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"Always Be Changing" is a philosophy that encourages innovation.

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McCoy JewelerDubuque, IA

URL: mccoyjeweler.com / OWNER: Jonathan McCoy / FOUNDED: 1973 / OPENED FEATURED LOCATION: 1973 / RENOVATED: 2018 / AREA: 1001 total; sales floor, 203 square feet / EMPLOYEES: 4 /BUILDOUT COST: $58,500 / TOP BRANDS: McCoy Jeweler Custom, Noam Carver, Naledi, Stuller, Artistry


 

ABC IS AN ACRONYM the McCoys live by. Always Be Changing. All Be Comfortable. Always Be Closing.

So in 2004, when the McCoys decided their business focus resembled a shotgun and not a laser beam, they decided it was time to change. They transformed the business into a custom-only bridal shop, implemented design software Matrix and CounterSketch and watched their business boom.

Custom bridal proved dependable enough to weather the coming economic storm of the Great Recession. As business grew, they added designer brands including Noam Carver and Naledi. Today, nearly 80 percent of sales are bridal; the rest are fashion diamond and sterling silver jewelry.

“It resulted in fantastic growth, and we’re continuing to see that,” says owner Jonathan McCoy, who took over leadership of the business with his wife, Jennifer, from his father, Robert, in 2013.

They continue to change with the times and nearly three years ago began selling laboratory-grown diamonds. Now 84 percent of center diamonds they sell are laboratory-created. “It’s dominating the business,” McCoy says. “But we’re not invested in either. We present both natural and laboratory grown  as wonderful options. We discuss the rarity of mined diamonds and the lack of history of lab. The whole presentation is about offering up options and showing the stones next to each other.”

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Technology helped facilitate the evolution of the business. “It allows us to do a level of intricacy and to be able to create some lines and duplicate some things quickly,” he says. As photo-realism improves, it makes it far easier for clients to say “I get it” when they’re shown a rendering of a ring. They accommodate clients who want all levels of custom, from tweaking a design to starting with a blank sheet of paper.

Although they offer e-commerce, usually there’s a brick-and-mortar connection before an online purchase is considered. 

“At this point, we have just been keeping ourselves as busy as possible with people walking in the door,” McCoy says. “We’ve been happy with our draw in the area and we’ve pulled in people from 250 miles away to have that in-store experience, to see the casting process. We try to hit that experience out of the park.”

The store is across the street from a large hotel. And although that proximity brings people in for watch batteries more often than for custom design, there are people who have wandered in, enjoyed the experience and come back to work on a custom piece.

ABC also stands for “Always Be Closing.” “Because without a sale, we have no business,” McCoy says. “We have learned that educating and advising is always better than selling. Customers appreciate being helped, not sold. If you follow this, the customer will close for you.”

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ABC also stands for “All Be Comfortable,” too. “Our unwavering stance is everyone is welcome and treated with respect. Period. There is no surprise reaction when a young woman comes in to buy a ring for her girlfriend. There is no judgment when a farmer comes in with dirty jeans to buy a ring for his future wife.”

They’re also up to date on green issues, from solar power and recycled gold to an emphasis on heirloom gems. The McCoys cast from vendors who supply them with 100 percent recycled gold. They also recycle street buys into casting grain. “That’s made a difference not just in our image, but in our bottom line.”

The green aspect of the business is popular with shoppers, but the heirloom business they do is just as strong a selling proposition.

“Moving something forward from one generation to the next has created a ring with more than just style, but with history to it. This is not just a millennial thing; we have been doing this for decades for our clients in all age groups. From those in their 20s with restyled engagement rings to their 60s restyling their wedding sets. All have loved not just the new jewelry, but the story they get to share.”

Although the sales floor of McCoy Jewelers is a cozy 203 square feet, the Main Street building it occupies is known among family as the McCoy Tower, because when Robert launched the business in 1973, he bought the whole building. Now Robert lives on the third floor and Jonathan and Jennifer live on the second floor. Although Robert sold the business to Jonathan in 2013, he still works a couple days a week, assisting with designs and repairs. Jonathan is the head of bench operations, custom design, CAD/CAM and repairs and Jennifer oversees operations and sales.

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When Robert opened McCoy Jewelers on Main Street, the economy was troubled and downtown had become a dubious area for shopping. Their neighbors were a triple-X theater and an adult bookstore. Today, Historic Old Main Street is home to fine restaurants, boutique shopping, hotels and local breweries.

