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SMALL COOL 1ST PLACE: EAT Gallery / Maysville, KY

Hometown Treasure

International gem dealers remake a diner into a jewelry showplace.

OWNERS: Simon and Laurie Watt | MANAGER: Katherine Cotterill | OPENED: 2006 | LAST RENOVATED: 2014 | SHOWCASES: Grice Showcase | EMPLOYEES: 2 | AREA: 1,500 square feet total; 800 square-foot showroom | TOP BRANDS: Alishan, Erica Courtney, Jane Bohan, Bree Richey and EAT Gallery natural stone and pearl jewelry | ONLINE PRESENCE: 1,428 Facebook likes, 877 Instagram followers, 4.9 stars with 31 Google reviews


ON THE BANKS OF the Ohio River, in a picturesque Kentucky town that once was a hub of the tobacco industry, international gem dealers Simon and Laurie Watt have created an unexpected local treasure that’s also a regional tourist attraction.

By transforming a landmark of a downtown diner into a retail jewelry gallery, they have offered a gift to the town they’ve called home since they relocated from Los Angeles to Maysville, KY, in 1993.

Before the life-changing move, Simon regularly flew into Cincinnati to visit regional clients of their company, Mayer & Watt. But after visiting Maysville over several years to spend time with a client, Simon began considering how to move his family and business out of L.A. to the charming town with a population of about 10,000. At that point, he was invited to dinner at the home of his client’s friend, who was about to move and put his house on the market. Something resonated with Simon when visiting that house, which he describes as a 7,000-square-foot Victorian mansion with stained glass and pocket doors, about 12 miles from Maysville.

“The house spoke to me and said, this is your home,” he recalls.

Laurie’s initial reaction to that bit of life-changing news can’t be printed, Simon says. But the couple had made seemingly impulsive moves before. They’d married just 10 days after they met, for example. And, practically speaking, the house cost a tiny fraction of anything they’d ever be buying in or around L.A. Laurie came around to Simon’s point of view, and now can’t imagine life turning out any other way.

After becoming well-established and active in the community, they made another unlikely decision in 2006: they wanted to open a retail jewelry store and gallery in a 200-year-old downtown building.

When unsuspecting visitors come in looking for food, we tell them that we are here to feed their souls.

The diner itself had made an indelible impression on Simon; it was the first place in Maysville he had ever eaten. They kept the exterior EAT sign and invented the gallery’s name to fit the sign: EAT Gallery is also known as Exquisite Art Treasures. “When unsuspecting visitors come in looking for food, we tell them that we are here to feed their souls!” Simon says.

EAT Gallery is an example of the potential lurking in the beautiful old buildings in historic downtown Maysville. They restored the original hardwood floors and exposed the brick walls. The tin ceiling was long lost, so they replicated the original with a stamped-aluminum replacement.

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As gem dealers, the couple wanted to introduce their community to the world of crystals and minerals. Each piece of stone and pearl jewelry strung in-house is one of a kind. They also began to showcase jewelry made by friends in the industry, pieces from local artists and eclectic finds from the Tucson jewelry shows. Handcrafted jewelry is displayed alongside framed butterflies, hand-printed scarves and local art. Mineral specimens, natural stone carvings and fossils are scattered throughout the rest of the displays among jewelry from designers in both Kentucky and around the world, creating a compelling mix of old, new and natural.

The goal from the beginning was for the retail business to exist independently of their wholesale gem business.

“I can’t say it had nothing to do with Mayer & Watt, because it was inspired by us and our love for the business,” Laurie says. “The reality is a lot of the jewelry has our gems in them because they were made by our clients. But our gem business is strictly wholesale. We don’t sell to the public. So we have two separate identities.”

What Simon and Laurie hadn’t seriously considered was how challenging it would be to find an entrepreneurially minded manager living in Maysville who could take on the full responsibility of running the retail operation. No one they hired seemed to buy into the vision they had for the store’s potential.

