For example, endurance race car driver Nick Boulle of Dallas-based de Boulle Jewelry notes that there is a shared passion between people who love watches and cars. “It’s done a lot for client crossover,” Boulle says. “We’ve built great relationships over a shared passion. We’ve had groups of up to 25 people with us at the races.”

Stephenie Bjorkman of Sami Fine Jewelry in Fountain Hills, AZ, who competes in risky sports involving horses, says her passion for horses has become an integral part of her business by recognizing the potential of that horse-loving customer niche. “My staff gets excited if someone walks in the door with horse s— on their boots!” she says. “Horses are expensive, and horse people can afford jewelry!”

Hockey player Michael Kanoff of Michael’s Jewelers in Yardley, PA, decided to sponsor his team by buying jerseys, which turned out to be a great idea because he’s picked up many new customers who play in the league and sold an engagement ring to one of the league referees.

At the very least, these 10 jewelers have something to talk about, whether or not they consider themselves to be daredevils.

Nick Boulle, president of de Boulle Diamond and Jewelry in Dallas and Houston, TX, in his racing gear (left) and with sister Emma, father Denis and mother Karen.

Race-Car Driver
Nick Boulle, de Boulle, Dallas, TX

Endurance race car driver Nick Boulle has raced at famous tracks across the United States and Europe, from Daytona Beach to Le Mans. Highlights of his racing career include winning the ROLEX 24 Hours at Daytona in 2017 and finishing 7th at the Le Mans 24 Hours.

“I truly love to compete in all ways, and to me, motorsports brings together a lot of the things that I love,” Boulle says. “It requires physical fitness; you have to find solutions to complex problems with your teammates, engineers and mechanics; and it also involves creativity as you work to navigate and ‘see’ the perfect line and driving techniques to drive a car around a racetrack with constantly changing conditions at the absolute limit.

“Then you throw in the fact that you’re all alone in the car, under immense pressure, and the track is filled with people who want the exact same thing that you do in that exact moment, and it makes for a great show and an unbelievable test of one’s skillset.

“I find the feeling of being in the car fairly calming. Sometimes at the start of a race, I might get some nerves, but once the race begins, you are so focused that it all becomes really quiet. None of our daily worries are able to invade the space, and even after a driver change in the middle of a 24-hour race, you get out and immediately debrief with the engineers and the next driver on standby to figure out how we’re going to keep improving the car and our standings in the race at that moment.

“I think what’s made me stay so in love with the sport is that when you are at the racetrack, you are working with your teammates and the car in absolute sync towards a common goal. Life can be complicated, but with motorsports, when you are competing at the racetrack, everything is suddenly very simple. You want to win and succeed and move the car forward; life becomes binary.

“You’re so focused that it’s almost cathartic because it’s very calming being around a situation that’s so simple. You want to win.”

Ellie Thompson

Trail Rider
Ellie Thompson, Ellie Thompson & Co., Chicago

“Over the last 10 years, the challenge of riding technical trails and keeping my fitness optimized for long days on my bike has been a great source of inspiration and a way to reinvigorate my energy. I enjoy racing as well as joyriding, both as a solo rider and with friends! The sport is not without risk and peril: I have come back to it again and again despite three collarbone breaks, a broken leg and multiple surgeries.”

Racing and Heli-Snowboarding
Steve Quick, Steve Quick Jewelers, Chicago

Steve & Melissa Quick

Melissa Quick says while her husband, Steve, is no longer racing powerboats (the most dangerous of his hobbies), he is racing cars and heli-snowboarding. “He never makes it to the Arizona shows because he is back-country snowboarding from a helicopter in British Columbia or Alaska!”

Steve concedes he is an adrenaline enthusiast with a competitive streak, but doesn’t consider himself a daredevil, since he takes every safety precaution possible.

“I have friends who base jump and wingsuit; they are daredevils in my estimation. I want at least half a chance if something goes awry. Roll cages, oxygen, rescue teams above in helicopters, six-point harnesses are all part of my comfort zone.

Steve Quick’s high-powered catamaran, below, before it was badly damaged in a wreck, left. He has since moved on to car racing with strict safety protocols.

“I am rarely as focused and exhilarated as I am behind the wheel or on my snowboard. I have been racing boats most of my adult life. The fascination with speed on the water culminated with a 17-year career racing Powerboats Offshore. They were large high-powered catamaran hulls that are more aircraft than boat.

“A few years after my last boat race, Manos Phoundoulakis [of EXEC] suggested I join his Gem Besties automobile racing team. Melissa was always uncomfortable when I was at a boat race, rightly so as we saw many competitors die. Not so with the cars. Accidents can and do happen whenever you are going very fast in competition, but our safety protocols are very robust.

“Most people presuppose that I must love skydiving or motorcycles. Not so much. I do a lot of helicopter skiing. That would be the only thing I do that if a really bad day happened it could be the last one. Everything is relative, and to many people, I would fit the definition of daredevil. In my mind, I’m a reluctant one.”

Fireworks Expert
Chris Wattsson, Wattsson & Wattsson, Marquette, MI

Chris Wattsson works for the company that conducts Marquette’s official Fourth of July celebration complete with choreographed music and a laser light show at Marquette’s Ore Dock, an event that attracted more than 7,000 people this year.

“I’ve always loved fireworks ever since I was a kid,” Wattsson says. “Even at 6 years old, I was always playing with firecrackers. I’d take a coffee can and a soup can, drill a hole in the top, and when you light it, it shoots itself out of the water. I like the concussions and choreographing it to music.

Chris Wattsson of Wattsson & Wattsson helps set up and operate the o icial Fourth of July fireworks display in his hometown of Marquette, MI.

“I just love the explosions. People are parked all the way out watching it from the shoreline. It’s a four-day setup. We close for a while, too, because I’m gone for a week. I take a week off to work even harder: There are heavy racks to move around, 60 to 80 pounds, a couple hundred of them that you have to move.

“I have to board my dog, Echo, a Norwegian elkhound, across town. He hates my hobby!”

Pyrotechnics
J. Mason Cutchin, JMason Custom Jeweler, Chapel Hill, NC

“Pyrotechnics!!! Rockets, cannons and fireworks are all very satisfying after hours. As a goldsmith, I play with fire every day. The rules are the same. Planning and building for successful performance apply to jewelry and pyrotechnics. Great fun! I wonder how many jewelers want the term daredevil as part of their profile? Pyrotechnics is no place for a daredevil. Cycling and water-skiing days are over. Riding my old unicycle would be a daredevil stunt these days!”

J. Mason Cutchin

Skydiving and High-Altitude Hiking
Denise Oros, Linnea Jewelers, La Grange, IL

“My wonderful engineer husband, who is a licensed IFR pilot, loves flying planes, but me, well I love the adrenaline high of jumping out of them. The peacefulness of floating once that chute opens is like nothing I’ve ever experienced. You can see for miles, and you can hear every little thing when you’re coming down. Amazing!

“And I’m extremely fortunate that my best friend is an endangered-wildlife biologist. As soon as Vegas is over, she plans our hiking trip through the Zion Narrows, which were shut down because of the snow melt this year. Bryce Canyon, which is high altitude hiking, and we often carry oxygen with us. Escalante and the Grand Staircase are just endurance venues, and this year we hiked and became familiar with the flora and fauna of Capitol Reef. You can’t beat southern Utah for incredible views and amazing scenery!”

