OWNER: : John Thomas Mead; Opened featured location: 2021; AREA: 2,900 square feet; Buildout cost: $240,000; ARCHITECT AND DESIGN FIRMS: : McKee Wallworks, Improv Group, Paramount Custom Cabinets; TOP BRANDS: John Thomas Jewelers Custom, A. Jaffe, Gabriel & Co.,Allison-Kaufman, King Baby; EMPLOYEES: 5; ONLINE PRESENCE: 425 5-Star
Google reviews

Janelle and John Thomas Mead

JOHN THOMAS MEAD was working late as a bartender one night in Niagara Falls, NY, when he was recruited to fill in for a sales shift at a jewelry store early the next morning.

“I had a friend working part time at a jewelry store. He and his manager came to the bar, and they said, ‘What are you doing tomorrow?’” Mead said he knew nothing about jewelry, but he reluctantly agreed to help out after they said he could answer the phone.

“I rolled into the jewelry store feeling like a wet dishrag,” Mead says. “But by the end of the day, I discovered I really liked it. People were happy. A couple came in and got engaged, and they walked out just beaming with happiness.

“I started working on weekends and ended up being full time. I thought I’d do this until I figured out what I wanted to do, and that was 30 years ago!”

His newfound jewelry career eventually led him to Albuquerque to open a 14,000-square-foot store on a highly visible intersection with a partner.

When the partnership fell apart in 2012, Mead remained in Albuquerque but had to start over, downsizing to 1,500 square feet in a very different kind of location: the third floor of an office building with no exterior signage. Almost accidentally, he created a new business model based on the only inventory he had access to: alloy samples and borrowed fashion jewelry.

It quickly grew into a thriving custom shop. “Most people, by the time they find you on the third floor of an office building, are willing to wait for the piece to be made,” Mead says. The engagement ring department is still 100% alloy with about half of bridal custom-made in house. “This allows us to carry an inventory level of less than 10% of annual sales, versus the typical 50 to 100% level that most independent jewelry stores carry.” The closing rate hovers just over 90%.

“For 10 years, whenever we’ve tried to bring in live bridal, it never sells,” Thomas says. “We’re not good at selling live bridal, but we’re really good at selling off of alloy or selling custom.”

All staff members are qualified and empowered to quote a custom job, no matter how complicated, right on the spot. Clients don’t need to wait two or three days for the shop to work up an estimate.

Mead attributes the next step in the store’s growth largely to a visit from jewelry consultant Shane Decker, who encouraged him both to get off the sales floor and to renovate the space. Decker said that nobody else in Albuquerque was going after the luxury market and that situation presented an opportunity. “He said we could do so much more with this.”

Mead concentrated on changing the experience. Despite the success of the innovative inventory model, the store still had a traditional look with typical glass showcases. While the experience of entering the office building was unique, once customers walked into the store itself, it felt like any other jewelry store.

“People had to point through the glass and say, ‘Can I see that one?’”

“We decided to make it unlike any other jewelry store, to make the experience of walking in the door as unusual as walking into our building.”

Now, counter-height rows of glass showcases are gone. Where there is some glass, everything is at eye level for clients — there’s no more bending over to look down at jewelry.

The renovation created double-level pull-out drawers, so customers can shop on their own. “Everything is on the same side of the customer,” Mead says. “Once we get a case open, we encourage customers to reach in and pull out what they want to see.

They’ll grab it and it feels weird to them at first, then they start to like it.

Clients can choose from over 3,000 bridal rings at their own pace.”

They also added a double-sided, pull-out cabinet for self-purchasing clients, loaded with the latest trends in diamond fashion jewelry.

“Clients love being able to play around with stackables, necklaces, earrings, etc., without having to ask to see every single item,” he says. He’s done the same with a wall-mounted chain cabinet with pegs spanning 6 feet vertically so shoppers can easily see all of the chain styles and colors, and simply grab the length they want. That makes the entire store client-facing.

“We’ve designed the store in a way that there are different little spots to experience different types of jewelry in different ways.”

Clients can also see the jewelers working through a window in the wall between the showroom and the design shop, with a Sisma fiber laser engraver/cutter set up under the window. They can engage at the Design Center and watch while they help custom create their dream piece and try on the wax from the rapid prototype 3D printer.

Mead recently moved the entire custom design and manufacturing process in house, so they can create a ring from start to finish in less than a week. Four years ago, they did 58 custom jobs; this year, they completed over 400. And they’re only open five days a week.

Preferred Jewelry status means customers receive a free lifetime nationwide warranty.

Since Mead moved to the office building, he’s expanded twice and grown sales from $330,000 to just under $3 million. “I attribute a lot of it to the remodel. And I can’t downplay the effect Shane Decker had. I don’t think we would’ve done the remodel if we had not worked with Shane first.”

Mead personally works by appointment only now, having taken Decker’s advice to get off the sales floor, but his staff meets with walk-ins. “That way, if a young man wants to take a peek, he can. If you need an appointment, a guy may be hesitant to come in.”

Mead shifted his radio budget partially into Google Ads, which increased his custom business. It’s the only 5-star Google rated full-service jewelry store in the state, he says. “When you drive by and can’t see our store, it’s important to have a few different avenues where you might catch people.”

The growth continues. Mead purchased his largest independently owned competitor, which his wife, Janelle, manages. The couple also purchased the mall-based Fast Fix franchise. Now clients get a 10% coupon to Fast Fix across the street and Mead has been able to stop all watch repair and battery replacements in the store. “They do most watch repairs, even complicated ones, while the customer waits,” Mead says.

Five Cool Things About John Thomas Jewelers

1. FOR THE KIDS. The Kids Cave includes toys, movies and a cave wall embedded with gemstones. “When it’s time to gather your kids and they don’t want to leave, we’ve built a vault filled with toys as a bribe gift to get them to leave,” Mead says.

