Connect with us

Benchmarks

Try These Different Approaches to Serving Bridal Customers

From interactive displays to traditional boutiques, these stores show the range of ways to serve the bridal customer.

Published

on

Why should you create a special bridal area in your store? For one thing, it can help focus the attention of engagement-ring shoppers who may feel adrift in an unfamiliar jewelry store. It’s a good place to put them at ease, with comfortable seating, as you begin your education and presentation process. While large stores specializing in bridal may have space for elaborate enclaves with case after case of settings and stones, smaller stores, too, can create a special niche or corner, too. For Ellen Hertz of Max’s in St. Louis Park, MN, all it took was one designated corner case to create a bridal presence. “It’s a great “landing” place for the customer in terms of beginning the process of looking at rings,” she says. “It’s much easier to show them a variety of the styles we represent while standing at one case rather than having to move them from case to case. Of course, we often do move once we’ve looked at different things and begun to identity their style.” Some stores offer prototype displays, too, so that if a bride-to-be is browsing, she can easily and quickly try on sample rings. It’s smart, too, to include a design center nearby, if you offer custom options. As these examples illustrate, it’s possible to create a bridal-center concept to fit the style and personality of any jewelry store.


A-Bryan’s Jewelers

Lafayette, LA

Owners Bryan and Angie Spallino created an 800-square-foot engagement studio, where ring shoppers are greeted with coffee or wine. In the private, glass-walled diamond room, shoppers are seated beneath a black and white photo of the Spallinos leaving their wedding reception nearly 30 years ago. Bryan has a passion for cypress woodwork that gives the store a handcrafted feel, and he designed a chandelier-like wooden art piece that hangs in the engagement studio.


Brinker’s Jewelers

Evansville, IN

Advertisement

Brinker’s appeals to a wide range of shoppers in its 13,000-square foot space that includes a jewelry store, a home decor store, and a cafe. The third-generation family store, owned by brothers Dean and Dirk Brinker, calls attention to its bridal offering with elegant cases, exquisite in-case lighting, and Duratrans signs pointing to its bridal brands.


Jack Lewis Jewelers

Bloomington, IL

Owner John Carter trademarked the term ,“Wedding Ring Playground.” During a 2011 remodeling project, Carter installed a custom-made, bar-height table to display bridal sample lines from many of the store’s favorite designers. The freestanding island, with a case of rings out in the open and an iPad attached to the table, encourages couples to try on rings. Brides-to-be can spend hours trying on more than 275 different ring styles and sharing photos of themselves with friends and family. It makes sense, since the majority of modern brides are involved in the engagement-ring purchase. When everything’s behind glass, Carter says, customers may be hesitant to try on as many styles as they’d like to.


Max’s

St. Louis Park, MN

Advertisement

Owner Ellen Hertz gave it a good deal of thought before grouping bridal rings in one case. Because Max’s is focused on representing individual designers, Hertz wondered whether it made sense to pull some of an artist’s work away from the rest of their collection. She also had doubts about including non-traditional rings in the case — such as stacking rings — that would be considered a non-bridal selection for some customers. But it’s worked out well. “I finally decided we should try it and it’s been really, really helpful and important in sending the message to customers (especially those in the store for the first time) that we are serious about bridal,” Hertz says.


Crocker’s Fine Jewelry

Texarkana, TX

Crocker’s bridal center features 65 linear feet of engagement-ring cases arranged in a large circle, creating the feeling of a store within a store. The back walls are lined with 40 linear feet of prototypes. In the center of the bridal area is the custom design center, and in the back are two private showrooms with crystal chandeliers and shimmering wall coverings made of diamond dust, for VIP clients. “The whole room just glows,” owner Shane Woodruff says.


Day’s Jewelers

Topsham, ME

Advertisement

Day’s Jewelers, owned by Jeff, Kathy and Jim Corey, added new technology to its newest location, which opened this year. Brand signage and all visual graphics in the 2,800-square-foot showroom are achieved using a product called Visual Magnetics, in which thin, high-resolution graphics roll over the wall and adhere to magnetic paint. Sepcial lighting illuminates the wall images, and the entire store is fitted with high-efficiency LED lighting.


Bailey’s Fine Jewelry

Raleigh, NC

At Bailey’s, the largest jewelry store in North Carolina, the bridal boutique — with 60 linear feet of case space — was designed to feel grand both in scale and decor. Anchoring the boutique is the accredited gem lab and the only Tacori boutique in the state. There’s also a design center staffed with craftsmen and designers to create one-of-a-kind rings for discriminating Bailey brides. The bridal presence at Bailey’s is bolstered by a full-service bridal registry.