The place, built in the late 19th century, came with character, including a tin ceiling and a walk-in safe that a former realtor occupant had used to hold original deeds and documents. It also came with a quirky layout. McCoy’s is 16 feet wide and has the layout of a bowling alley, which accommodates a fully functioning shop as well as a sales floor. “We’re a very small footprint,” McCoy says. 

The sales floor is outfitted with two century-old marble-trimmed 10-foot traditional showcases expertly crafted by a local casket company. The recent renovation includes custom pull-out showcases, a magnetic wall display and interactive bridal area. “We kind of do things in waves — a project here, a project there,” McCoy says. “With the scale of our shop, doing an entire tear-out wouldn’t work very well. We’ve retained the look of the original store to pay tribute to the history of Dubuque.”

Although living and working in the same place is convenient, there are some downsides to that arrangement. “It’s hard to play hooky,” Jonathan admits. “My wife and I converse about the shop almost daily. Once you get in that mind-set, it’s difficult to get out of it.”


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5 Cool Things About McCoy Jeweler

1. Green business: Their solar array is a long-term investment. “We pull first from our solar array, and then during peak times, we get additional power from the grid. When our production exceeds demand, it is routed back into the grid for others to use,” says Jonathan McCoy.

2. Cutting edge technology: McCoy’s completes the entire custom piece in a shop barely larger than many garages. “We can design, print and cast the same day. We perform all bench work and stone setting right in front of our clients.”

3. Saturday staff lunches: Jonathan makes lunch for the staff on Saturdays, which provides an informal time for casual conversations, strengthens the family vibe and keeps everyone around during peak sales hours. Jonathan and Jennifer often plan vacations around cooking classes in destinations like Italy, Morocco, Portugal and Spain. “Part of that interest is being in Iowa in a small Midwestern town. Interesting food options are a little limited. So we’ve gotten good at cooking. Our shop staff gets to be our guinea pig on some of these things.”

4. Customer models: McCoy’s uses their customer couples as models in advertisements and store decor. “They are the reason we are still in business.” A gallery wall features images showing couples on their big day. It says two things: 1. We sell bridal. 2. We are trusted in our community.

5. Community connection: McCoy serves as chairperson of Dubuque’s Zoning Board of Adjustments. The store also hosts community events like the Diamond Dash, a holiday open house and a men’s panic party, in cooperation with other businesses.

Try This: Use Social Media To Promote Connected Charities

  • $45K for 45 Years is a year-long event celebrating 45 years in business and involving more than a dozen non-profit groups. The company is donating $45,000 in custom jewelry. Each month, two non-profit organizations share McCoy’s social media posts linking followers to the voting portal and allowing them to vote for their favorite organization. At the end of the voting period, the organization with the most votes wins that month’s featured jewelry prize. In November, the organizations who did not win their month’s prize will be given a second opportunity to win one of three custom jewelry pieces. Then in December, each winner will battle it out for a grand prize of an additional custom jewelry piece.
 
JUDGES’ COMMENTS

Tiffany Stevens: Very informative website. Exterior and interior are charming. It’s amazing what was achieved in such a narrow space. Clean, unique, attention to detail throughout. Great philanthropic story. And who doesn’t love a golden doodle?

Lyn Falk: I particularly love how they took a bowling alley layout and just owned that layout and did an amazing job. This is definitely a place that I would want to walk into.

Jimmy DeGroot: A shining example of a two-generation family business that modernizes and adapts to the changing community. I love that every piece of jewelry can start and finish in the same place, and the store maintains a polished, unique retail atmosphere.

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

These Were Our Editors’ Favorite Cool Store Characteristics

INSTORE editors picked these stores as their top choices for interior, exterior, marketing and online presence.

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WE’RE NOT QUITE ready to announce who won the 2019 America’s Coolest Stores contest. But to pique your interest before the big reveal, we’re sharing INSTORE editors’ top picks in four of the judging categories: Exterior, Interior, Marketing and Online Presence. Entries always contain a wealth of good ideas, and we want to start sharing those as soon as possible. Stay tuned for the announcement of winners, chosen by our panel of industry-expert judges, on instoremag.com in late July, and in our annual America’s Coolest Stores issue in August. As always, the competition was tough. Thank you for entering!

