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2016 Big Cool 1: De Boulle Diamond & Jewelry

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De Boulle Diamond & Jewelry, Houston, TX

OWNERS: Denis and Karen Boulle; URL:deboulle.com; FOUNDED:1983; OPENED FEATURED LOCATION: 2015; EMPLOYEES: 6; AREA: 1,800 square feet; STORE DESIGN: Gensler; COST OF BUILDOUT: $2 million; BRANDS:: De Boulle Collection, Patek Philippe, David Webb; ONLINE PRESENCE: 12,971 Likes on Facebook; 4.5 Stars on Yelp


DENIS AND KAREN BOULLE’S first priority has always been to make clients feel comfortably at home.

At the same time they want to make sure everything they do is associated with exquisite quality, from the fine jewelry and watches they sell to the quality of materials used in the design of their stores.

In creating a second home for de Boulle, their Dallas-based business, which was named a Cool Store in 2007, the Boulles had the opportunity to roll out the welcome mat for Houston, the fourth largest city in the U.S.

While the de Boulle Diamond & Jewelry Patek Philippe Showroom introduces Houston to the de Boulle Collection of jewelry, designed or selected by Karen, the location also houses the first official Patek Philippe showroom in the world. That calling card has gained them immediate entrée into Houston’s elite shopping and social scene.

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“Patek Philippe is our biggest drawing card,” Denis says. “Our brand is not big enough to open into Houston by itself and succeed. We found very select brands that can’t be found elsewhere that we can use to differentiate ourselves. That is the key — offering pieces that they can’t get anywhere else.” The boutique is also the only David Webb dealer in Houston.

They chose as their location the new River Oaks District, where their heavy-hitting neighbors include Cartier, Chopard, Harry Winston, John Hardy and Van Cleef & Arpels.

They wanted the store to be welcoming but also elegant and bespoke enough to outshine competitors on the global luxury-brand level. “We were coming up against all the big boys in the industry,who had an unlimited pocketbook,” Karen says. “We had to create something that had to be special and not cookie cutter. We had to compete as the little bitty independent, and we were going to do the best that we could. And so we spent money more freely than was probably wise.”

And they also wanted to be able to use the Houston store as a prototype for future ventures.

“We wanted the store to be open and welcoming, but elegant. Not intimidating,” Karen says. “Not too cutting edge or too old fashioned. Classical and timeless.”

They turned to the Houston office of Gensler, a global architecture, design and planning firm. Gensler architect and designer Lisa Pope-Westerman pulled together elements of residential and retail design to achieve an engaging balance.

Denis says the Gensler team poured their heart and soul into the project, which, at less than 2,000 square feet, was relatively small in the grand scheme of architecture and design.

Pope-Westerman says she was immediately impressed with how lovely and hospitable the Boulles are. “The biggest thing I noticed visiting them in the original store in Dallas was that they treated you as if they were welcoming you into their own home,” she says. “They wanted to carry that through to the prototype Houston store, that very personal feeling.”

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A homey lounge between the jewelry showroom and the Patek Philippe shop in shop serves as a visual icebreaker with its comfortable furniture, coffee bar and relaxed vibe. Bright yellow chairs provide energetic splashes of color while echoing the trademark tone of de Boulle gift bags. The curtains are a replica of those used in their Dallas store, providing a unifying feature and an extra residential flair.

The lounge serves as a transitional portal between the two sides of the store — the subtly masculine Patek Philippe enclave and the slightly more feminine front of the store, where Karen’s jewels take center stage.

The light fixtures in the front window are an ode to the residential side of the store’s personality. They act like flickering sconces that might be found on the front wall of a stately home, flanking the front doors.

“The lanterns in the windows are welcoming and warm, and they invite you to take a closer look,” Pope-Westerman says. “When you do, you notice there are beautiful jewels perched on top of those fixtures. So you are engaged at different levels; you see something to attract you and lure you in, and as you get closer you see more of the beauty inside.”

One of the first objects of beauty shoppers will notice inside is the Italian crystal chandelier that looks like it would be at home in the grand foyer of an opulent residence.