Motorcycle Racing
Tom Duma, Thom Duma Fine Jewelry, Warren, OH

“I used to race motorcycles professionally; in fact, I told my dad, who was in the jewelry business, ‘Don’t count on me coming into the business, because I’m going to make lots of money racing and retire by the time I’m 40.’ Well, the professional racing was true. The making lots of money and retiring at 40 didn’t happen! I got really injured (fell off at the Indy Mile at 120 mph) ending my dreams of a national championship. But I still race at an amateur level in the 60-plus class, and I just did a two-seater ride at Road America on a Suzuki 1000. Chris Ulrich was at the controls, and I was on the back. It is called a Two Up ride! We did 155 down the straightaway. I have video and pictures to prove that!”

All-Around Adventurer
Jennifer Hornik Johnson, Miller’s Jewelry, Bozeman, MT

“Oh, I’m a big risk-taker. Love the thrill! Call me an adrenaline junkie. Have been bungee jumping, sky diving, canyoning, rappelling, rock climbing. A couple years back, I ran off the side of a mountain in Jackson Hole, WY, (paragliding); it was awesome. I have also paraglided off the coast in Lima, Peru.

“One of my favorite trips was to Switzerland in college, where I went canyoning, mountain biking and bungee jumping in the Swiss Alps.

“Another uber-memorable trip was to Peru in my mid-20s. After spending some time living and volunteering in/near Cusco, I traveled the country with my dear friend, Allison. Our days were filled with once-in-a-lifetime experiences. We did stuff like whitewater rafting the Urubamba River and sand-surfing on the dunes of Huacachina! We also competed a multi-day Inca Trail Trek to Machu Picchu, of course. It was incredible.

Jennifer Hornik Johnson (left) with two friends at Machu Picchu in Peru.

“A final story I’ll share was a special skydiving trip taken with both of my siblings. My brother and I took our sister soaring as her college graduation gift. All three of us did tandem jumps for the first time that day in Southern California. Talk about family bonding! (We didn’t tell our parents about the risky (ad)venture until it was over and we were all three safely back on the ground, of course.)

“My next big adventure could be in Africa. I have been trying to schedule a trip to Tanzania to (hopefully) summit Mount Kilimanjaro and experience a safari.”

Reined Cowhorse Competitor
Stephenie Bjorkman, Sami Fine Jewelry, Fountain Hills, AZ

Stephenie Bjorkman holds five world titles in the sport of reined cowhorse.

“I compete and show horses all over the United States. I currently compete in the National Reined Cowhorse Association where I show in cutting, reining, and cow boxing. I also show in the American Quarter Horse Association, where I show in reining, cow boxing, ranch riding, and ranch rail.

Stephenie Bjorkman, owner of Sami Fine Jewelry in Fountain Hills, AZ, competes in the National Reined Cowhorse Association competition.

“In the reined cowhorse, lots of people get hurt. Horses fall on their riders at almost every show. Being around horses and cattle, you cannot control your environment. Both are animals and will kick, bite, buck, and do lots of unexpected things. Cowhorse is a dangerous sport where you show your horse in reining and then chase a cow. I have gotten bucked off, kicked in the head (concussions), bitten and dragged. I still love riding horses! My sport is very high speed and dangerous and gives you an adrenalin rush. I can’t get enough.

“I also raise miniature horses that I use for therapy, team-building events, etc. I have tons of horse clients (that I have met competing) along with our jewelry store clients who visit my miniature horse ranch (snugglefarms.com).”

Hockey Player
Michael Kanoff, Michael’s Jewelers, Yardley, PA

“I played hockey as a kid all through high school and loved it. I stopped playing once I graduated. Every year, friends would ask me to play men’s league ice hockey, but I had no interest. But one day, one of my buddies called and convinced me to start playing again after an 18-year break. I started playing in my mid-30s and quickly realized I was in awful shape. Hockey completely changed my life, as I started working out for the first time in my life and eating better just so I could keep up with kids 10 years younger than me.

Now in his late 40s, Michael Kanoff (center) of Michael’s Jewelers still plays competitive hockey.

“I have had my share of injuries. I broke my collarbone from playing and swore I was done playing at that point. But I missed it and went back to playing after a year. I’ve been playing men’s league ice hockey for 14 years now, and I feel like an 18-year-old kid when I play and a 70-year-old man for the next two days, but it’s worth all of the aches and pains. As I am getting older, a lot of the time I don’t feel like playing. But when it’s time to leave, I blast hip-hop, Metallica or Rage Against the Machine in the car ride over and I am good to go.

“I refuse to stop playing because that would make me old, and I think age is a state of mind. I have way more energy in my late 40s than I did in my 30s. I am now chasing kids around the ice who are 20 years younger than me; I can’t catch them, but I hold my own.”

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OWNER: Michael Fleck; ONLINE PRESENCE: 1,089 Google reviews (average 4.9); 7,800 Facebook followers; OPENED FEATURED LOCATION: 2008; RENOVATED: 2021; BUILDOUT COST: $950,000; FOUNDED: 1989; Opened featured location: 2021; AREA: 6,026 square feet; Buildout cost: $80,000; ARCHITECT AND DESIGN FIRMS: Leslie McGwire, interior design; Artco, case design; MJ Drafting & Design, architect; Joe Prieto, general contractor; TOP BRANDS: Gabriel & Co., Le Vian, Simon G., Roberto Coin, Charles Krypell, Lagos, Oscar Heyman ; EMPLOYEES: 9

Michael Fleck

SECOND-GENERATION JEWELER Michael Fleck caught the jewelry bug early in life, although he had to travel internationally to fully succumb.

“When I was about 16 or 17, I went with my dad to Antwerp, Belgium, instead of going to my own prom, and I was hooked from that point forward,” says Fleck. “It was my first time out of the country, and I absolutely fell in love with the industry.”

In Antwerp, he was surrounded by other jewelers on an IJO buying trip, and diamond dealers were delighted to take a kid under their wings. He learned about the personality of the jewelry industry. Ever since, his enthusiasm has been contagious.

Occasions Fine Jewelry was founded by Michael’s dad, Mike Fleck, who began his business with a thrift store rolltop desk, a card table and two secondhand cases in the back of a pharmacy owned by his uncle.

“While it wasn’t much, my father’s hard work and passion for the people he served shone throughout Midland,” Michael says. Occasions quickly outgrew the pharmacy and its next four locations, too.

Michael purchased Occasions from his father in 2014, allowing Mike and his stepmom Cathy to retire. “Since then, I’ve spent my days growing Occasions with the same care and compassion that my father set forth because I believe in raising perceptions of what a jewelry store ought to be,” Fleck says.

Occasions invites customers to view the magic that happens in the full-service shop through a wall of windows.

You wouldn’t be able to tell from the looks of it, Fleck says, but his current location used to be a rundown Denny’s. They purchased the building in 2008, and with the help of interior designer

Leslie McGwire, Fleck renovated it in 2021.

Fleck wanted Occasions to be a celebration of everything that’s best about Midland.

“I wanted this luxury feel that encompasses this desert prairie landscape, and Leslie started talking about different colors of taupe and putting in small pockets of greenery. All of these things started adding up and it was an instant of puzzle pieces clicking together. She understood what I was wanting to do.”

During construction, they built a miniature store within the store and moved it around to different exterior doors as they built around it.

While the finished showroom is calm and inviting, there are bursts of purple and orange, Occasions signature colors inspired by West Texas sunsets. The chandeliers capture the essence of the stars that fill the wide-open night sky.

The green living wall suggested by McGwire turned out to be a masterpiece of a vertical garden created and maintained by a local landscaper. “I spent a ton of money doing that, and people came in and said, ‘Wow, that almost looks real.’ I take it as a compliment that we made something so nice it looks fake. It livens the room up. I was surprised at what a statement it ended up making.”

As for the overall showroom, Fleck says he is ecstatic that it turned out exactly as he had envisioned it. “It was like someone got into my brain,” he says.

