Cool Stores Preview

BY INSTORE TEAM

Published in the July 2012 issue

The stores you’re about to see might be winners in next month’s special America’s Coolest Stores issue. Then again, they might not. That’s up to our panel of industry-expert judges. But these stores did accomplish something pretty significant: their interior, exterior, marketing materials or website were good enough to land them in the top five after preliminary judging by INSTORE editors. (Stores are separated into two divisions, Big Cool and Small Cool, based on their number of full-time employees.) You’ll have to wait until August to find out who the kings of cool are, but this peek should get your creative juices flowing and maybe even inspire you to try something bold.

1. R. Grey Gallery, Boise, ID
2. Idar, Victoria, BC, Canada
3. LaPorte Jewelers, Lancaster, PA
The Editors Say – Everyone who walks past must do a double-take when they glimpse the “floating” cases. The blocked windows make the intrigue that much greater.
4. Jamies The Diamond Mine, Virden, IL
5. Moondance Jewelry Gallery, Santa Monica, CA 

1. Idar, Victoria, BC, Canada
The Editors Say – With the plants and the rustic cottage feel, Idar looks like a come-to-life fairytale. You can’t help but wonder what’s inside.
2. R. Grey Gallery, Boise, ID
3. Moondance Jewelry Gallery, Santa Monica, CA
4. Howard’s Diamond Center, Triadelphia, WV
5. Jamies The Diamond Mine, Virden, IL 
 

1. Idar, Victoria, BC, Canada
2. LaPorte Jewelers, Lancaster, PA
3. Collins Diamonds, Liberal, KS
The Editors Say – While traditionalists may scoff at shoestring campaigns, getting customers involved in creating ads shows great awareness of social media’s power.
4. Moondance Jewelry Gallery, Santa Monica, CA
5. R. Grey Gallery, Boise, ID 

1. Jamies The Diamond Mine, Virden, IL
2. Collins Diamonds, Liberal, KS
3. R. Grey Gallery, Boise, ID
The Editors Say – Quality photography reminds you of the store’s essence, clear navigation keeps it simple to use, and a regularly updated events page gives customers a reason to come back.
4. Moondance Jewelry Gallery, Santa Monica, CA
5. Catherine Angiel, New York, NY

1. Green Lake Jewelry Works, Seattle, WA
The Editors Say – This is a stunning example of creating interest by bringing the bench to the forefront. Add in fun visuals and a comfy atmosphere, and we’d guess the only danger is that customers stay too long!
2. TWO by LONDON, Manhasset, NY
3. Diamond Vault, Sarasota, FL
4. Versani Jewelry Designs, New York, NY
5. Charles Koll Jewellers, San Diego, CA 

1. Green Lake Jewelry Works, Seattle, WA
2. TWO by LONDON, Manhasset, NY
3. Charles Koll Jewellers, San Diego, CA
4. Diamond Vault, Sarasota, FL
5. Worthington Jewelers, Worthington, OH
The Editors Say – An overlooked challenge of a corner location is looking inviting — and branded — from any approach. This store handles it well, and also looks equal parts classic and modern.
 

1. Steven Singer Jewelers
The Editors Say – Few could pull off a campaign this brash, but when you have Howard Stern reading your radio spots, “I hate Steven Singer” is the perfect tone for the audience.
2. Lee Michaels, Baton Rouge, LA
3. Tivol, Kansas City, MO
4. Green Lake Jewelry Works, Seattle, WA
5. Worthmore Jewelers, Atlanta, GA 

1. Green Lake Jewelry Works, Seattle, WA
2. TWO by LONDON, Manhasset, NY
The Editors Say – Proof that simple doesn’t have to be plain or boring. Product, education, story, contact info — everything is here, but it’s well organized, perfectly presented and obviously written by an actual human.
3. Lee Michaels, Baton Rouge, LA
4. Raymond Lee Jewelers, Boca Raton, FL
5. Versani Jewelry Designs, New York, NY