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

Advertisement

VIDEO HIGHLIGHT

Jimmy DeGroot

Be Ready for ‘What Do You Have for $100?’ and Other Holiday Questions

As Christmas approaches, the queries you’ll hear from customers are actually pretty predictable, says jewelry store training expert Jimmy DeGroot. Here's how to make sure your team is prepared for the more common ones.

Promoted Headlines

Want more INSTORE? Subscribe to our newsletter.

Comment

Benchmarks

These Jeweler Direct Mail Samples Shine Bright for the Holidays

Use these direct mail pieces as inspiration to create your own attention-getting holiday promotions.

mm

Published

on

DIRECT MAIL is a great holiday marketing tool, as it lets you reach out specifically to your biggest and best customers, hitting them with invitations to swanky Christmas parties, wish lists to be filled out and returned, and discounts or gift cards for that perfect present. (You can also track it more easily than other advertising media, by instructing recipients to bring in the mailing to receive whatever the special offer is.) At the same time, we’re on the verge of the postal service’s busiest season of the year, so whatever you send needs to get noticed. And the examples we’ve collected here are harder to miss than Rudolph’s nose or, say, a bright star shining over a manger.


So Fresh, So Clean Shetler Wade Jewelers, San Antonio, TX

This snappy postcard alerts customers to a neat idea: a post-holiday “3-Day Detox Customer Appreciation Sale,” scheduled for the end of January, when things have settled down and it’s time to go through your inventory and get rid of some dogs. The layout is appropriately clean, signaling a new start to the year and nice deals for shoppers.

No Frills, No Nonsense Schmitt Jewelers, Phoenix, AZ

As Schmitt Jewelers reminds us, your holiday invite doesn’t have to shout “HOLIDAYS!” — it just has to snag the attention of your would-be customer. The strong, solid colors of the invitations for the store’s December “Shop Like a Man” promotion promised beer, food, and a straightforward gift-buying experience for red-blooded American guys.

Three Times the FunGUNDERSON’S JEWELERS, IA, NE AND SD

This Christmas party invitation is strikingly gorgeous, stands out by not relying on a typical holiday palette, showcases some beautiful jewelry, and serves as three invites in one, for soirees at Gunderson’s locations in three different states. Plus, it conveys a ton of information, including the designers who will be present at the events, in a markedly clear fashion.


Two Eyes Not Made Out of Coal Wixon Jewelers, Bloomington,

With its strong, contrasting colors and clever mix of snowman imagery and jewelry, this postcard from Wixon is tough to ignore and easy to smile at. The reverse has simple messages pertinent to holiday shoppers: Extended hours, front-door parking (important during the Minnesota winter) and gift-wrapping.

A Good BetBrinker’s Jewelers, Evansville, IN

Brinker’s is no stranger to the Benchmarks page, and for good reason. Their marketing materials consistently set a stylish, sophisticated, but approachable tone. This men’s night invitation promises a good time for the recipient. The invites each came enclosed with a guest pass, and the aesthetic here and alluring casino vibe suggest an event most gentlemen would be proud to bring a friend to.

Continue Reading

Benchmarks

7 Jewelers Share Their Fun Approaches to Dressing for the Holiday

In touch with their inner elves, jewelers dress the part for fun and profit.

Published

on

This story was originally published in the October 2017 edition of INSTORE.

HOLIDAY OUTFITS appeal to some jewelry retailers and appall others, who consider them a slippery slope toward total tackiness.

To Jennifer Farnes of Revolution Jewelry Works in Colorado Springs, CO, dressing up is just not worth the effort: “Too busy to worry about that! Take a shower, wear clean clothes, survive Christmas,” she says. But Nicole Shannon of Keir Fine Jewelry in Whistler, British Columbia, says wearing tacky Christmas sweaters from a shop next door actually saves time, since staff members can grab sweaters from a communal bin on the run, rather than worry about their wardrobes.

Others swear by a show-off-the-jewels approach. “I encourage my staff to wear our jewelry during the holiday season,” says Marc Majors of Samuel L. Majors Fifth Generation Jewelers in Midland, TX. “It’s much more personal when it’s on someone and not a prop, and 99 percent of the time it closes the sale.”

Read on for a range of wardrobe ideas intended to break the ice with customers and bolster staff morale.


