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{igallery id=1242|cid=618|pid=6|type=category|children=0|showmenu=0|tags=|limit=0}FIVE COOL THINGS1. LOCATION, LOCATION, LOCATION – Situated in the heart of SoHo, a world-renowned shopping destination, doesn’t hurt Versani’s foot traffic. But it’s the proximity to the Mercer Hotel — a fashion destination and celebrity hangout — that has brought in the star power. “People like Russell Crowe and Robin Williams shop with us, and we make sure to treat them like a part of the family, just as we would with any customer,” Boye-Flaegel says. 2. WORK/SHOP – Versani’s full-time, on-site production team allows for plenty of custom orders as well as quick repairs. The workshop keeps the creative juices flowing and gives the brand a made-in-America edge. 3. LET’S DANCE – Upbeat music keeps the party atmosphere going strong all day long. “People come into our store just to dance,” Boye-Flaegel says. “The experience is meant to be fun and relaxing. I always tell people: Come in when you want to play dress up!” Favorite CDs are for sale at the register for customers who want to bring the mood home. 4. GETTING TOUCHY-FEELY – Instead of the traditional setup that places sales associates behind the counter, all of Versani’s displays open to the customer. “We want people to look and browse,” Boye-Flaegel explains. “It makes the experience so much more interactive and less intimidating.” 5. USING NATURE TO NURTURE – Forget costly custom-designed displays — Mansour prefers found items from the great outdoors. Rings rest on river rocks, dangle from branches and sit alongside cacti. In fact, most of the store’s interior was made with reclaimed wood from Hudson, NY. WHAT THE JUDGES SAYHarry Friedman: Current drama with enough charm and fun to make you want to be young enough to wear the jewelry. Even if you’re not, you want to wear it anyway. What a store. Exciting and cutting edge. Wow! Andy Malis: Here’s a store that not only has a distinctive, rustic look but creates unique pieces that can be found nowhere else. The coolest thing about Versani is its appeal to men. Manly men. They will be comfortable shopping here. Jim Rosenheim:They have a very strong point of view as to the style of their jewelry, and I think it carries forth with the design of the store. The rough-hewn aspect of the cases and framing of the decor is a good complement to the strong design elements of their jewelry. Their marketing surely mirrors both their product and their establishment. I love the clarity of their visual and media message. Pam Levine:There are some good ideas that other stores can learn from this retailer. Versani seems to understand how to ignite the senses and entertain shoppers. Music, dramatic lighting and a unique environment offer young customers a non-traditional jewelry experience. Some concerns: Window and interior merchandise presentations appear over-propped and overcrowded and haphazard, which can be overwhelming. Jim Rosenheim: The interior use of color and natural materials is very appealing. The diamond wall is a very creative concept for giving clients the ability to shop and compare shapes and appearances of diamonds of various qualities |
Josh WImmer has been a contributor to INSTORE since 2006. He has coordinated the annual America's Coolest Stores contest for several years. The job mostly involves pestering jewelry store owners to start their contest entries, pestering jewelry store owners to finish their contest entries, and figuring out computer problems over the phone from hundreds of miles away.
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