Connect with us

David Squires

Cooling Off

Published

on

IT’S THE HOTTEST MONTH of the year, and that means one thing: it’s time to think cool. Yep, it’s Instore’s third annual ?America’s Coolest Stores? awards issue, and we’ve got to say, this particular edition is cooler than a polar bear’s toenails. We’ve got more pages, more pictures, and more revealing insights from our panel of expert judges than ever. (Thanks, guys!) We’re sure you’ll find loads of ideas to improve your store.

We’re even bringing you the true secret of creating a cool store ? which you can find on page Page 54, in a column from Ruth Mellergaard and Keith Kovar of Grid/3, a New York City-based design firm. The secret, in short, is to be yourself. The fact is, there’s nothing less cool than a retailer who’s trying to be something they really aren’t. And there’s nothing more cool than one whose store truly expresses him or herself.

And we’ve come across no store this year that better expresses the owner’s personality than this year’s ?America’s Coolest Store? ? Wattsson & Wattsson Jewelers in Marquette, MI, where the highlight has become veritable tourist attraction, a natural-history museum styled to look like a gold mine. 

Of course, being yourself isn’t exactly a guarantee of cool. (After all, there are a lot of people out there whose true selves are most honestly expressed by watching the World Wrestling Federation in a dirty undershirt while munching on a ham sandwich.)

Come to think of it, maybe there is some possiblity for a wrestling-themed jewelry store. Ambient noise: roars, grunts and howls of pain. Life-sized mannequins of famous wrestlers holding ring displays, threatening customers ?You’re going down!? as they pass. Maybe even a big wrestling ring in the center, where male customers can grapple with the owner to get 10% off their engagement ring purchases.

Insane? You bet! Cool? You know, for some people, it would be. Hey, I’d go there…at least for the free ham sanwitches. 

Advertisement
Wishing you the very best business …

David Squires

David Squires is the Group Editorial Director of SmartWork Media. He believes that the first role of business media is to inspire readers.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

Promoted Headlines

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.)

Facebook

Latest Comments

Most Popular