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The Evolution of a Family
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New San Antonio location boasts a full bar and a lighter, more contemporary look.

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Lee Michaels Fine Jewelry, San Antonio, TX

OWNER: Ryan, Scott and Chad Berg; URL: www.lmfj.com; LOCATIONS: 10; ONLINE PRESENCE: 4.9 Stars for 721 Google reviews; 65,000 Facebook followers; FOUNDED: 1978; Opened featured location: 2023; AREA: 7,600 square feet; ARCHITECT AND DESIGN FIRMS: Dyke Nelson of DNA Workshop Architect; Kenneth Brown; TOP BRANDS IN FEATURED LOCATION: Rolex, IWC, David Yurman, Roberto Coin, Mikimoto, Konstantino, Marco Bicego, Tudor, Tag Heuer; EMPLOYEES: 161 full-time


Lee Michaels’ New San Antonio Store Represents a Brand Evolution

WHEN RYAN BERG, co-president of Lee Michaels Jewelry, considered the design for the family’s 10th store, he envisioned a speakeasy-style bar and a mezzanine-level conference room with a bird’s eye view of the showroom. He got that and more with the construction of the store at the Alamo Quarry Market in San Antonio, which opened in 2023.

The evolutionary design could serve as a template for future new stores and renovations of existing ones.

Ryan is a co-president of Lee Michaels with his brothers, Scott and Chad Berg, who are both based in Louisiana. Their father, Lee Michael Berg, is active in the business, too, counseling his sons and participating in buying trips and major decisions. Fifteen years ago, when the family realized one of the brothers needed to move to San Antonio, Ryan was nominated; after he and his wife spent two days visiting the city, that’s all it took to fall in love with it.

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Lee Michaels’ New San Antonio Store Represents a Brand EvolutionLee Michaels’ New San Antonio Store Represents a Brand Evolution
Lee Michaels’ New San Antonio Store Represents a Brand EvolutionLee Michaels’ New San Antonio Store Represents a Brand Evolution

The new store is at the highly visible north entrance to a shopping center, formerly a working rock quarry, which maintains its distinctive façade with landmark smokestacks that can be seen several miles away.

Ryan, who oversees construction for the company, brought a wish list of his own to the table when he met with architect Dyke Nelson and designer Kenneth Brown to begin planning the layout.

Lee Michaels’ New San Antonio Store Represents a Brand Evolution

A mezzanine-level conference room overlooking the showroom makes the most of the ceiling height.

One priority he implemented was a hospitality bar, which broke new ground for the company. To create a feeling of exclusivity, they positioned it around a corner near the elevator so it’s not immediately visible. The bar provides the perfect setting for clients to linger and socialize, fostering a sense of community. “We had six guys sitting there at Christmas time, and by the time they were done, they all knew each other,” Ryan says.

To encourage that feeling of community, Ryan partnered with local whisky company Maverick to host “Maverick Mondays,” a tasting event that invites customers to explore new flavors and mingle with fellow aficionados. A tequila Tuesday is in the works. “It’s a bit of a destination store,” Ryan says. “It’s hard to translate that into a high-traffic mall store, but in this environment, it works very well.”

The layout makes the most of the retail space’s generous dimensions, 24.5-foot ceilings and tall windows. Brass chain elements hanging from the ceiling add a contemporary feel to the space while addressing its large volume. A mezzanine level showcases a conference room also used for dinners and parties. The windows along the conference room can be tinted with a flip of a switch.

Lee Michaels’ New San Antonio Store Represents a Brand Evolution

The Rolex area blends contemporary design with timeless elegance. The store also features Tudor, Tag Heuer, David Yurman, and IWC shop-in-shops. Using the same stone, wood and gold lettering for each brand creates a cohesive look. Roberto Coin, Marco Bicego, Mikimoto, Konstantino and estate jewelry displays all feature side-by-side selling environments.

The store also stepped away from traditional dark woods and a masculine look by adding more gray and warm tones and using less brown and black.

While Ryan spearheads design and construction, he needs his brothers’ approval of the layout and design ideas. This store was a departure from previous designs, so he presented it to his brothers several times. “We all report to each other,” he says. “It’s important that the differences represent an evolution, not a revolution. My brothers and I and my father all understand we have to continue to evolve, or we die. We have to continue to raise the bar.”

Although Lee Michael and Brenda Berg opened their first Lee Michaels store in 1978 in Baton Rouge, LA, both were born in Dallas and always had an appreciation for Texas. The first store in San Antonio opened in 1995 with a smaller footprint than their Louisiana operations. The latest, the third San Antonio store, represents a continued commitment to Lee Michaels’ place there. Ryan’s commitment is reflected in leadership roles with organizations including the Witte Museum Board of Trustees and the American Cancer Society for South Texas, both boards of which he has recently chaired. Ryan has also served the jewelry industry as president of Jewelers of America and board member of the American Gem Society.