2. POWERFUL PROMOS. Mead has given away a trip to Las Vegas, airfare included, for purchases of $2,000 or more, and a box of chocolates and a dozen red roses with any purchase of $99 or more. A snow promo makes all purchases free during November and December if it snows 1 inch or more on New Year’s Day. Mead also gave away a 4-carat cushion cut Antwerp diamond worth $50,000 as a promo to entice people to see the new showroom.

3. ALLURE OF ANTWERP. Mead travels to Antwerp each year to select diamonds for clients, each of whom receives a personalized video documenting the process of choosing their diamond and a box of diamond-shaped Belgium chocolates. “When I look at my database in the U.S., there might be 20 or 30 diamonds that fit the criterion. When you go to Antwerp, you can see 200 of them all at once.” Pre-orders of $5,000 come with free diamond studs.

4. THE MESSAGE. Some of their most popular 40-foot billboards have been: “50% of Marriages End in Marriage,” ”Let’s Stick It To Divorce Lawyers,” “A Toast to the Oldyweds” and “From the Mall doesn’t have the same ring to it.”

5. GETTING TO KNOW YOU. John and Janelle host Facebook Live sales every few months, averaging between 1,000 and as many as 10,000 views each time. They sold a rare pair of chameleon diamonds during one Facebook sale and a 4-carat pair of diamond studs during another. “We have been told countless times that clients feel like they already know us when they come in because of our videos. We were told by another couple that they feel like they are on a double date with us as my wife and I sit there with an adult refreshment, bantering back and forth and engaging with everyone watching and commenting.”

PHOTO GALLERY (9 IMAGES)

{{gallery_holder}}

The post New Mexico Jeweler Reinvents Customer Experience appeared first on INSTOREMAG.COM.

Here are some great examples of store design elements, decor and social-media posts imbued with symbolism.

Watching the Clock
Mitchum Jewelry, Ozark, MO

After watchmaker John Mitchum purchased Trantham Jewelry in 1961, he changed the store name to Mitchum Jewelry and asked Ron Bilyeu, a local sign painter, to also change the name on a double-sided clock that hung prominently on the Ozark Square near the store. When it came time to expand their freestanding location in 2018, John was able to restore the clock. John and his son, Randy, tracked down Bilyeu, who repainted the words “Mitchum Jewelry” on the sign. John’s original watchmaker’s bench, which had been circulated throughout the Ozark community since the beginning of the 20th century and was signed by previous watchmakers, is also on display at Mitchum Jewelers.

A Tradition of Quality
Kelley Jewelers, Weatherford, OK

An image of founder F.L. Kelley at his original watch bench hangs in a prominent spot in Kelley Jewelers’ showroom in Weatherford, OK. Next to that image is the wall clock that has been kept in pristine working order since F.L. first hung it up in 1931. “More than 90 years later, it is a symbol of our continuity with the past and our tradition of quality,” says owner Kim Ingram.

Just Look For the Clock
Wanna Buy a Watch, Los Angeles

At Wanna Buy a Watch, a vintage double-faced Gruen neon clock has served as an outdoor signpost for more than 25 years. “It serves the community by announcing the time to westbound and eastbound pedestrian and vehicular traffic,” says owner Ken Jacobs. “And while some people think that we are The Gruen Store, no one has to remember our address; they just look for our clock. The fact that our clock is from the 1930s really tells the vintage story of our shop. We are a landmark in the neighborhood.”

Ice Breakers
Dutille’s, Lennon, NH

At Dutille’s, owned by Jude Dutille, history is not just a thing of the past; it’s a constant conversation starter embodied in a large silver, hand-engraved plaque and the 1880 Joseph L. Hall safe in the store. The plaque, engraved by J.S. Wolfe, the original store owner, dates back to 1910 when he was a student at the Philadelphia College of Horology. Both are great conversation starters with customers; everyone wants to know how it got in the building. Both items offer a glimpse into the store’s past and its rich tradition of jewelry-making.

Photo Wall
Drenon Jewelry, Independence, MO

Founder Mike Drenon quit his factory job to pursue his dream of owning his own jewelry store in 1945. He and his wife, Pansy, took their life savings of $500 and invested it into a tiny shop in an old strip center. He built his own showcases and carried his merchandise around in a shoe box. The jewelry store has been a huge part of the family ever since, a legacy that is celebrated with a photo wall in the family’s newest 8,000-square-foot store, which debuted in 2018. Third-generation owner Steve Frisch, Mike’s grandson, started at the store when he was just 7 years old. Staff is mostly comprised of third and fourth-generation family or those who been there long enough to be considered family.

A Storied Past
Murphy Jewelers, Pottsville, PA

Fourth-generation jeweler Mallory Murphy recently unearthed a treasure trove of old advertisements and newspaper articles about the Murphy family that she’d never seen before, dating back to 1913. “It’s brought a whole new meaning to #tbt (throwback Thursday) social media posts, as we’re able to give customers a glimpse into our storied past. It’s interesting to see our earliest advertisements signed off as ‘jeweler and optometrist,’ as well as ads telling trolley patrons to stop off the trolley and get their watches repaired. We even unearthed our very first ‘ad’: an announcement in a 1913 newspaper stating our great-grandfather opened up a watchmaker’s shop!”

Memorable Apparel
Craig Husar, Brookfield, WI

When Lyle Husar founded his business, he was very well known for wearing the traditional attire of Swiss watchmakers, which happened to be lederhosen (leather shorts with suspenders). “We always worked it into our ads and got a lot of good laughs out of that, but people remembered us,” Lyle says. His son, Craig Husar, framed the last pair of lederhosen his father wore and hung them up in his new store.

Sign of the Times
Julz, Canton, OH

A 1940s neon sign announcing “Jewelry and Watch Repair,” found in the House of Stones building in New Philadelphia, OH, was restored and hung near the shop in the newest iteration of Julz in downtown Canton, OH. Both stores are owned by Alan Rodriguez.

