Editor's Note

Being a Cool Jewelry Store Isn’t About Money; It’s About Vision

Not everyone has the commitment to constantly reinvent the way they connect, inspire and serve their clientele.

Published

8 months ago

September 15, 2025

Trace Shelton Instore September 2025 Issue

ANYONE CAN SELL beautiful jewelry — but not everyone has the willingness and commitment to constantly reinvent the way they connect, inspire and serve their clientele.

That’s what sets America’s Coolest Jewelry Stores apart. The store owners pushing jewelry retail forward are certainly curious, fearless and inventive. But being “cool” isn’t about innovation for innovation’s sake — it’s about being true to the store’s identity while continuously creating new ways to meet your clients’ evolving desires.

This spirit is alive in stores like Ylang 23, which curates cutting-edge designer lines and amplifies their stories in a French-jardin-inspired showroom; Takohl Custom Jewelry, whose unique Treasure Rings and Love Amulets are unlike anything most jewelry lovers have ever seen; Henne Jewelers, which courageously created a luxurious and comfortable multi-level store in a circa 1930 building; Embark Fine Jewelry, whose three owners built a high-touch, high-service business in five years from an initial $4,500; CD Peacock, whose new store fuses features inspired by the owner’s travels with the heritage prestige of a 188-year-old business; and Page Sargisson, which showcases the colorful, hand-hewn artistry of the designer in a setting that allows for expansive creativity.

Certainly, money can help a retailer execute their ideas. But there are no ideas without a vision for one’s business, and that’s what we hope resonates with you as you read these stories.

If you’ve got that kind of vision, be sure to enter next year’s contest at instoremag.com/acs!

97 Years of Family History, One Right Decision: How Malloves Jewelers Found the Right Partner to Close with Grace

Marc Levin’s grandfather Max founded Malloves Jewelers in Middletown, CT, in 1928. Nearly a century later, Marc — the third-generation owner — knew it was time to retire. He’d watched friends and fellow jewelers navigate store closings with Wilkerson’s help, and their recommendations were hard to ignore. Once he connected with the Wilkerson team, the decision was clear. “They made me feel like family,” he says. Wilkerson’s team handled every detail day by day, kept Marc informed every step of the way and delivered results that met and exceeded his financial goals. Watch Marc share the story of Malloves Jewelers’ final chapter — and why he slept soundly through all of it.