Lee Michaels’ New San Antonio Store Represents a Brand Evolution

Ryan Berg, Scott Berg, and Chad Berg, as co-presidents, oversee day-to-day operations. The company has expanded from the initial store in Baton Rouge to 10 stores in Louisiana, Texas, Mississippi, and New Mexico. Each brother has a general responsibility in the company and is responsible for a territory.

Having three presidents and 10 stores requires regular communication. “We’re fortunate the business is large enough to support each of us in different ways regarding our roles and responsibilities in the company,” Ryan says. “We have our lanes of responsibility and know when we need to reconvene and have dialogue over some higher-priority items.”

A family member is involved in every aspect of the business. “We try to look at ourselves as a mom-and-pop,” Ryan says. “When I call the corporate office, I know people’s names. My brothers and I alternate sending birthday cards and calling associates on their service anniversaries. We don’t want to lose track of that personal touch and how important it is.”

Ryan believes the Alamo Quarry Market store will set a new standard. “You can put this store in any major city, and it would fit in,” he says. “I feel very fortunate that we’ve set ourselves up during these prosperous times to keep our business in a positive trajectory.”

Lee Michaels’ New San Antonio Store Represents a Brand Evolution

The lighter, warmer color scheme is an evolutionary departure from a more masculine aesthetic at Lee Michaels.

Five Cool Things About Lee Michaels Fine Jewelry

IN-HOUSE MARKETING. The “Kiss Campaign” and “Name on the Box Campaign” showcase prominent members of the community proudly holding the Lee Michaels iconic red box. In print and outdoor media, these campaigns feature individuals with a playful red kiss on their cheek alongside the headline “All I said was it was from Lee Michaels!” The campaigns create anticipation in the community to see who will be featured next. In 2023, they introduced a TV and digital spot that brought their red box to life as an animated character.

CORE VALUES. “One of our core values is that our people are the company’s greatest assets, and this couldn’t be more true of Paula Shaver, an industry veteran and 15-year employee of Lee Michaels, who leads the new store,” Ryan says. Combining quality, value, and service in merchandising, advertising, client service, and sales professionalism creates the Lee Michaels “Extraordinary Experience” for employees, clients, and communities.

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MEMORABLE MOMENTS. The Hill Country Luxury Event, which raises funds for local nonprofits, is held annually in a picturesque airport hangar. Teaming up with partners like Tag Heuer and Porsche, Lee Michaels’ provides unforgettable moments for up to 1,000 attendees, such as driving a Porsche down the runway or taking a helicopter ride.

ONLY NATURAL DIAMONDS. “We never sold lab-grown diamonds,” Ryan says. “We didn’t feel culturally it fit with our business model. The mystique and aura of natural diamonds coming from the ground will always be a mainstay.”

IT’S NEVER ON SALE. Due to a commitment to fair pricing, Lee Michaels Fine Jewelry has never held a sale. Initial prices reflect the best value.

PHOTO GALLERY (11 IMAGES)

JUDGES’ COMMENTS
  • Elizabeth Brewer:Lee Michaels Fine Jewelry has done a fantastic job branding and marketing its business. Their website and social media are interactive and informative.
  • Kimberly Collins: I love the exterior; it has a strong presence and classiness. The interior is elegant, and that gold-beaded light fixture is to die for! It is so decadent! Excellent social media following; they definitely work hard at it.
  • Gabrielle Grazi:This incredible, well-appointed and handsomely detailed store blends modernity and tradition in a historic location. An animated and whimsical holiday campaign was a great way to differentiate Lee Michaels from a sea of the same in advertising. Maverick Monday encourages community building on one of the lowest foot traffic days of the week.
  • Todd Edmonds: The wood slats at Rolex and brass chain elements hanging from the ceiling are nice design elements that add a contemporary, elegant feel to the space while addressing its large volume.
  • Christina Gandia Gambale:Lee Michaels’ space feels luxurious and gilded, from the showcases to the ceiling’s chain design feature. The hospitality bar feels like one I would see in a 5-star hotel.
  • Larry Johnson:A great deal of thought went into the details of this store. I noticed how different styles of showcases were used to define different merchandise categories: elegant cases in bridal, casual cases in non-diamond fashion, and Rolex cases in a style that captures the essence of the timepieces. Shopping here is a cool experience influenced by these subtle nuances.
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