Nostalgia on Display
Moonrise Jewelry, Cape Charles, VA

Outside Moonrise Jewelry two features reflect owner Meredith Lusk’s roots; an antique iron bench with Victorian motifs from her grandmother’s garden, and flickering faux gas lanterns reminiscent of her time in New Orleans as a Tulane undergrad.

Family Inspiration
Revolution Jewelry Works, Colorado Springs, CO

When designing her store, Jennifer Farnes, owner of Revolution Jewelry Works, wanted to give a nod to her family’s story and her favorite memories. “My mother collected driftwood from riverbanks to decorate the front yard of my childhood home, which inspired all of our wood to be stained a dark gray,” Farnes says, “and the countertops are knotty pine with natural faceted gemstones suspended in the hardened epoxy. My first experience welding was when my father and I built a giant toolbox for his long-haul work truck, which inspired the diamond-plate accents.”

The post Jewelers Celebrate Their Roots with Design Elements in Their Stores appeared first on INSTOREMAG.COM.

“We did it together,” she says. There was some nervous laughter when more than 100 boxes arrived at CD Peacock’s Oakbrook location and employees formed teams to spend the day assembling bicycles.

“Everyone was excited,” Holtzman Lawrence says. “I think they were intimidated at first, seeing the shipment of all these bike pieces.

“I don’t think anyone was familiar with building bikes,” she says. “I’ve never assembled a bike before. I can barely ride a bike! What was most surprising was how many people were complete naturals at it and very fast. The president of our company, Olivier Stip, was so fast, it was incredible. He started knocking out the bikes very quickly.”

The company joined with Foster Love, a nonprofit organization devoted to improving children’s lives in the foster-care system. CD Peacock allocated a portion of their sales proceeds to purchase kits to build the bicycles. Owning a bicycle can help young kids develop confidence while having fun, and serve as a mode of personal transportation for teens. The bikes are different sizes to accommodate different ages of kids. “They provide such autonomy and freedom,” says Holtzman Lawrence.

Everyone felt a sense of accomplishment once the bikes began to take shape. And it was fun, too: CD Peacock made it a party with music and pizza.

The team also participated in Foster Love’s Sweet Cases initiative by decorating and filling duffel bags for foster kids. Often, during a move, children in the foster system have only a trash bag to carry their stuff, making them feel disposable during one of the most difficult moments in their lives. Having their own du el bags filled with teddy bears, blankets, crayons, hygiene kits and other comfort items can make these transitions a little less scary.

At the end of that day, the CD Peacock team was ready to donate 50 bicycles and 130 custom duffel bags to Chicago foster care centers.

Although there was no marketing blitz around the project, the team did share information about the program with their clients. “We could say that a part of their purchases was being used for this and that they helped do this with us,” Holtzman Lawrence says. “It was a great unifier between the clients, the team and the kids.”

As a generational business, it’s important for CD Peacock, established in 1837, to support the next generation of Chicago. Holtzman Lawrence works with her dad, Steve Holtzman, vice-chairman, and her grandfather, Seymour Holtzman, chairman and owner of the company, who acquired the business in the 1990s.

CD Peacock is involved in the community in many different ways, including with direct donations. But this activity was an opportunity to be hands on. “It was a bonding experience for associates and corporate to work on this project and figure out something new,” she says. “I liked the idea of donating our time.

“Children in the foster care system deserve to feel loved and supported, and we are honored to play a small part in providing them with things that bring childhood joy.”

The post Chicago’s CD Peacock Builds Bikes for Foster Children appeared first on INSTOREMAG.COM.

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.

PHOTO GALLERY (7 IMAGES)

{{gallery_holder}}

The post Second-Generation Jeweler Celebrates West Texas Landscape Through Store Design appeared first on INSTOREMAG.COM.

Whitefish Bay’s Business Improvement District had launched a grant program to help business owners create second-floor additions and rooftop gardens to add to the village’s tax base while encouraging nightlife.

“We’ve been on this street since 1940, and I needed more space,” says Dixon, who owns Schwanke-Kasten Jewelers with his son, Charlie Dixon. “It’s significantly more expensive to build up than out, but that was the only option I had.”

By the time pandemic shutdowns began, Dixon knew having a comfortable space upstairs was more important than ever. Half of his business is in premium watch brands, and he cultivated a privacy-seeking VIP clientele that included celebrity athletes. And of course, clients with COVID concerns valued elbow room and fresh air.

Dixon had complete confidence in the architects for the project, James Dallman and his wife, Grace La, principals of the firm LA DALLMAN. Dixon had known Dallman since they were in grade school together. “Grace and James are world-class architects and were wonderful listeners when we talked about how we envisioned doing it,” Dixon says.

The design was driven by the desire for a calm, relaxing yet elegant space that supports a range of different interactions between people. “Tom’s desire for some outdoor space also offered an exciting opportunity to open up to views of the sky, extending this quiet space into a miniature landscape and giving the feel of a sanctuary, set back from the busy street, with large windows facing the garden,” Dallman says.

A lounge area is a versatile addition to Schwanke-Kasten Jewelers.

A prismatic skylight, slightly tilted to the north, means that daylight is always diffuse and even, without glare or strong shadows. North-facing windows (in the Northern Hemisphere) provide the most even and pleasing light. The degree of light coming in at different times of the day creates different moods, Dixon says.

The project won both the 2022 Boston Society of Architecture Interior Architecture and Spatial Design Award and the 2023 Merit Award from the American Institute of Architects in Wisconsin.

The AIA Wisconsin said the addition exemplifies how small-scale projects can have an outsized impact on their urban contexts, in this case by creating social connection as a counterpoint to digital commerce and big-box retail.

The project used local materials and celebrates craftsmen from the surrounding community as well as Wisconsin artists, who were commissioned to create original artwork for the interior.

The contemporary space includes a gathering area, kitchen, dining room and bar. There’s a full bathroom, including a shower. Dixon can grill a steak for a supplier’s rep or serve the staff lunch on the rooftop garden.

