Sleek Texas store opens doors to serenity seekers. 

Spa Day at Storey Jewelers in Gonzales, TX, last July turned the whole idea of the midsummer doldrums on its head.It was far from the typical July day when 85 people showed up to receive free chair massages and even sign up to pay for Botox treatments in the diamond room while sipping Champagne punch.

Paul Neuse of Storey Jewelers teamed up with a local med spa, associated with a hospital wellness center, to provide free hand scrubs, makeovers and chair massages to his customers. Cookies, soft drinks, coffee, mimosas and punch were served. The spa is part of a wellness center that opened last year, so the partnership was a good way to introduce the facility to the community while encouraging traffic into Storey Jewelers.

As the oldest retail business in Gonzales County, the store has been in continuous operation since 1903. But in 2015, Storey Jewelers traded in its downtown location for a sleek and modern store in the Gonzales Marketplace Shopping Center, offering room for mingling with a large showroom, a lounge area and almost unlimited parking. One thing Neuse didn’t want was a rustic ambience. His goal was to build a cosmopolitan-style store in south-central Texas, the kind of place that presents the perfect venue for an elegant event — like a spa day, for example. Cases designed for side-by-side selling make socializing at events easier, too, than it would be around cases that create rigid barriers.

“Since the store is open and airy, we had plenty of space for our partners to comfortably set up their stations,” Neuse says. “We were also able to repurpose the diamond room, design center and men’s lounge for Botox injections, massages, and hand scrub/makeup application.”

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Neuse and team promoted the event with postcards, a spot on the area’s digital billboard and lots of social media.

Another attraction was a drawing with prizes, including $600 toward Botox treatments, a $500 gift card for jewelry and a $500 gift card from the spa. The store also gave away a few smaller pieces of jewelry and a personal ultrasonic cleaner. Everyone who attended was welcome to their own gift, too — a loupe engraved with the store name and a polishing cloth.

They documented cleaning jewelry for 55 people, which included at least 150 rings, 32 pairs of earrings, 34 pendants, 25 bracelets and five watches for a total of 246 pieces, at least. “The ladies would drop off their jewelry with us, grab a beverage and make the rounds, getting pampered by the med spa staff and looking at our jewelry.”

This article originally appeared in the March 2018 edition of INSTORE.


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