Editor's Note

Being a Cool Jewelry Store Means Being Adaptable

Today’s most successful retail jewelry operations identify challenges and develop creative ways to turn weakness into strength.

Published

2 years ago

August 28, 2023

Trace Shelton Instore September 2023 Issue

WHAT MAKES A store “cool” these days?

For us, it’s not just about the look of the store. We like to see a business that recognizes challenges and adapts creatively to turn weakness into strength.

The six stores that won 1st, 2nd and 3rd place in our two divisions (Small Cool and Big Cool) this year certainly fit the bill.

Sisters Jennifer Gandia and Christina Gandia Gambale, owners of Greenwich St. Jewelers in New York City, took the full-service and “neighborhood jeweler” roots that their parents laid down in the Financial District and transplanted them to Tribeca in a larger, vibrant space.

Elizabeth Gibson, owner of Eliza Page in Austin, has slowly morphed from independent-designer retailer to custom bridal boutique over the past two decades, always maintaining her open-gallery feel — and, recently, elevating it through renovation.

Tapper’s in Novi, MI created a second-story Diamond Loft to provide privacy for bridal clients. Designer Julez Ward of Julez Bryant in Solana Beach, CA, incorporates her love for vintage jewelry boxes and her personal collection of colorful glass bottles. Bailey’s Fine Jewelry in North Carolina empowers employees to solve client issues on their own through an “Effortless Experience” initiative. And Moonrise Jewelry in Virginia responded to the Great Recession by becoming the world’s leading designer of exotic fish leather jewelry.

We hope you’ll find something in these stories that inspires you to do something uniquely cool in your own store!

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

Plan your holiday event before Thanksgiving week in order to avoid date conflicts for clients and see what jewelry will be popular this season. (Manager’s To-Do, p. 28)
Finalize work schedules through mid-January to work around your team members’ schedules and ensure your best salespeople are there for peak times. (Manager’s To-Do, p. 28)
Install window vitrines that rotate 360 degrees with distinct design styles on either side. (America’s Coolest Stores, p. 44)
Host local micro-bloggers in your store who share your values; people who follow them will love your work. (America’s Coolest Stores, p. 72)
Empower employees to solve client problems on the spot, make a rule that they can’t get in trouble, and support their decisions 100%. (America’s Coolest Stores, p. 75)

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.