The Path to Success

Before joining the family business and after studying international trade and economics in college, Fleck worked for B.C. Clark in Oklahoma City. “They taught me a whole lot about elevated customer service and how to manage people gently,” he says. “I don’t think I ever heard a raised voice.

“They put me on that path to having a real excellent culture. That became one of my main missions. We had a good culture, but I wanted to define it and make it a driver of our company. In a lot of ways, our culture could not be further apart (from B.C. Clark), but the drivers are the same.”

One of those drivers is a cross-training program, beginning with a five-week mini-university for new Occasions employees. “It gives my team perspective on what their teammates have to achieve,” he says. “You are not going to be under-trained at Occasions. You will have a full understanding of excellent customer service, salesmanship and product knowledge.”

The importance of education was also instilled in Fleck by his father. During one of his first IJO shows, he attended a session led by jewelry sales trainer Kate Peterson. “That was kind of my first consultation with a jewelry expert, and my dad would tell me afterward that these people have been through it all and they know how to make these things run. My dad was in a constant state of learning. Learning to listen to our industry experts and be in a learning mode has helped the store along more than anything else.”

Team members at Occasions have diverse interests, speak multiple languages and are among the coolest people in Midland, TX, says owner Michael Fleck.

The Culture

When Fleck took over Occasions from his father, he wanted to keep the same personality he’d brought to the store. “Here, we like to have fun because we believe that happy employees create happy customers,” he says. “And, above all else, we believe in family over business, good wages and low turnover.”

Fleck encourages an enjoyable, relaxed environment by inviting employees to express themselves and contribute ideas. “My staff are hands-down the coolest people in Midland, Texas. There isn’t an age, nationality or demographic that isn’t represented here. That helps a lot in the store, having different voices and ideas.”

Employees are not asked to cover tattoos or wear matching outfits. “We have a dress code, but it’s an extremely lenient one,” Fleck says. “We ask that you just be clean, be neat and be yourself.”
Fleck ensures families come first by always staffing one extra person in each department to have coverage. “So, if you’ve got a child’s soccer game or doctor’s appointment to make, you have the flexibility to live life. And if you stick around for 10 years, I’ll send you to Hawaii to show you how grateful we are to have you.”

They’ve also crafted Occasions into its own character to allow their fun, unique personalities to shine through. The store is portrayed as funny, irreverent and charming with a heart of gold.

Fleck and his sister, Denise, company COO, convey this character through unique, quirky marketing campaigns.

The Experience

A savvy staff and a cool new building go a long way to providing the luxury experience Fleck wants for his clients.

They intentionally don’t have much technology in the showroom, not even a TV, to encourage more person-to-person connections. “After all, jewelry is personal and your shopping experience should be, too,” he says.

The showroom is designed to feel like an escape with its signature scent, rock ‘n’ roll playlist, fresh coffee and locally sourced wines. “We want to make sure your taste, sense of smell, touch, temperature, everything is exactly where we want it to be at all times,” he says.

Children are given a teddy bear wearing an Occasions T-shirt. “There’s something slightly magical about that,” Fleck says. “It’s one of those little touchpoints that makes us a little more special.”

Five Cool Things About Occasions Fine Jewelry

1. REALLY GREAT PARTIES. West Texas, known for a boom-and-bust cycle, can present financial challenges, but Fleck has found that throwing parties can break that cycle. “It lifts the mood when customers are trepidatious about spending money. Anniversaries and birthdays still happen, and we’re good at taking care of our clients,

2. ENGAGING THE SENSES. Occasions experimented with a video spot designed to showcase the way the store appeals to all of the senses. They created an ASMR (autonomous sensory meridian response) commercial in which they used whispering, intense sound design and methodical shots to create a serene effect. “It was one of our most viewed spots,” Fleck says. “And it captured just how quirky, fun and unique Occasions really is. Some people loved it; some hated it. We give the creative teams a lot of free range to experiment and we believe in new ideas.”

3. STAFF INPUT. The staff was involved throughout the remodeling process in 2021. As a result, they incorporated a one-button intercom system that connects each department, a pass-through drawer between the shop and POS area, music outside, extra niceties in the restrooms, umbrellas by the door and a signature showroom scent.

4. HIRING. Occasions associates look for people in the community who have potential as future staffers and collaborate to “steal” them. “We look for people who make that great first impression, who have a genuine warmth to them, who are not getting paid as well as they should be. And we look for an inner drive and resilence as well. Those things altogether usually make for a really good employee.”

5. THE RALLY. Occasions partnered with Harley Davidson to host a huge motorcycle rally in town. They made custom patches that they gave away to everyone in the rally, hosted a tattoo contest and donated $5,000 to organizations that provide housing and therapy to veterans. “It was one of the coolest ways we’ve reached out to our community and opened our doors to a niche demographic,” Fleck says.

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Kesslers
Grand Rapids, MI

An airy storefront with three walls of windows attracted the Kesslers Diamonds’ team to the space for their newest, and eighth, store, which now has a lounge, bar and booth seating. Founder Richard Kessler taught his team to treat the business as if it were their own, advice they took to heart, because when Kessler retired in 2019, the business became 100% employee-owned.

AMERICA’S COOLEST STORES 2023 SPONSORS

Shaftel Diamonds
Houston, TX

Keith Shaftel launched his business supplying loose
diamonds to wholesalers and local jewelers, later adding a retail showroom. With son, Danny, and daughter, Gaby on board, the family recently reinvented their store. Designer Jesse Balaity’s concept was based on Houston being a big city that doesn’t take itself too seriously, prioritizing fun and engaging over formal and controlled.

L. Priori Jewelry
Washington, D.C.

GIA graduate gemologist Lauren Priori left Philadelphia’s Jeweler’s Row in 2016 to start the kind of jewelry company she’d always wanted to work for. With an appointment-only business focused on custom engagement rings, the company has grown tenfold over six years. In 2021, Priori opened her third location in Georgetown.

Springer’s Jewelers
Portsmouth, NH

Owners Lily Beaulieu Mullen, who designed Springer’s newest store, and her sister, Zoe Beaulieu, represent the millennial fourth generation of family-owned Springers Jewelers, founded in 1870. Their Portsmouth store is at the gateway of the historic downtown on the ground floor of 100 Market, a high-end building that’s home to New England’s premier private club.

Occasions Fine Jewelry
Midland, TX

In 2021, collaborating with interior designer Leslie McGwire, second-generation owner Michael Fleck remodeled his store with a motif and palette he describes as desert luxury. “We wanted Occasions to be a luxurious celebration of everything that’s best about Midland, Texas, and its prairie landscape,” Fleck says.

SMALL COOL

William Travis Jewelry
Chapel Hill, NC

Wiliam Travis Kukovich, a fifth-generation metalsmith, designed his shop with Feng Shui principles in mind to harmonize the guest experience. Everything moves in a circular pattern, avoiding any entrapment of energy. As for marketing, video is essential, he says, because it captures the natural movement of the wearer and the play of light and form as the jewelry is worn.

Powell Jewelry
Wichita, KS

Dan and Lynn Hernandez own Powell Jewelry, which has grown over 90 years from a small store to a multiple brand retailer. Their newest store, designed by Leslie McGwire & Associates, represents a cutting edge, elegant, and classy design that stands out in Wichita with its Italian marble floors and museum cases accented in black, white and brushed gold.

John Thomas Jewelers
Albuquerque, NM

John Thomas Jewelers, owned by John Thomas Mead, occupies 1,500 square feet on the third floor of an office building with almost all alloy samples in bridal. The entire store is client facing with 5-foot wide pullout double level drawers that display more than 2,000 rings. With 3D software and 3D wax printers, a magnetic try-on station, and all of the accessible jewelry, it truly is a hands-on experience.