Since the lounge debuted, business has doubled. Dixon attributes some of the growth to the pandemic-fueled demand for jewelry in recent years and an interest in high-end watches. But the growth has continued at a time when many of his peers say they’re giving up those gains, leading the Dixons to give a fair share of the credit to the addition and how it’s transformed their selling style. “We’re shopping with our clients now, rather than selling at them,” Charlie Dixon says.

The lounge space is versatile. They’ve hosted an array of live music performances, small client dinners catered by premier chefs, trunk shows, and private events. It served as their main showroom while they remodeled the first floor and is an ideal place for staff training and supplier meetings.

For one anniversary, a husband had purchased his-and-her Rolexes, and Dixon helped him create a special and memorable event upstairs as a surprise for the client’s wife. They played her favorite music (Al Green) and poured her favorite cocktail (vodka).

“It’s taught us that we all become closer to our clients when we break bread and share a glass of wine with them, rather than stand behind a counter across from them,” Tom Dixon says.

Tom and Charlie Dixon

Q & A with Architect James Dallman

Q. How did you choose the shape and the color palette of the space, as well as the style of decor and furnishings?

A. The design was very much driven by the desire for a calm, relaxing yet elegant space that supports a range of different interactions between people. The space is first and foremost about the human experience of being together and offering different ways of interacting.

The specific geometry of the project was driven by 1) a desire to create shared space that offers a range of different seating and types of gathering, from intimate one-on-one interactions to larger collective gatherings, to shared meals 2) providing a counterpoint to the necessity to have solid walls on two sides (due to the two long party walls that must be completely solid, as we were filling in between two adjacent existing buildings) by strategically positioning windows, skylights and the shaped ceiling to bring in more light and create the sense of having arrived at something special.

The ceiling shapes are a reference to the precise geometry of watchmaking. And the space is also laid out such that the visitor experience is sequential, rising up the stair kind of clears the palette so that when one enters the main space it has a certain drama, entering under a low ceiling which then bursts open, rising up to the skylight that encompasses the space. The overall effect is meant to be serene, and not to distract from the experience of human interaction and looking at finely crafted objects.

Tom’s desire for some outdoor space also offered an exciting opportunity to open up to views of the sky, extending this quiet space into a miniture landscape and giving the feel of a sanctuary, set back from the busy street, with large windows facing the garden.

All natural materials were chosen to compliment the space, with a simple off-white background, and highlighted by a combination of natural daylight and carefully positioned LED cove lighting and a few lamps.

Q. Can you explain what a prismatic skylight is and how it works to set different moods throughout the day?

A. The skylight, lined in plywood is carefully positioned on the space to create a strong center, but the ceiling is sloped down to form a kind of canopy over the primary gathering space, such that the skylight gathers the entire space together in light. The skylight being slightly tilted to the north, and having the deep plywood sleeve around it, means that the daylight entering the space is always diffuse and even, without glare or strong shadows. This is an old trick taken from artists’ studios, in which north facing windows (in the northern hemisphere) provide the most even and pleasing light for painting or sculpture.

This also makes it the best most flattering lighting for interacting with other people and for viewing beautiful and intricate objects such as fine watches and jewelry. The LED lighting was also chosen a color temperature that closely matches natural daylight, so that the overall effect is one of natural light both day and night, which is both comforting, but also allows Tom, Charlie and their team to present their products in the most comfortable atmosphere that closely approximates how they will be experienced on a daily basis.

Q. What are some of the materials used in the project?

A. The project materials include:

• Dark stained polished concrete floors (at main space).
• Dark stained beech wood floors (at stairs).
• Charred Black Locust wood siding at the roof terrace and entry (the Black Locust is a locally invasive tree that is being removed to make room for more native species, and the wood was treated for durability using an ancient Japanese technique of Shou Sugi Ban, which treats the surface of the wood with a controlled burn, the charred surface adds a beautiful texture and color, and protects the wood from decay.
• Baltic Birch plywood used for wall panels, lighting coves, cabinetry, skylight sleeve, and window surrounds. This kind of plywood is highly stable for cabinet-grade applications, is sustainable, and imparts a warm glow to the daylight entering the space.
• Natural Quartzite stone countertops and wall panels, which were chosen for their coloration and natural veining that compliment the other materials.

The post Wisconsin Jewelry Store Grows Up to Create a Lounge Experience appeared first on INSTOREMAG.COM.

With its latest marketing campaign, “Made to Shine,” the largest privately owned jeweler in the U.S. with 21 locations is keeping the tagline but turning the spotlight on customers who incorporate jewelry into their everyday moments and activities.

One major goal is to lower the intimidation factor of fine jewelry, which can be inadvertently reinforced by advertising campaigns depicting perfect couples and perfect situations, says CEO and president Rordan Shane, who is based in Denver.

“The idea of jewelry historically has been one of important moments and adorning yourself and feeling beautiful and special,” Shane says. “But the high price tag that can be associated with some jewelry as well as some advertising campaigns raises the intimidation factor. This campaign is based in the most meaningful parts of everyday life. It makes the customer the hero, focuses on individuality and brings in a new psychographic.”

“Made to Shine” was inspired by Shane customers, who wanted to see more of themselves in advertising. It’s shifting the company’s perspective from “all about us” to “all about you.”

Shane says it’s a natural evolution for the company, which he describes as customer-focused and authentic. As he grew up in the family-owned business, which was founded in 1929, he learned the value of authenticity from his father, Tom, who doesn’t allow anything “not real” in the stores. Fittingly, in the new campaign, couples are real couples and the parent and child are real, too.

Shane heard an endorsement of the new campaign from a highly regarded source. “Even my mother said, ‘It is so nice to see people my age I can associate with and feel relevant with in the advertising.’ To me, that really hit home. As an authentic review from my own mother who is a fan and a critic, hearing that made me think we really hit the mark. It doesn’t feel like perfect models.”

