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Does Your Store Really Feel Like a Home? It Should.

There’s no place like home, unless it’s your local jewelry store.

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JEWELRY STORE OWNERS OFTEN say they welcome customers into their store as if they are welcoming them into their home. If you want shoppers to truly feel at home, it’s time to make your store look and feel more like it is a home.

The jewelry store marketplace is changing, and the interior design world is responding to these dynamics. The work, live, and play communities designed for today’s mobile, multitasking lifestyles are driving this change, making sterile, commercial environments look and feel out of touch.

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We are blurring the lines between our working, social and private selves—and interior design is evolving to meet this changing concept of what retail should be.

We all want to shop in a store that is more warm and welcoming than stuffy and cold. Coffee shops, casual restaurants, hotels and other retail locations are being designed with a residential touch. Jewelry stores are no exception.

In recent years, jewelry-store designers have been incorporating residential elements more than ever, to create a more homelike environment in which to shop, something customers have said they crave. For example, chairs and sofas should be a beautiful leather or a soft but durable material. When seated, customers should feel as comfortable and relaxed as they do in their favorite chair at home.

A residential touch — including offering food and drink — reduces stress and anxiety among harried or nervous shoppers. Drink areas, food service and full bars are increasingly popular, for good reason. Crocker’s Jewelers in Texarkana, TX, for example, makes chocolate chip cookies every day to appeal to the sense of smell and set a homey mood.

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To update your own store, consider adding warmer colors, brighter fabrics with a soft touch, wooden floors and porcelain tiles that look like stone or natural elements. Let in some natural light, too, and consider adding chandeliers. Whether they are classic or contemporary, chandeliers can become the focal point of the entire space.

Sometimes all you need is an accent wall of color to create interest in an otherwise bland area. The exciting part about painting an area is that you can change it out in three years and have a new look to your store with very little investment.

Jewelry stores draw inspiration not only from actual residential design, but also from other businesses that have a comfortable, residential feel. I had a client a few years ago ask me to design a “Starbucks” looking jewelry store, which became an INSTORE editors’ choice for interior design.

The new design concept led to sale increases well beyond the owners’ dreams.

Leslie McGwire, ASID Allied is an interior designer for jewelry stores. Learn more at lesliemcgwire.com

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Vegas Must-Haves #8: Long-and-Lean Earrings Are Everywhere

They’ve been popular at awards shows and on international catwalks.

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Heading out to Vegas for Jewelry Week? Here are some of the trends we are predicting you will see and that you might want to bring into your store. Some have been going strong for a few seasons, while others have been evolving for a couple of years. All are popular from the red carpet to the ready-to-wear runways to the jewelry design studios. So, why not try your luck with this trend or the others we will be showing?

From the red carpet to the runways to the design studios, all styles of earrings continue to be strong. One style that we saw at all the big awards shows this past season as well as on the international catwalks was the long and lean look. The earrings can range from sticks of diamonds to streamlined and linear with more movement, traced with enamel and/or popped with colored stones, and can go from mid-length to shoulder-skimming.

Lili Reinhardt in Swarovski earrings at the 2019 Golden Globe Awards Photo: Shutterstock

GiGi Ferranti Gia Deco 14K stick earrings with Zambian emeralds and diamonds. gigiferranti.com. $5,200

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EF Collection 14K gold diamond and enamel Stripe Bar Drop Earrings. efcollection.com. $650

Harwell Godfrey 18K gold articulated black and white diamond stick earrings in yellow gold, harwellgodfrey.com. $2,700.

Effy Pave Classica 14K White Gold Diamond Vertical Earrings, 0.35 TCW effyjewelry.com. $1,095.00

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Vegas Must-Haves #7: Attention-Grabbing Gold Chains That Mix New and Old

They’re being linked and looped together in creative ways.

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Heading out to Vegas for Jewelry Week? Here are some of the trends we are predicting you will see and that you might want to bring into your store. Some have been going strong for a few seasons, while others have been evolving for a couple of years. All are popular from the red carpet to the ready-to-wear runways to the jewelry design studios. So, why not try your luck with this trend or the others we will be showing?

Gold chains are back as a statement and a staple for your customer’s jewelry wardrobe.

I first started noticing the trend to weightier and gutsier chains in 2016, and they are being linked and looped together in creative ways. Many of the modern links take their cue from antique bold gold curb and paperclip watch chains and/or long vintage 70s large rectangular and oval links. Your clients can wear these alone or add charms and medallions. Foundrae is a perfect example of showing different lengths, styles and widths of chains and connector links to add their meaningful pendants. Add different charms or teach customers how to wear the longer versions doubled or creatively as lariats or elongated Y necklaces.

Tod’s Fall/Winter 2019/20 Runway Show

Jemma Wynne 18k gold Toujours emerald necklace with diamonds $15,750 jemmawynne.com

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Sylva & Cie 14K rose gold diamond oval link chain with champagne diamonds approximately .90 TCW sylvaandcie.com. 9,750.00

Foundrae 18K gold mixed oversized clip choker. foundrae.com. $14,995

Brent Neale 18K gold textured chain link necklace. brentneale.com $9,850.

Marla Aaron heavy sterling silver curb chain with baby 14K lock. marlaaron.com $682

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Editor's Note

This Year’s INSTORE Design Awards Winners Followed In a Stellar Tradition

With 25 categories, many designers had the chance to shine.

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EVERY YEAR, I’M consistently impressed by the ingenuity displayed by the jewelry designers who enter the INSTORE Design Awards. Two years ago, Hisano Shepherd of Little H made a splash with her fresh take on pearls, slicing them open and encrusting them with gemstones. Last year, Katey Brunini won three categories with three separate pieces from her intricate and colorful Eating Watermelon In The Black Forest collection, while TAP By Todd Pownell took two other categories with their striking, nature-inspired use of diamonds.

This year, with so many more categories (25, as opposed to eight last year), lots of designers made their mark. Adel Chefridi won two categories and a Retailer’s Choice award with his geometric matte designs. Thorsten placed with three different show-stopping wedding band designs. Manufacturers Gabriel & Co. and UNEEK Fine Jewelry each had multiple winners. The mesmerizing Sultana ring by Annamaria Cammilli Firenze cleaned up across several categories. Then there was our Grand Prize winning piece: the VIVAAN cuff (featured on our cover) with nearly 30 carats of natural fancy color diamonds that won over both our judges and online voters.

When you’re shopping the Las Vegas trade shows, start with the winners of this design competition. If they’re turning heads among our judges and online voters, they’re sure to turn the heads of your clients as well.

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

  • When displaying men’s jewelry, opt for timeless elements like antique fly-fishing reels, old toy cars or old sports items. (Ask Instore, p. 91)
  • Longer ad copy yields better results, as proven by Google. (Jim Ackerman, p. 90)
  • Always display in odd numbers; it’s more aesthetically pleasing. (Three Things I Know About, p. 94)
  • Ask questions that elicit a “yes” from the woman in order to close the male buyer. (Shane Decker, p. 92)
  • When retirement is in the near future, start maximizing net profit to build the value of your business. (David Brown, p. 94)
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