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Finalist-ACS 2002 - Jared

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Jared, Akron, OH

OWNER: Jared; ADDRESS: 375 Ghent Road, Akron, OH 44333; PHONE: 330-668-5000


THE REDESIGN of this handsome freestanding store by design group Jencen took place in 1998, and it’s an ongoing process to maximize selling power. The muted color scheme brings the attention squarely to the jewelry, which is showcased in brightly lit, airy cabinets with a uniform white theme. There’s a kids’ area to add a splash of color, a coffee station to ensure customers don’t lose that buzz for shopping, and strategically-placed pictures of models in jewelry to help customers visualize what they’re buying.

The panel was divided on this store. Bob Olmstead rated it highly, saying, “Jared has a strong interior and exterior brand presentation,” but adds a note of caution: “The challenge will be remaining intimate and responsive to the various individual markets they serve in terms of merchandising, events and so on.” For Anne Sowden, the store was “too stark, too modern, too shiny both inside and out.” Karen Karch liked the look of the ceiling, but “Overall it’s not my style.” Gwen Carrington singles out customer traffic management, saying “The layout seems to do a nice job of leading the customers through the product areas as they shop.”

Jared interior

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Copycat Tips:

  • Uniformity creates a strong brand identity, large pictures provide the right measure of product impact

Watch Out For:

  • Convential layouts are great … unless the store next door is a mirror image

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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