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This is where Katherine Cotterill enters the story.

Nearly three years ago, Cotterill moved back to her hometown of Maysville and her resume floated Simon’s way. “I read her resume and said, we need to meet her,” he says. What struck Simon about her resume was her range of experiences — that not only had she traveled the world, she also had an MBA and had worked as an oenologist (a wine scientist) in Washington state, Napa Valley, CA, and New Zealand. She’d managed a resort in Samoa in the South Pacific. What she did not have was any retail jewelry experience.

But they knew they’d made the right decision just days after she started the job, when she began telling them what needed to be done in the business. “We really don’t run this place; she does,” Laurie says. “We try to meet every week or two and work together on ideas and promotions.”

Cotterill quickly discovered she loved working with jewelry, too, and, having become obsessed with pearls, she took an online pearl class and traveled on a pearl-harvesting trip to Mexico.

The Watts encourage her enthusiasm for the gem and jewelry industry by making educational opportunities available with groups such as WJA and the Cultured Pearl Association of America and sending her to shows, including the Tucson gem shows and jewelry week in Las Vegas.

“We wouldn’t have gotten where we are without Katie,” Simon says. “She is our hometown girl who has traveled the world and come back home again.”

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Although treasures can be found at prices that top out at $50,000, Simon says they make an effort to balance out price points. “Everything in here is very good value, especially the crystals and specimens. We tend to buy what we think is beautiful. In the wholesale business, we buy what turns us on, not what we think we can sell; we do the same here.”

They say they like to come in here because everything has a story, and it’s so true. We know who made everything.

Often EAT Gallery serves as a conduit to the outside world of the jewelry industry that local residents wouldn’t otherwise have access to. So, for example, if a client is wowed by a creation from jewelry designer Erica Courtney’s collection, that may not mean an immediate sale on a consignment piece, but could lead to a custom project in collaboration with the designer.

“Having been in the industry for 40-plus years, we have had the opportunity to meet wonderfully talented designers and industry professionals in every sector imaginable,” Simon says. “The customers love that we know the designers and have the ability to find the perfect gemstones and just the right person to create what they are imagining.

“And I think a lot of jewelry stores have taken a wrong turn in that when people walk in the door, they ask, what do you want? Instead of saying, let me show you what we have. Quite frankly, most of our customers have never seen 99 percent of what we have in here.”

Cotterill can attest to the success of that approach, based on customer response. “They say they like to come in here because everything has a story, and it’s so true,” she says. “We know who made everything.”

Judges’ Comments

Julie Ettinger: I love that this store kept the history of its space and created the name from the original sign, EAT, that still remains today. They also carry some fabulous designers.

Julie Gotz: I love the idea of having a mixed-use space! The owners have done a great job of creating a visually exciting and eclectic store. The displays are beautifully done with lots of attention to detail. I absolutely love the neon “EAT” sign — it’s definitely a great way to pay homage to the history of the building. The store has done an amazing job with non-traditional marketing and being such an important part of the community.

Joel Hassler: The mineral specimens really add to the unique feel of the store and the focus on education.

Barbara Ross-Innamorati: I love the uniqueness of every aspect of this store, from the historic building to the wide variety of items and price points you can find here. It’s almost like a treasure hunt and the process of discovery is what makes this store so special.

Hedda Schupak: I love the clever approach to everything in this store, beginning with the sign and preservation of the building’s history and how it drove the store name. Love the out-of-the-box marketing plan and how well it fits what the store stands for, plus the look of the store is such a nice departure from your standard jewelry store. This is the first store I’ve seen use Trip Advisor for marketing, which is an excellent and creative idea.

Eric Zuckerman: You don’t generally associate a neon sign from a diner as the right exterior for a jewelry store, but EAT Gallery has made it work perfectly. The store’s beautiful original hardwood floors, exposed brick and replicated tin-style ceiling match well the charm of the historic downtown location.

