OWNERS: Becky Beauchine Kulka; ADDRESS: 3544 Meridian Crossing Okemos, MI 48864; PHONE: (517) 347-4000; FAX: (517) 347-1496; URL: bbkfinejewelry.com; YEAR FOUNDED: 1988; 2004 REVENUES: $3.4 million; OPENED FEATURED LOCATION: 2000; LOCATION TYPE: Destination strip center; ARCHITECT/DESIGN FIRM: GRID/3 International; TOTAL STORE AREA: 2,650 sq. ft; SALES STORE AREA: 1,800 sq. ft; TARGET CUSTOMER: Middle to affluent market of all ages; SHOWCASES: White laminate; EMPLOYEES: 13; FLOOR: Purple plush carpet; WALLS: Painted and wallpaper; LAST REMODELING: Fall 2003; ADVERTISING SLOGAN: “This is how you say it … Becky Beauchine Kulka”; CEILINGS: Tile; PRIMARY COLORS: Purple, white and taupe; SHOWCASES: Five continuous cases (300 linear feet); “COOLEST” STORE FEATURE: 6 ft. salt-water aquarium; LAND COST: N/A; BUILDING COST: N/A; INTERIOR BUILD-OUT COST: $400,000; DESIGN/ARCHITECTURAL FIRMS COST: $13,750; CURRENT ESTIMATED PROPERTY VALUE: N/A
STORYTELLING. EMOTION. FEELINGS. These are the things that the all-female staff at Becky Beauchine Kulka Diamonds and Fine Jewelry pay close attention to, because they are what make jewelry so special… and have for eons. Itʼs a place where people and their families are more important than the product itself… part of the reason that the name of the owner is the name of the store. Once focused almost entirely on higher-end work, Kulka has since realized that customers come in all ages … and all price ranges. So now she carries products that appeal to kids and teenagers, like Nomination char
Nominaton charm bracelets. But her salespeople treat every item in the store like itʼs a luxurious high-end piece, whether its a $50 Nomination charm bracelet, a Hidalgo ring, or even one of Kulkaʼs own custom-made diamond creations. Now, many young customers return for engagement and marriage gifts.
The store design of Becky Beauchine Kulka, done by Ruth Mellergaard of GRID/3 Inter-national, reflects the owner. It is softly feminine, based on light colors and curves. Curved 42” high white showcases and light-colored walls are shown off in beautiful contrast by plush purple carpeting (purple is Kulkaʼs favorite color). Glass cubes enclose the diamond room, without creating a visual block.
AdvertisementPerhaps the most striking feature is the six-foot salt-water aquarium that provides a stunning focus in the center of the store. Kulka hand-picked the fish and coral to coordinate with the store colors. Why a salt-water aquarium? When Kulka read about the trend toward developing a childrenʼs area in a store, she decided that the aquarium would suit her environment far better. Chairs placed around the large tank provide quiet; children and adults are absorbed by the aquatic life while more active shopping continues around them. The local pet store works closely with Kulka to maintain the aquariumʼs health and beauty. Easy-listening instrumental and New-Age music contributes to the ambience, and cookies are baked daily and served with hot coffee.
New staff members are encouraged to become part of the sales team from the first day. A training manual covers all the details about sales, operations and product. Exper-ienced staffers each take on different aspects of the new staffʼs training. During the training period, new sales associates work on rotation with each experienced staff member individually, giving all of them a chance to know each other. The practice keeps everyone very involved in day-to-day operations. Sales incentives encourage the staff to buy jewelry from the store. Wearing the jewelry with their daily casual wear, what theyʼre doing is sending an important message: that jewelry is not just for special occasions.
Recently, Kulka developed a sales award that was very popular with her team. The top winners attended two days of the JCK and Luxury Show in Las Vegas with their popular boss, who attends yearly. Before the contest, Kulka printed sales associatesʼ names on the storeʼs $25 gift cards, encouraging staff to hand them out like business cards to people met in the course of their daily lives outside the store. The number of cards redeemed at the store, plus individual sales, contributed toward winning totals for three staff. “I often handed one out to someone whose jewelry I admired even on the street,” explained Chantelle Deimling, one of the lucky winners. “The prize gave us an opportunity to go somewhere luxurious, while also providing us with some insights into the business. Knowing more about the business helps us do our work at the store better.”
Very few merchandise exchanges take place at Becky Beauchine Kulka Diamonds and Fine Jewelry, an indication that staff members know their clientele well and are experts at helping customers to pick the right gift. Products are all digitally photographed, and images are used to help customers find the perfect new jewelry or the right match for their existing collection.
AdvertisementStorytelling is encouraged. Sales associates encourage their customers to recount these stories when giving their gifts, to contribute to moments of romance. When the best friend of one associateʼs husband got engaged to a lady with a three-year-old daughter, he told the sales associate that they had always sung “Twinkle, Twinkle, Little Star” together. The little girl had told him her mother wanted that “diamond in the sky” and he wanted to give it to her. Chantelle suggested an inscription on the diamondʼs girdle “To Sherry, you are my diamond in the sky, love Lane”. Forever afterward, the ring suggested an acceptance of the fiancéeʼs young daughter as well as proof of the coupleʼs commitment.
Jewelry personalized through engraving is all part of the personal sales technique practiced at Becky Beauchine Kulka.The warm and fuzzy staff philosophy balanced with the bright and open ambience welcomes shoppers to a store that has become a strong part of its small Michigan community.
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