Marketing staff, with help from a consultant, talked to more than 1,000 customers in focus groups to figure out not only how the customer perceives the company, but also what they want.

“The big shift was that historically we did focus on us as a brand, as a company, on what we do for you, and what we provide to you, and this shift is getting down to our core roots of our first day of training.

“The first thing everyone learns, and the first thing I learned, is the customer is the boss. This is an evolution to focus on our customer. That’s what they wanted.”

Shane Co. launched the “Made to Shine Real Stories” nationwide contest in July, inviting customers and jewelry enthusiasts to share their personal stories of how jewelry has profoundly impacted their lives for a chance to be featured in one of their radio ads. Twelve people who enter their stories in the contest will be randomly selected to receive $1,000, as well.

Customers were invited to share stories about jewelry that brought them confidence or represented a special moment in their lives.

The campaign will continue to be featured in all forms of advertising, including digital, outdoor, TV, radio, email, the website and in the store.

“I truly feel that Made to Shine is a complement to our more than 50 years of brand positioning as your friend in the jewelry business,” Shane says. “This is a logical evolution of our historic friend campaign.

“Making people feel seen and special, that’s what jewelry does. It recognizes important moments in people’s lives. These are lifetime physical objects with intangible memories attached to them.”

Or, as the 30-second commercials put it, “You don’t need an occasion. You and your life are the event. Everybody is made to shine.”

The post Shane Co. Asks Customers What They Want to See In Marketing appeared first on INSTOREMAG.COM.

OWNER: Dan and Lynn Hernandez; URL: powelljewelry.net; FOUNDED: 1932; LAST RENOVATED: 2021; INTERIOR DESIGN: Leslie McGwire & Associates, Clarkitecture, Snodgrass and Sons Construction, JMJ Inc. (showcase manufacturers); TOP BRANDS: Ashi Diamonds, Gabriel & Co., Allison-Kaufman Company, Shah Luxury, Roman & Jules; EMPLOYEES (FULL- AND PART-TIME): 6; ONLINE PRESENCE: 3.8 Stars on Yelp; 4.9 on Google Reviews; 4,300 Facebook followers

JUST BECAUSE POWELL Jewelry is approaching its centennial celebration doesn’t mean it’s set in its ways. In fact, the 91-year-old store in Wichita, KS, demonstrates that the opposite is true. Based on the store’s modern classic interior and super-current shop practices, clients keep returning for both its community heritage and contemporary business practices.

“We get a lot of referrals from customers and focus on satisfying clients,” says Dan Hernandez, who bought the store from the son of the founder in 1997.
Powell’s longevity and name recognition go a long way for multiple generations of extended families. Hernandez recently sold engagement rings to three brothers, with two more planning on buying their rings there, too. “People come in and tell us their parents and grandparents had pieces made at Powell,” confirms Sally Winterman, manager.

This devotion to the brand extends to staffers. One bench jeweler has worked at Powell for three decades, while Winterman has been with the store for 15 years. Two newer employees — at three and four years of tenure — are racking up their periods of service thanks to pleasant store practices like hourly pay and bonuses. Nobody sells on commission. “Everyone wants to help each other,” says Hernandez. “Nobody is pushing products.”

Mattie Mathias, Melissa Waterbury, store owners Lynn and Dan Hernandez, store manager Sally Winterman, DeAnn Groner and Lindsey Dean, from left, have forged a collaborative and cohesive team.

With this sort of warm and supportive environment, it’s not surprising to learn that customers appreciate the love. Old-fashioned empathy from the Powell staff ensures that customers never feel like just a sale. In fact, when one elderly client hadn’t been seen in a while, Hernandez called to check on her and learned she was having dialysis.

“She wasn’t doing well, but she had a positive attitude about recovery,” he says. “And when she felt better, she came in to see us. We don’t only call customers to solicit sales.”

Something else the store is known for is its modern classic interior. While other stores in town have stuck with traditional heavy wood looks, Powell’s 2021 renovation went light, airy, and modern. The refreshed store aimed for timeless elegance with marble floors, white and brushed gold showcases — some oval — and drop-down lighting and clear glass floating chandeliers. There’s also floor-to-ceiling custom wall coverings surrounding a rainwater glass wall with the Powell logo in the center.

“People tell us that it looks like something you’d see in Las Vegas,” Hernandez says.

Jewelry offerings are equally memorable, including lots of diamond fashion items. A custom department allows shoppers to commission CAD designs and those carved from wax, in addition to vendor-modified designs. “One gentleman wanted a heavy anchor ring, so we used one of our vendors to make it,” Hernandez says.

Powell’s marketing efforts are also modern — moves for which Hernandez praises Winterman. She took on the yeoman’s task of modernizing the store with social media, online sales, and lots of input into the redesign.

Her fresh ideas keep mounting. They include displaying an in-store slideshow of clients and their engagement rings, photographing nearly every engagement ring sold for social media, and installing a permanent jewelry bar dubbed Forever Gold Permanent Jewelry, which has its own Instagram handle at @forevergold_ict, separate from Powell’s main account at @powelljewelrywichita. “We do so much with permanent jewelry that we wanted that feed to look special and appeal to a younger demographic,” she explains.

Permanent jewelry sales to bridal parties, friend groups, mothers and daughters, and individual appointments and walk-ins translate into bigger sales. “I sold a $10,000 engagement ring upgrade to one shopper,” Winterman says. “While she was getting her permanent jewelry, she said how she always wanted a bigger ring, so I said, ‘Let’s look at some!’”

Partnerships with local influencers have also been fruitful. Winterman enlisted two locals with big social media followings to promote various efforts, a tactic that resulted in major media exposure and myriad sales. Other partnerships ensure that local photographers, florists and wedding planners have jewelry for shoots, which gives Winterman plenty of photos for social media and her in-store slideshow. A 70-inch screen near the design center and engagement rings plays a loop of happy clients and their jewelry, proposals and weddings. More promotional efforts include working with a winery next door to supply the store with bottles for events, as well as coaster-coupons for clients to bring in for discounts. On Saturday mornings, customers can have mimosa-fueled engagement ring shopping appointments and leave with champagne glasses imprinted with the store name.

