ones. Billy's Birkenstock Repair Center specializes in all repairs for Birkenstocks. Rather than pay $85 for a new pair of Birkenstocks, you can have your existing shoes resoled for $28. Billy's also repairs Swedish clogs and western boots as well as regular boots. Billy's Birkenstock Repair Center is located at 601 N. Glendale Ave., Glendale; [phone]. Hours are 10 a.m. to 7 p.m. Tuesday through Friday, 10 a.m. to 6 p.m. Saturday, 10 a.m. to 4 p.m. Sunday. All credit cards accepted, but not personal checks.

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PHOTO Denny Lesser is the proprietor of Denny Lesser Fine Jewelry in Chatsworth.

Charlotte Schmid-Mayback/Daily News