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Best of the Best: Revenue-Rich Corner

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See how this Texas store turned a dormant corner into a store cash cow.

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[dropcap cap=E]ver wondered what to do with a corner of your store that’s not producing revenue? Donoho’s Jewellers in The Woodlands, TX, had used an  800-square-foot room as a rock and mineral museum. Staff also showed diamond presentations on a TV. Interesting, yes; entertaining, perhaps — but not rich in revenue. — EILEEN McCLELLAND[/dropcap]

Best of the Best: Revenue-Rich Corner

[componentheading]The idea[/componentheading]

[contentheading]Men’s lair. [/contentheading]

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Director Richard van der Dys worked with Scott Kay and interior designer Regina Kay, Scott’s wife, to transform the space into a men’s lair of sorts, a masculine retreat with throne-like chairs, chandeliers, a leopard rug and plenty of display space to show off Kay’s men’s jewelry lines to best advantage.

Van der Dys says the Scott Kay men’s line was not an arbitrary choice. “We did great business with fashion and watches, but we thought we were missing the boat on men’s jewelry,” he says.

“Because of the relationship we had with Scott we were confident it would work.”

Best of the Best: Revenue-Rich Corner

[componentheading]The execution[/componentheading]

[contentheading]Sales space.[/contentheading]

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Regina Kay went into the project well versed in Scott Kay’s philosophy of how to make the most of space in a retail jewelry store — lining up cases against the walls and in the center of the room, rather than sacrificing space simply for sales associates to stand behind counters.

The room was already equipped with built-in cabinets lining the walls. Regina brought in a focal point — a case in the middle of the room.

“We were thinking gentlemen’s lair, seduction, mysterious, and all of a sudden it started clicking. It became a place where guys could feel comfortable,” Regina says.

Best of the Best: Revenue-Rich Corner

[componentheading]The reward[/componentheading]

[contentheading]A huge hit.[/contentheading]

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REVENUE: “The Scott Kay room was a huge hit instantly in today’s economy,” van der Dys says. “We sell a lot more cuff links now.”

BRAND IDENTITY: Regina says the room provides brand recognition. “It definitely tells a story of who Scott is and what Scott is all about.”

EDUCATION: Rather than suffering from the lack of the plasma TV and seating area, diamond education has improved, van der Dys says, since sales associates present the information to customers, one-on-one now, without relying on visual aids.

[componentheading]Do It Yourself [/componentheading]

[contentheading]Tips from Regina Kay:[/contentheading]

• “Take a look at all the things that are already in place and ask yourself how you can transition this into more of a shopping experience. You can change certain areas without demo-ing the entire store.”
• “When working with an interior designer, you have to have a little trust, too. The magic doesn’t come together until all the pieces are in place.”
• “It’s important to reflect the brand. Go to that vendor and say, ‘Help me, support me, I’d like to make your salon successful.’”

[span class=note]This story is from the February 2010 edition of INSTORE[/span]

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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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Best of The Best

Best of the Best: Revenue-Rich Corner

Published

on

See how this Texas store turned a dormant corner into a store cash cow.

Best of the Best Logo

[dropcap cap=E]ver wondered what to do with a corner of your store that’s not producing revenue? Donoho’s Jewellers in The Woodlands, TX, had used an  800-square-foot room as a rock and mineral museum. Staff also showed diamond presentations on a TV. Interesting, yes; entertaining, perhaps — but not rich in revenue. — EILEEN McCLELLAND[/dropcap]

Best of the Best: Revenue-Rich Corner

[componentheading]The idea[/componentheading]

Advertisement

[contentheading]Men’s lair. [/contentheading]

Director Richard van der Dys worked with Scott Kay and interior designer Regina Kay, Scott’s wife, to transform the space into a men’s lair of sorts, a masculine retreat with throne-like chairs, chandeliers, a leopard rug and plenty of display space to show off Kay’s men’s jewelry lines to best advantage.

Van der Dys says the Scott Kay men’s line was not an arbitrary choice. “We did great business with fashion and watches, but we thought we were missing the boat on men’s jewelry,” he says.

“Because of the relationship we had with Scott we were confident it would work.”

Best of the Best: Revenue-Rich Corner

[componentheading]The execution[/componentheading]

Advertisement

[contentheading]Sales space.[/contentheading]

Regina Kay went into the project well versed in Scott Kay’s philosophy of how to make the most of space in a retail jewelry store — lining up cases against the walls and in the center of the room, rather than sacrificing space simply for sales associates to stand behind counters.

The room was already equipped with built-in cabinets lining the walls. Regina brought in a focal point — a case in the middle of the room.

“We were thinking gentlemen’s lair, seduction, mysterious, and all of a sudden it started clicking. It became a place where guys could feel comfortable,” Regina says.

Best of the Best: Revenue-Rich Corner

[componentheading]The reward[/componentheading]

Advertisement

[contentheading]A huge hit.[/contentheading]

REVENUE: “The Scott Kay room was a huge hit instantly in today’s economy,” van der Dys says. “We sell a lot more cuff links now.”

BRAND IDENTITY: Regina says the room provides brand recognition. “It definitely tells a story of who Scott is and what Scott is all about.”

EDUCATION: Rather than suffering from the lack of the plasma TV and seating area, diamond education has improved, van der Dys says, since sales associates present the information to customers, one-on-one now, without relying on visual aids.

[componentheading]Do It Yourself [/componentheading]

[contentheading]Tips from Regina Kay:[/contentheading]

• “Take a look at all the things that are already in place and ask yourself how you can transition this into more of a shopping experience. You can change certain areas without demo-ing the entire store.”
• “When working with an interior designer, you have to have a little trust, too. The magic doesn’t come together until all the pieces are in place.”
• “It’s important to reflect the brand. Go to that vendor and say, ‘Help me, support me, I’d like to make your salon successful.’”

[span class=note]This story is from the February 2010 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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