Dutille’s Jewelry Design Studio
Lebanon, NH

Second-generation jeweler Jude Dutille and son Beau began a major renovation of their full-service store with the help of Retailworks in late 2019. They relocated their workshop from the basement to the main floor, where customers can now observe the repair, design, and creation of jewelry on-site.

Water Street Jewelers
Guilford, CT

At Daniela Balzano’s store, customers have meaningful jewelry transformed into wearable art. Balzano has a commitment to ethical sourcing, independent designers, and sustainable packaging. The store, awash in natural light, is designed with a calming palette of turquoise, white and cream. Plants, natural wood and hand-built cases contribute to an artisanal feel.

The post These 10 Stores Were America’s Coolest Stores Honorable Mentions for 2023 appeared first on INSTOREMAG.COM.

OWNER: Elizabeth Gibson; URL: elizapage.com; FOUNDED: 2004; OPENED FEATURED LOCATION: 2005; AREA: 1,200 total square feet; DESIGNER: Kasey McCarty Interior Design; TOP BRANDS: Eliza Page, Dilamani, Facet Barcelona, Shaesby, Midas, Zoe Chicco, Marika Desert Gold, Armenta, Lashbrook, Jennie Kwon, Jade Trau, Scribe; EMPLOYEES: 5 full-time, 1 part-time; ONLINE PRESENCE: 56,100 Instagram followers, 122 Google reviews with a 4.9 star average; BUILDOUT COST: $150,000

Elizabeth Gibson

ELIZA PAGE HAS been known as a “cool store” around the jewelry industry for a long time. But it was only after last year’s renovation that owner Elizabeth Gibson decided to enter INSTORE’s America’s Coolest Stores competition — and won it on her first try.

“It’s exciting for the jewelry business to see more independents that are unique,” says Gibson. “When I opened 20 years ago, there weren’t a lot of stores like mine, and now there are, which is cool. I think that just shows that today’s clients want a boutique experience, a more intimate experience. Austin definitely caters to that; that’s the culture of our city.”

While the city itself may boast the motto of “Keep Austin Weird,” Eliza Page was still an outlier when Gibson opened the store in 2004. Her original location in south Austin was “terrible,” as she puts it, so she quickly moved into her current location downtown the following year. But she was distinctly lacking in neighbors.

AMERICA’S COOLEST STORES 2023 SPONSORS

“I was the first retailer to open in the 2nd Street District,” Gibson recalls. “It was just empty store fronts around me. There was probably some naivete in my choice, but I knew downtown was going to grow.” Today, Eliza Page is a stalwart presence in a thriving retail area that includes independent restaurants, boutiques and one of Austin’s top live music venues, Austin City Limits Live at the Moody Theater. The store has evolved over the past 20 years, but it remains true to Gibson’s original vision: to create an approachable environment that showcases fashion-forward, artisan-created jewelry in a boutique setting that feels more like an art gallery than a traditional jewelry store.

Starting a New Chapter

Gibson didn’t come from a jewelry family like many of her fellow independent retailers did. In fact, she didn’t even intend to be a jeweler. She began her career in marketing after receiving a college degree in English. But jewelry-making had always been something she loved, starting with beads, friendship bracelets and pins, and wirewrapping.

“I had started taking metalsmithing and wax carving classes locally. I wanted to make real jewelry,” says Gibson. “As I started to sell it locally as a hobby, I realized that Austin didn’t have a cool store. You couldn’t find fashion-forward jewelry here. Austin is hip, trendy but independently minded, and it supports local retailers so well. I decided to open a store and see what happened.”

She opened the store on a shoestring budget and a prayer. “I literally had to turn down a $100 change order when we were doing the buildout because I didn’t have investors backing me, I just had to make it work,” she says. The gallery space looked different back then, with a cash wrap at the back, independently designed fine jewelry in the wall cases and costume jewelry in the center.

Over the years, engagement and wedding jewelry became an unexpected profit center. “We didn’t start out selling wedding rings and bridal,” says Gibson. “Our clients asked for it, so we started making and selling it, and it’s been a strong part of our business for many years now.”

Today, all of the bridal jewelry sold in the store is from the Eliza Page line or custom designed — a service that wasn’t offered in the original incarnation of the store. “We sold designer bridal for years, but our clients didn’t want that, so we created our own bridal line, and that’s what we sell.”

The store has also phased out costume jewelry (“that customer went away during the pandemic,” says Gibson) and replaced it with ear piercings and permanent jewelry. “The price point is low, so as a retailer, that’s not exciting, but from a lifetime customer standpoint — my staff told me we’ve got to keep offering it. It’s brand-building and relationship-building,” says Gibson.

Turning the Page

When she initially designed Eliza Page, Gibson intended the space to be an open canvas that could be adapted in years to come as the business evolved. In 2022, the time was right to make a major change — in part because of what was happening next door.

The neighboring tenant moved out, leaving an empty space, which would allow Eliza Page to operate temporarily out of that location while the store was being renovated. “I knew that kind of thing only happens every few years, so it was kind of a ‘now or never’ renovation,” explains Gibson. The business functioned in the temporary space for three weeks while the renovation was completed.

Concrete floors were replaced with hardwood. Walls were moved to create a private piercing room. Wallpaper was strategically hung in the center of the back wall to add a pop of color and texture. A large TV screen was placed on the same wall to play marketing videos. And a gorgeous new light fixture, which looks a lot like big gold bubbles floating near the ceiling, was mounted.

Custom furniture, including a new point-of-sale station and floor display cases, was built and installed throughout the store. The cash wrap was built to be slightly smaller and was placed in the middle of the store against a wall so that customers wouldn’t walk around it. The floor showcases are gold-toned with wood accents and are slightly larger than the previous cases. Plus, an extra showcase has been added to help accommodate more jewelry. “We only have 1,000 square feet to work with in the showroom, so we had to maximize our showcase space as much as possible,” explains Gibson.

One of Gibson’s favorite features of the remodel were built-in desks for staff. “Jewelry is a lot of account management, back and forth with vendors and clients, so we are giving our team members a private space to do that,” she says.

The private ear-piercing area has been a hit with clients who prefer an elegant, calm environment to the raucous energy of a tattoo parlor or the inexperience of hourly employees in chain boutiques like Claire’s. “A lot of moms come with their daughters,” says Gibson. “We spend a lot of time with these clients and get a lot of really great reviews.”

The addition of piercing as a category at Eliza Page came about during the pandemic. “Piercing parties had started to become a trend, and we were just about to do our first with a local tattoo artist when the pandemic happened and we weren’t able to,” says Gibson. But then, Sirandyn Wayne, a longtime employee that Gibson calls the store’s “Swiss army knife,” volunteered to learn how to pierce. As the pandemic receded, more and more people came in for piercings.

“We have medical-grade sanitizing equipment, and we’re regulated by the state. They say we’re the most sanitary jewelry store in the city that does piercings,” says Gibson. “Some clients are really needle-phobic — we’ve had a couple of people pass out — so we have snacks and waters and Cokes, so we’re prepared!”

The store also now features a small semi-private consultation area at the back, which can serve as either a private diamond and custom showing area or a place for permanent jewelry to be welded onto wrists. “One positive coming out of the pandemic is that people like to make appointments now, so we are able to make sure that we don’t have a permanent bracelet welding at the same time that we have a custom-design client,” Gibson says.

With the renovation, Gibson was able to retain the open gallery feel while raising the overall look of the store. “It’s still a welcoming, less intimidating environment, but we wanted to elevate the materials and the design to better fit the product we’re selling. We hope to grow our average retail sale and bring our customer into bigger, better jewelry purchases.”

