Store features by category The ideal in retailing is probably the fictional bar of Cheers ? ?Where everyone knows your name.? If you're a jeweler in a small town it might still be the case that you're universally recognized. But in larger markets, you need help to get your name out there, and to keep it on customers' minds once they come in the store. Most jewelry retailers opt to write their names up large in the rear of their stores, usually behind a long counter. The name or logo is often centered on a large wall with few or no wall hangings near to make sure it's easily seen. Others go for the floor. Tricky tile jobs in contrasting colors or a large logo on the floor near the store's entrance is a grand way to welcome customers. Custom work can also include mural-like paintings, while alternating colors in a name display can create movement ? the best way to catch eyes.  


When store owner Susan Molenaar Butterfield sought to put her own flair to the family business started by her father in 1941, she wanted the store logo to have prominent placement. To the rear of the store is a long curved wall that features a brushed bronze laminate with the store logo. The laminate backdrop provides a contrast of metal against wood and matches the baseboard material in all of the store's displays.  


Simmons Fine Jewelry features a large logo on the floor of the store. With the aim of making the entrance to his jewelry store a grand one, owner Jay Simmons went for the double whammy. An eye-catching chandelier in an alcove is one part of it, while on the floor is the store's logo measuring 5 feet in diameter. The logo's placement and execution go beyond simple contrasting colors of black and white. The white tiles were placed east to west, while the black pieces of tile that make up the logo were placed diagonally.  


Bruce Plummer and Ron and Annette Henderson opted for a traditional setting for their rural Oregon store. The focal point on the back wall is a hand-carved, back-lit glass element featuring a stainless steel ?S,? the store's logo. Broken-edge glass shelves against distressed copper add to the statement. One feature of the design is the way the light changes colors. Pictured here is red, with other color choices including green, purple and blue.  


Sophie Shor wanted to reflect the store's core identity as a custom-design jeweler so she hired a design firm to make each letter individually in the hope of creating a unique name display. ?We don't use this very creative looking name in any printed material or on billboards,? she says. ?You'll only see it here in the store.? The letters were made of cherry wood. Each letter was hand-made, hand-painted then spray-painted gold, which contrasts with the mirror and dark wood trim.  


When brothers Toby and John Joseph opened the latest incarnation of their family's 135-year-old store in June 2005, customers witnessed what sort of creative latitude comes with a 18,500-square-feet space. A notable feature is the store's 4-by-6-foot floor logo done in gray marble, which serves as a classy transition to the carpeted main sales counter at the rear of the store.  


Sami Jack and her daughter Stephenie love the color purple. It is the primary color of the Four Peaks Mountain amethyst that is a mainstay among their product offerings. In recognizing the nearby mountain range, the pair had a giant mural painted in the store's showroom. The Four Peaks logo is repeated throughout the store, along with the tagline, ?Fine Jewelry, Unique Gifts.?


Ending on a High Note

A sense of relief, like you would not believe.” That’s how Dan Decker of Decker Diamond Jewelers in Ebensburg, Pennsylvania describes his Wilkerson experience. Closing shop when business was good ensured success—but so did the experienced Wilkerson professionals who orchestrated every detail of Decker Diamond’s last sale. Don’t wait until your momentum slows. Reach out to Wilkerson today!


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