Brightly polished brass reflects the high-karat gold in Karen Boulle’s jewelry. While the brass on the façade is polished, brass finishes inside the store are matte, to take a back seat to the brilliant jewelry.

Immediately to the left and right of the entry are lifestyle cases, designed to accommodate jewelry that is curated to reflect the changing seasons.

The herringbone wood floors and plaster walls also provide a matte background. Choosing plaster walls over painted gypsum elevates the quality of the entire interior in a subtle way that quickly wins over guests, who can’t quite put their finger on why exactly the space is so warm. “It’s been really amazing to watch people come in and hear them say, ‘It just feels so wonderful in here. Something is so special,’” Pope-Westerman says.

The wall color is a carefully crafted blend of warm and cool gray tones, combining residential warmth and modern crispness. While the palette is simple and neutral, the variety of texture and patina adds interest.

A rich marble half wall separates the lounge area from the Patek boutique in the back of the store.

A big budget-busting splurge for the Boulles is a two-panel logo divider wall designed by a local artisan. Each of the plates within the screen is hand-cast and set within a framework that divides the front retail portion from that of the lounge space. Because it’s intricately fashioned out of solid brass, the initial price estimate was $100,000 per panel. But by making the framework a little more airy, that expenditure was toned down to a more manageable $100,000 for both panels.

The DEB logo on the screen also makes an appearance on the base of store fixtures.

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“It’s very subtle,” Pope-Westerman says. “It’s not in-your-face. It’s almost like when you’re looking for a brand name on a piece of jewelry. It subtly signifies that it’s quality.”

Starting Fresh With Distinctive Inventory

Opening a second store has been not only a creative outlet, but also an opportunity to start fresh, to get back onto the sales floor and talk to people. Denis enjoys personally greeting everyone who walks in the door.

Although custom design is an option, the Boulles say that the pieces on display are so distinctive and unique that most shoppers find something they can’t resist waiting for them in the boutique’s custom cases.

They also carry estate watches, and take jewelry and watches in trade.

“We can value a piece of jewelry that someone isn’t wearing, and they can trade it for a Patek or for a new piece of jewelry,” Denis says. “It’s amazing how much trading we do. We looked at a beautiful 55-carat aquamarine this morning.”

Although the Boulles recognize the rivalry between Houston and Dallas and don’t want to take sides, they have been pleasantly surprised at how quickly Houston has embraced them, at how receptive and welcoming and diverse its residents are.

“The barrier to entry here is a lot lower,” Denis says. “Dallas will watch you more before they accept you. If you come to Houston, and you are hard working with good ethics and the store creates something of a swagger, then Houston people will give you a try. It’s very open, surprisingly so.”

They are also enjoying the international nature of the city.

They commute regularly between the two locations.

“In Dallas we see locals and regular customers and there’s a loyal following,” Denis says. “Here, it’s the United Nations. Every day. We love that aspect of it.”

ONLINE EXTRA: 5 Questions with Denis De Boulle

1. Is it tough to sell fine watches to millennials?
“Many Patek Philippe customers are 25 to 35 years old, earn good incomes and have developed a passion for timepieces. My son is 27 years old and his
friends all love watches. The perception that the next generation rely on iPhones and gadgets at the expense of watches is totally wrong. They have a bigger passion for watches, almost, than older people. Watches are a point of differentiation for young professionals.”

2. Did you have any setbacks during construction?
“The floor is the obvious one. There had been a lot of rain and there was water leakage before we even started. The concrete was soaked and we had to get a special machine to dry
it out.”

3. Have you faced other challenges?
“If it were easy to open a second location, everyone would do it. We opened in Dallas right before 9/11. And in Houston we moved in in November while the price of oil crashed. But oil is coming back. People are very positive. Houston is going to be a bigger market than Dallas for Patek. And we created a template we can reproduce.”

4. Where did the store’s name come from?
“The Boulle name stems from Parisian André Charles Boulle. (1642 to 1732) who became known for his skillful work in the field of marquetry. His style of work was eventually dubbed ‘Boulle.’ In French, ‘de’ means ‘of’ or ‘from’ — ‘of Boulle’ or ‘from Boulle.’ Having ‘de’ in front of your last name in France also carries stature in the French language and in Europe.”