BIG COOL INTERIOR DESIGN

WHAT THE EDITORS SAY: When shoppers step into the new Park Place Jewelers in West Ocean City, they say they feel transported to a land of luxury. The 4,100-square-foot store has vaulted 30-foot-high ceilings, curved glass showcases and walls accented in shimmering Anatolia Baroque glass tiles. Even the restrooms attract attention with gold-tone hand dryers and fixtures. Owners Todd and Jill Ferrante welcome customers with a 50-inch flat screen TV, coffee bar, fresh baked chocolate chip cookies, and comfortable chairs for resting tired feet.

1. Mitchum Jewelers, Ozark, MO
2. Classic Creations, Toronto, Ontario, Canada
3. Day’s Jewelers, Nashua, NH
4. Provident Jewelry, Jupiter, FL
5. Park Place Jewelers, Ocean City, MD (Pictured)

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Big CoolEXTERIOR

WHAT THE EDITORS SAY: Owners Sanjay and Sapna Singhania have pulled architectural inspiration from the White House, Las Vegas casino hotels and the temple of Vedic planetarium, under construction in India, to create Tanmai Jewelers, a palatial, 3,500 square-foot showplace in Irving, TX. The grand exterior is incredibly detailed; features include an eye-catching water fountain and the company’s logo inset into the corners of the building.

1. Day’s Jewelers, Nashua, NH
2. John Atencio, Lone Tree, CO
3. Tanmai, Irving, TX (Pictured)
4. H1912, Princeton, NJ
5. Provident Jewelry, Jupiter, FL

Big CoolMARKETING

WHAT THE EDITORS SAY: In Bloomington, IN, John Carter, owner of Jack Lewis Jewelers, treats Facebook as if it were his own TV network, with regularly scheduled programming throughout the week that promotes elements of the business. “The other thing we do is highlight our staff in these features,” Carter says. “We are unique in the fact that we are not all about the owner. Our people are the key to what we do.” Video is an integral part of what drives business. Carter and his staff sing and lip-sync invented lyrics set to popular tunes with hilarious results. “If you’ve heard me sing, you know there’s no talent involved whatsoever,” Carter says. “When I started doing it, it was just me, but I’m blessed to have people who work for me who want to be part of the gag,” he says. “It’s nice to show we don’t take ourselves so seriously. It’s another way of bonding with our customer.”

1. Jack Lewis Jewelers, Bloomington, IN (Pictured)
2. Croghan’s Jewel Box, Charleston, SC
3. Day’s Jewelers, Nashua, NH
4. State St. Jewelers, Greensboro, NC
5. H1912, Princeton, NJ

Big CoolONLINE PRESENCE

WHAT THE EDITORS SAY: Sisters Mariana Ramsay Hay and Rhett Ramsay Outten, owners of Croghan’s Jewel Box in Charleston, SC, have reason to celebrate their attractive new website, croghansjewelbox.com, which boasts 9,000 to 15,000 visits per month. Visitors are drawn to the site’s layered storytelling, including a blog with a behind-the-scenes vibe and an e-commerce section overflowing with treasures. The century-old family business also uses Facebook and Instagram to develop their online personality and engage customers directly. They’ve experimented with geofencing. During the Southeastern Wildlife Exposition, which attracts more than 40,000 visitors, they drew a virtual fence around four luxury hotels and served ads to their visitors on sites including the Wall Street Journal, The New York Times, Harper Bazaar and Vogue.com, which proved to be an inexpensive way to reach nearby visitors looking for something to do.

1. Croghan’s Jewel Box, Charleston, SC (Pictured)
2. Jack Lewis Jewelers, Bloomington, IN
3. Day’s Jewelers, Nashua, NH
4. Classic Creations, Toronto, Ontario
5. H1912, Princeton, NJ

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Small CoolINTERIOR DESIGN

WHAT THE EDITORS SAY: The lobby of the St. Regis Bal Harbour Resort is home to a luxurious surprise: Chronus Gallery, owned by David Veitsman and Fred Sirota. Encased in glass, it looks like a giant greenhouse showcasing ever-changing conditions in the Sunshine State; rain creates a pattern on the glass, while sunset illuminates the space with a red glow. To maintain some control over the changing light, a sculptural light fixture provides consistency, and a film shields the glass ceiling panels. Gold leaf back-painted glass panels reinforce the luxurious look. Art Nouveau-style showcases and furniture feature chrome metal legs, a high gloss finish and smooth embossed leather that dress up the space.

