Brain Squad” members share their thoughts on working with local businesses.

[h2]Yes, I Do [/h2]

Artisan jewelry contains a soul that people identify with. — Steve Stempinski; Steve’s Place, Madison, GA

We have to differentiate ourselves from the jewelry stores at the four corners of the mall — they all seem to be selling the same thing, more or less. —Cliff Yankovich; Chimera Design, Lowell, MI

I know “artisan jewelry” has name recognition when I see “artesian jewelry” at convenience stores. — Julia Newton; Julia Newton Jewelry, Wilson, NC

For me it’s not a trend! I’ve been an artisan-jeweler for 25 years and counting! — Janne Etz; Contemporary Concepts, Cocoa, FL

Our customers like the fact that they are wearing something that is unique and is not seen on everyone else! — Patty Gallun Hansen; Dorothy Gallun Fine Jewelry, Cedarburg, WI

People who are spending money now want something fresh, not the same old thing. — Dwaine Ferguson; Goldsmith-Silversmith, Omaha, NE

People want to feel unique and financially responsible. This style lends itself to this category. — Bradley D. Weber; Weber Goldsmith Gallery, Carmel, CA

Our store origins include the artisan movement. We have lots of original designs in our cases, and they give people reasons to come in. Truthfully, though, we get a better ROI on basics than our artistic endeavors, but it is a fundamental part of our identity and our success. — Mark & Monika Clodius; Clodius & Co., Rockford, IL 

[h2]No, I Don’t [/h2]

It is a very small niche, which I believe does better in high-end categories that are slow right now. — Dave Salkin; Salkin’s Jewel Case, Freehold, NJ

What the heck is artisan jewelry? Some guy with a metal torch welding copper scraps? — Sandy Severt; Gloria’s Jewelry, St. Paul, MN

I think it’s too trendy. — Tom MacKinnon; MacKinnon Jewelers, Trinity, FL

Designs like those have never been popular here. We’ve tried a few styles without any success. In some “artsier” areas it may do well. — Dale Robertson; Norris Jewelers, Milford, OH

I think it has a place, just not in jewelry stores. — Nancy Carbonetti, Stephen’s Jewelers, Wilmington, DE

It is a small fad — will probably last a year or so. — Brian Berger; First Pennsylvania Precious Metals, Warrington, PA

I really don’t think it is the time to take a plunge on something that may not sell. — Al Bitman; Park Jewelers, Tampa, FL

Lots of artisan jewelry falls apart. A reputable jeweler will lose all his profits on warranty work. — Klaus Kutter; A Jour, Bristol, RI

Good jewelry is lasting, and wearable. This artisan stuff is too fancy and sometimes just too weird to own or like for a long time. Do the words tri-color, nugget, or freeform ring a bell? — John Anthony Jr.; John Anthony Jewelers, Bala-Cynwyd, PA

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