Special Podcast: Katherine Cotterill of EAT Gallery on JimmyCast

Jimmy DeGroot and Doug Meadows get some tips on cool from the manager (and sole full-time employee) of EAT Gallery.



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5 COOL THINGS ABOUT EAT GALLERY

1 Making a splash online. Because the designers featured in the gallery tend to focus on colored gemstones, their jewelry creates bright, memorable images for Instagram and Google searches. Cotterill also launched a video blog series on YouTube and the website called “Welcome to the Gallery.” In each episode, she tries on jewelry to demonstrate how it looks on a person, or introduces viewers to a piece of art.

2 Interactive ideas. Last year, Cotterill began the year with a social-media extravaganza. Every Monday for six weeks, she posted a task or a question on Instagram and Facebook for the store’s followers. On Saturday afternoons, participants were entered into a live drawing for an EAT Gallery swag bag. She also organized a contest at Thanksgiving called Thankful For, in which she invited people to write about who they are thankful for and why. The winner was given an original painting.

3 Marketing magic. EAT Gallery focuses on artsy media outlets where they can reach people who appreciate the craftsmanship of one-of-a-kind handmade pieces. They run an onscreen ad with product photography at three movie houses that show foreign and independent films as well as blockbusters in Cincinnati. They also are sponsors of National Public Radio and a local theater company, which loves to use inventory to dress their onstage characters.

4 It’s on the map. In Maysville, EAT Gallery is often in the top 3 list of things to do on Trip Advisor for day-trippers, along with Kentucky Gateway Museum and the Old Pogue Distillery.

5 Bourbon tourism. EAT Gallery offered a give away of Maysville’s Old Pogue bourbon last year to bourbon-driven tourists who stopped by the gallery, filled out a wish list and signed up for the mailing list. The event coincided with the annual release of Old Pogue bourbon and the opening of the Northern Kentucky B-Line self-guided tour of the Bourbon Trail. Maysville is the B-Line’s official gateway city.

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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Wilkerson Testimonials

When It’s Time for Something New, Call Wilkerson

Fifty-four years is a long time to stay in one place. So, when Cindy Skatell-Dacus, owner of Skatell’s Custom Jewelers in Greenville, SC decided to move on to life’s next adventure, she called Wilkerson. “I’d seen their ads in the trade magazines for years,’ she says, before hiring them to run her store’s GOB sale. It was such a great experience, Skatell-Dacus says it didn’t even seem like a sale was taking place. Does she have some advice for others thinking of a liquidation or GOB sale? Three words, she says: “Wilkerson. Wilkerson. Wilkerson.”

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America's Coolest Stores

Portland, OR, Couple Fine-Tunes the No-Pressure Engagement Ring Sale

Website and window displays create perfect curb appeal.

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Malka Diamonds & Jewelry, Portland, OR

OWNERS: David and Ronnie Malka; URL: malkadiamonds.com ; FOUNDED: 2010; ARCHITECT AND DESIGN: One Hundred Agency and Bedford Brown Store; EMPLOYEES: 3 ; AREA: 1,000 square feet total; 700 square foot showroom; TOP BRANDS: Custom, vintage, Point No Point Studios, Vatche, Jolie Design; ONLINE PRESENCE: 1,645 Instagram followers, 957 Facebook followers, 4.9 Stars with 62 Google reviews; RENOVATED: 2018; BUILDOUT COST: $75,000; SHOWCASES:KDM


Ronnie and David Malka

VINTAGE RINGS DISPLAYED in authentic, retro jewelry boxes share space with newly minted engagement rings in the front window of Malka Diamonds & Jewelry, a boutique shop in the historic Hamilton building in the heart of downtown Portland.

Passersby enchanted by that tempting array are welcomed inside by owners David and Ronnie Malka, who offer guests a warm greeting and refreshments from the coffee shop across the hall.

