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Best of The Best

Jeweler Thought This Was a Terrible Idea … But Look How It Worked Out

Scrap jewelry turns into treasure trove.

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When assistant manager Karen Edney proposed something that store owner Brian McCall thought was the worst idea he’d ever heard, he said, “Let’s try it.”

McCall is committed to trusting and empowering his staff of 11 to make decisions, even when he secretly fears they’re headed in the wrong direction.

Edney suggested that instead of scrapping sterling silver jewelry McCall bought in large quantities, they weigh it, put it in bags, price it according to weight and allow shoppers to dig for their own treasures. And although McCall thought it was a terrible idea, he never told Edney that until well after he was proven wrong.

“We have three bins mounded with this jewelry,” McCall says. “We offer women chairs and wine, and they go through it for hours. They feel like they’re getting one over on us.”

Edney says she got the idea when a customer came in looking for a silver cross, and she realized they had a whole shoebox of them in the storeroom. She polished one up, the customer said it was perfect and bought it. Voila. What could be simpler?

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When she got McCall’s OK to sell more items, she tried to organize them neatly, but as shoppers came in, they started buying the stuff even before she was finished displaying it. She realized her treasures needed to be presented less formally so that people could easily rummage through them.

“It’s just crazy,” McCall says. “People love the bargain. We’re in a more affluent part of town; it’s not like we’re at a flea market. But the reality is it is kind of a bargain. Some of it is QVC material that someone paid $75 or $150 for. I just weigh it up, because I don’t care, and they can buy it for $15 or $18. I can sell a ring for $20 that I would have melted for $4.”

The bottom line? The Silver Sandbox has become the No. 1 profit margin center for McCall and represents 10 percent of the store’s $1 million gross revenues. “I’m all on board now,” says McCall. “Every day I walk in and there’s a group of people sitting at the sandbox and I just shake my head. Now I’m looking for sandbox stuff, and I’m paying dealers a little bit more for their scrap sterling. They feel they’re getting one over on me and I’m doing the happy monkey dance because we’re killing it with this silly thing.”

Women book the space in the evening for bridal showers, charity fund-raisers and other events, where a gemologist might speak on the history of sterling silver.


PHOTO GALLERY (6 IMAGES) 

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

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Best of The Best

This Retailer Combined Diamonds with Donuts for a Sweet Event

Social media played a big role in drawing 50 new customers.

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DIAMONDS AND DONUTS are each desirable in their own right, but put them together and the combination proves irresistible. At least it did in April for customers of Bernie Robbins Jewelers, whose purchases hit seven figures in four locations over two days.

Owner Harvey Rovinsky said he had noticed “donut roll” events in other types of retail-store promotions and thought donuts would be a great draw to add to the Bernie Robbins promotional repertoire, which has included a Yoga Fest, a Chic at the Shore series of summer events and trunk shows, a student design contest and a high-profile Super Bowl ticket giveaway, along with a recent emphasis on social media, digital advertising and geo-fencing.

“We always want to do something that is different, unique, that people will talk about,” Rovinsky says. “In my mind, donuts go with everything, and they certainly go with diamonds. Because of what the marketing team put together, there was a story to tell besides this jewelry store and their diamonds. It was a way to make a jewelry store visit more fun.”

As it happens, the shape of donuts is even suggestive of a ring.

Integral to promoting the event was a “donut wall” for customer selfies, created entirely by the staff, who invited customers to decorate the donuts with bridal toppers.

Says Peter Salerno, digital-marketing manager: “The idea came in the form of having a part of the store that is more photogenic, something new and fun. Our sales staff used their own Instagram accounts to reach out to customers, and we also advertised on traditional digital platforms. It was a cool space, a departure from a typical jewelry store. It had interaction and on-site activation.”

Customers were invited to decorate donuts with bridal-themed toppers, adding to the in-store experience, during Bernie Robbins’ Diamonds and Donuts event.

The store also borrowed wedding gowns for display that the staff accessorized with diamond jewelry.

“We had champagne, flowers, and it smelled like a bakery,” says Cristin Cipa, director of marketing.

The sales event represented true value for customers, who shopped at up to 50 percent off for mountings, engagement rings and wedding bands, and saved up to 40 percent on a large selection of GIA-graded loose diamonds. Instant credit and interest-free financing added to the appeal of instant gratification.

While salespeople set up appointments in advance to ensure their best clients would visit, the promotion also lured 50 new customers over two days.

“We had cooperation from all of our staff — marketing, selling, support staff,” Rovinsky says. “We checked all of the boxes when it came to marketing and we did an enormous amount of clienteling. Sightholders sent us hundreds of thousands of dollars in diamonds for two days at great prices. It was a win-win-win — a win for our clients, for our salespeople and for Bernie Robbins.” The entire staff was given a bonus as a result.

As for timing, April is diamond month, Rovinsky says. “Is it a popular time for engagements? Who knows? But we made it into one.”

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Best of The Best

These Ocean City Jewelers Bury Treasure in the Sand

Promotional event benefits children’s charity.

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JUST IMAGINE HOW cool it would be to associate your business with the most popular activity in your community.

In Ocean City, MD, the beach, of course, is the focal point. And Park Place Jewelers’ Atlantic Avenue store commands its own share of attention in its prime spot on the boardwalk.

