Brainstorms

Here’s Why Jewelers Should Stop and Smell the Tomatoes

Noticing even mundane beauty like a humming shop area has mental health benefits, say academics.

Published

4 weeks ago

April 27, 2025

INSTORE Staff Instore May 2025 Issue

Here’s Why Jewelers Should Stop and Smell the Tomatoes

PHOTO: ISTOCKPHOTO

Beauty is traditionally thought of as the aesthetics of objects, but it can apply to experiences as well. Appreciating that can greatly enhance cognitive health and well-being, say Stanford Business School marketing professors Jennifer Aaker and Szu-chi Huang. Such “beautiful moments,” like hearing a bird song, feeling the sun’s warmth, or even just observing a work area that is running smoothly, happen throughout our day. The trick is noticing them. Aaker and Huang cite the case of award-winning chef Michael Mina. “For him, a beautiful moment is in the kitchen when he goes in and he sees perfectly cut tomatoes,” says Huang, who advises journaling to keep track of such times. “These beautiful moments jumpstart ripple effects in our neural network, awakening us to richer sensory experiences and creating positive, enduring memories,” she says.

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.