The Jewelers focus of new reality show ‘Vegas Rocks’

Another Las Vegas retail establishment is ready for its TV close-up.

And if “Pawn Stars” made stars of the folks at downtown’s Gold and Silver Pawn Shop, maybe “Vegas Rocks” will do the same for The Jewelers.

The company’s flagship Western Avenue store provides the backdrop for a new series scheduled to launch an extended shoot today.

“From what I understand, it’s going to be a true reality show,” with cameras focusing on “daily transactions” and resident jewelers making “special pieces” for customers, according to Benny Yerushalmi , who works in the family business founded by his parents, Mordechai and Vicki, in 1976.

This isn’t the first time that Pilgrim Film and Television, the studio behind such reality hits as “Dirty Jobs” and “American Chopper,” has filmed in Southern Nevada; previous local forays include “The Ultimate Fighter” and “American Casino.”

And it’s hardly the first time that The Jewelers have been on screen; in addition to providing jewelry and watches for Martin Scorsese’s “Casino,” Mordechai Yerushalmi had a small role in the 1995 twilight-of-the-mob saga, playing — in a real stretch — a jeweler.

Double feature: A pair of locally produced features continue shooting in Las Vegas and beyond.

“After Romeo and Juliet” goes into its third week of production at locations from the Boulder City museum to the town of Nelson.

Directed by Ryan Golchuk , the movie recounts — in flashback — a documentary-style drama of high-school romance, family feud and tragedy, according to producer Terry Hayden , as one of the victim’s relatives tries to “figure out who’s telling the truth.”

Hayden’s producing the movie with Stephen Levy and Randy Carels . Leading the cast: Gabriel DeSanti as Roman Lee, the tale’s resident Romeo character; Lisa Maria Smith as Julia Booth, alias Juliet; Brian McGee as Roman’s brother Lefty; Phil Valentine as defense attorney Anton Strommer ; and Rusty Meyers as a character Hayden identifies as “Rusty the drunk.”

Another locally produced drama, director David Schmoeller’s “Little Monsters” — about two child murderers trying to start over as they turn 18 — continues production this weekend at the University of Nevada, Las Vegas, reports producer May May Luong .

Casting about: Speaking of UNLV, the university’s film department will hold an open casting call on campus Sunday afternoon, offering “actors of all types and experience the chance to collaborate with the successful filmmakers of tomorrow,” according to Schmoeller. Tryouts will be from 1 to 3 p.m. in Room A-106 of the Classroom Building Complex; auditioners should bring current headshots and résumés.

And the Food Network’s “Chopped” is looking for Las Vegas-based chefs “ready to take their game to the next level” on camera, according to “Chopped” casting director Beth Schiff .

Schiff plans a November visit to Las Vegas to conduct on-camera interviews with 50 or more possible contenders; apply at

Quick takes: Beyond “Vegas Rocks,” several other reality series keep rolling around town, including the second season of History’s “American Restorations,” the fourth season of Bravo’s “Top Chef Masters” and a new series, “The Linemakers” — about local oddsmakers — which is expected to launch Discovery’s new Velocity channel next month.

In addition, Japan’s Nippon Television is scheduled to shoot on the Strip and at the Fremont Street Experience for “Another Sky,” a series featuring special guests discussing special places. And members of Cirque Mechanics , veterans of Cirque du Soleil and other renowned circus companies, plan to film (and rehearse) at Dream Vision Studios this week for a touring show.

Carol Cling’s Shooting Stars column appears
Mondays. Contact her at (702) 383-0272

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