Adding to the relaxed environment, they rarely ask for the prospective customer’s information right away. “Our customer is our friend. Just like you don’t ask someone you just met for all of their information, you really should try to take the same approach with your customers,” David says.

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Once guests have a chance to settle in and look around, graduate gemologist David loves to share what he knows by comparing loose diamonds at his desk. What makes the Malka experience distinctive is that David includes tricks of the trade in his consumer education, such as explaining what kind of diamonds people in the jewelry business might select for themselves.

“A lot of people who are thinking about buying diamonds online have done some research, and I like to educate them on the stuff you can see in a diamond that you should pay for,” David says. “The stuff you can’t see, why pay for it? Common sense goes a long way when you’re spending thousands of dollars. Great, if you want to buy a VVS stone, we have it, but most of the people who see the difference, or don’t see the difference, between D and F color are making a much more informed purchase, and they feel good about it.”

Large windows allow passersby to glimpse a mix of vintage and new rings on display while flooding the space with natural light.

They’re also adept at explaining the difference between the diamonds and their paperwork. “The cert says XYZ, but if you lined it up with five others, you might see why that stone was priced so low in its bracket,” Ronnie says.

They think it’s just fine if their customers walk out without buying anything on their first or second visit — even if they’re headed to the competition.

“We keep it really simple in here,” says Ronnie. “A lot of the guys who come in are buying something they don’t know anything about. We don’t bombard them with phone calls or emails; we just offer education. They continue to explore and research, and most of those people we see back here.”

The Malkas are taking the long view. “We want to be like their grandparents’ jewelers with a state-of-the-art shop so we can create things that are going to last,” Ronnie says. “Like the 1920s-era jewelers you trusted but still current and evolving with time.” Although engagement and wedding rings dominate their business now, with as much as 85 percent of sales, they believe that as their original customers continue to mature, they’ll eventually diversify into jewelry for other occasions.

By the time the customer does make a purchase or put a deposit down on a custom ring, David and Ronnie have developed a relationship with them. They give their customers a Malka hat, pin or T-shirt. They also give them a pamphlet detailing the history of their three-generation tradition of diamond dealers, and paperwork that includes an appraisal. There’s no paperwork involved with the guarantee; that is automatic for the life of the ring.

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As for that history, David’s father, Yossi Malka, who still has an office across the street from his son’s store, began his career as an apprentice under his great uncle in Israel, studied diamond cutting and later became a wholesale dealer in Portland.

David studied at the GIA, earned a graduate gemologist degree, and worked in a retail store for several years. David also ran his own jewelry appraisal lab, Independent Gemological Services, for the trade and private clients. “That’s a tough gig to be looking through the scope all day,” he says. “I was getting a little bit bored.”

Still, everyone thought he was crazy, he says, when he decided to open his own store. “It was the recession. It was a tough time.” Three major Portland jewelry stores had closed. “I figured if we took this plunge and we could stay afloat for two years, we should be able to weather anything,” he says. They’d been considering a variety of different names for the business when a friend offered this advice: “When you put your name on the door, you’re putting your name behind the business.”

Perfect. They had a name.

Ronnie Malka collects retro jewelry boxes to display vintage engagement rings.

They leased a prime 1,000-square-foot spot within a vacant 10,000 square-foot space. It was bare bones, with not much beyond walls and floors.

“Welcome to the world of retail,” David says he remembered thinking. Traffic was thin at first, and David continued to operate the appraisal lab, taking it month by month. Although changing shopping habits of American consumers had seemed to be a bad omen, it turned out that Portland shoppers who did spend money on jewelry wanted to make sure they were investing in local, independent businesses. Within a couple of years, they’d won Oregon Bride Magazine’s “Best Rings of 2012” award.

In 2013 Malka became the official fine jewelers of the University of Oregon and their shop got very busy. Ronnie left her teaching job to join Malka full time after it became clear David needed help with marketing and events.