Growing Together

“I know the store’s named after me,” says Gibson. “But the reason why Eliza Page is successful is the people who work here.”

The small team is comprised entirely of female employees — an eclectic and multi-talented group, according to Gibson. “We have a unique combination of sporty (wakeboarders, tennis players), skilled (a ceramicist and an Austin Community College bench jewelry professor) and fantasy-loving ladies (Harry Potter and Dungeons and Dragons fans).”
Eliza Page offers GIA AJP training to all staff, online sales training, and the sales and marketing staff has been sent to market trips in

Vegas, Scottsdale, Tucson, and Lafayette. “Our sales and marketing team members get to see our partner designer and vendors’ entire collections and learn about the jewelry firsthand from the makers and owners. It’s so important to put a face to the people we work with so closely, growing the relationships beyond phone calls and emails,” says Gibson.

The team also enjoys an annual staff retreat on the Tuesday after Labor Day every year, which generally takes the form of a spa day or a trip to the nearby Texas wine country area. “I think that you want to come to work and enjoy your colleagues,” says Gibson. “I try to create a relaxed environment. I give people a lot of flexibility and understanding that life gets in the way sometimes. I’ve never worked in a truly corporate environment; it’s not for me or anyone who works here.

“They work really hard to go above and beyond for our clients. That’s what boutique stores do. The Small Cool stores are pretty special; we have to wear a lot more hats.”

Eliza Page’s marketing incorporates in-house photography of the store’s jewelry on models. The campaign above shows how jewelry reflects the inner self.

Five Cool Things About Eliza Page

1. MARKETING KNOW-HOW. The Eliza Page marketing team includes a director, a social media coordinator and a graphic/web designer/photographer. The brand gets traction on TikTok, where it regularly receives hundreds of views of its tongue-in-cheek videos. “People my age are still on Facebook, but the younger generation isn’t,” says Gibson. “My team has a great vision, they’ve pushed me into being more edgy. We still want to be as luxury as possible, but Austin is funky, so I hope we do both of those things well.”

2. WHOLESALE LINE. Gibson recently introduced a wholesale line called Scribe to the industry at large. The line is based on acrostic stylings, with each gemstone representing a letter. The emblematic designs are inspired by European ironwork, antique architecture and nature. A Scribe medallion won 1st Place in the Personalized Jewelry category of this year’s INSTORE Design Awards.

3. CONNECTION THROUGH EVENTS. Creative in-store events are a hallmark of Eliza Page. For Mother’s Day, the store highlighted tennis bracelets and necklaces with a tennis-themed event. It included a balloon arch for photo ops, bouquets for clients, and branded Eliza Page swag with purchase. The team also wore EP-branded tennis sweaters. And for a color-themed trunk show with designer Armenta, the store brought in a person to read clients’ “color aura.”

4. MATERIAL ADVANTAGE. The recent renovation included not only a new hardwood floor, but also a point-of-sale station and built-in desks and cabinetry handmade by a local carpenter out of solid walnut. The meeting table at the back of the store is marble and is surrounded by custom upholstered velvet chairs. An antique wood and glass display case was outfitted with custom-built brass legs in order to combine old with new.

5. NON-TRADITIONAL HIRES. Most of the team at Eliza Page did not have prior jewelry experience. “Having a jewelry background is great, but you can’t train people to be kind and smart and hard-working. So that’s what I’m looking for first,” says Gibson. “I didn’t have a traditional jewelry background when I opened the business. I believe in the individual, that they can rise to the occasion if they want to and we give them the training. We want them to be passionate about the customers and the product.”

PHOTO GALLERY (16 IMAGES)

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ONLINE EXTRA

What did you envision for the business when you opened the store in 2004?

GIBSON: “We originally designed the store as an open canvas. I wanted it to be a gallery — warmer and more inviting than most jewelry stores. This past year, we created a private room for ear piercings and maybe one day will turn into private diamond showings. We’ve also created a dedicated area for our bridal customers, including a table where we can sit and do the presentation. We have Eliza Page-branded champagne and try to create an intimate experience. We’re a downtown, modern store, so it has more of a downtown vibe than a lot of stores.”

Why did you choose to be in downtown Austin?

GIBSON: “There was probably some naivete in my choice, but I knew it was going to grow downtown. Of course, you have to find parking and often pay for that — although we validate for our clients — but Austinites are used to that. Our customers think independently, they’re individualists. That’s why they shop at boutiques. I had a second location for a while in a shopping center, and clients were always ‘just shopping.’ They weren’t really boutique customers who want something special. Our downtown clients don’t want to look like everybody else.”

What’s the story on your new wholesale collection, Scribe?

GIBSON: “I’ve seen jewelry collections for years, and I got really excited about the acrostic concept. We’ll see. It’s an old concept but we’re modernizing it, and I feel like it has a special story to tell. I’m always thinking about the collection from a business perspective as well as, ‘Are my clients going to like this and sell it? Does it have a great story? Can it be marketed? Can it be passed down?’ Everyone has to carry collections that speak to their brand and business model. About half of what we sell is customized — meaning, they pick their own stones. The other half buy the pieces the way they’re made. It’s a passion project. It has its own personality. I see this as a marathon, not a sprint.”

Did you compare notes with your friend Jennifer Gandia, who owns Greenwich St. Jewelers in New York (our Big Cool winner this year) and created her own wholesale line?

GIBSON: “Yes, Jennifer created her own line as well, called Astra, hand-enameled zodiac. As retailers, we see so much jewelry — and of course we get excited about new jewelry all the time — but we’re probably not moved to the ends of the earth by too many things. We’re not collectors; we’re businesspeople. Jennifer and I were talking about starting our own collections, and we thought, why not? We know how to make it, we understand the markup, we know what the client wants, we know what retailers want. So naturally, if we’re designer-inclined, we would make our own jewelry. We have all of the facilities to do so. It’s really more like a time, money and interest thing.”

Marketing is very important to you. What’s your current approach?

GIBSON: “By combining images of products alongside curated and stylized model shots, we invite people to explore the new, ultimate, everyday luxury in a realistic way. We’ve modernized our approach to connecting with customers by reaching out to them through SMS marketing as well as email campaigns. Creating new lines of communication such as videos on social media has increased our visibility and relatability with our customer base. In our holiday 2022 campaign, we aimed to showcase how jewelry can be a true reflection of one’s inner self, and how it can accentuate an individual’s personality. Our objective was to demonstrate that jewelry can serve as a person’s ultimate accessory. We utilized this campaign extensively across various digital media platforms and also in printed materials. This campaign performed significantly higher digitally and got a much more enthusiastic response from our clients in person than our previous year’s campaign.”

The post Store Renovation Elevates Austin Jewelry Boutique on the Leading Edge of Retail appeared first on INSTOREMAG.COM.

“It’s life-giving, a connection to nature,” she says.

When it comes to retail, day-lighting, as it’s called, keeps a store feeling real and not artificial, sets customers at ease and boosts everyone’s mood. “It’s healthier to have natural light illuminating our built environments as much as possible,” she says.

Although natural light changes color and intensity throughout the day, and extreme sun coming in from east, south, and west windows can be challenging, that’s an issue that can be solved with adjustable window treatments.

“Northern light is best,” says Jay Colombo, a partner at Michael Hsu Office of Architecture in Houston, who designed the Zadok store. “It’s never direct, and there’s a lot of consistency and evenness to it.”

To balance natural and artificial light, Falk suggests multiple levels and types of lights that are similar in color temperature. Natural light would be combined with fixtures that provide ambient light, as well as accent lights and decorative lights.

“My go-to-temperature for retail is 3500K, with 3000K as a second option if 3500 isn’t available,” Falk says. “And all jewelers (should) know the importance of showcase lighting that makes jewels/diamonds sparkle, and that’s a 4100-5000K lamp.