Throughout the year, Powell conducts postcard mailings with discounts for birthdays, anniversaries and the periodic sale, and gives gift cards to clients who drop by to peruse big-ticket items like diamond rings. “People tell us that they just couldn’t shop anywhere else after we gave them a gift card,” Hernandez says.

Charitable efforts, too, are part of the Powell playbook. The store donates merchandise for raffles to help Make a Wish and St. Jude’s charities. For one event, the store donated 250 bracelets: 249 were costume, and one was gold with diamonds. Everyone who purchased a raffle ticket got one; the owner of the precious version was revealed at the end of the evening.

Finally, no one leaves Powell empty-handed, even if they didn’t make a purchase. Guests get a custom cookie with a seasonal design or Powell Jewelry logo and an oversize diamond solitaire keyring with Powell’s texting number and Instagram handle as keepsakes for visiting. In a month’s time, the store gives out upwards of 20 keychains and six dozen cookies.

“We tell clients they need to leave with a ring, even if it’s a little keyring,” jokes Winterman. “By the time they get to the car, they’ve followed us on social media. Anything we can send home with people is another reminder of what sets our store apart.”

Five Cool Things About Powell Jewelry

1. SOCIAL SUCCESS. Powell Jewelry puts its customers in the social media limelight. Staff photographs nearly every bridal ring it sells to put on social media, along with the couple’s proposal or engagement photos and wedding shots if they choose to share them.

2. OLD SCHOOL CLIENTELING. Tried-and-true clienteling techniques make customers feel special. For example, when clients make a wish list, Powell mails a thank-you note with a gift card to a local coffee shop, and for purchases sends a thank-you note with a gift card to either a coffee shop or a restaurant.

3. CUSTOM CREATIONS. Powell has a custom design center where customers can create their own one-of-a-kind piece of jewelry, view CAD designs, and even see the wax mold of their item before it is made. The Powell team offers a story of the item as it’s being made, including photos of the design and casting process.

4. LOTS OF HUSTLE. Powell partners with local influencers for promotion, loaning jewelry to photographers, florists, and wedding planners for photography, teaming up with a local winery for in-store events and giving away gift cards to engagement ring buyers for a local picnic company that specializes in engagements.

5. SELECT DIAMONDS. Loose diamonds are all hand selected, many in Antwerp, Belgium, and purchased on regular buying trips with The Independent Jewelers Organization.

PHOTO GALLERY (10 IMAGES)

{{gallery_holder}}

The post Kansas Jewelry Store Stays Current with Renovation and Innovation appeared first on INSTOREMAG.COM.

Curves seduce and move customers through a space more easily.

Jesse Balaity, owner of Balaity Property Enhancement, says curving the ends of showcases can provide a little more room for circulation in a compact store, compared to all hard corners.

“For larger stores, I like to create contrast between different zones or moods,” he says. “There may be a bar or watch zone with a squared-off masculine feel. Then, curves in the bridal or diamond fashion areas can provide a contrasting feminine feel.”

Curved custom millwork and showcases are more expensive than straight, especially when they incorporate curved glass. “When budget dictates,” Balaity says, “we can use squared-off glass on top of curved bases or just find curvature in the furniture.”

A couple of tricks of the trade, Falk says, are to simply curve a “facade” around a straight front, or to add curves to end pieces and focal point towers.

“Selecting specific areas to bring in curves will add elegance to the store’s design and help customers glide through the space without breaking the budget,” she says.

Here are a variety of examples of how curves can be used to enhance mood and improve flow in jewelry stores.

A Highlight

Bailey’s Jewelry in Cary, NC, features a long, curved showcase flooded with natural light for a double dose of organic, visual appeal in the 5,000 square-foot store. Glass display cases are mounted on handcrafted wooden bases. Artco Group designed the showcases and layout.

Curving Everywhere

Curves are playful, thought-provoking and just about everywhere at employee-owned Kesslers Diamonds in Grandville, MI. Interior designer Lyn Falk says that in addition to wanting curved cabinetry elements in the space for that added softness and flow factor, the store and design team also opted for curved decorative elements that reflect the shape of circular engagement rings and wedding bands.

For Comfort

Upstairs at Zadok in Houston, curves in the ceiling and in the furniture make the Champagne bar particularly cozy and welcoming. The goal of the interior design was to create places within the vast, 18,000-square-foot showroom 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. Designed by Michael Hsu Office of Architecture, the store is owned by the Zadok family.

Striking a Balance

At de Boulle in Houston, owned by the Boulle family, strong vertical lines are softened and balanced with strategically placed curved showcases in the 3,500 square-foot showroom. The store, designed by Lucid Architecture, is home to private watch salons for both Rolex and Patek Philippe as well as de Boulle’s jewelry collections.

Custom Cases

Custom display cases crafted by Artco Group for Moonrise Jewelry in Cape Charles, VA, reflect its elegant and casual coastal feel, complete with a showcase that ends with a graceful curve. Elsewhere, front-loading cases allow for side-by-side selling in the center of the store while maximizing open space in the narrowest part of the building.

The Cocoon

Keith Shaftel, owner of Shaftel Diamonds in Houston, wanted a fun, unique and whimsical environment. “He shared images of curved doors and showcases with me from our first meeting,” says store designer Jesse Balaity, who introduced curves in the walls and ceilings, in addition to some of the showcases. “The idea was to create a sort of cocoon for the customers. The main ceiling is all exposed steel bar joists and ductwork, a rather industrial feel for a jewelry store. The curved walls and ceilings were intended to visually soften that cold metal look. The actual structure is simply metal studs and gypsum board, fabricated on site to the desired radius.”