In 2018, they expanded the shop and fine-tuned their interior design, adding metallic cork wallpaper, a custom woven rug, a gathering area with a modern, round table and gray leather chairs, and custom-built display cases. The counter now boasts a marble top and black paint. Other additions include a gold light fixture and a trio of geometric mirrors. The look is upscale without feeling stuffy. The decor is also a personal reflection of what makes David and Ronnie comfortable, complete with a prominently displayed black and white wedding photo of the couple.

“Ninety-nine percent of the time, you meet a Malka,” Ronnie says. “We want them to know us as we want to know them.”

VIDEO: MALKA STORE TOUR

VIDEO: MALKA “ABOUT US”

VIDEO: MALKA CUSTOM DIAMONDS


PHOTO GALLERY (30 IMAGES)

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Five Cool Things About Malka Diamonds & Jewelry

1. Salt-and-pepper diamonds. A year ago, Malka started showcasing the work of a Seattle designer, Point No Point Studios, which has a strong Instagram presence and specializes in salt-and-pepper diamond rings. “We knew that going out-of-the-box and trying something new would potentially bring new traffic,” says Ronnie, who gets several inquiries about them every week. David, as the son of a diamond dealer, admits he was reluctant at first to move in that direction. “My dad says, ‘How much is that per carat?!’ Ten years ago, it would have been used for drill bits, but now there’s an actual marketplace for it. I don’t think it’s a fad, either,” David says.

2. Collaborative environment. “We all know the projects, what’s going on, and what’s coming up,” Ronnie says. “It doesn’t feel compartmentalized.” That approach also creates opportunity for growth. Chloe, who works in the showroom, says Malka has the friendliest atmosphere of anywhere she has worked, as well as enormous growth potential and pride in values. “It gives me satisfaction learning-wise and experience-wise, knowing what the jewelers have to do to have a certain outcome for whatever kind of piece we’re making,” she says.

3. Custom connection. A 2018 expansion made room for two full-time master jewelers and more equipment in the shop. “We wanted everything done under our roof,” David says, from design to manufacture. Sometimes they are simply consultants: “An architect is doing his own CAD design for us to look at and make sure it’s going to translate into a ring and not a building,” Ronnie says.

4. Website curb appeal. Ronnie considers Malka’s digital presence, including its website, to be online curb appeal. “People want to engage online first,” Ronnie says. “Maybe 10 or 15 years ago, your website was a placeholder for your contact info, but now it tells your story.” People know what to expect.

5. Digital marketing ROI. Digital marketing has for the most part replaced traditional radio and TV, because as Ronnie says, “Our customer is online and if they’re seriously looking for a ring, they are seriously looking — not seeing it on TV. Many jewelers will say this is a waste of time, but in the last six months when our followers have doubled, we have noticed customers referring to an image they saw on Instagram or Facebook. It is a real relief to see the return on investment on the time spent taking photos and creating tag lines.” Even shop dog Toby has his own Instagram handle!

JUDGES’ COMMENTS
  • Julie Ettinger: This store is a real gem! I love the shop-local feel and that it can all be done in house. I also appreciate the mix of vintage and new.
  • Julie Gotz: I love that the owners are so invested in the customer and their life cycle. Many stores are too focused on the sale and not enough on the relationship. It is great to hear that a store is using social media in such a successful way.
  • Joel Hassler: I like the approach to gathering customer information. Building a relationship is more important than data-mining.
  • Barbara Ross-Innamorati: : The store interior is exquisite and feels upscale but also warm and inviting. The website is quite informative and I love their blog, “Stories,” as it features a lot of interesting topics with gorgeous photography.
  • Hedda Schupak: I like the laser focus on diamond rings, and I love the impressive depth of selection they have, especially nontraditional styles. The store itself is very hip and welcoming. Their online presence is very strong; they’re using all social media quite well.
  • Eric Zimmerman: Malka Diamonds has done a wonderful job of creating a modern elegant boutique while still highlighting the building’s historic features. Their store’s design tells a story that complements the products they showcase: modern and antique.
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America's Coolest Stores

Regional Family-Owned Jewelry Company Expands Presence in New Hampshire

Bold, new store in Nashua embraces the future.

