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Jewelry Retailers Offer Hospitality In Creative Ways

From coffee to bourbon, refreshments set shoppers at ease.

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HOSPITALITY DURING COVID-times has sometimes been limited to bottled water, a spritz of hand sanitizer and a complimentary mask. After that, a large-scale event can sometimes seem like an unattainable dream. But retail jewelers are a resourceful group who realize the importance of a warm welcome no matter the size of the party. Whether that means a mimosa at the bar, a branded bottle of wine, or a home-baked cookie with a cup of coffee, jewelry store hospitality is here to stay. Here are some outstanding examples of jewelry stores with plans to ensure clients comfort.

2 wine bottles

Branded Bottle Leaves an Impression

Erik and Leslie Runyan, owners of Erik Runyan Jewelers, developed their own wine label to promote their Vancouver, WA, business. “It gives me great pleasure to open and share a bottle with a customer or send them home with some to think about and enjoy later,” Erik says. They’ve also hosted Wine Wednesdays to give clients another reason to visit. Light appetizers and local seasonal wines are used to create a fun and casual environment at the jewelry store.

BC Clark interior

What’s Upstairs? A Lifestyle Libation

On the second floor of BC Clark’s newest store in the upscale Classen Curve shopping center in Oklahoma City, guests will find a second spacious showroom, which is home to the Life:Style department featuring home decor, gifts, accessories, a bridal registry and — what else? — a wine bar. BC Clark is owned by Jim Clark and sons Coleman Clark and Mitchell Clark.

John Cauley Jewelers interior

An Elegant Twist on Coffee

An elegant coffee service fits the mood at John Cauley Jewelers of Mobile, AL, which offers beautiful surprises around every corner. “When a new customer comes into the store, we usually hear them say, ‘Wow, this is a hidden gem,’” says owner John Cauley, whose gradual expansion of the space has turned it into a succession of separate rooms, each with a particular style and purpose.

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Vardy’s Jewelers interior

Hershey’s Kisses Always In Stock

Vardy’s Jewelers owners Vandy Shtein, Fanya Hull, Misha Shtein and Alice Shtein strive to make the Cupertino, CA, store welcoming. From complimentary wine and champagne to freshly brewed coffee, the showroom is the family’s home away from home. They roll out the red carpet for customers with comfortable seating, potted plants, real wine glasses and Hershey’s Kisses. Vardy’s is ADA-friendly (including its website) and always has treats and cool water to welcome four-legged guests.

Rome Jewelers interior

This One’s For Oenophiles

Rome Jewelers is set in a comfortable, friendly environment in Wilmington, OH, complete with a wine bar, large-screen TV and refreshments. In the summer of 2020, they opened a complementary business, Venice Wine, inside the store. Owners Marc and Joe Sodini upgraded the wine cases to custom fit the maximum allotted wine on each shelf. Lighting features in each case illuminate the special details in every bottle. Under the bottled shelved wine, they carry a selection of wine-themed gifts.

Murphy Jewelers interior

Cultivating a Hometown Flavor

Kim Murphy and her daughter, Mallory Murphy, were both instrumental in the interior design of their new Murphy Jewelers store in Whitehall, PA, while consulting with cousin Annie Murphy, an interior designer. They are especially proud of the bridal bar, where customers can shop for an engagement ring while enjoying a Yuengling beer from the Murphys’ hometown of Pottsville, PA. There’s also a cozy fireplace and an 86-inch TV. “Knowing our customers would be spending a lot of time in this area making a lifelong purchase, we wanted to make sure they were comfortable and at ease,” Mallory says.

Diamond Center Jewelers bar

Bourbon Banishes Stuffiness

When Diamond Center Jewelers opened in 2020 in Fort Smith, AR, the bar area with a 60-inch TV quickly became a client favorite, say owners Jim Cash III and Kayla Cash. “I am a whiskey and bourbon buff, so keeping the bar stocked is a lot of fun to me,” Jim says. “The bar automatically eases clients. They don’t feel like they are in a stuck-up or stuffy jewelry store.”

Carter’s Jewel Chest interior

Everyone’s Favorite Is on Tap

T.C., Beth and Chris Carter envisioned a warm, inviting and hospitable atmosphere for their Mountain Home, AR, store from the moment that clients walk in the front doors and see a fireplace. Carter’s Jewel Chest’s hospitality bar area offers snacks, drinks and a TV. Mimosas and Bloody Mary’s are often shared and a local brewery’s favorite beer and root beer are always on tap. The on-tap beer is proving to enhance the men’s experience, especially, allowing them to feel more comfortable in the jewelry store environment. It doesn’t hurt that the TV over the bar is always playing sports too. In order to further enhance the customer experience, a signature of the store is freshly baked cookies that are passed out daily.

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The-Diamond-family-hospitality-station

Fully Equipped for Relaxation

The Diamond Family’s owners Michael and Alex Haddad have equipped their dream 4,000-square-foot store in St. Louis, MO, with a lounge featuring a full bar, leather couches, massage chairs, a 60-inch TV, an electric fireplace and refrigerators for beer, water, soda and wine. “Treating people like family is the pillar of our business,” says Michael.

Presley & Co Fine Jewelers hospitality station

It’s a Treasure Hunt for All Ages

Liz Saba, owner of Presley & Co Fine Jewelers prominently displays a safe from the 1930s near the entrance of the San Diego store. “We keep wine and champagne for the adults, and ring pops and chocolate coins for the kids in the safe, and kids delight in helping to open it and discovering the treasure inside,” Saba says.

Carter’s Jewelry hospitality station

Let’s Hang Out

Owner Chae Carter says Carter’s Jewelry of Petal in Petal, MS, is known for being welcoming. In addition to serving refreshments, Carter has responded to the needs of her customers by adding hang-out areas, as the need becomes clear, including a Kid’s Corner for children to play and color while parents shop, and a Men’s Den, which includes a bar and a lounge.

Zorells Jewelry hospitality station

This Bar Is Trademarked

Tim and Sharon Zorells treat clients of Zorells Jewelry in Bismarck, ND, to mimosas, wine, coffee, and soda while they have their jewelry cleaned or browse luxury designer selections at their trademarked Wine and Shine Bar. The store was designed by Leslie McGwire.

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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SPONSORED VIDEO

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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