Along with diamonds, bridal and high-end branded jewelry, owners Todd and Jill Ferrante offer a wide variety of sea-life and nautical jewelry, particularly in their beach location — everything from sterling silver souvenirs to an exquisite, one-of-a-kind diamond mermaid piece. “We have to appeal to everyone,” Jill says, since everyone walks past on the boardwalk, even kids looking for souvenir charms.

They support myriad charities, from Coastal Hospice and the American Cancer Society to the Worchester County Society. And they have immersed themselves in the community by supporting local charities, hosting an annual Treasure Hunt at the Beach, and setting up pop-up shops during renowned fishing tournaments. The Treasure Hunt at the Beach has raised $25,000 over seven years for a children’s charity.

Here’s how it works. Participants donate $20 for the chance to dig in the sand for buried treasure, and everyone is let into the fenced-off area at the same time. Treasure ranges from loose gemstones and finished jewelry to the grand prize of diamond earrings. The treasure itself is not on the beach — little black treasure bags containing a tag describing the prize are buried about 4 to 6 inches under the sand. Odds are good; a maximum of 100 participants dig for 50 prizes, some of which are donated by their vendors or sold to them at a discount.

Treasure hunters can use only their hands to dig; no shovels or rakes. “We don’t want to make it too hard for them,” Jill says. “But they tell us in some cases it’s the hardest workout they’ve ever had, moving sand around for 15 minutes or half an hour!”

“Participants love it,” Todd says. “Once you find one prize, you take your prize up to the store, give the tag to the sales associates and they give you the prize.”

If all the prizes aren’t located within about 30 minutes, Todd launches into a trivia contest for the few remaining prizes.

This is the kind of contest that promotes itself. It’s listed as one of the weekend events on the city’s website. “A lot of people check that website when they’re coming into town,” Todd says. “We’re usually sold out before Saturday even gets here.” The hunt takes place once on Saturday and once on Sunday. Participants must register in person and make the donation in advance. It’s covered by the local newspaper and TV stations. People can watch the hunt from their balconies.

The event initially had to be approved by the mayor and city council.

After five years, though, it was considered established and only an annual permit renewal is required. Local sponsors sell refreshments along the boardwalk. “People have fun doing it and a one out of two chance of winning, all to benefit a charity that is close to everyone’s heart,” Todd says. “Being in business means giving back to the community.”

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Florida-Based Mayors Jewelers Seeks Connection With Young Luxury Shoppers

The Watches of Switzerland invests in well-respected brand.

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WHEN WATCHES OF Switzerland Group bought Mayors Jewelers group in 2017, it was already well-run and well-established, but out of date, thought Brian Duffy, CEO of Watches of Switzerland, the biggest retailer of luxury watches in the UK.

“Mayors has been around since 1907 in Florida and it’s very well-regarded in the local community. Everybody loved it, but we got some comments like, ‘It’s where my parents bought their engagement rings.’ It had aged as a brand. The whole plan has been to update the brand to appeal to younger customers. We updated the logo, changed the façade and introduced a new store format.”

One of the most important decisions they made, according to group executive VP David Hurley, was to keep the Mayors name. The brand was good, but could get much better with investment in digital, brick-and-mortar, and especially, support for the strong teams of employees already in place, who received in-depth brand education under new management.

June debut: The first new Mayors flagship store is scheduled to open in June at the Merrick Park Mall in Coral Gables, FL. The 5,657 square foot open-concept space, designed by MNA, will feature luxury watches.

Mayors operates in Florida and Georgia with a portfolio of 17 stores. A retailer of luxury products and service, the group features brands such as Rolex, Cartier, Omega, TAG Heuer, Mikimoto, Bulgari, Messika and Roberto Coin, as well as its own collections of bridal, diamond and gold jewelry. In addition to the Mayors acquisition, Watches of Switzerland also launched flagship branded stores in New York City and Las Vegas as part of their entry into the U.S. market.

Their market research indicated that millennials are as interested as any other generation in luxury watches and jewelry if conditions are right. But outdated store decor and inadequate digital presentation were holding Mayors back from its potential to offer the kind of experience that would hook younger shoppers. The reinvented Mayors is particularly interested in consumers in their mid-30s. “The important age is 35; it’s always been that way and still is,” Duffy says.

To update the buying experience, WOS launched an interactive website, as well as two magazines with free digital circulation, one of which focuses on watches.

Redesigned websites and marketing reflect sleek store design.

Online concierges are available to help shoppers through text chat or video chat on the redesigned website. “But obviously, we’re trying to make the whole website as self-navigational as possible,” Duffy says. “We’re having the easiest form of dropdowns and product selections and using the most advanced systems, so as you navigate around the website, the information it gives back is interactive and intelligent.”

The in-store experience also needed a modern edge, a project expected to be completed by the fall across all storefronts. “Having stores that are appealing and non-intimidating, that welcome people in with a big emphasis on hospitality, is the goal,” Duffy says. “Staff members don’t have to stand behind counters. The emphasis is on self-help and engagement with salespeople when they’re ready. “

The redesigned store facades have a distinctive monochromatic look with white banding and a black background. The store design meshes with both the style of the advertising and the brand’s sleek new packaging, rendered in black and silver. “We haven’t held back at all on the quality of the materials or the lighting,” Duffy says.

The look, feel and function of the store must be evaluated every few years. Says Hurley: “We believe in constantly investing in our stores. As soon as you stop doing that, the stores start to look tired, sales go down and you get into a vicious cycle.”

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