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Day’s Jewelers, Nashua, NH

OWNERS: Jeff & Kathy Corey; URL:daysjewelers.com; FOUNDED: 1914; OPENED FEATURED LOCATION: 2018; ARCHITECT AND DESIGN FIRMS: Ron Gay, YCC Jewelry Store Designs; Fulcrum, Ouellet Construction and Guy Labrecque Jr., architect from CWS; EMPLOYEES: 130 total; 13 in this location ; AREA: 6,000 square feet total; 5,000-square-foot showroom; TOP BRANDS: Forevermark, Martin Flyer, Gabriel & Co., Frieda Rothman; TOTAL NUMBER OF LOCATIONS: 8; BUILDOUT COST: $1.4 million


ON JEFF COREY’S FIRST date with future wife Kathy, the couple not only talked about getting married and having kids, they also dreamed of opening a jewelry store together. “Why not multiple jewelry stores?” they mused. The possibilities opened up before them.

“It’s always been our vision to provide opportunities to others,” Kathy says. “Having multiple locations has always been our vision, right from the start.”

Years later, they were operating one store — Jeffrey’s Fine Jewelers in Waterfield, ME — when they received a serendipitous phone call.

At one time, Day’s was the largest jewelry retailer in New England with 22 stores, but by the time the owners, brothers David and Sidney Davidson, were in their 80s and ready to retire, they could not find a buyer to sell the company intact. They were forced to sell their legacy piecemeal for the value of the real estate.

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When they had just one remaining store, the brothers called the Coreys. The Davidsons had known Jeff’s dad, who got his start with Day’s. “He said my brother and I want to retire, but don’t want to see the name Day’s die,” Jeff recalls.

“We’d like you to buy the company from us and revive Day’s.”

What could have been the end for Day’s turned into a new beginning. The Coreys did buy the last Day’s. Soon there were two Day’s locations when they changed the name of Jeffrey’s Fine Jewelers to Day’s and began rebuilding the brand. Now there are eight.

The grand opening of Day’s Jewelers in Nashua, NH, celebrated the beginning of a new era for the Coreys. It is the first store they built from the ground up.

The Nashua Chapter

The Coreys built their first New Hampshire store in Manchester in 2003, but knew that in order to have a strong presence in that state, they’d need another location. So when the Nashua location became available in a desirable, high-traffic area, they were beyond ready. This buildout would be their first from the ground up, giving them a chance to modernize their look and branding.

“We were looking for a store that was more engaging, that allowed the comfort and freedom to walk around without shoppers feeling they were being observed or pressured to buy,” Kathy says.

A circular design sets the stage for a natural traffic flow that draws shoppers throughout the space while maximizing linear display space. The two-story entryway has a glass wall along its curved exterior, creating space for advertising display opportunities both inside and out, and establishing an interior theme that carries through to casework and ceiling. The circular design creates an open lounge area in the center for customers to settle in, enjoy a beverage and watch TV, creating the feeling they had walked into a home.

Black brick around the building’s perimeter establishes a solid base for the lighter exterior finish system above. The finishes selected for the window systems, canopy and awnings are a play on metal work and fabrication. The exterior is a modern interpretation of traditional detailing and material use while maintaining strict regulations for energy conservation and sustainable design practices. As with the exterior, materials selected for the interior represent the display of fine jewelry in a modern, sleek, but accessible fashion.

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Kathy considers the Forevermark bridal enclave to be the crown jewel of the store with its custom-built benches and furniture, as well as the story of Forevermark playing on a continuous loop.