Let the Tipsy Elves Break the Ice
Goldsmith Gallery Jewelers, Billings, MT

Edgy holiday-themed suits purchased from a company called Tipsy Elves make a statement on December Saturdays at Scott and Kelly Wickam’s store. “It actually made for a great selling day last year,” Scott,  at left, says. “It showed that we are not just stuffy jewelers trying to sell you something. We love what we do and we have fun doing it.” The suits cost $80 to $100 each. “For the money, they fit nice and look great,” he says. 


The Tie Guy
Goodman’s Jewelers, Madison, WI

For John Hayes of Goodman’s Jewelers in Madison, WI, it’s all about the ties. “I have a collection of holiday ties and wear a different one each day from Thanksgiving to Jan. 1. I always start with Charlie Brown and the Great Pumpkin.” He has 38 and counting, although some have fallen apart after 25 years of collecting. 


The Sweater Fest
Miller’s Jewelry, Bozeman, MT

Jennifer Hornik Johnson says the whole staff at Miller’s participates in the annual Ugly Sweater Party in December. The store offers a 10 percent discount to any customers brave enough to wear their own ugly items to the event.


Don’t Be Afraid to Live in the Past
Cornerstone Jewelry & Engraving, Palos Park, IL

At Cornerstone Jewelry & Engraving, owner Bryan Blaha and team believe “Old Jewelers Have Old Souls.” To enhance their theme, they ramp up their sartorial savvy for the holiday season with bow ties, vests, hairstyles and facial hair that evoke the early 20th century. “We tend to dress to the ‘9s,” says manager Ryan C. Karp. “Like the 1909s.” It leaves a lasting impression on clients, together with incense, old-school holiday music, classic decor and demonstrations. 


Make a Statement With the LBD
K Hollis Jewelers, Batavia, IL

Black is never basic at K Hollis Jewelers, where Karen Hollis, center, and her staff feel confident wearing their little black dresses for holiday events. “It shows a level of class that makes my staff get noticed,” Hollis says. “Jewelry really stands out on black, and it’s fun to wear a bigger diamond or more expensive items for holiday parties.”


Family Morphs Into Elves!
Perry’s Emporium, Wilmington, NC

“I made my sons dress up in elf outfits for an after-Christmas ad on TV,” says owner Alan Perry. In the commercial, Perry says he’s leaving the store till next year. His sons say, “We’ll show him! Come in now and get up to 50 percent off until Jan. 15!” Perry admits he had to pay his sons to be elves, though.


If You Are the Designated Elf, Be a Good Sport
Talisman Collection, El Dorado Hills, CA

Owner Andrea Riso isn’t above dressing up. “I look like a super giant idiot as an elf, but I’m a good sport about it because it makes sales spike and it’s fun.” Sales associate Becca Souders, pictured, picked up the elf outfits at Fredericks of Hollywood. “It worked, sales and morale-wise,” Riso says.


This article originally appeared in the October 2017 edition of INSTORE.

Continue Reading

Benchmarks

These Ridiculously Cute Store Greeters Break the Ice and Calm Shoppers’ Nerves

Store greeters set shoppers at ease and serve as brand ambassadors.

Published

on

Store greeters of all types and species serve an important function in breaking the ice and easing threshold resistance. In the case of the four-legged variety, they offer a special breed of retail therapy, attract their share of regular admirers, and may even turn out to be adorably approachable jewelry models. Best of all, they add to your store experience and evoke an emotional response. Shoppers will be more than likely to just drop by to say hi.


Star Jewelers on HighColumbus, OH

THE ENGAGEMENT COUNSELOR. Rachel Howard of Star Jewelers on High in Columbus, OH, says her shop dog, Daisy, an 11-year-old Australian shepherd, loves to sit in the window and people watch, and as a result, brings passersby in to say hi. “Her favorite customers are engagement ring shoppers,” Howard says. “We think she senses their anxiety and sits by them to be a therapy dog and a source of comfort.”


Vogan Gold & Silver WorksColorado Springs, CO

THE RETAIL THERAPIST. Shelby is 6 years old and has been a greeter at Vogan Gold & Silver Works in Colorado Springs since she was 10 weeks old. While she loves all customers, she is having an “open fling” with the neighborhood UPS man, Wayne. “I say open because Wayne’s wife is well aware and is OK that he has Shelby’s picture on the visor in his big brown truck,” says Teri Vogan. Though Shelby will not change watch batteries, size a ring or tighten a diamond, she is good at customer service in the form of retail therapy. “She works hard,” Vogan says, “and only asks for animal crackers and elbow rubs.” (In the photo, apprentice Hollie Hyde offers Shelby an elbow rub.)