5. What sort of advertising have you done?
“Patek has been instrumental in every way, using their PR machine to get stories for us, for example. There’s been a tremendous amount of media exposure, every major magazine in the city.”

Five Cool Things About De Boulle Diamond & Jewelry

1. DISTINCTIVE DESIGNS: de Boulle Diamond & Jewelry has distinguished itself through Karen Boulle’s eye for luxury and talent for design. The de Boulle Collection is inspired by Karen Boulle’s childhood spent traveling the world — England, Singapore and elsewhere in the Far East — when her father was in the diplomatic service.

2. AWARD-WINNING ENVIRONS: The location isn’t just cool in the jewelry world. It has won two awards for excellence in design: First Place in Retail Design Institute Hard Line Specialty Store Category from the Retail Design Institute and a Silver Finalist at the 2016 Association of Retail Environments Design Awards in the Hardline Specialty Store up to 3,000 square feet category.

3. EXPERTS IN THE HOUSE: de Boulle’s versatile staff are experts on both fine jewelry and Patek Philippe watches, and have been trained in Switzerland. The Houston staff also spent four months training in Dallas before the new store debuted.

4. SUCCESS IS IN THE AIR: The store has a subtle, custom-designed scent that is light and clean and spa-like and contributes to the overall comfortable, special feeling.

5. DRIVING AMBITION: de Boulle has a racing team that participates in amateur and professional races. Denis’ son, Nick Boulle, was sponsored by de Boulle Motorsports and Vista del Mar of Perdido Key, FL, in the 2016 Rolex 24 Hours of Daytona where his team finished second. Through events, press and social media, this kind
of national publicity and marketing exercise has created local buzz for de Boulle, and its partners in their motorsports endeavors.

JUDGES’ COMMENTS

Debbie Fox: Their minimalist look with clean lines, light wood casework and open floor plan gives an upscale, but comfortable, feeling. Keeping
the color palette to three neutral colors allows them to add interesting patterns and pops of color to draw the eye where they see
fit. Blending their passion for race cars brings that demographic into their business and garners additional publicity.

Becky Stone:  De Boulle has a particularly good Instagram presence — the photos are all appealingly composed, in-focus and on brand. They clearly have a better understanding of Instagram than many others in the industry.

Todd Reed: De Boulle has a aesthetic that is elegant and refined at every turn, and they do the things from basic to complex that make one want to trust them and get into their world.

Brandee Dallow:  The coolest thing about de Boulle is its amazing and elegant Patek Philippe showroom and the fact that it was the first official Patek Philippe Showroom in the world!

PHOTO GALLERY (7 Images)

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

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America's Coolest Stores

Portland, OR, Couple Fine-Tunes the No-Pressure Engagement Ring Sale

Website and window displays create perfect curb appeal.

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Malka Diamonds & Jewelry, Portland, OR

OWNERS: David and Ronnie Malka; URL: malkadiamonds.com ; FOUNDED: 2010; ARCHITECT AND DESIGN: One Hundred Agency and Bedford Brown Store; EMPLOYEES: 3 ; AREA: 1,000 square feet total; 700 square foot showroom; TOP BRANDS: Custom, vintage, Point No Point Studios, Vatche, Jolie Design; ONLINE PRESENCE: 1,645 Instagram followers, 957 Facebook followers, 4.9 Stars with 62 Google reviews; RENOVATED: 2018; BUILDOUT COST: $75,000; SHOWCASES:KDM


Ronnie and David Malka

VINTAGE RINGS DISPLAYED in authentic, retro jewelry boxes share space with newly minted engagement rings in the front window of Malka Diamonds & Jewelry, a boutique shop in the historic Hamilton building in the heart of downtown Portland.

Passersby enchanted by that tempting array are welcomed inside by owners David and Ronnie Malka, who offer guests a warm greeting and refreshments from the coffee shop across the hall.

