RESULTS OF THE AMERICA’S Coolest Stores Contest 2023 will be released during the INSTORE Show in Chicago, Aug. 13-15. For now, here’s a preview of stores that caught our attention during the judging process for their interior design, exterior form and function, marketing and online presence. Final rankings were determined by a panel of expert judges. “Big” and “Small” designations are determined by the company’s overall staff size. Check out the September issue of INSTORE for final results, stories about our top six winners and a preview of what’s to come with all of our 10 honorable mention winners, which we will feature in depth each month between October 2023 and July 2024.
BIG COOL
Interior
1. Bailey’s Fine Jewelry, Cary, NC
2. Greenwich St. Jewelers, New York City
3. Tapper’s Jewelry, Novi, MI: The concept behind Tapper’s Jewelry’s first stand-alone store in Novi, MI, is two townhomes with a bridge in the center. One townhome is dedicated to Rolex and the other to bridal and diamonds. The middle portion of the store showcases fine jewelry and designer brands as well as the other watch brands they carry. The entire operation is dedicated to offering a luxury experience for clients, says CEO Mark Tapper, who leads the family business. Tapper’s has four locations and was founded by Mark’s father, Howard Tapper, in 1977.
4. Heller Jewelers, San Ramon, CA
5. Shaftel Diamonds, Houston
MARKETING
1. Greenwich St. Jewelers, New York City
2. Baribault Jewelers, Glastonbury, CT: Baribault Jewelers is a third-generation family business founded in 1948 and currently led by Lewis Baribault Jr. The Baribault family has incorporated the letter “B” into their overall branding, inspired by the company’s core value of empowering people to be the best version of themselves. Lewis’ daughters, Christina and Raeann, created a separate line of inspirational jewelry called The Power to B, which, in a formidable feat of marketing, debuted at the 2022 Oscar Awards, where the sisters personally helped nearly 100 celebrities pick their particular piece of powerful affirmation jewelry.
3. Tapper’s Jewelry, Novi, MI
4. Kessler’s Diamonds, Grand Rapids, MI
5. Occasions Fine Jewelry, Midland, TX
EXTERIOR
1. Tapper’s Jewelry, Nevi, MI
2. Springer’s Jewelers, Portsmouth, NH
3. Shaftel Diamonds, Houston
4. Occasions Fine Jewelry, Midland, TX
5. Bailey’s Fine Jewelry, (tie) Cary, NC
5. Greenwich St. Jewelers, New York City (tie): Sisters Jennifer Gandia and Christina Gandia Gamble opened the sumptuous new flagship of Greenwich St. Jewelers in 2022 inside the second oldest cast-iron building in New York City. Known as the Obsidian House, it was built in 1857. The original facade has been carefully restored, preserving this architectural gem in one of New York City’s most historic neighborhoods. The family business was founded by Carl and Milly Gandia in 1976 in the city’s financial district and is now led by the second-generation sisters.
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ONLINE PRESENCE
1. Greenwich St. Jewelers, New York City
2. Springer’s Jewelers, Portsmouth, NH
3. Tapper’s Jewelry, Novi, MI
4. L. Priori, Washington, DC: Owner Lauren Priori founded L. Priori in Philadelphia as an appointment-only business specializing in designing custom engagement rings in house as well as redesigning heirloom pieces. Now she has three locations. Ninety five percent of the marketing budget is digital. Social and Google ads are especially helpful to Priori since she and her team can track exactly which medium is driving appointments in each market. They recently added the Unbridaled app to sell diamonds from the website. On Instagram, a presale introduces every product launch, enabling early birds to get a discount and a one-of-a-kind piece of jewelry that they love.
5. Heller Jewelers, San Ramon, CA
SMALL COOL
INTERIOR
1. Eliza Page, Austin: Store owner Elizabeth Gibson and Kasey McCarty Interior Design reimagined Gibson’s gallery-like Austin showroom in 2022, moving walls, creating privacy for bridal shoppers, desks for team members, a private piercing room and a permanent-jewelry station. Hardwood floors, updated wallpaper and new light fixtures add layers of interest to the design scheme. New furniture is all custom designed for the space, including a new POS, built-in desks and cabinetry that were all handcrafted from solid walnut by a local carpenter/millworker.
2. Moonrise Jewelry, Cape Charles, VA.
3. King’s Fine Jewellery, Sherwood Park, Alberta, Canada
4. Water Street Jewelers, Glastonbury, CT
5. Powell Jewelry, Wichita, KS
EXTERIOR
1. Moonrise Jewelry, Cape Charles, VA: In 2021, Moonrise Jewelry founder and designer Meredith Lusk and her team completed an extensive renovation of their 100-year-old storefront, establishing Moonrise Jewelry as a true destination store. Architect Wayne Anderson designed the exterior facade based on a historical photo of the building from the late 1920s, restoring the high transom windows and canopy that had been removed by previous owners. A custom mahogany door with oval glass welcomes visitors to step into the bright and inviting interior. Outside there are two features that reflect Lusk’s roots: an antique iron bench with Victorian motifs from her grandmother’s garden, and flickering faux gas lanterns reminiscent of her time in New Orleans as a Tulane University undergrad.
2. Eliza Page, Austin
3. Julez Bryant Fine Jewelry Gallery, Solana Beach, CA
4. Dutille’s Jewelry Design Studio, Lebanon, NH
5. Powell Jewelry, Wichita, KS
ONLINE PRESENCE
1. Moonrise Jewelry, Cape Charles, VA
2. Eliza Page, Austin
3. Julez Bryant Fine Jewelry Gallery, Solana Beach, CA
4. Water Street Jewelry, Guilford, CO: Water Street owner Daniela Balzano launched a new website in March 2023, replacing one that she considered to be antiquated with a site that’s easy to navigate and boasts a blog and interactive features. Best of all, the site reflects the energy of the store and its branding. Overall, the goal with the digital presence is to be calm and inviting and to mimic the vibe they have created in the store. On social media, they make announcements, hold contests and post photos of customers redesigning jewelry — always a big hit.
5. John Thomas Jewelers, Albuquerque, NM
MARKETING
1. Eliza Page, Austin, TX
2. John Thomas Jewelers, Albuquerque, NM
3. Dutilles Jewelry Design Studio, Lebanon, NH
4. Julez Bryant Fine Jewelry Gallery, Solana Beach, CA: Julez Ward, owner of Julez Bryant Fine Jewelry Gallery, says she has tried to connect with clients in an authentic way as her business expands into a digital shopping landscape. For Black Friday, the team sent their VIP clients a Gratitude Package by mail. Included were a sketch from Julez, a packet of California marigold seeds, a ceramic pot and planting kit. “Even if it means approaching business and marketing in a very different way, we always want to represent the Julez Bryant Gallery with a lot of heart,” she says.
5. Moonrise Jewelry, Cape Charles, VA
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