Marks Jewelers is one of the oldest businesses in downtown Lawrence and the 14th oldest jewelry store in the country operating out of its original location.

Brad Parsons, president of the store at 817 Mass., says embracing the store’s history is the secret to its success.

Sol Marks opened the store in 1880. Since then, much in the store has remained the same, and Parsons intends to keep it that way.

“Our niche in this business is trying to keep things the same,” he said.

Shoppers walk by Mark's Jewelers, a fixture in downtown Lawrence.

The jewelers at Marks still use some of the original tools that were used in the 1880s. All jewelry work is still done in-house, too, said Parsons, who uses an optical magnifier from the late 1800s. He also deals with some of the same suppliers the store has had for more than 100 years.

The showroom furniture is also original. Julie Martin, Marks bookkeeper, said a lot of people come in just to see the antique cabinets.

And, of course, the wares are still the same.

“A fine platinum and diamond ring is no different in 2004 than it was in 1880,” Parsons said.

As much as he tries to keep things the same at the store, change is inevitable.

The biggest competition Parsons faces is people’s discretionary spending. People can choose to spend money on a new car or a trip to Australia instead of fine jewelry.

But Parsons said he wasn’t intimidated by the alternatives. The selling point of fine jewelry is its everlasting and appreciating value, he said.

“We just try to educate people to the value of jewelry,” he said.

While people may have more ways to spend their money, they’re not abandoning Marks. Last year, was Marks’ best year ever, Parsons said.

“It boils down to the belief that in Lawrence, in my experience, if you’re doing a good job in whatever you’re doing, you can do well,” Parsons said.