1. Welling & Co. Jewelers, West Chester, OH
2. The Loupe by JB Hudson Jewelers, Minneapolis, MN
3. Chronus Gallery, Bal Harbour, FL (Pictured)
4. EAT Gallery, Maysville, KY
5. Balefire Goods, Arvada, CA

Small CoolMARKETING

WHAT THE EDITORS SAY: Rather than spending money on traditional marketing, owner Jamie Hollier of Balefire Goods focuses on building relationships. Fostering relationships with magazines, local news outlets, and other publications has led to editorial use of Balefire jewelry as fashion features and gift guides. Being seen in the content of local media means more to her customers than seeing an ad, Hollier says. Donations of jewelry, space and time to non-profits, private groups and organizations like the Chamber of Commerce have helped to build the brand, too. In the look book for Balefire’s commitment line, called Kindle, models are real couples that represent a diversity of ages, sizes, and sexual orientation.

1. Yaf Sparkle, New York, NY
2. Brax Jewelers, Newport Beach, CA
3. EAT Gallery, Maysville, KY
4. Wanna Buy a Watch, West Hollywood, CA
5. Balefire Goods, Arveda, CO (Pictured)

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Small CoolONLINE PRESENCE

WHAT THE EDITORS SAY: At EAT Gallery in Maysville, KY, owned by Simon and Laurie Watt, the focus is on colored gemstones, which means jewelry tends to be bright and ideal for great photography. This helps the gallery stand out on Instagram and Google. Manager Katherine Cotterill has launched a video blog series, “Welccome to the Gallery,” which is featured both on the website and on YouTube. In each episode, Cotterill models jewelry so viewers can see how it looks on a person. It’s a great way to showcase their jewelry in a casual, conversational way online. They’re also using social media contests with great success.

1. Yaf Sparkle, New York, NY
2. EAT Gallery, Maysville, KY (Pictured)
3. Wanna Buy a Watch, West Hollywood, CA
4. Balefire Goods, Arvada, CO
5. Malka Diamonds & Jewelry, Portland, OR

Small CoolEXTERIOR

WHAT THE EDITORS SAY: Yaf Sparkle, owned by Yaf Boye-Flaegel and Torsten Flaegel, sparkles and shines on an iconic street on the Lower East Side of Manhattan. If Broome Street looks familiar, you may have seen it in the movies; it went back in time for “The Knick” set in 1901 and again for “The Irishman” by Martin Scorsese, set in 1972. Owners Yaf Boye-Flaegel and Torsten Flaegel spread glitter across the sidewalk outside, making it impossible for party folks to overlook the store on a lively Saturday night.

1. Welling & Co. Jewelers, West Chester, OH
2. JC Jewelers, Jackson, WY
3. Balefire Goods, Arveda, CO
4. Yaf Sparkle, New York, NY (Pictured)
5. Amor Fine Jewelry, Brooklyn, NY

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America's Coolest Stores

Meet the Judges of The 2019 America’s Coolest Stores Contest

The panel includes experts in store design, merchandising and retail, as well as jewelry designers and retailers.

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Small Cool Judges


Julie Ettinger owns YLANG YLANG in St. Louis, MO, first-place winner of America’s Coolest Stores in 2018. Julie opened her freestanding, destination store in 2014, after leaving the mall location that her parents had founded. The store’s style and decor evoke the South of France. julie@ylangylang.com

Julie Gotz, chief marketing officer for Freshly Digital, spends her days “listening to” market trends and directing market research efforts on behalf of her clients. Prior to joining Freshley Media, she worked in strategic business development and marketing at companies including CBS Television, Esquire Magazine (Hearst Publishing) and Glamour Magazine (Condé Nast Publishing). Gotz has worked with some of the most prestigious luxury brands in the world including Cartier, David Yurman, Patek Philippe, Tiffany & Co., LVMH, Saks Fifth Avenue and Mercedes Benz, to name a few. julie@freshleymedia.com

