RESULTS OF INSTORE’S America’s Coolest Stores Contest 2024 will be announced Aug. 11 during the Play It Cool Party at the INSTORE Show in Rosemont, IL. For now, here’s a preview of stores that caught our eye for their interior design, exterior form and function, marketing and online presence. Final rankings were determined by a panel of expert judges. Check out the September issue of INSTORE for stories about our top six winners and a preview of what’s to come with our 10 honorable mention winners, which we will feature in-depth each month between October 2024 and July 2025. Here’s a link with more information about the INSTORE Show and the Play It Cool Party: theinstoreshow.com

SMALL COOL

Exterior

Hingham Jewelers
HINGHAM, MA

1. This destination store, owned by the Page family, is in a standalone building that attracts customers from miles away. The exterior is designed to fit with the coastal, classic New England communities it serves, while the clock tower serves as a beacon and landmark. The interior was completely renovated in 2023 to celebrate the family business’s 75th anniversary.
2. GRACE RENEE GALLERY
Carefree, AZ
3. SUGAR PLUM FINE JEWELRY
Glendive, MT
4. DIANNA RAE JEWELRY
Lafayette, LA
5. MCCOY JEWELERS
Dubuque, IA

Marketing

Dianna Rae Jewelry
LAFAYETTE, LA

1. In January 2023, a parcel of Dianna Rae Jewelry diamonds and gems splashed down into the Atlantic Ocean, the highlight of the company’s marvel of marketing, a Diamonds in Space Mission. The goal was to expand nationally by setting up a new website at diamondsinspace. com to sell the gems as space memorabilia. Owners Dianna Rae High and Jeff High designed a new space-themed collection, set the diamonds into many bridal designs, enjoyed national attention and widened their customer base.
2. ILAH CIBIS
Worcester, MA
3. STELLA FLAME GALLERY
Bridgehampton, NY
4. DEBELLA FINE GEMS & JEWELRY ARTS
Santa Fe, NM
5. MCCOY JEWELER
Dubuque, IA

Interior Design

McCoy Jeweler
DUBUQUE, IA

1. Wood floors, a clean layout, and the perfect green accent color infuse this store with warmth, while distinct areas for separate purposes, including a bridal salon, make the most of every square inch. In 2022, owners Jonathan and Jennifer McCoy bought the historic building, added 50% more square footage to the shop and 182% more sales space. The McCoys designed the expanded space on their own, after attending design seminars and reading INSTORE advice columns.
2. DIANNA RAE JEWELRY
Lafayette, LA
3. HUNTINGTON JEWELERS
Las Vegas
4. HINGHAM JEWELERS
Hingham, MA
5. SUGAR PLUM FINE JEWELRY
Glendive, MT

Online Presence

Sugar Plum Fine Jewelry
GLENDIVE, MT

1. Sugar Plum Fine Jewelry, owned by Katelynne and Jayson Eslick, began expanding online offerings during COVID lockdowns. They frequently host live sales on Facebook and produce a fun, educational series called “Hey Kate!”, where Katelynne talks about her day, what she’s working on, or something that she finds intriguing. “We keep it fun, real and relatable,” she says. In keeping with the goal of encouraging their young staff to play to its strengths, one team member spends one day a week on photography for online use.
2. STELLA FLAME GALLERY
Bridgehampton, NY
3. HINGHAM JEWELERS
Hingham, MA
4. ILAH CIBIS
Worcester, MA
5. THE JEWELERS
Lebanon, TN

BIG COOL

Exterior

Frank Adams Jewelers
ALBANY, NY

1. Frank Adams Jewelers’ 7,500-square-foot store, which opened this year, is an architecturally unique space that seamlessly integrates with natural elements to establish a warm and inviting atmosphere. The modern structure features expansive angled windows positioned to harness natural light, with specific attention to the orientation of the sun, says owner Kimberly Adams Russell. This intentional design extends to the bridal and diamond room, as well as the Rolex area, where natural light enhances both the environment and the showcased products.
2. SISSY’S LOG CABIN
Memphis, TN
3. LEE MICHAELS
San Antonio, TX
4. COPPER CANARY
Meridian, ID
5. BE ON PARK
Winter Park, FL

Online Presence

Copper Canary
MERIDIAN, ID

1. Copper Canary stands apart on third-party site Etsy as the shop with the largest selection of antique engagement rings. In business for five generations, Copper Canary recently moved to Meridian, ID, and opened a newly renovated, destination showroom. Owner Allie DeSeelhorst says running their shop through Etsy allows her to have an insight into what their online competitiors have in inventory. Beyond that, they have a consistent presence on social media and a beautiful and functional website.
2. BE ON PARK
Winter Park, FL
3. NAIFEH FINE JEWELRY
Oklahoma City, OK
4. JAB JEWELRY WORKS
Bethel Park, PA
5. SISSY’S LOG CABIN
Memphis, TN

Interior Design

JAB Jewelry Works
BETHEL PARK, PA

1. JAB owner Joe Bonasso has transformed a machine shop into a sleek jewelry store with an industrial vibe and an expansive shop that pays homage to its past. An adjustable-height community table in the lounge area boasts a cast iron base with an industrial hand crank and an iron-trimmed acacia wood top. Exposed brick on the interior wall and pillars was restored by blasting off 40 years’ worth of paint. A 5-ton capacity crane hook hanging near the entrance to the showroom was preserved as a central design feature and branding element; its shape now appears in JAB’s logo.
2. LEE MICHAELS JEWELERS San Antonio, TX
3. FRANK ADAMS JEWELERS Albany, NY
4. BE ON PARK Winter Park, FL
5. COPPER CANARY Meridian, ID

Marketing

Sami Fine Jewelry
FOUNTAIN HILLS, AZ

1. Owner Stephenie Bjorkman describes Sami Fine Jewelry as a party-planning machine. Last year, 500 people showed up in the parking lot for barbecue, a live band and a chance to win a grill during an event called Boots and Bling, Sami’s version of a Christmas party. Bjorkman also hosts a Jewelry Talk show on YouTube, where she interviews customers and local celebs. Bjorkman ensures that everything undertaken in the marketing realm, from snapping photos and engaging on social media to using the team as models, has a personal touch.
2. BEN BRIDGE JEWELER
Seattle, WA
3. FRANK ADAMS JEWELERS
Alban, NY
4. BAXTER’S FINE JEWELRY
Warwick, RI
5. NAIFEH FINE JEWELRY
Oklahoma City, OK