The Focal Point

The solid walnut POS counter, handmade by a local carpenter/millworker, creates a focal point at Eliza Page in Austin, while improving traffic flow and circulation in the 1,000 square-foot showroom. “We wanted to elevate the materials and the design to better fit the product we’re selling,” says owner Elizabeth Gibson, who recently renovated the space.

Traffic Flow

At Lee Read Diamonds in Boise, ID, owned by Larry Read, the dramatic ceiling design shadows the case design for a complete circular effect and an effective traffic flow. The Lee Read Diamond Dream Store was built in 2000 and the 10,000 square foot store was renovated in 2021.

Down to Earth

In larger spaces, using bigger curves helps to create a cozy, warm and inviting atmosphere. At Craig Husar in Brookfield, WI, rounded shapes below contrast with strong lines above, serving to humanize the voluminous space.

The Centerpiece

B.C. Clark is a study in contrasts with bold linear structures and soft, circular cases and lighting installations. Merchandise displayed in a circular case near the entrance of the Oklahoma City store represents a wide-ranging sample of what can be found in the store, with an emphasis on new arrivals. The store is owned by Coleman Clark, Mitchell Clark and their father, Jim Clark.

Curvaceous

Day’s Jewelers in Nashua, NH, is built on a curve, which is first established by a transparent glass wall along its curved exterior. The curved theme carries through to casework and ceiling, allowing a free-flowing circulation pattern that naturally draws patrons through the space while also maximizing linear display space. The circular design also creates an open lounge area in the center for customers to settle in, enjoy a beverage and watch TV.

Arches

The design of Greenwich St. Jewelers in New York was based, in part, on an existing arch in the space. The arch theme was carried throughout the Tribeca store, owned by sisters Jennifer Gandia and Christina Gandia Gambale. They collaborated closely on the design with MAOarch, an architecture and planning firm in New York.

A Big Hug

When owner Julie Ettinger imagined her destination jewelry store, Ylang Ylang, in LaDue, MO, she always knew she wanted the cases to look as if they could reach out and embrace her customers. She opened her dream store in 2014 with that in mind. The architect designed the layout of the main 800-square-foot sales floor in the shape of a diamond. It’s outfitted with custom curved showcases, family heirloom chandeliers and curved crystal-embedded walls with touches of sparkling gold.

Edgy

JustDesi in Beverly Hills, owned by the Kraiem family, is the first retail project for residential interior designer Adeet Madan of Beverly Hills, who, inspired by wedding gowns and lace, came up with the concept for the distinctive, hand-crafted scalloped-edge showcases. The layout, open and engaging, invites shoppers to interact.

The post These 14 Jewelry Store Designs Are Graded on a Curve appeared first on INSTOREMAG.COM.

OWNERS: Clyde, Jane, Trey and Marci Bailey; URL: baileybox.com; FOUNDED: 1948; OPENED FEATURED LOCATION: 2022; AREA: 5,000 square feet; ARCHITECT AND DESIGN: 310 Architects; Artco; TOP BRANDS: David Yurman, Elizabeth Locke, Gurhan, Ippolita, Lagos, Marco Bicego, Mikimoto, Phillips House; NORQAIN watches and pre-owned Rolex watches; EMPLOYEES: 150 full-time and 79 part-time; ONLINE PRESENCE: 30,000 Instagram followers; 4.8 Stars on Google

BAILEY’S JEWELRY’S NEWEST location in Cary, NC, is simply beautiful, from the marble look and oversize chandeliers to the smooth neutral tones.

But underlying the elegant aesthetics are practical considerations, as well, that allow staff members to provide the best possible customer service.

For example, every sales associate is welcome to work at their own desk, equipped with a computer, when they are between clients. A store concierge and greeter makes that possible. And a couple of sales associates are on the floor at all times, too.

AMERICA’S COOLEST STORES 2023 SPONSORS

“It’s a unique system that our sales team loves,” says CEO Trey Bailey, “because if they’re not in front of a client, they have a space to work on follow up and clienteling. They have a place to sit and think. You want to have time to contact people for proactive communication.”

Other company-wide innovations are invisible but no less important.

Customers hate it, Bailey says, when they have to wait to have a problem resolved. “Sometimes the customer’s not right, but that doesn’t mean we shouldn’t bend over backwards to make it easy for them. I learned early in my career that customer service is everything. You can have the best product and the best selection in the world, but if people don’t enjoy their shopping experience, then they won’t come back.”

Bailey’s Effortless Experience initiative empowers front-line employees to make significant decisions quickly. This not only makes a more seamless experience for the client but shows employees that they are trusted and valued.

“The rule is they can’t get in trouble,” Bailey says. “If they have the best of intentions, we support them 100%. If they gave something away for free and maybe they could’ve done it another way, we’ll use it as a teachable moment. People who come on board with us who’ve worked other places can’t believe it. It’s a system where we trust our team members.”

Managers also have great influence. Their suggestions are taken seriously and often company-wide changes are made or new ideas initiated as a result.

Bailey’s employees are also empowered in their personal and financial lives.

Bailey is passionate about personal finance instruction and makes it readily available to staff members through an online program called Smart Dollar, which 70% of employees have used. “When I was growing up, people didn’t teach personal finance, and it’s so important,” he says. “We’ve had team members who have cried and said it changed their entire lives.”

Bailey’s also offers Talk Space, on-demand counseling, which includes regular video calls and the ability to text a personal counselor via an app at any time. “A lot of research shows that that helps people because they don’t have to call for an appointment if they’re having a problem that day,” Bailey says. “I know for a fact it saved some people from serious heartache.”

There’s even an app for marriage counseling.

“We want to add value to team members’ lives,” Bailey says. “We want to insist they find their best selves at Bailey’s. Whether it’s a long career or a short stop, I want people to feel that we helped them in some way, to be able to look back from down the road and say ‘I’m glad I worked there.’ You become what you feed your mind. From a business and corporation standpoint, your company becomes what you feed its mind.”