Barbara Ross-Innamorati, a devotee of jewelry history, architecture and fine art, began Evocateur as a hobby after years in corporate finance. The inspiration came when she was a student in London and saw an exhibition of the glistening, golden paintings of expressionist artist, Gustav Klimt. “Since that time I have been fascinated with gold leaf and the way it can transform even the most ordinary object into something extraordinary, even magical.” It was only natural for her to go on a mission to adapt 22k gold leaf and her love of art into jewelry design, perfecting a proprietary process unique to Evocateur. In the company’s Connecticut studio, Evocateur’s proprietary artwork and designs are gilded and burnished by hand and flecks of gold or silver leaf are added. barbara@evocateurstyle.com

Joel Hassler has been in the jewelry industry almost 20 years, spending most of it on the retail side. In 2016 he sold his interest in the store and started Von Hasle Jewelry Advisers, with a focus on appraisals and store training. Drawing on past experiences in the automotive, restaurant and hospitality industry; along with training from the Ritz Carlton Leadership Center and as an alumnus of the Disney Institute, his focus is on operational efficiency and creating a remarkable guest experience. joel@vonhasle.com

Hedda T. Schupak has been an editor, analyst and business leader in the fine jewelry industry for 33 years. Since 2010, she has been editor-in-chief of The Centurion, a weekly e-newsletter and webzine serving the industry’s luxury sector, bringing relevant business information to prestige-level jewelers and manufacturers. Prior to joining Centurion, Hedda was editor-in-chief of JCK magazine, and before that served as JCK’s fashion and luxury editor. Schupak sits on the board of the Diamond Empowerment Fund and is a member of the 24 Karat Club of the City of New York. For 20 years, she served on the national board of the Women’s Jewelry Association, and also sat on the executive committee of the New Leadership Division of the former jewelry industry chapter of NCCJ. Schupak has won more than two dozen awards for outstanding journalism, was named one of Pennsylvania’s Best 50 Women in Business in 2003, and was inducted into the Women’s Jewelry Association Hall of Fame in 2006. Hedda studied fashion design at Drexel University in Philadelphia and graduated in 1984 from Albright College, Reading, PA, with a BA in English and Communication Arts. heddaschupak@gmail.com

Eric Zuckerman grew up around the timepiece industry. After graduating from Alfred University in New York, Eric’s entrepreneurial spirit led him to launch a niche marketing agency before returning to his roots within the watch world in 2005 by partnering with Alain Borle, owner of Pac Team, USA. Over the next decade, the partners grew the group to the global organization it is today, with offices and manufacturing facilities across the globe. This year marks 70 years for Pac Team Group, which has established itself as an international leader in the design and manufacturing of displays, packaging, fixtures and retail environments. In 2017, Zuckerman launched PT NEXT, a division focused on the integration of custom-designed retail technology solutions for the luxury and accessories industries. ez@pacteamamerica.com


Big Cool Judges

Benjamin G. Guttery, SSEF, GIA GG, A.J.P., is an advocate for jewelry designers, a storyteller, and a self-proclaimed “gem nerd” from the Dallas-Fort Worth area. He spent 13 years selling fine jewelry behind the counter of major and independently-owned jewelry stores in Texas before debuting his @ThirdCoastGems account on Instagram. To date, the account has amassed 111,000 followers—including some celebrities like Debra Messing and Kelis. In addition to sharing gorgeous snaps of jewels on the medium, he also teaches retailers how to master it for maximum sales. Reach him at thirdcoastgems@gmail.com

Elle Hill has amassed a golden rolodex and a stable of A-list clients served by her and her team of fine jewelry industry experts in the US, UK and Hong Kong during her 24 years in fine jewelry. In December 2015, she spearheaded the successful IPO on the Australian stock exchange of Plukka, an award-winning, designer jewelry, omni-channel retailer that she launched in 2011 in Hong Kong. In 2010, Hill helped overhaul the business model of the jewelry division of Dalumi Diamonds, the largest diamond cutter in Israel, which she helmed for four years, opening the US and Chinese markets and making them profitable for the first time since the jewelry division’s launch 10 years earlier. Hill is now based in the UK, the time zone perfectly suited to manage her team of fine jewelry consultants located in the USA, Europe and Asia. elle@hillandco.co

Surbhi PandyA is the cofounder and designer behind VIVAAN diamond jewelry. Having been born into the diamond business, she believes passionately in the healing power of diamonds. The spiritual aspect of life has always attracted Pandya, whose guiding principle is: “Every moment is beautiful.”  surbhi@vivaan.us