Adding to the relaxed environment, they rarely ask for the prospective customer’s information right away. “Our customer is our friend. Just like you don’t ask someone you just met for all of their information, you really should try to take the same approach with your customers,” David says.

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Once guests have a chance to settle in and look around, graduate gemologist David loves to share what he knows by comparing loose diamonds at his desk. What makes the Malka experience distinctive is that David includes tricks of the trade in his consumer education, such as explaining what kind of diamonds people in the jewelry business might select for themselves.

“A lot of people who are thinking about buying diamonds online have done some research, and I like to educate them on the stuff you can see in a diamond that you should pay for,” David says. “The stuff you can’t see, why pay for it? Common sense goes a long way when you’re spending thousands of dollars. Great, if you want to buy a VVS stone, we have it, but most of the people who see the difference, or don’t see the difference, between D and F color are making a much more informed purchase, and they feel good about it.”

Large windows allow passersby to glimpse a mix of vintage and new rings on display while flooding the space with natural light.

They’re also adept at explaining the difference between the diamonds and their paperwork. “The cert says XYZ, but if you lined it up with five others, you might see why that stone was priced so low in its bracket,” Ronnie says.

They think it’s just fine if their customers walk out without buying anything on their first or second visit — even if they’re headed to the competition.

“We keep it really simple in here,” says Ronnie. “A lot of the guys who come in are buying something they don’t know anything about. We don’t bombard them with phone calls or emails; we just offer education. They continue to explore and research, and most of those people we see back here.”

The Malkas are taking the long view. “We want to be like their grandparents’ jewelers with a state-of-the-art shop so we can create things that are going to last,” Ronnie says. “Like the 1920s-era jewelers you trusted but still current and evolving with time.” Although engagement and wedding rings dominate their business now, with as much as 85 percent of sales, they believe that as their original customers continue to mature, they’ll eventually diversify into jewelry for other occasions.

By the time the customer does make a purchase or put a deposit down on a custom ring, David and Ronnie have developed a relationship with them. They give their customers a Malka hat, pin or T-shirt. They also give them a pamphlet detailing the history of their three-generation tradition of diamond dealers, and paperwork that includes an appraisal. There’s no paperwork involved with the guarantee; that is automatic for the life of the ring.

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As for that history, David’s father, Yossi Malka, who still has an office across the street from his son’s store, began his career as an apprentice under his great uncle in Israel, studied diamond cutting and later became a wholesale dealer in Portland.

David studied at the GIA, earned a graduate gemologist degree, and worked in a retail store for several years. David also ran his own jewelry appraisal lab, Independent Gemological Services, for the trade and private clients. “That’s a tough gig to be looking through the scope all day,” he says. “I was getting a little bit bored.”

Still, everyone thought he was crazy, he says, when he decided to open his own store. “It was the recession. It was a tough time.” Three major Portland jewelry stores had closed. “I figured if we took this plunge and we could stay afloat for two years, we should be able to weather anything,” he says. They’d been considering a variety of different names for the business when a friend offered this advice: “When you put your name on the door, you’re putting your name behind the business.”

Perfect. They had a name.

Ronnie Malka collects retro jewelry boxes to display vintage engagement rings.

They leased a prime 1,000-square-foot spot within a vacant 10,000 square-foot space. It was bare bones, with not much beyond walls and floors.

“Welcome to the world of retail,” David says he remembered thinking. Traffic was thin at first, and David continued to operate the appraisal lab, taking it month by month. Although changing shopping habits of American consumers had seemed to be a bad omen, it turned out that Portland shoppers who did spend money on jewelry wanted to make sure they were investing in local, independent businesses. Within a couple of years, they’d won Oregon Bride Magazine’s “Best Rings of 2012” award.

In 2013 Malka became the official fine jewelers of the University of Oregon and their shop got very busy. Ronnie left her teaching job to join Malka full time after it became clear David needed help with marketing and events.