Art + SoulBoulder, CO

THE GREATEST MARKETING TOOL. Harry Winston, a.k.a. Winston the Yorkie, is the shop dog at Art + Soul in Boulder, CO. His claim to fame, says owner Debbie Klein, is that he is “The Best Dog. Ever.” His job duties include lounging in the sun in the front window and attracting passersby. ”He is our greatest marketing tool,” Klein says. “If you have a cookie, he will be your best friend for life. He used to have more friends on Facebook than I did until Facebook required us to provide proof that he was over age 13 to continue his page. He didn’t have a current ID, so they shut it down.”


LaLonde Jewelers & GemologistsGross Pointe Farms, MI

THE CHIEF MORALE OFFICER. Coco, a Maltese-poodle mix, is chief morale officer at LaLonde Jewelers & Gemologists in Grosse Pointe Farms, MI, owned by Daniel and Cynthia LaLonde. When she’s not posing for glamour shots for advertisements, she can regularly be found waiting eagerly at the door to greet customers.


Elizabeth Diamond Co.Dayton, OH

THE BEST FRIEND. At Elizabeth Diamond Co. in Dayton, OH, German shepherd DaisyGirl comes to the store with owner Sonny Singhvi every day. She spends time on the sales floor greeting clients and has a following of fans that stop by and ask to see and pet her. She also specializes in sitting pretty on elegant, upholstered chairs.


Persona Custom & Fine JewelryBoston, MA

THE RED CARPET STARLET. Independence, aka Indi, belongs to the owners of a hardware store that happens to be next door to Persona Custom & Fine Jewelry on Charles Street, a pedestrian-friendly shopping mecca in Boston. As Indi’s name suggests, she goes where she pleases. But, as a luxury lover, she prefers to spend much of her time on the red carpet entrance to Persona or on the store’s Swarovski-crystal tufted, overstuffed accent chair. People come by just to visit Indi, who may look haughty but is actually quite approachable, according to Persona’s creative director, Dustin Rennells. (photo credit: Kelsey Riggs)


Robert Goodman JewelersZionsville, IN

THE WATCH DOGS. Rescue dogs Quincy (black and white) and Journey (brown and white) both work for Robert Goodman Jewelers in Zionsville, IN. Because the store, owned by Robert and Rose-Marie Goodman, has a museum vibe, they seem to be experts at posing as if they, too, are works of art. They also spend quality time peering out the front door.


Lily & Company JewelersSanibel Island, FL

THE BRAND ICON. Lily & Company Jewelers, owned by Karen Bell and Dan Schuyler, was named for Bell’s Labradoodle, Lily, who has become the face of the business in print ads and billboards, where, adorned in top of the line, photo-shopped jewels, she greets every visitor to Sanibel Island, FL. Every year, Lily’s birthday party is a major event on the island. This year, she was preparing to celebrate her 14th in April.


de Boulle Diamond & JewelryDallas, TX

THE GLAMOUR QUEEN. Roo, an Italian greyhound, has a regal presence befitting her luxurious environment at DeBoulle. “Since 2015, Roo has been sniffing out the best jewelry and customers,” says Josh Garcia, director of creative and marketing. “Before her day begins, we make sure she is pampered and polished, and she loves to wear jewelry. Her typical day involves greeting everyone at the door to deliver the de Boulle experience and puppy kisses.”


Sami Fine JewelryFountain Hills, AZ

THE HR SPECIALISTS. Jewel and Gemma are very effective in the HR department, according to owner Stephenie Bjorkman. They keep everyone on an even keel, staff and customers alike. “Animals are great therapists,” she says. When clients come in, they quickly forget that they are “just looking” and immediately let their guard down. Gemma also sits on kids’ laps when they get their ears pierced, easing anxiety. They entertain watch customers, too, while they are waiting. “I can hear customers say, ‘This is the last time I will throw the ball for you,’ then an hour passes,” Bjorkman says.


Mitchell’s JewelersPikesville, MD

THE PROFESSIONAL CHARMER. “Meet Charlie, our newest and cutest part-time sales associate. He’s best with greeting customers and making everyone smile,” says Mitchell Dickler, president of Mitchell’s.


Nancy and David Fine JewelsMilburn, NJ

THE GREETER. At Nancy and David Fine Jewels, co-owners David and Nancy Stone know they can rely on mini-poodle Rico to welcome customers.

Continue Reading

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Classifieds

Most Popular