Bob Phibbs has over 30 years of experience in retail, and he has worked as a consultant, speaker and entrepreneur, helping businesses revolutionize their brand and grow their success. He is the author of The Retail Doctor’s Guide to Growing Your Business: A Step-by-Step Approach to Quickly Diagnose, Treat, and Cure. Clients of his consultancy, The Retail Doctor, have included Yamaha, Omega, and Vera Bradley. He also has experience working with startups, such as It’s a Grind Coffee, which he helped grow to over 125 franchised locations around the country. Over many years, Bob has helped thousands of businesses in every major industry to strengthen their business structure, close more sales, and stay ahead of the competition. bob@retaildoc.com

Michael Roman, AIA, founded C2 Design Group in 2009, combining functionality and award-winning design. Roman has over 20 years’ experience in the management, design and construction of a wide range of projects including planning, programming, adaptive reuse, renovation and new buildings. He has designed multi-family houses, mixed-use buildings, corporate and municipal offices, retail stores, medical facilities and worked with SUNY Schenectady. Michael serves on the Board of Directors for the Eastern Contractors Association. roman@c2-designgroup.com

Mark Tapper is president of Tapper’s Fine Jewelry, based in Southeastern Michigan where the family has three stores. His father, Howard, founded the family business in 1977 and Mark began working in the store around the age of 12. He took over leading the business in 2010 and is passionate about creating unique experiences in his own family stores. Tapper’s Jewelry is proud to have been named among America’s Coolest Stores in 1995 and 2018. matapper@tappers.com

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America's Coolest Stores

Century-Old Store Embraces Change With Futuristic Features

Lighting and high-level interior design enhance a dramatic renovation.

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Reis-Nichols Jewelers, Indianapolis, IN

OWNER: William P. “BJ” Nichols; URL:reisnichols.com ; FOUNDED: 1919; OPENED FEATURED LOCATION:1998; LAST RENOVATED: 2017; STORE DESIGNER: Jill Duzan LLC; EMPLOYEES: 76 in two locations; AREA: 2,100 sq. ft.; TOP BRANDS: Rolex, Patek Philippe, David Yurman, Roberto Coin, JB Star, Forevermark


B.J. and Lori Nichols with daughter Hannah Nichols

A HUNDRED YEARS AFTER its founding, Reis-Nichols Jewelers is teeming with energy and optimism — from its mood lighting and comfortably elegant interior to the debut of Hannah Nichols, who represents the family’s next generation.

Highlights of the 12,000 square-foot space, expanded and reinvented in 2017, include sophisticated brand boutiques, cases designed for side-by-side selling, futuristic lighting and a glass-walled custom shop.

“The feeling when you walk in is a lot of energy,” says president William (B.J.) Nichols. “Our vendor reps say it’s the busiest store that they are in.”

Nichols sought to set a friendly tone for all of those visitors and welcome them in a natural manner, with a hospitality bar at the front of the store staffed with greeters. Refreshments are served there, and a video explains the history of the business.

History is reflected in the interior design itself. “We’ve used lots of the hip, dark-colored woods with white brick and some wrought iron and steel around the windows, so it feels a little bit more like a manufacturer, which is basically the origins of our company,” Nichols says.

Reis Jewelers was founded in 1919 as a manufacturing company that produced handmade, emblematic jewelry for Masonic organizations. In 1957, William Nichols began working for his uncle, the owner, and became an expert on jewelry manufacturing and wholesale distribution. When he bought the company, he renamed it Reis-Nichols. William later opened a public showroom and began selling to consumers. In the late ‘80s, William sold ownership of the company to his five children, including B.J.

Reis-Nichols’ latest retail incarnation does more than pay symbolic homage to its manufacturing past. In addition to a sprawling showroom and administrative offices, it also houses an authentic shop integrated into the space with steel and glass factory-style windows that reveal behind-the-scenes craftsmanship. If customers take a peek, they will notice a busy operation, with 10 jewelers and three watchmakers on staff. The watchmakers hold several Swiss-brand certifications. The versatile jewelry team has created everything from a 19 total carat weight yellow diamond ring to the official dog collar for Blue III, Butler University’s mascot.