In 2018, they expanded the shop and fine-tuned their interior design, adding metallic cork wallpaper, a custom woven rug, a gathering area with a modern, round table and gray leather chairs, and custom-built display cases. The counter now boasts a marble top and black paint. Other additions include a gold light fixture and a trio of geometric mirrors. The look is upscale without feeling stuffy. The decor is also a personal reflection of what makes David and Ronnie comfortable, complete with a prominently displayed black and white wedding photo of the couple.

“Ninety-nine percent of the time, you meet a Malka,” Ronnie says. “We want them to know us as we want to know them.”

VIDEO: MALKA STORE TOUR

VIDEO: MALKA “ABOUT US”

VIDEO: MALKA CUSTOM DIAMONDS


PHOTO GALLERY (30 IMAGES)

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Five Cool Things About Malka Diamonds & Jewelry

1. Salt-and-pepper diamonds. A year ago, Malka started showcasing the work of a Seattle designer, Point No Point Studios, which has a strong Instagram presence and specializes in salt-and-pepper diamond rings. “We knew that going out-of-the-box and trying something new would potentially bring new traffic,” says Ronnie, who gets several inquiries about them every week. David, as the son of a diamond dealer, admits he was reluctant at first to move in that direction. “My dad says, ‘How much is that per carat?!’ Ten years ago, it would have been used for drill bits, but now there’s an actual marketplace for it. I don’t think it’s a fad, either,” David says.

2. Collaborative environment. “We all know the projects, what’s going on, and what’s coming up,” Ronnie says. “It doesn’t feel compartmentalized.” That approach also creates opportunity for growth. Chloe, who works in the showroom, says Malka has the friendliest atmosphere of anywhere she has worked, as well as enormous growth potential and pride in values. “It gives me satisfaction learning-wise and experience-wise, knowing what the jewelers have to do to have a certain outcome for whatever kind of piece we’re making,” she says.

3. Custom connection. A 2018 expansion made room for two full-time master jewelers and more equipment in the shop. “We wanted everything done under our roof,” David says, from design to manufacture. Sometimes they are simply consultants: “An architect is doing his own CAD design for us to look at and make sure it’s going to translate into a ring and not a building,” Ronnie says.

4. Website curb appeal. Ronnie considers Malka’s digital presence, including its website, to be online curb appeal. “People want to engage online first,” Ronnie says. “Maybe 10 or 15 years ago, your website was a placeholder for your contact info, but now it tells your story.” People know what to expect.

5. Digital marketing ROI. Digital marketing has for the most part replaced traditional radio and TV, because as Ronnie says, “Our customer is online and if they’re seriously looking for a ring, they are seriously looking — not seeing it on TV. Many jewelers will say this is a waste of time, but in the last six months when our followers have doubled, we have noticed customers referring to an image they saw on Instagram or Facebook. It is a real relief to see the return on investment on the time spent taking photos and creating tag lines.” Even shop dog Toby has his own Instagram handle!

JUDGES’ COMMENTS
  • Julie Ettinger: This store is a real gem! I love the shop-local feel and that it can all be done in house. I also appreciate the mix of vintage and new.
  • Julie Gotz: I love that the owners are so invested in the customer and their life cycle. Many stores are too focused on the sale and not enough on the relationship. It is great to hear that a store is using social media in such a successful way.
  • Joel Hassler: I like the approach to gathering customer information. Building a relationship is more important than data-mining.
  • Barbara Ross-Innamorati: : The store interior is exquisite and feels upscale but also warm and inviting. The website is quite informative and I love their blog, “Stories,” as it features a lot of interesting topics with gorgeous photography.
  • Hedda Schupak: I like the laser focus on diamond rings, and I love the impressive depth of selection they have, especially nontraditional styles. The store itself is very hip and welcoming. Their online presence is very strong; they’re using all social media quite well.
  • Eric Zimmerman: Malka Diamonds has done a wonderful job of creating a modern elegant boutique while still highlighting the building’s historic features. Their store’s design tells a story that complements the products they showcase: modern and antique.
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America's Coolest Stores

America’s Coolest Stores 2019 – Winners Revealed!

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Check out America’s Coolest Jewelry Stores of 2019!

