THE RULERS OF ENGAGEMENT ROBBINS BROS. RINGING IN NEW LOCATION IN GLENDALE.

Byline: Brent Hopkins Staff Writer

GLENDALE - Forget that two months' salary - Steve Robbins knows there's a much bigger investment in getting engaged.

As chairman and chief executive of the Fullerton-based Robbins Bros., he makes a living off studying how people get hitched. A third-generation jeweler, working in the business nearly all of his 46 years, he's seen his share of nervous beaus come wandering into his shops. With his latest spot opening today, the immense former bank at the corner of West Colorado Street and Central Avenue, he expects to see many more. And as always, they're going to need a lot of help to get that diamond solitaire onto their lovely lady's finger.

``The guy doesn't know what to do,'' Robbins laughed, touring his new location. ``He's never done it before, but she wants the fireworks. If she wants to go to Venice in a gondola, we can set 'em up. We'll make him a hero in her eyes.''

While purists may balk at the idea of having a company set up a marriage proposal, there's an undeniable market for Robbins' business. The chain, launched in 1994, is slowly spreading throughout the Southern California region and operating local stores in Canoga Park and Torrance. Though luxury items are generally the first to be cut from discretionary spending in tight times, industry watchers say the engagement business remains relatively secure.

Robbins Bros. expects to bring in $56 million in revenue for 2001 - before factoring in added sales from the seventh store. This is up from $44 million last year, Robbins said, and most stores have been seeing more than 25 percent growth on an annual basis for the last four years.

``Engagement is always going to be strong regardless of the economy or what's going on in the world at large,'' said Michelle Orman, a spokeswoman for the New York trade association Jewelry Information Center. ``People are always going to fall in love, and they always want to get married.''

The same gloomy mood that has enveloped much of the retail world has proved to be an unintentional boon for the marriage industry.

``I've seen that marriage license requests are actually up since the Sept. 11 attacks,'' Orman said. ``Especially during times of distress, people want to express their love for one another.''

Robbins certainly hopes so - he's got 12,000 new square feet to sell rings in. From $300 models for young lovers tight on cash or $50,000 stunners for heavy-on-the-hip executives, the gargantuan Glendale store boasts a wide range of rings. In addition to the traditional solitaires, the stores have a series of follow-up gifts, seeking repeat customers looking for anniversary gifts. The Glendale store, intended as the prototype design for a possible nationwide expansion, also boasts private viewing areas for couples shopping together, a cappuccino bar, and a couch and TV.

The latter aren't for couples, Robbins explained, but for the reluctant guy shoppers.

``We know how it can be kind of, um, stressful for a guy,'' he laughed. ``We can calm him down, let him watch some sports, get him some coffee, and then we can have fun.''

CAPTION(S):

3 photos

Photo:

(1 -- color) Steve Robbins, chairman of Robbins Bros., examines some of the engagement rings that will be available at the jewelry chain's new store, opening today at the corner of West Colorado Street and Central Avenue in Glendale.

(2 -- color) Beaming with pride, Steve Robbins shows off his company's newest engagement ring store in Glendale.

(3) Display designer Samantha Hendershot and chief executive Steve Robbins check out a jewelry display Friday, getting the Glendale Robbins Bros. store ready for its opening today.

John McCoy/Staff Photographer