“Of course, if the jeweler is in an enclosed shopping mall, they often don’t have access to natural light, in which case, artificial light has to do the heavy lifting, and then color temp is extremely important to get right.”

Warmth of Home
Zadok, Houston, TX

At Zadok’s 28,000 square foot location in Houston, facades on three sides of the building let natural light wash into the showroom. “You don’t feel like you’re in a fluorescent box,” says Jay Colombo, partner at Michael Hsu Office of Architecture, which designed the project. A two-story window wall faces north and illuminates the grand staircase with consistent, even northern light. Windows line the branded boutiques, too, as well as the offices, a feature appreciated by 40 back-office staffers. Glazing and screens on the building enhance energy efficiency and security.

Atrium Ambience
John Atencio, Lone Tree, CO

In general, mall stores are not known for natural light, let alone an abundance of it, but John Atencio’s location in a Lone Tree, CO, mall near Denver, takes advantage of its space under an atrium with sky lights. Light shines through a 14-foot ceiling designed with natural wood in a grid pattern. The jewelry designer’s newest location also features a sheer glass facade that wraps the storefront from floor to ceiling. “When it was complete, I stood back and said, ‘Wow,’” says Atencio, who opened the renovated store in 2018.

Light as Air
Bere, Pensacola, FL

Bere, which opened in 2017, is across the street from the airport, offering owners Barry and Laura Cole a view of the runway from their conference room. Pensacola is home to naval aviation and the Blue Angels, local themes Cole wanted to tie into the store with plentiful views of the sky. An entire wall anchors a bar, lounge and Breitling watch zone, where panel walls with rivets mimicking old airplane and antique propellers pay homage to the local military and aviation history.

See-Through Site
The Diamond Center, Janesville, WI

After 30 years in a huge but windowless space in a mall, the Yeko family moved their operation into a freestanding store with 270-degree views. Designed by Leslie McGwire in 2015, The Diamond Center has more than 2,000 square feet of glass curtain walls, with more than half of that glass tilted out to span a height of 24 feet, floor to ceiling. “When customers come in, the first thing they do is look up at the ceiling,” Steve Yeko Jr. notes. “There are lots of ‘wows.’” The store’s LEDs are all calibrated to simulate natural daylight, too, so daylight is not competing with a different color of light.

Bright and Sunny
Amanda Deer, Austinm, TX

Amanda Deer’s downtown Austin store is the epitome of what’s described as light and airy interior design. Live plants thrive in the natural light and add to the natural, organic feel, which is reinforced by wood floors and bowls filled with black sand that are used as unique display elements. It occupies a historical building in downtown Austin that was built in the late 1800s as a flour warehouse. Owned by Amanda Eddy, the store opened in 2017.

Sunlight Squared
Julz by Alan Rodriguez, Canton, OH

For his newest retail location, Alan Rodriguez purchased a former bank building that was built in 1950 and hadn’t been remodeled in over 40 years. Inspired by the design of an Apple store with a touch of Crate and Barrel, he gutted the structure and built out a two-story glass cube that’s the focal point of the store. This large window structure fills the store with natural light during the day and shows the changing weather background.

Sea Inside
Hamilton Butler, Hermosa Beach, CA

Hamilton Butler brings the outdoors in with its peacock motif and the light flooding in two large windows in the front of the store. Owned by Joni Hamilton and Shelia Butler, the store is an inviting, sun-splashed hangout for the beach community that they opened together in 2016. Sea grass carpeting, pale turquoise walls and a view of palm trees reinforces the vibe. “Even when you’re in the store, you feel like you’re outside at the same time,” Butler says.

Revolution Jewelry Works
Colorado Springs, CO

Revolution Jewelry Works, owned by Jennifer Farnes, has a spectacular corner view of the mountains in its recently expanded space.

Jewelry Set in Stone
Chelsea, MI

In 2022, the Jewelry Set in Stone team moved into the Clocktower building in downtown Chelsea, a historic structure that was once a stove factory. The second floor suite is blessed with light, tall ceilings and much more space than their previous location, a perfect setting for a custom-design business, says owner Stephen Kolokithas.

JustDesi
Beverly Hills, CA

JustDesi, owned by siblings Desi Kraiem and Justin Kraiem, stands out from its neighbors with its expansive windows, brilliant lighting and chic design.

King’s Fine Jewellery
Sherwood Park, Alberta, Canada

After 38 years in a popular mall, King’s Fine Jewellery faced the decision of closing or relocating during a major mall renovation. Owners Brian and Nancy Nelson decided they weren’t ready to retire and purchased and built out a freestanding store in a new shopping center. In the new space they have two walls of glass windows, providing an abundance of natural light. They aren’t the only ones benefiting from natural light. A large school of cardinals, four varieties of angel fish and a collection of catfish thrive in a naturally planted, 7-foot-long aquarium.

Kesslers Diamonds
Grand Rapids, MI

Kessler’s location, its eight store, was chosen for its three walls of windows that provide an abundance of natural light. Kesslers Diamonds is employee owned.

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OWNERS: : Dror and Helene Zadok and their three sons, Jonathan, Segev and Gilad; URL: zadok.com; ONLINE PRESENCE: 28,753 Facebook followers; FOUNDED: 1976; Opened featured location: 2021; AREA: : 28,000 square feet; 18,000 square-foot showroom; ARCHITECT AND DESIGN FIRMS: Michael Hsu Office of Architecture; Nina Magon Studio; SHOWCASES: Faubion Associates Inc.; Alliance;TOP BRANDS: Cartier, Vacheron Constantin, Roberto Coin, Zadok Collection, Mikimoto; EMPLOYEES: 48

Zadok family

MOVING INTO THE expansive new site of his family’s jewelry store in uptown Houston was bittersweet for Jonathan Zadok, who had collected a lifetime of memories at the former location. “That was where I grew up,” he says.

But nostalgia was trumped by excitement and the prospect of new memories, especially when his 5-year-old daughter walked into the new Zadok Jewelers, with its two-story foyer, artistic light fixture and rich, natural finishes, and said, “Daddy, this store is so much nicer than your old store!”

“You don’t realize how dated your old store was until you move into your new store,” Jonathan says. “Want the truth? Ask a 5-year-old. No one tells you the truth like a child.”

Zadok’s clients seem to agree. “I think the customers really love it: a new and fresh look, a cool, fun place to go,” Jonathan says. “We opened in March of 2021 right when people were starting to come out of their COVID hibernations. Most of them say they’ve never seen anything like it.”

Post Oak Place, the mixed-use project owned and developed by the Zadok family, houses their new 28,000-square-foot retail operation, double the size of its previous location, as well as space for two restaurants and five stories of office space.

Zadok Jewelers is owned by Helene and Dror Zadok and their three sons, Jonathan, Segev and Gilad. The entire family — parents, sons, daughters-in-law and children — were involved in store design discussions with Jay Colombo, partner at Michael Hsu Office of Architecture, which designed the entire project.

It was clear that the store’s design narrative would revolve around family.

Dror (a sixth-generation jeweler) and Helene Zadok came to Houston in 1976 from Jerusalem with two suitcases and a baby. Dror and Helene founded a small jewelry shop on prestigious Post Oak Boulevard and slowly built a business by embracing the community and taking a genuine interest in customers’ lives and milestones.

What began as a 1,200 square-foot storefront has grown slowly over time, expanding in its former location at least six times before the 2021 move.

Jonathan says the store has always been like an extension of their living room and no one wanted that to change, no matter the size. “We want people to feel like they are walking into our home,” he says.