Congratulations to the winners of the 18th annual America’s Coolest Stores Contest! In the following pages — and in the months ahead — discover why these stores earned the stamp of approval from our judges. As in past years, we divided the entries into two categories — Big Cool (six or more full-time employees) and Small Cool (five or fewer). We asked two six-member teams of judges to evaluate stores based on their back story, interior, exterior, marketing, online presence and what we here at INSTORE believe is the most important intangible: individuality.

Our six America’s Coolest and additional 10 Cool Stores — each of which will be featured in INSTORE issues through June 2019 — represent creative approaches to doing business as well as aesthetically pleasing retail environments. Each of the six winning stores also offers an omni-channel shopping experience, with merchandise available for purchase online.

If you haven’t taken the time to enter yet, why not give it a shot in January 2020? Retailers have told us that the entry process alone can be inspiring and motivating because it requires them to assess all aspects of their businesses. And if you entered and weren’t chosen this time, fine-tune your entry and try again. That’s proven to be a winning strategy.

Check out America’s Coolest
Jewelry Stores of 2019!

Congratulations to the winners of the 18th annual America’s Coolest Stores Contest! In the following pages — and in the months ahead — discover why these stores earned the stamp of approval from our judges. As in past years, we divided the entries into two categories — Big Cool (six or more full-time employees) and Small Cool (five or fewer). We asked two six-member teams of judges to evaluate stores based on their back story, interior, exterior, marketing, online presence and what we here at INSTORE believe is the most important intangible: individuality.

Our six America’s Coolest and additional 10 Cool Stores — each of which will be featured in INSTORE issues through June 2019 — represent creative approaches to doing business as well as aesthetically pleasing retail environments. Each of the six winning stores also offers an omni-channel shopping experience, with merchandise available for purchase online.

If you haven’t taken the time to enter yet, why not give it a shot in January 2020? Retailers have told us that the entry process alone can be inspiring and motivating because it requires them to assess all aspects of their businesses. And if you entered and weren’t chosen this time, fine-tune your entry and try again. That’s proven to be a winning strategy.

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America's Coolest Stores

Here Are This Year’s America’s Coolest Store Honorable Mentions

These 10 stores will be featured over the next year in INSTORE.

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Big Cool Honorable Mentions

Day’s Jewelers

Nashua, NH

The Coreys

Jeff and Kathy Corey opened a 5,000-square-foot destination store, their eighth location, in 2018. With updated branding and imagery, the store design grabs millennials’ attention while maintaining a reputation for representing fine jewelry. A two-story vestibule creates a transparent glass wall along its curved exterior, establishing a theme that carries throughout the casework and ceiling. The curves create a free-flowing traffic pattern that leads patrons throughout the interior while also maximizing linear-display space.

John Atencio

Lone Tree, CO

John Atencio

Jewelry designer John Atencio’s sixth store was designed to create a visually compelling and luxurious experience while maximizing display space within a 600-square-foot footprint. The most striking aspect of the location is the large, transparent facade crafted from oversize panes of tempered glass. From the outside, the store looks sleek and inviting, and inside, the space is flooded with natural light.

Provident Jewelry

Jupiter, FL

Geoff Fear, Rob Samuels, Nick Linca, Seth Berman, Scott Diament

Owners Seth Berman, Scott Diament, Nick Linca and Robert Samuels teamed up to create a Dream Factory luxury lounge inside their flagship location. Clients can mingle, relax and enjoy a cocktail for a memorable in-store experience. Custom experiences for clients extend far beyond the store’s walls and have included test driving one-of-a-kind cars, meeting the CEOs behind watch brands, racing a car at YAS Marina Circuit, golfing with pro golfers, sailing on the America’s Cup committee boat in Bermuda and flying to Switzerland to tour a watch factory.