Growing a strong in-house shop has helped Reis-Nichols thrive in a hot custom market, where smart jewelers are finding favorable margins and where consumers aren’t able to easily compare prices among competitors. It’s also very personal. “You can really make a connection with your client, and they’ll tell 100 people about what you did with a diamond they may have brought in,” Nichols says.

“It’s important for customers to know you have top brands. But brands are less important to engagement-ring buyers, and so we are designing most of the engagement rings we are selling.”

Jill Duzan Willey of Jill Duzan LLC, who is both an interior designer and a jewelry designer, was tasked with creating the overall customer experience, working with architects, lighting experts, engineers and builders to achieve that goal. “B.J. wanted it not to look like any other jewelry store,” she says.

By moving the main entrance to the south side of the building from the original north side location, the design team was able to create a modern new identity while adding space. All sides of the exterior were reimagined using up-to-date forms and materials.

A stately chest, left, deployed to display estate jewelry, is juxtaposed elsewhere with modern seating and cases.

Willey also fashioned a floor plan based on a multi-path pattern that allows shoppers to meander at will.

“It is not a typical one-path jewelry store. It is more of a boutique layout — each designer is identified, but all fit under the Reis-Nichols brand umbrella,” Nichols says.

The design team created a graceful traffic flow around the casework and used cases of different styles and sizes to add visual interest. Five curved showcases, usually set up in a semi-circle at the front, can be easily converted into a serpentine showcase for special events. “We tend to put what’s new and coolest up front, what we’re trying to show off,” Nichols says. The new space also includes several seating areas: from a comfortable waiting space and a semi-private diamond showroom to a luxurious watch lounge.

One challenge was to smoothly balance high-end branded boutiques with an overall casual ambience and make it cohesive, a feat accomplished with the informed choice of materials, lighting and layout. Nichols believes that a sense of brand identity offers clients something unique — the feeling of an escape to another place. Customers can be transported by that experience, as if they were visiting Rolex or Cartier in New York. On the other hand, if the design of branded boutiques is not integrated well into the overall design, the effect could be that of a duty-free shop at the airport.

PROMOTION: Advertising emphasizes the tradition of enduring craftsmanship.

“We tried to overcome threshold resistance while still presenting a luxurious experience,” Nichols says. “Our concept is to not be too intimidating for the younger clients, and not too casual for the higher-end luxury client.”

Layout, décor and technology are ambitious and look to the future. A steel structure, which was hoisted into the space with a forklift, creates a semi-private circular diamond showroom in the middle of the sales floor. A lucite table glows with light to enhance bridal sales or the delivery of an important watch.

A Ketra lighting-control system is connected by wi-fi to each light on the sales floor, shops and offices. The lighting in different areas can be customized to be cool or warm, based on whether it’s being used to illuminate watches, diamonds or colored stones. But the most exciting use for this system, Nichols believes, is to change the mood, scenery and feel of the store, especially during parties and trunk shows. During a Rolex event, the lights were a perfect shade of “Rolex Green,” while red lighting has been used for Valentine’s Day. In December, exterior accent lights glow green. Settings are programmed for morning set-up, daytime selling and overnight security, all activated with the click of a button on keypads placed around the store.

The company’s delicate balance between branded and unbranded, casual and elegant, past and future, modern and traditional, appears to have been achieved, with a big dash of wow factor.

PHOTO GALLERY (15 IMAGES)

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Five Cool Things About Reis-Nichols

1. A weighty wall. The stainless-steel wall behind the guest-services area was handmade by a local artisan, weighs 700 pounds and took half a dozen construction workers to install. The current installment contains permanent initials for father/founder William P. Nichols, who died in 2011, the names of B.J. Nichols and VP Cindy Nichols, and the initials of Megan, the graphic designer who designed the concept. Additionally, magnetic plaques recognize employee anniversaries of more than 10 years.

2. A brilliant idea. Reis-Nichols developed Brilliant, its own custom point-of-sale, inventory and client-management system. It was conceived by Nichols, brought to life by the company’s long-time CEO, and has been modified to fit ever-changing business needs, including real-time website inventory interface. “We can do entire store audits in less than two hours, and we’re able to make changes quickly and inexpensively to be more customer-centric,” Nichols says.

3. Finders keepers. For a Valentine’s Day promotion, Reis-Nichols staff hid clues throughout the city leading to treasure. “When they find it (the clue), they bring it in and we present them with a piece of jewelry and donate $100 to their favorite charity,” Nichols says.