The Virtual Diamond Boutique allows shoppers to view and virtually try on exceptional loose diamonds, most of which can be ordered for viewing in store the next day.

Standing the Test of Time

From the beginning, Kathy and Jeff were determined to have a long-range vision. “We’ve resisted the temptation to hold sales, for one example,” Kathy says. “ It’s a matter of integrity — and of doing things for the long term.”

Day’s point of differentiation in its markets is partly a result of the size of its stores, which are all between 5,000 and 10,000 square feet. “The selection we offer our customers is hugely more vast than other stores,” Kathy says. “We also pride ourselves on services, engraving, goldsmith, pearl stringing, appraisals, gemologists, and ear piercing. We do hundreds of ear piercings a year. We do all of this with that hometown comfortable feel without being perceived as a big box.”

Day’s is one of five independent retail jewelers to be certified by the Responsible Jewelry Council as the result of a third-party audit. “RJC has given us an opportunity to evaluate long-term structural, strategic initiatives that help businesses survive the times.”

In maintaining the company’s family jeweler tradition, Jeff and Kathy’s son Joe, along with two nephews, have begun to assume leadership roles in the company.

Their long-term view also means they take time to hire and then invest in employee growth. Their 25-page hiring handbook is informed by experts in the field, including Kate Peterson and Peter Smith. “We clearly define skills, experiences and talents that are necessary to succeed at a particular job. We use screening tools to determine if a candidate fits the profile.”

They ensure that every new hire feels a sense of empowerment and has the knowledge and education to make independent decisions in the best interest of the company and customers. “We want our employees to feel that this is a career, not just a job,” Jeff says. “They have to feel like they’re learning and growing all the time. So we invest in training and career advancement, including college courses.”

Everyone learns that the customer is the boss. “If you ask any one of our 130 employees, they will tell you that,” Jeff says. “Google reviews and Facebook reviews tell that story quite clearly.”

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They also work hard to find good leaders and facilitate strong communication. It’s working: a statewide survey has deemed Day’s one of the best places to work in Maine based on employee responses to questions about company culture, leadership, their level of satisfaction and a variety of HR-related criteria.

Ensuring employee satisfaction ultimately leads to customer satisfaction.

At the Nashua store, buying jewelry is absolutely fun, the Coreys say, thanks to their enthusiastic team. “They bring an energy to buying jewelry that is like none other,” they say. “Bring your dog to Day’s, bring your baby, have a beer, kick your feet up, relax. You’ll become part of our family the minute you walk into our store.”

PHOTO GALLERY (8 IMAGES)

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Five Cool Things About Day’s Jewelers

1. The Bridal Box. Whenever Day’s sells a diamond engagement ring, the engaged couple receives a large gift-wrapped box that includes a bottle of champagne, a jewelry gift, promotions for wedding rings and bridal attendant gifts, toasting flutes and a certificate for a free engraved cake knife. Day’s has partnered with a local photographer, formalwear provider, and other bridal-related businesses; each includes a gift or coupon in the box.

2. Core values. Stationed high above the entrance on the copper trim at the building’s pinnacle is the company’s signature emblem, each point of which represents one of Day’s Jewelers four core differentiating values that have guided the company for more than 100 years. “Value: We promise to always provide the best value to our customersin our goods and services. Opportunity: We promise to provide everyone with the opportunity to own and enjoy fine jewelry. Trust: We promise to always do business in an environment of trust and transparency. Sentiment: We believe the true value of a piece of jewelry is not in how much it costs, but what it means to the person who wears it.”

3. Enchanting the children. A graphics product called Visual Magnetics adds interactive scenery to the children’s play area. Magnetic paint is applied under the store’s color paint, turning its walls into magnets. Then thin, high-resolution images can be rolled directly onto the wall. The first layer is a colorful, under-the-sea background. The second layer is cut-outs of sea life that children can move around to create their own customized seascape.