H1912

Princeton, NJ

Hamilton owners

Under the leadership of owner Martin Siegel and store manager Lea D’Onofrio, H1912 is part of the Hamilton Jewelers family of brands. It’s on the same street in the same small town as one of its parent locations of Hamilton Jewelers, but since its 2015 inception, it’s carved out a niche for itself that it backs up with a cutting-edge website, charity partnerships and a digital-first marketing plan. The 1912 in its name references the year Hamilton was founded and plays up the vintage angle of its inventory. H1912 buyers travel to estate shows, antique shows and auctions to handpick one-of-a-kind vintage pieces. Every vintage item at H1912 is refinished, refurbished, polished, or overhauled in-house before hitting the showcase.

Mitchum Jewelers

Ozark, MO

Mitchum jewelers

Mitchum Jewelers, owned by Randy Mitchum, doubled its size in 2018 in an upscale renovation orchestrated by store designer Jesse Balaity of Balaity Property Enhancement. One eye-catching element of the new building is the illuminated diamond prominently displayed on the building’s exterior. Mitchum has also set itself apart marketing-wise with a hugely successful TV commercial campaign that features customer testimonials. Use of the slogan “Your Jeweler For Life” in all of Mitchum’s ads has added to the branding surge, as has a related jingle that customers love to sing whenever they happen to run into Randy.


Small Cool Honorable Mentions

Yaf Sparkle

New York, NY

Yaf Boye-Flaegel

This is the second Lower East Side location and second America’s Coolest Stores Award for Yaf Sparkle, owned by Yaf Boye-Flaegel and Torsten Flaegel. When the couple moved into the new spot and peeled off layers of cement, they were excited to find old bricks in good condition crowned by an arched brick ceiling. They added a wooden floor and brought in furniture made of reclaimed wood for a vintage rustic look. The neighborhood is full of life and excitement, to which Yaf Sparkle contributes by spreading glitter across the sidewalk outside the store. Marketing benefits from an in-house photo studio. Customers have voted Yaf Sparkle as among the top three shopping experiences in New York City on Trip Advisor.

JC Jewelers

Jackson Hole, WY

Jan and Jeter Case

Jan and Jeter Case greet visitors from all over the world in their 240-square-foot log-cabin showroom in a gateway town to the Yellowstone and Grand Teton National Parks. Three to 4 million people visit the area every year, and of those, about 1 million are from China. They’ve gone to great lengths to be hospitable, learning Mandarin phrases and labeling gemstones with translations. They also use Google Translate to communicate with non-English speakers. These efforts have gone a long way, they say, toward making international guests feel comfortable.

Malka Diamonds & Jewelry

Portland, OR

David and Ronnie Malka

Malka Diamonds & Jewelry, owned by David and Ronnie Malka, is a 1,000-square-foot boutique shop in downtown Portland that specializes in engagement and wedding jewelry. David is a graduate gemologist, who enjoys educating clients in a no-pressure atmosphere. The shop also highlights the work of two master jewelers on site. The store houses a collection of modern designs, antique and vintage jewelry and unconventional options, such as salt-and-pepper, rose-cut and unique-shaped diamonds. The store is bolstered by a cheerful staff and robust digital presence.

Talisman Collection

El Dorado Hills, CA

Andrea Riso

With a 3,300-square-foot showroom, this Small Cool store lives large! Owner Andrea Riso designed the floor plan to accommodate wide-open spaces, plenty of seating and a meandering river-style path that creates a sense of discovery. Décor is surrealistic and includes massive blown-glass fixtures, a library-lounge man cave, a tech oasis for kids, a bar and interactive areas that engage and enchant people of all ages. They’re known for designing and rendering original custom pieces for clients within 48 hours, as well as offering the custom-design services of 78 independent designer brands represented in the store.

Welling & Co. Jewelers

West Chester, OH

Bill and Daniel Welling

Father and son owners Bill and Daniel Welling built a modern, industrial-style jewelry store on a well-traveled road between Cincinnati and Dayton, in Ohio’s booming Butler County. The family-owned store, founded in 1920, makes its most recent home in a hangar built in the 1940s by a pilot to house a folding-wing airplane. Interior designer Leslie McGwire retained original interior brick from the building to set the tone for the renovation, which is complemented by an open slate-gray painted ceiling and a textured wood plank floor. A wide range of merchandise and price points adds to the welcoming ambience.

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