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ACS 2002 3rd Place: Wanna Buy A Watch?

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Wanna Buy A Watch?, Los Angeles, CA

OWNER: Wanna Buy A Watch?; ADDRESS: 7366 Melrose Avenue, Los Angeles, CA 90046; PHONE: 323-653-0467


OUR THIRD-PLACE STORE, Wanna Buy A Watch? is run by former clinical psychologist Dr. Ken Jacobs, who can obviously get inside customers’ minds to see just what it is they want when it comes to buying jewelry and watches. WBAW? is located in a spacious California Mission-style building where they showcase a vintage watch collection which drives the store’s brand, as well as antique diamond rings.

WBAW interiorWBAW?’s interior design reflects the nature of their business, the appearance of an elegant salon from the stylish 1920s realized with a distressed hardwood floor, coved ceilings and columns, custom-built wooden showcases and old fashioned ceiling fans.

Outside, the entire façade of the building was renovated — an unattractive metal awning had previously obscured the front of the Spanish-style building. Says office manager April Reynolds, “We’re locally renowned for our kitsch and unusual merchandise and style.” They’ve been featured on television numerous times, with showings on Blind Date and documentaries on the Bravo and Collecting channels.The panel all loved the use of wood, though there was disagreement over the store’s name. “I like the Spanish mission style and hardwood floors,” says Karen Karch, while Gwen Carrington extols “a complete mesh with the merchandising mix of watches and antique jewelry.” Bob Olmstead, though, thinks, “They need to change their name if they are going to get serious about jewelry.” Anne Sowden disagrees. “I love the name of this store,” she says, adding, “Really makes me wanna buy a watch … and other things!”

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WBAW interior

Copycat Tips:

  • Store carefully tailored to reflect market niche
  • Most reliably attractive building material? Wood you care to guess?

Watch Out For:

  • Quirky names might put some customers off

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Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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