They also didn’t want their customers to feel they had to dress up to visit. “We live in a Lululemon world,” Jonathan says. “We wanted the store to feel like you could walk in no matter how you were dressed. We spent many sleepless nights wondering how to achieve that.”

It was imperative, Jonathan says, to configure the floorplan to include inviting, smaller spaces, such as boutiques and intimate seating areas, in multiple lounges and bars. Because the architect designed both the building and the exterior, the company was able to determine how tall or small different areas of the store would be and strategically position seating areas. Colombo says the goal was to create places where clients can feel like they are the only ones in the store and where sales associates can chat with a client and not have it be over a showcase.

On the grand end of the scale, they did punch a hole through the first-floor ceiling to the second floor to allow a large light fixture to be hung. The contemporary fixture by artist Tom Dixon is a centerpiece that unites both floors. “Then things compress down again,” Colombo says. “Nothing is uniformly the same across the space.”

The exterior of the building is pedestrian-friendly with limestone and lush greenery along walkways. The interior is notable for a calming palette of warm wood, Italian stone flooring, and velveteen wall coverings juxtaposed with brass ornamentation and rich detailing. These high-quality materials and design elements, often found in luxury residences, create a space that’s soft and inviting.

The two-story atrium space and light fixture creates a touch of grandeur.

The beauty of the store can be felt as well as seen. “We wanted to make sure that things we selected were quite tactile,” says Colombo. “Brass, travertine, beautiful marble. They connect with people. There’s no laminate or fake material.”

Three sides of the building let natural light flood into the store as deeply as possible. “You don’t feel like you’re in a fluorescent box,” Colombo says. Windows line the branded boutiques, while another giant window illuminates the grand staircase with northern light, desirable for its consistency and evenness.

Zadok partnered with watchmakers and jewelers to create four in-store boutiques reflecting the look and feel of their respective flagship locations. On the first floor, boutiques dedicated to luxury watch brands include Vacheron Constantin, Jaeger-LeCoultre, A. Lange & Sohne, IWC and Cartier. The space is also home to 14 shop-in-shops.

“This space allows us to showcase the brands in a much better way,” says Jonathan. “We thought long and hard about how to not let the store look like a bazaar, with brand colors fighting each other.” They chose an overall color scheme that could wrap around and separate the brands without clashing with some of the brands’ brighter colors.

The second floor, branded as Upstairs at Zadok, starts with a bridal shop, a Champagne lounge and a design room equipped with a 3-D wax printer. The team collaborated with Nina Magon Studio to create an upstairs lounge that serves as an event space.

There’s also a pop-up store area where complementary designers can showcase their luxury products, such as sunglasses or handbags. “When you go to a store like Zadok, you know what to expect, but with the pop-up shop there’s always something new, something unique,” Colombo says. “They’re selling a lifestyle.”

Colombo says he believes the project was successful based on the family’s continuing feedback. “I’m happy to see the smiles on their faces,” he says. “It’s our job to take someone’s hopes and dreams and turn them into something that they can look back at and say, ‘Yeah, you guys nailed it.’”

The showroom is home to the latest design concept for Italian luxury watchmaker Panerai that includes the brand’s very first full bar.

Jonathan believes the goal of hospitality has been achieved. “It comes down to our people. It’s rare that you come to the store and don’t find a family member here. A concierge meets clients at the door, and if you’re a regular, someone always remembers your name, remembers what you like to drink and who your salesperson is. We want them to feel special and important.”

Dror and Helene have come a long way since they opened their first Houston store. “I think my parents feel it’s bittersweet, too, but they’re ecstatic to see their dream come true, building a store that has received national accolades and local customer raves,” Jonathan says. “My dad had dreamed about owning his own building for decades. We made it a goal and we’re very thankful we reached it.”

Five Cool Things About Zadok Jewelers

1. UPSTAIRS AT ZADOK. The second floor, a destination in itself, was designed to appeal to the bridal crowd, with hardwood floors and cooler, hipper furniture. The second floor is also the site of design stations, big events, piercing parties and trunk shows.

2. WORKING WITH FAMILY. “The best part is you get to see them every day. And the worst part is you get to see them every day,” Jonathan jokes. “We all get along with each other pretty well. We tend to agree on most things. We take the time to think through ideas and find common ground.”

3. LEGACY. The Zadok family were royal court jewelers in Yemen. They started out as silversmiths, but also made gold jewelry, Judaic objects and objects for
the home. “My grandfather immigrated to Israel in the 1930s,” Jonathan says. “He opened a store in the King David Hotel in Jerusalem in 1950, and my parents came to open a store in Houston after my dad worked in the Jerusalem store.”

4. GRAND OPENING. Gary P. Nunn headlined the grand opening bash at Zadok Jewelers, where 700 people stopped in over the course of the evening. Top executives from most of the watch and jewelry brands they represent attended. Attractions included multiple bars, a cigar bar, and a cupcake raffle for hidden gems.

5. BACK OF HOUSE. The new building has windows in the offices, which is much appreciated by 40 back-office staffers, from customer service reps and bookkeepers to watchmakers and jewelers. They also enjoy an upgraded kitchen and an open workspace. Before the move, it was a struggle to find a spot to put new hires. “The new store is conducive to collaboration, to creating a better environment,” says Jonathan.

PHOTO GALLERY (11 IMAGES)

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Customers are looking for curation in the form of gift suggestions and ease of shopping, like videos that link to shopping opportunities on the website and information about store hours that make Christmas shopping seem convenient, even on Dec. 24. When curating a gift guide, select pieces that range from affordable to over the top, suggests Shayne McCoy, founder of Straight Up Social. Make sure it’s an omnichannel effort. Create a separate landing page to promote your gift guide or publish it to a blog post. Then share it with customers in an email newsletter.

An Omnichannel Approach

The team at Houston’s Zadok Jewelers decorates both the interior and exterior of the store to create a festive environment and boost the holiday mood. It’s one touchpoint in the company’s 360-degree brand experience, which also includes a magazine, a digital and print gift guide and a bridal billboard. And because they display a video loop featuring holiday and party looks on seven LED panels facing Houston’s busy Post Oak Boulevard, the decorations take on a life of their own. In addition, an annual holiday gift guide is circulated to subscribers through a digital newsletter and used in local print publications. The in-house team chooses items based on what’s trendy and stylish in the market; customers love that the gift guide takes the guesswork out of holiday shopping. This year, the Zadok team has also created a bridal campaign billboard that promotes Zadok’s bridal boutique, a standout feature of their new store that opened in 2021.

The Murphy Bow

Murphy Jewelers’ signature “Murphy Bow” has become synonymous with the Murphy family business over the last few decades and is prominently featured in Christmas advertising, whether digital or direct mail. “It’s something our customers look for on special occasions, even telling their loved ones, ‘You better get me a Murphy Bow!’” says Mallory Murphy, who owns the business with her mom, Kim Murphy. “We often hear stories of families hiding it under the Christmas tree or inside a bag so as not to spoil a surprise.” Murphy Jewelers is based in Pottsville, PA.

Gifts with Purchase

Zorells owner Tim Ell concentrates on radio, TV and video, then reinforce the message with billboards in his Bismarck, ND, market. This year, the focus is on o ering products that can’t be easily comparison shopped and that come with incentives including gifts with purchase and interest-free fi nancing. Ell purchased a large quantity of necklaces and earrings to be used as the “irresistible gifts with purchase” for customers who spend a certain amount. Ell says that while many of his competitors advertise by claiming to have the lowest price, he prefers to add extra value rather than engage in a “race to the bottom.”

