Connect with us

David Squires

Editor’s Note: Now This Is Cool

Big or small, these America’s Coolest Stores contest winners have stories to learn from.

Published

on

WELCOME TO INSTORE’S eighth annual edition of America’s Coolest Stores. It’s also our second year with individual categories for Big Cool (six or more employees) and Small Cool (five or fewer employees).

No matter what kind of store you are today, or what kind of store you aspire to be tomorrow, we’re confident that you’ll find something in every winner’s story to inspire you.

Take our Big Cool winner — London Jewelers of Manhasset, NY. From all outward appearances, this is an ultra-elite store — with in-store boutiques for the most exclusive designers, as well as advertising in high-end magazines like Town & Country and Robb Report. But this is a success story that was anything but easy. You’ll learn how the store was once a weekend away from being sold. Or how, in the 1970s, the then small mom-and-pop store spent two years trying to convince Rolex that London Jewelers was worthy of carrying its line.

Our Small Cool winner — Zoltan David of Austin, TX — has an equally fascinating story. A renowned jewelry designer, David decided to open his own retail front so he could maintain a connection with customers. Instead of doing it in Manhattan or Los Angeles, he did it in Austin, TX. And instead of opening a typical retail front he opened a space that’s actually more art gallery than jewelry store. Little product, lots of space, and tons and tons of wood. It’s a store that, if you go in once, you won’t forget.

Thanks to all 106 stores that competed. And thanks to the judges who shared their valuable time to help us once again uncover the country’s most exciting jewelers.

 

Wishing you the very best business

 

David Squires

[email protected]

 

Advertisement

David Squires is the Group Editorial Director of SmartWork Media. He believes that the first role of business media is to inspire readers.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular