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Eight Store Logos That Definitely Boost Their Brands

Jewelers who are executing this critical part of brand identity … with style.

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What could be more important to your brand than your store’s visual identity graphically presented in a logo?

Not much, says Travis Piper, who pondered both his store’s name and his logo for six months before he opened Piper Diamond Co./ Custom Jewelry Studio in Vincennes, IN. “I’m sure there are plenty of examples of stores that have been successful without a cool logo. However, in today’s market, I feel it is extremely important to use a consistent logo with a consistent message in order to build not only a successful retail store, but most importantly a brand that people can identify with,” Piper says.

Once a font is chosen, stick with it, says Abigail Honor, partner with Gluttony, a full-service advertising agency in New York. Don’t get bored and change it again quickly, and don’t use it sporadically. It’s crucial that the logo looks the same everywhere, from gift bags and signage to website. “Brands that do really, really well have a consistent look and feel. As soon as you have a different look at different places, it all falls apart.”  


A Font Apart
Onyx II Fine Jewelers, Watertown, CT

 At Onyx II, James Michael Murphy is all about brand recognition. “I wanted something very clean, classic, legible and to the point,” he says. “The best way to achieve that was by picking a signature font, something I could use for our logo and consistently through items such as letters, invitations, additional store signage, so anytime the font is seen, it is recognized as being of our brand.”


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Keeping an Eye on the Prize
Thomas Mann Gallery I/O, New Orleans, LA

“I/O” is an abbreviation for “insightful objects,” meaning objects full of meaning and power. Artist and owner Thomas Mann says the artist imbues the object with creative energy and the client demonstrates appreciation for that object by exchanging energy in the form of money. Fittingly, the logo suggests the shape of an eye. It also reflects the look of the jewelry he makes, which he describes as “techno romantic.”


Symbol Stands Test of Time
Star Jewelers on High, Columbus, OH

In the ‘80s, after Rachel Howard’s parents, Dennis and Elaine, christened their store Star Jewelers, a family friend designed the logo. “The logo is super clean and classic.” When the business moved from the suburb of Bexley to High Street, they added “on High” to the name. “We really like it in our new location, because we often say `Star on High’ for short,” Howard says. 


Dropping Anchor Back Home
Chapman Jewelers, Warsaw, IN

Emily Chapman Metzger grew up in a region of Indiana known for having more than 100 lakes. “My father’s jewelry store and the lake were the two places I spent most of my childhood,” she recalls. When she was 16, she lost her dad in a car accident and the store closed. But in 2010, she was able to reopen the family business. “One day, it occurred to me, I’m back in my home town after all these years — I am ‘anchored’ back to my roots. I also wanted to add an element of sparkle, so I decided to put a diamond in the eyelet of the anchor.”


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The Most Important C
Cut Fine, Baton Rouge, LA

The logo for Cut Fine in Baton Rouge, LA, won a gold award from the American Advertising Federation for its graphic design, which lends a modern, contemporary feel to the store. The name gives owner Matthew Patton the opportunity to educate customers about the importance of cut when assessing a diamond’s quality. He also likes the simple and concise nature of the name, “CUT.” “We didn’t need another Family Name Fine Jewelers,” he says.


Timeless Beauty
Alchemy, Portland, OR

Alchemy, the medieval forerunner of chemistry, originally referred to attempts to convert base metals into gold. It also means a seemingly magical process of transformation or creation. Custom jeweler David Iler of Alchemy, a goldsmith and stone setter, was seeking an 18th century look for his logo. “I worked with a local design visionary to help me discover the logo,” Iler says. “I feel the logo truly reflects Alchemy’s style and mission, our longing for symbolism and meaning captured in timeless beauty, no matter how or when it is created.” 


Playful and Modern
Max’s, St. Louis Park, MN

Max’s was named for Ellen Hertz’s beloved grandfather, a Polish immigrant who owned jewelry stores. Hertz hired a graphic designer to create a playful, unconventional logo to reflect the designer jewelry and specialty chocolates she sells. “She had me go through magazines and rip out ads that had store logos that I liked. She wanted to know the type of font I liked, colors, and feel of the logo. Based on that, she came up with about five different logos to review and we then refined the one I chose.” 


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An Edgy Option
Piper Diamond Co./Custom Jewelry Studio, Vincennes, IN

 Travis Piper spent a lot of time looking for the right name for his store as well as the perfect, distinctive font for the logo. “Piper Jewelers” alone, he deemed too generic. He also considered that consultant Shane Decker preaches having “diamond” in the store’s name because diamonds are the biggest part of the sale. Finally, he chose the word “studio” to tie into the small-town, artistic nature of his business. “I knew it had to be edgy and different. The inside of our store is all corrugated metal.” Ultimately, the final choice meshed with the look of the industrial interior and is friendly enough to emblazon on T-shirts.


This article originally appeared in the January 2017 edition of INSTORE.

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

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When Gene the Jeweler Speaks, His Employees Listen

In this episode of Jimmy DeGroot’s Gene the Jeweler series, Gene has a simple request for his employees. The good news is that they follow his instructions. The bad news is that they follow a bit too literally.

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Benchmarks

Stores Create Displays That Are Made To Be Touched

Make some merchandise accessible.

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IN MOST JEWELRY STORES, there’s not much that shoppers can touch without asking. But these jewelers allow customers the freedom to hold and try on pieces to their heart’s content.

Mixed Media

At Balefire Goods in Arvada, CO, owner Jamie Hollier uses blocks of wood atop a glass shelf to create an intriguing textural contrast while providing a simple, organic base for sculptural, artisan-made jewelry. Wood, metal and concrete furniture and fixtures soften an industrial aesthetic, while creating a neutral backdrop where jewelry and art become the focus.

An Heirloom Look

At H1912 in Princeton, NJ, an offspring of Hamilton Jewelers, watch bands are cleverly displayed in a vintage printers tray (discovered at a garage sale) and on bulletin boards. Rustic displays and period furniture reflect the store’s focus on heirloom jewelry and one-of-a-kind finds. “We recently started putting additional accessories up on bulletin boards in our store, but we only feature very few straps on the board because it’s important clients can touch and feel the different materials of the watch straps and be able to hold them against their watches on their wrist,” says store director Lea D’Onofrio.

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A Study in Contrasts

Lindy’s in Fernandina Beach, FL, embraces an eclectic decor in which it seems perfectly natural to hang long, beaded necklaces from deer antlers mounted on an exposed brick wall. The quirky wall display co-exists with elegant elements, including a large mirror propped against a wall and a chandelier. “It’s difficult to display long necklaces (that are so popular right now) in the showcases,” says owner Lindy Kavanaugh. “Our dress forms are another favorite for displaying long necklaces, and we love using the mineral specimens and cool gemstone-related pieces we find in Tucson as it seems to bring it all together with a fancy, but earthy vibe. Kind of like wearing pearls with a sweatshirt!”

Front and Center

At Adornment & Theory in Chicago, an accessories table in the center of the store draws shoppers to try on bracelets and pendants, while staff is prepared to fill them in on the story behind each piece. “People are looking for a personal touch,” says owner Viviana Langhoff. “They want to know if it’s handmade, they want to know about the designer, the story, the fair-trade component, where the stones are coming from. They like knowing the details.”

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Benchmarks

6 Websites Setting a High Bar for Jewelry Retail

Personalize your website to drive more sales.

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TODAY, THE CONSUMER experience starts online. Make your customers feel welcome in your virtual store, and they are likely to show up on your threshold, too.

“Websites are the cornerstone of any small business,” says Shane O’Neill, VP at Fruchtman Marketing. “It must be designed as a sales tool and method of communication.” Showing photos of merchandise with prices is a good start. E-commerce is the next step. And communication can be had in real time with a live-chat feature. Even social media strategies should reflect back to the website.

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What makes a solid website goes beyond the technical bells and whistles to reflect the personality of your store and the customer experience that can be found there. Include attractive photos of the store itself, so that viewers know what to expect – in terms of atmosphere and interior decor, when they do cross your threshold.

Julie Gotz, chief marketing officer for Freshley Digital, works with her team to custom design clients’ websites. While they are all clean, upscale designs that are easily searchable and can accommodate e-commerce, each has its own personality; the team doesn’t use one-size-fits-all templates. Her job, she says, is to do a deep dive into what the client likes and doesn’t like, what their aesthetic is, what their competitors are doing, and then producing a website design that will help them gain market dominance.

If you’re making the leap to e-commerce, remember that the point of much of that effort is to drive those sales into your store, too. “When I think of e-commerce,” says O’Neil, “I think of it as not just online sales; I think of it as sales.” Most retailers are marketing and targeting local shoppers, and so it makes sense that if you’re selling big-ticket items, they will still come to your store after shopping your store online. “Even with items that are $500 or $600, if you’re right down the street, they may still want to come in and look at it. Foot traffic is down, yes, but sales may not suffer if you have a high quality website and a great digital presence.”
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Alchemy
alchemyjeweler.net

Alchemy Jewelers of Portland, OR, introduced its new website with shopify e-commerce features in July 2018. “It’s updated, clean and romantic, and it incorporates the rich colors of the store’s interior, so people coming to the website know they’re in the right spot,” says marketing director Megan Walsh. Photographing fine jewelry and reflective diamonds was a learning experience, she says, but having the right equipment — a professional grade lightbox and a Nikon DSLR camera — helps. Walsh also blogs and updates product offerings and event information.

 

Belle Brooke
bellebrooke.net

Although Santa Fe, NM, gallery owner Belle Brooke Barer believes strongly in the power of brick and mortar commerce, bellebrooke.net still makes a statement about the business by deploying eye-catching model photography to emulate the experience of walking into the distinctive Santa Fe boutique. Jewelry pieces are shown with prices and a selection of the core collection is available for online purchase. Each page displays information emphasizing the artist’s priorities.

 

Jack Lewis Jewelers
jacklewisjewelers.com

Jack Lewis Jewelers of Bloomington, IN, does an excellent job of personalizing the online shopping experience by featuring quality photos of each staff member, and, in particular, introducing their “superstar” custom jeweler, Jim Leeds, who can create the ring of the client’s dreams. Rather than announcing, “We do custom design,” this innovative introduction begins to create a relationship between the customer and the jeweler.
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Croghan’s Jewel Box
croghansjewelbox.com

The elegant look of this Charleston, SC store is reflected in its easy-to-navigate website. You can instantly buy (or gape at) a 1950s sapphire, diamond and gold bracelet for $14,950, or pick up a $65 pair of gold-plated “goldbug” earrings designed to look like Palmetto bugs. About half of customers live out of town. Standard shipping is free when shoppers spend $100 or more.

 

Walters and Hogsett
waltersandhogsett.com

Walters and Hogsett’s website raises the bar in function by cross-marketing relevant content on other pages. For example, the jewelry and watch repair page refer back to the new watches page and also to the custom jewelry design page. So if a customer is considering repairing a piece of jewelry, they might instead consider repurposing it into something new. Doing this throughout a site keeps people engaged and on the site longer, says Shane O’Neill of Fruchtman Marketing. The business also provides clear opt-ins for their email newsletter, and uses sitewide banners for trunk shows or other events. They link to Instagram shopping options and have a loose diamond search tool.

 

Williams Jewelers of Englewood
Williamsdiamonds.com

Freshley Digital custom designed the website for Williams Jewelers of Englewood, CO, integrating Edge POS with the website and making it fully e-commerce enabled. “Every market is different; every client is completely different,” says Julie Gotz of Freshley Digital. Freshley Digital simplified the user experience while retaining the brand history of the store, one of the priorities of the Williams family. “It’s all about having a very clean, very upscale design that reflects the store. We only have a few minutes to grab their attention and lead them to the next step,” Gotz says.

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Benchmarks

These Jeweler Direct Mail Samples Shine Bright for the Holidays

Use these direct mail pieces as inspiration to create your own attention-getting holiday promotions.

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DIRECT MAIL is a great holiday marketing tool, as it lets you reach out specifically to your biggest and best customers, hitting them with invitations to swanky Christmas parties, wish lists to be filled out and returned, and discounts or gift cards for that perfect present. (You can also track it more easily than other advertising media, by instructing recipients to bring in the mailing to receive whatever the special offer is.) At the same time, we’re on the verge of the postal service’s busiest season of the year, so whatever you send needs to get noticed. And the examples we’ve collected here are harder to miss than Rudolph’s nose or, say, a bright star shining over a manger.


So Fresh, So Clean Shetler Wade Jewelers, San Antonio, TX

This snappy postcard alerts customers to a neat idea: a post-holiday “3-Day Detox Customer Appreciation Sale,” scheduled for the end of January, when things have settled down and it’s time to go through your inventory and get rid of some dogs. The layout is appropriately clean, signaling a new start to the year and nice deals for shoppers.

No Frills, No Nonsense Schmitt Jewelers, Phoenix, AZ

As Schmitt Jewelers reminds us, your holiday invite doesn’t have to shout “HOLIDAYS!” — it just has to snag the attention of your would-be customer. The strong, solid colors of the invitations for the store’s December “Shop Like a Man” promotion promised beer, food, and a straightforward gift-buying experience for red-blooded American guys.

Three Times the FunGUNDERSON’S JEWELERS, IA, NE AND SD

This Christmas party invitation is strikingly gorgeous, stands out by not relying on a typical holiday palette, showcases some beautiful jewelry, and serves as three invites in one, for soirees at Gunderson’s locations in three different states. Plus, it conveys a ton of information, including the designers who will be present at the events, in a markedly clear fashion.


Two Eyes Not Made Out of Coal Wixon Jewelers, Bloomington,

With its strong, contrasting colors and clever mix of snowman imagery and jewelry, this postcard from Wixon is tough to ignore and easy to smile at. The reverse has simple messages pertinent to holiday shoppers: Extended hours, front-door parking (important during the Minnesota winter) and gift-wrapping.

A Good BetBrinker’s Jewelers, Evansville, IN

Brinker’s is no stranger to the Benchmarks page, and for good reason. Their marketing materials consistently set a stylish, sophisticated, but approachable tone. This men’s night invitation promises a good time for the recipient. The invites each came enclosed with a guest pass, and the aesthetic here and alluring casino vibe suggest an event most gentlemen would be proud to bring a friend to.

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