Having Fun with Instagram

Karen Hollis is the star of her unscripted Instagram video show for her Batavia, IL, K. Hollis Jewelers, whether she’s showing a few of her favorite holiday gifts, literally “spinning” into the holidays with dance moves or lying on the store fl oor petting her dog. She is her brand. And her brand is all about authenticity, spontaneity and fun. “What’s funny is people are calling the store and saying, ‘Do you still have that necklace you were wearing on Instagram on Tuesday?’ We had to start making a list of what I wore when because I couldn’t remember,” Hollis says. She has so much fun on social media that she’s put together a bloopers compilation of outtakes that she posts on April Fool’s Day

The Voice of the Business

Marc Majors, owner of Samuel L. Majors Jewelers in Midland, TX, appears in his own TV commercials, a personal touch that resonates with the crowd looking to buy local and buy small. “Anybody can take video or pictures of product and make a generic commercial, but when you add the personal touch of being in your own commercial and talking about your business, then it seems more important,” he says. “I also voice my own radio spots, and people seem to gravitate toward that as well. I’ll be in the grocery store talking to the cashier and someone will tell me they recognize my voice.”

Finding the Right Niche

Maejean Vintage is based in Lancaster, PA, and was founded over a decade ago as a global online business specializing in vintage and antique jewelry. But their showroom is open by appointment, so co-owner Laura Mae advertises in the local Fig Magazine as a way to connect with their local customer base. “It’s pretty much the only print advertising we routinely partake in,” she says. “The magazine is local and focuses on fascinating and inspiring stories, guides, and community. When deciding upon print advertising for our unconventional and niche business, the right fi t was especially important.” For this particular holiday ad, social media coordinator Heidi played model. “We decked her out in some of our most glamorous and sparkly pieces with a holiday inspired look!” Mae says.

All About the Jewelry

Rick Nichols, owner of Nassau Jewelry Co. in Fernandina Beach, FL, has been advertising in the local Amelia Island magazine for seven years, and shoppers bring in the ads or mention they’ve seen them year-round. Readers tend to be over 40 and not active on social media, so it’s a good way for Nassau Jewelry to connect with what is a desirable demographic for them. Nichols doesn’t mention Christmas in his holiday-season ads because he doesn’t believe it’s necessary and he prefers simplicity. “People are aware it is Christmas,” he says. “In the end, it’s about the jewelry.”

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Zadok Jewelers
Houston TX, founded 1976

Judges say Zadok Jewelers is a fine example of an elite luxury retailer across all facets of their business. Their fully revamped e-commerce website, launched to coincide with the opening of their new store in 2021, is one of the best in the business. The move, which brought the showroom to a sprawling 18,000 square feet, also delivered 14 shop-in-shops, four boutiques, and interior finishes best described as opulent, rich and elegant. Zadok was founded in Houston by Dror Zadok and his wife, Helene; their sons, Jonathan, Segev and Gilad represent the seventh generation of the family business with roots in Jerusalem and Yemen. Architect and design firms include Michael Hsu Office of Architecture and Nina Magon Studio.

Craig Husar
Brookfield, WI, founded 1968

Craig Husar, in honor of the company’s 50th anniversary, decided to pursue his lifelong dream of building a freestanding store and designing it himself. He collaborated with Swarovski to create the Star of Husar, the largest star-shaped chandelier in the Midwest, which is suspended inside a 40-foot tall, halo-topped tower. Judges also noted that Craig’s personal story adds allure to his brand. Before returning to the family jewelry store founded by his father, Lyle, Craig worked as exhibition director for treasure hunter Mel Fisher. “Who wouldn’t want to buy jewelry from a treasure hunter?” says judge Mitchell Clark. The architect was Jeff Stowe, So Architecture, LLC.

Murphy Jewelers
Whitehall, PA, founded 1913

Judges describe Murphy Jewelers’ third store, which debuted in 2020, as warm and comfortable. Modern, open-air casework, a cozy fireplace, 86-inch TV and a bar serving Pottsville, PA-made Yuengling beer, combine to make everyone feel at home. The factory building-style exterior design has a retro vibe that speaks to the company’s storied history, while the online presence is well integrated into the business and by no means an afterthought. The store was designed by owners Mallory and Kim Murphy, with some help from their cousin, Annie Murphy, an interior designer.

Hale’s Jewelers
Greenville, SC, founded 1856

Lucian Lee opened a stunner of a new store in 2021 with an update of Hale’s, the 166-year-old retail jewelry business that he spent a lifetime growing. Judge Bruce Freshley of Freshley Marketing describes the architecture as jaw-dropping. “It’s actually one of the most dramatic retail stores of any kind I have seen in years,” he says. But the raves didn’t stop with the store design. Judges were also impressed with Hale’s community involvement and family-first spirit. “Hale’s may be the oldest business in Greenville, but this store is a breath of fresh air,” says judge Mitchell Clark. Architecture and interior design by DP3 of Greenville.

Revolution Jewelry Works
Colorado Springs, CO, founded 2013

Revolution Jewelry works has grown by leaps and bounds since Jennifer Farnes founded it in 2013. The latest iteration of her custom operation brings the total footprint to 4,300 square feet and features a 350-pound showstopper of a chandelier as showroom centerpiece. The floors are liquid metal, and gemstones are embedded in the countertops. Judges say creativity and joy is masterfully expressed through the interior, which Farnes designed, while authenticity and warmth are conveyed through the online experience. The marketing message is fresh, bold and edgy, just like the store.

SMALL COOL

WEND Jewelry
Seattle, founded 2020

Owner Wendy Woldenberg creates handmade, gender-neutral jewelry from sustainably sourced materials. She opened WEND, a combination studio, showroom, classroom and art gallery in 2021. The small but soaring space was designed by Zero Plus Architects with 17-foot-tall ceilings and a wall of glass. Judges note the versatility and efficient use of space. Every element of the WEND brand feels seamlessly interconnected and infused with natural elements.

Walton’s Jewelry
Franklin, TN, founded 1974

After the business suffered a fire in January 2021, the resulting unplanned renovation uncovered a treasure trove of historical features: hardwood floors, a beadboard ceiling and old brick walls among them, which add to the character of the place. The business, which specializes in antique and estate jewelry, is owned by Julie Walton Garland and her father Michael Walton. Judges say Walton’s is a rare window in time that exudes Old World charm while also being seamlessly integrated online for a 360-degree experience.

Malka Diamonds & Jewelry
Portland, OR, founded 2008

Malka Diamonds & Jewelry, owned by David and Ronnie Malka, is a full-service jewelry store that showcases exceptional craftsmanship. The new location, which opened in 2020, is on the second floor of a building in Portland’s lively Pearl District. The showroom, designed by Elk Collective, is divided by a custom cube with windows, which houses a full shop. Judges found the space beautiful and inviting. Judge Joanne Slawitsky said the abundant natural light pouring in from the windows and reflecting the light in the glass-on-glass cases gives the space the pleasant illusion of spending time outdoors.

Anna Zuckerman
Boca Raton, FL, founded 1996

Anna Zuckerman outfitted her 750-square-foot showroom with luxury finishes and custom showcases to display the eponymous, affordable jewelry brand she launched in 2020. The storefront, designed by BE Designs, brings to life her vision of making luxury accessible to all, offering fine sterling silver jewelry styles with an average retail price of $199. “Every woman deserves to sparkle” is her mantra. Judges say the space is stylishly luxurious and beautifully upscale.

Karina Brez
Palm Beach, FL, founded 2011

Judges find Karina Brez’s showroom to be open and inviting despite its tiny 125-square-foot showroom footprint. Brez’s jewelry brand is founded on her love for jewelry and horses, which takes shape in equestrian-themed pieces crafted with exquisite detail. That love of detail is reflected in the store’s interior design from the gilded ceiling to the braided carpeting. The showroom opened in 2021 and was designed by Romanov Interiors to make the best use of the space.

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