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Be On Park Fine Jewelry, Winter Park, FL

OWNER: Emily Williams; URL: beonpark.com; ONLINE PRESENCE: 1,700 Facebook followers; 5 Stars on Yelp; 5 Stars on Google Reviews; 7,027 followers Instagram; FOUNDED: 2010; Opened featured location: 2021; AREA: 2,000 square feet; INTERIOR DESIGN: Z Properties, Inc., with Emily Williams; TOP BRANDS: Kwiat, Fred Leighton, Paul Morelli, Roberto Coin, Elizabeth Locke; EMPLOYEES: 10

Emily Williams

EMILY DOWLING WILLIAMS’ love of jewel tones and fun décor was in full bloom by the time she bought Be On Park from previous owners in 2021.

Williams was one of the shop’s longtime customers and already had an interior design business with her husband that served as an outlet for joyful colors and memorable design. Acquiring the established jewelry store, founded in 2010, would allow her skills to transfer from home interiors to wearable art, and fine jewelry was a realm full of some of Mother Nature’s most magical colors.

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Williams reimagined both the décor and inventory mix. She gave the historic storefront a color-infused makeover complete with a bright orange front door and pink awnings. Inside, she added new flooring and paint, a gold butterfly chandelier, colorful wall-to-wall art from local artists and a pair of swivel chairs outfitted in a vibrant striped-orange fabric that looks like fused hot glass. New designers include Kwiat and Suzanne Kalan, among others. Two final fun factors? A freshly baked flower-motif cookie for guests and the furry in-store greeter named Monkey, a Golden Doodle who doubles as the store mascot. “We like to be unfiltered — what you see is what you get,” says Williams.

Be On Park’s marketing is an extension of the look and feel of the store.

Another place where Williams and her team get comfy and creative? At their monthly team dinner meetings. “There’s something about all getting together over a meal and chatting about the ins and outs of the business,” she says. “It is a great time to recap goals and ideas.”

An example of a topic they’ve been discussing lately? The book Hug Your Customer.

“We have been reading together as a store,” says Williams. “It’s brought up some amazing initiatives from all members. We support our staff by always saying yes to new ideas and challenges and empowering them to make decisions about what will make their customers tick.”

One example everyone loved was curated boxes sent to the homes of clients who wanted or needed to shop for jewelry at home.

Besides updating the parts of the business that clients see, Williams also tuned up the store’s software. She signed on to Crystal, a cloud-based inventory, point-of-sale (POS), and jewelry store management platform for ease of operations and a seamless systems experience for staff.

With Crystal, associates can personalize each client’s experience based on their needs. For example, a customer relationship management feature contains a wish list tool and notes, as well as space for special dates and favorite items, facilitating quick communication with customers.

The POS system now integrates seamlessly with their Shopify website and will also integrate with accounting software.

As for marketing these changes, Williams and her team are adept at that as well. An in-house team handles photography and graphics, the website and social media, allowing a glimpse into the fun of everyday activities.

“Our marketing is an extension of the look and feel of the store,” Williams says. “Whether it’s a dose of color to your physical mailbox or Emily’s monthly newsletters and e-blasts picking her ‘Go Here, Wear This’ favorites, following a color theme ranging from selections of her favorite beauty products, clothing, accessories, and jewelry, of course.”

Even packaging embraces the colorful aesthetic.

A favorite series is #emilyspicks, where Williams styles her favorite jewels from the store with a great outfit or a white T-shirt and jeans. “It’s a fun way to show a unique combo of new arrivals in ways you wouldn’t have typically seen them styled together,” she explains.

And if you haven’t guessed it by now, the most important takeaway for Williams is having fun in every aspect of the store.

“We like to say that while we aren’t saving lives, we are certainly in the business of happiness and things that spark joy,” she continues. “We love to dive into what makes jewelry fun and approachable, to encourage wearing the pieces you truly love, repurposing what needs new life from your jewelry box, and adding pieces to your world that speak to you. This can translate all the way to the client experience, and we know that fun and a less-serious nature carries through to being even more welcoming in the store.”

Five Cool Things About Be On Park Fine Jewelry

TRY THIS AT HOME. Be On Park customers can have items sent to them at home for personal inspection and try on. “Service is at the core of what we do,” says Williams.

SUNSHINE AND RAINBOWS. While every person and business have glum days, Be On Park’s rainbow-filled Instagram feed is an explosion of quite the opposite. For an instant pick-me-up, @beonpark offers a strong visual dopamine hit because Williams has mastered the art of color theory.

POP-UP PARADISE. While Williams’ store is based in Florida, that real estate isn’t keeping her tied down in the Sunshine State alone. In fact, she’s known to pack up some of her bejeweled business and take it on the road. A case in point? A two-day shopping event in Vail, CO, where she partners with a high-end clothing boutique that lacks a fine jewelry department.

COSTUME PARTY. No need to wait for Halloween to dress up with Be On Park’s themed shopping opportunities. This spring, she held a Palm Royale occasion with a local resort, encouraging guests to come dressed in their “Palm Beach best,” according to the invitation. Gorgeous jewels were on offer along with grasshoppers and martinis.

PLAYFUL CUSTOM. Williams’ joie de vivre and rainbow-rich design sensibility translates into some eclectic and cheeky custom pieces. Consider what happens when Williams’ wit marries with a Kwiat signature diamond bracelet. “The ‘Expensive and Difficult’ bracelet is born,” she tells collectors. “It’s what happens when you add a splash of ‘Emily’.”

PHOTO GALLERY (14 IMAGES)