4. E-commerce evolves. “We decided to get serious about e-commerce over five years ago,” Nichols says. “We tend to do very well with showing merchandise on the website and having customers come in and ask for it. For actually transacting e-commerce on the website and someone hitting the purchase button, that’s still a work in progress, but it’s growing.”

5. Hope for the future. B.J.’s daughter Hannah Nichols, graduated with a marketing degree from Indiana University five years ago, and is working as an assistant diamond buyer and bridal-jewelry consultant. “Customers like to see a family member,” says her dad. “And she’s developed a following from her days at Indiana University.”

JUDGES’ COMMENTS
  • Jill Maurer: Reis-Nichols Jewelers is a beautiful blend of heritage and modern. Rather than resting on their impressive laurels they pushed boundaries with their redesign. I especially love the programmable lighting system!
  • David Lampert: Nice store. Seems like they do a good amount of digital marketing.
  • Laura Davis: What a cool experience. And their Instagram should be a best-in-class shout-out. I can see why they get national attention. Just a fantastic story. I want to know these people! 🙂
  • Larry Johnson: Beautiful choices of colors and textures make the interior combination of iconic brands seamless.
  • Katherine Bodoh: I love the interior and exterior. The lighting, whitewashed brick and modern cases add a cool vibe to a more “traditional” store layout. The Est. 1919 sign is a great way to inform customers of their heritage without being “stuffy”.

 

ONLINE EXTRA: Q&A with BJ Nichols

What kind of philanthropy do you participate in?

We love to give back and probably the biggest one is our watch battery donation. We ask our clients to donate to a charity. A big one we’ve sponsored is Second Helpings, which is the repurposing of food from restaurants and is a very large organization in Indianapolis. We do the yearly event, Corks and Forks, where restaurants donate their food. With the watch-battery program we’ve bought now two $20,000 delivery vehicles, with our name on the side of it in small print. When you have a purpose, each month we’ll do a charity and customers will get excited and sometimes write a check for a thousand dollars. We tend to donate to our better customers’ charities and juvenile diabetes and Indiana university cancer research

Are your customers expressing concern about responsible sourcing, or other ethical issues?

The majority rely on our reputation to be ethical but certain customers, younger, more informed customer today is more curious about that. We’re very good at explaining our processes, the Kimberley process and we carry Forevermark diamonds, which is a very important part of their positioning and marketing.

What has been your approach to lab-grown diamonds?

We do not market synthetic diamonds to the public. We will sell them by special request if it’s important to them to have that. But the main issue with lab grown diamonds is it’s a race to the bottom as far as pricing. We’re not comfortable selling someone a diamond that will continue to drop significantly in price. People buy jewelry from us to maintain its value over time. When I talk to my better clients, they’re all like `I want the real thing.’ If I’m promoting synthetic diamonds, it’s like speaking two different languages. It’s difficult to do both. And I want customers to have the confidence to know it’s all natural – rubies and sapphires and diamonds.

What have you learned about the latest generation of engagement-ring shoppers?

It’s very easy to be stereotypical and I don’t think you can generalize, but the bridal portion of our business has a more transactional approach than other parts of the business. But the majority want to buy in store and appreciate the experience and are buying based on their relationship with the sales person. So I see both sides of it. The average amount spent is down but we are selling higher end diamonds to younger and younger engagement ring buyers. There’s more variation between how people shop for engagement ring, and there is a trend that the latest generation is spending more on the experience and the wedding than they are on the diamond ring.

Have you noticed any engagement-ring trends?

Shoppers are looking for more curved shapes, ovals and cushions are strong. Less important are princess and Asscher cuts.

What’s the Most Important Lesson You’ve Learned as a Retailer?

After nearly 100 years in business, we’ve learned not to wait for customers to give you enough feedback to do something cool. Customers always want more. Lead, don’t follow. Be an innovator, don’t be ordinary. Start selling new and creative lines before anyone else. Make changes to the look of your store and develop out of the box ideas first. Be the jeweler (and sales professionals) that people want to spend time with, for fun! A word of caution: make sure to poll a couple of your good customers before implementing those changes. Just because it’s a great, out of the box idea doesn’t mean that your best customers will actually love it!

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