Bailey’s celebrates founders Clyde Sr. and Ann Bailey, who established the business in 1948. Ann was widowed at age 36, becoming the first woman to own and operate a business in Nash County.

The Family

Trey’s father, Clyde Jr., likes to call the store a ladies’ tackle shop. “Our stores are designed with women in mind, and, a long time ago, it was the opposite for a lot of stores,” Trey says. “My parents have always designed it with a feminine touch.”

The family business has always had strong women in leadership.

Bailey’s foundation was built by Clyde Sr. and “Mama” Ann Bailey, who together opened Bailey’s in 1948. Clyde Sr. was a craftsman and watchmaker, and Ann was a full-time working mother. Bailey’s began as a watch repair shop but also sold records and bicycles.

Tragically, Clyde Sr. died when he was only 46 and Ann was just 36.

Ann chose to “keep on keepin’ on,” a personal motto that propelled her to become the first female business owner/operator in Nash County. And while the men in town bet on when she would go out of business, Ann says, “They didn’t know this girl!” With unflagging determination and the help of her family, she built a jewelry empire from scratch.

The love story continues with Clyde Jr. and Jane, high school sweethearts who married at 18 and moved to Los Angeles, where Clyde pursued an education in gemology. Upon returning to Rocky Mount, Clyde Jr. grew Bailey’s into one of the largest luxury jewelry stores in the country.

Clyde Jr.’s son, Trey, followed in his father’s footsteps when he enrolled at the Gemological Institute of America. While there, he met his soon-to-be wife, Marci, a fellow gemology student and jewelry designer. Clyde Jr. says, “Trey left to go learn about gems, and he came home with one.”

Bailey’s is now in its third generation of family ownership. Trey and Marci Bailey, along with Clyde and Jane, continue the tradition of making Bailey’s Fine Jewelry North Carolina’s premier destination jewelry store.

The open layout of the wood-tone showcases establishes a fresh look that suits the neutral palette and establishes a modern template for future Bailey’s stores.

The Look

The Cary store design was a team effort, with Marci and COO Blair Jones coming up with the concept and collaborating with 310 Architecture + Design as well as Artco.

Marci was inspired by the classical beauty of photographs of a residential interior in Dubai. “That’s where all the marble look came from, the grayish and cream tones,” says Trey. “We used the new location as a template for what our future stores may look like, to change our style a bit and modernize.”

The marble look sets the expectation for opulence, an expectation soon met with glass display cases on hand-crafted wooden bases and oversize gold chandeliers. Traditional wood tone showcases contrast with the lighter tones in the rest of the store.

There’s also a lot of natural light, more than they’ve had in any previous store by far. The ceilings are as tall as they could be without causing side effects like echoes and ineffective lighting. The natural light combined with the tall ceilings give it a very open look.

The store features a private space with its own entrance to allow for a discreet shopping experience, as well as intimate parties and VIP client showings. With the push of a button, the glass door frosts for added privacy.

When it came to the store’s layout, Bailey says, Artco prevented them from making what he descibes as a big mistake. When they brought the original floor plan to Artco, they were told, “We can’t let you do this.”

“I like feedback,” Trey says. “I said, ‘OK, guys, what are your thoughts?’” While the original layout had multiple loops in it, Artco suggested a new, simpler floor plan with three larger, highlighted sections for David Yurman, for bridal and for designer jewelry, leaving the middle open for a more boutique style that fits the modern style of the rest of the store.

“They were right,” Trey says. “They did a much fresher showcase layout than we had done. It’s classier and more modern and flows better.”

“The reactions have been great,” Trey says. “It’s fun to be in there when people walk in for the first time. Half the time, they have an audible reaction. They’re very vocal about how the store looks. We spent years planning, designing and building it, so it’s fun and rewarding to hear customers come in and say it’s the nicest, prettiest store they’ve ever been in.”

Five Cool Things About Bailey’s Fine Jewelry

1. ONLINE SALES. Online sales have quadrupled since the launch of a more user-friendly website. Most everything selling is fashion jewelry between $500 and $1,500. “It helped with SEO as well,” Trey says. “When COVID hit, people started shopping online more. We were building a website, and when COVID hit, we were just launching the site.”

2. $1 MILLION GINGERBREAD HOUSE. Marci on her own created a bejeweled gingerbread house, which made the local news. Then she was contacted by a gingerbread artist from North Carolina, who suggested they collaborate on something over the top. It became a $1 million gingerbread house, generated more local publicity and was entered into a New York Art Collective contest, which it won. Two Christmases ago, it was displayed on Times Square, and the Baileys planned a family trip to see it.

3. THE BOX. “The Bailey Box,” Bailey’s signature black and white wrapped box tied with a red ribbon, has become synonymous with the brand and even a bit iconic. The saying “Every Woman Wants a Bailey Box Under the Tree” has become well-known throughout North Carolina.

4. THE BLING. Bailey’s Fine Jewelry is known for its marketing initiative, Finders Keepers, in which small Bailey Boxes with a single piece of jewelry are hidden throughout the communities in which Bailey’s has stores. When someone finds the box, it’s his or hers — “Finders Keepers!” To celebrate the opening of Bailey’s Cary location, 100 Bailey Boxes were hidden throughout Cary at landmarks and community areas. One grand prize Bailey Box included a voucher to be redeemed for a pair of diamond and 18K yellow gold David Yurman stud earrings, valued at $1,975.

5. WATCH THIS! Bailey’s recently became one of only a few stores in the country that has an in-house diamond cutter on-site. “He loves telling people about what he’s doing, and certain customers eat that stuff up. There was a surgeon back there recently picking his brain,” Trey says.

PHOTO GALLERY (12 IMAGES)

{{gallery_holder}}

The post North Carolina Jewelry Store Blends Form with Function appeared first on INSTOREMAG.COM.

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.