4. The media mix. “I find marketing to be very exciting today,” Jeff says. “It’s so much easier to hypter-target the market with the proper message.” While social media has become a very important part of the ad mix, Day’s has found value in everything from TV and radio to cinema ads and airport billboards. Even newspaper advertising has its place as a way to reach the over 50, more affluent demographic. Having a team of eight people on staff in the marketing department, including graphic designers, a videographer/photographer and a copywriter allows most of the work to be done in house.

5. Philanthropy. In 2014, to celebrate 100 years in business, Day’s set a goal of raising $100,000 for Jewelers for Children. Day’s 138 employees were invited to participate voluntarily, primarily through weekly payroll deduction. With generous contributions and hard work from employees, customers and suppliers, the firm contributed $102,000 to JFC in January 2015.

JUDGES’ COMMENTS
  • Benjamin Guttery: This jeweler exemplifies that the entire family is welcome at their store, from kiddos to Corgis. The second floor window really shines to passersby and is a recognizable feature of the community as well as an advertising display opportunity.
  • Elle Hill: The store is fresh, clean and bright, allowing the customer to bathe in warm natural sunlight. Engaging with the community and touches such as the Bridal Box are important ways of fitting in and standing out.
  • Bob Phibbs: The kids’ section is inspired. I’ve never encountered anything like that to keep kids occupied.
  • Michael Roman: Exquisite showroom! Unique space for small children. Strong core values are evident in the stores’ success. Well-done YouTube video. It gives the shopper a feeling about what their experience will be like if they visit Day’s.
  • Mark Tapper: The interior of the Nashua store is cool, modern and beautiful. I love the sleek lines and rounded cases. The showroom appears to be flowing with natural light. The Forevermark boutique has a great presence.
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America's Coolest Stores

America’s Coolest Stores 2019 – Winners Revealed!

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Check out America’s Coolest Jewelry Stores of 2019!

Congratulations to the winners of the 18th annual America’s Coolest Stores Contest! In the following pages — and in the months ahead — discover why these stores earned the stamp of approval from our judges. As in past years, we divided the entries into two categories — Big Cool (six or more full-time employees) and Small Cool (five or fewer). We asked two six-member teams of judges to evaluate stores based on their back story, interior, exterior, marketing, online presence and what we here at INSTORE believe is the most important intangible: individuality.

Our six America’s Coolest and additional 10 Cool Stores — each of which will be featured in INSTORE issues through June 2019 — represent creative approaches to doing business as well as aesthetically pleasing retail environments. Each of the six winning stores also offers an omni-channel shopping experience, with merchandise available for purchase online.

If you haven’t taken the time to enter yet, why not give it a shot in January 2020? Retailers have told us that the entry process alone can be inspiring and motivating because it requires them to assess all aspects of their businesses. And if you entered and weren’t chosen this time, fine-tune your entry and try again. That’s proven to be a winning strategy.

Check out America’s Coolest
Jewelry Stores of 2019!

Congratulations to the winners of the 18th annual America’s Coolest Stores Contest! In the following pages — and in the months ahead — discover why these stores earned the stamp of approval from our judges. As in past years, we divided the entries into two categories — Big Cool (six or more full-time employees) and Small Cool (five or fewer). We asked two six-member teams of judges to evaluate stores based on their back story, interior, exterior, marketing, online presence and what we here at INSTORE believe is the most important intangible: individuality.

Our six America’s Coolest and additional 10 Cool Stores — each of which will be featured in INSTORE issues through June 2019 — represent creative approaches to doing business as well as aesthetically pleasing retail environments. Each of the six winning stores also offers an omni-channel shopping experience, with merchandise available for purchase online.

If you haven’t taken the time to enter yet, why not give it a shot in January 2020? Retailers have told us that the entry process alone can be inspiring and motivating because it requires them to assess all aspects of their businesses. And if you entered and weren’t chosen this time, fine-tune your entry and try again. That’s proven to be a winning strategy.

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