Best of The Best Pennsylvania Store Commits Itself to Total Reinvention A move to custom and a revitalized brand image changed this store’s course. Published 3 years ago on June 1, 2018 By Eileen McClelland Share Tweet Prior to 2007, Mike Warren’s engagement ring clients would sometimes sell their cars to ensure they had enough cash to buy an impressive diamond. Almost anyone could make a profit with such motivated customers. But by 2008, as the country plunged into recession, the market had evolved, and Warren knew he and his store — WARREN JEWELLERS of Lancaster, PA — had to evolve with it. IDEA Letting Go of Inventory Warren began making changes to keep his business relevant — selling down inventory, retraining staff and refocusing his business on one-of-a-kind CAD rings as well as fashion lines. EXECUTION Developing a New Mission Advertisement Warren didn’t just change his approach to inventory. He also retrained his sales staff to become 3D printing experts. The octagonal showroom was converted to house four Counter Sketch and Matrix stations. Then, just last year, he contracted with branding consultant Mary Siragusa to get the word out about his reimagined business, changing his tagline from “Where Lancaster Gets Engaged” to “Consciously Crafted.” “The stuffy jewelry store is the model that’s broken,” Siragusa says. “Let’s be fun; let’s be hip.” She redesigned the logo to use the word “warren” as meaning a colony of rabbits, adding a rabbit-head image and the words, “established 1976.” Siragusa says Warren Jewellers was “a bit of a sleeper,” flying under the regional radar, and she has worked to revitalize many aspects of the business, including brightening the store’s facade with teal and copper paint, training the staff to be more outgoing, expanding the reach of social media and choosing a lively mix of music. They’ve also added a coffee bar and are building cross-branding relationships with local coffee businesses via social media. Even something as simple as posting photos of the donuts offered on Fridays on social media has helped pick up foot traffic. Siragusa also recommended accessible jewelry brands to generate traffic, such as Lauren G. Adams and Les Georgettes bracelets. “We want everyone to be able to afford something here.” Advertisement REWARDS Creating a Buzz The coordinated social media campaign was launched in mid-August 2016, and by September, revenues were up 15 percent. The 40th anniversary event drew an unprecedented 100 visitors, 80 percent of whom purchased something at the time. Warren converted his advertising budget, too, concentrating on social media. “I was skeptical,” he says, “but all of a sudden the budget is $750 a month, not $2,500 a month and we’ve done 3D printing of rings for people in California, Colorado and England.” Things have changed so much with millennials and Gen Z, he says, that clients who might have traded their cars for diamonds back in the day now might even consider a Pandora ring as an engagement ring. Advertisement “The biggest thing I’ve done to develop a more personal relationship with clients is understanding how they’ve changed and changing with them. What’s in our best interest is being relevant for today’s client.” he says. Do It Yourself: Give Your Business a Rebirth Look at your store as if you’re seeing it for the first time. Brightening up the appearance could give your staff renewed energy and enthusiasm. Have fun with your branding and logo. Think out of the box. Ask yourself: What kind of jewelry or accessory brand can you add to your store that will generate traffic and lead to impulse purchases? Related Topics: jewelry stores in Pennsylvania click to Comment(Comment) Up Next You Won’t Believe the Smoking New Concept That Has Clients Flocking to This Jewelry Store Don't Miss An Innovative Job Change for a Sales Associate Adds Revenue Source to Jewelry Store Eileen McClelland Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them. Continue Reading Advertisement SPONSORED VIDEO Wilkerson Testimonials Retirement Made Easy with Wilkerson The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.” You may like Man Rams Rental Car Into Store, Steals Jewelry, Runs Away 17 Impressive Jewelry Store Fireplaces to Fire Up Your Imagination [UPDATED] Florida Bulldog Models Some Serious Bling … Plus 59 More Adorable Jewelry Store Mascots Promoted Headlines Digital Warrior: A Conversation with GemFind’s Alex Fetanat GemFind A Sales Meeting Platform for The 21st Century The Plumb Club With Average Retails of $250, This Is One Brand You Won’t Want to Miss! Chic Pistachio Advertisement Latest Trending Videos Press Releases23 hours ago GJEPC Signs MoU with eBay Press Releases23 hours ago Joseph Varjabedian Passed Away Due to COVID-19 Headlines1 day ago Signet to Raise Its Minimum Wage to $15/Hour Do You Or Don't You?1 day ago INSTORE Readers Sound Off on Online Review Technology Press Releases1 day ago IGI to Certify Rare Pink Diamonds from Australia’s Argyle Mine Fun4 days ago 54 Funny Memes That Will Make You Say ‘Yup, That’s Life in Retail!’ Headlines3 weeks ago $5.8M in Fake Rolexes Seized in Cincinnati Photo Gallery3 weeks ago 19 Celebrities Show Off Their Stunning Engagement Rings [Updated] Headlines2 weeks ago Hawaii Jewelry Sellers Carjacked, Robbed of $200,000+ in Merchandise Headlines3 weeks ago Kendra Scott Steps Down as CEO of Jewelry Company She Founded Sponsored Content3 days ago Digital Warrior: A Conversation with GemFind’s Alex Fetanat Jimmy Degroot1 week ago Video: Sharpen Your Bridal Jewelry Presentations Sponsored Content1 week ago With Average Retails of $250, This Is One Brand You Won’t Want to Miss! Jimmy Degroot2 weeks ago Video: Maximize on the Opportunities That 2020 Brought the Jewelry Industry Category Spotlight3 weeks ago New Display Materials Help Merchandise GIA-Graded Diamond and Gemstones Advertisement Advertisement SubscribeBULLETINS INSTORE helps you become a better jeweler with the biggest daily news headlines and useful tips. (Mailed 5x per week.) Latest Comments Most Popular Fun4 days ago 54 Funny Memes That Will Make You Say ‘Yup, That’s Life in Retail!’ Headlines1 week ago Paris Hilton’s Engagement Ring May Be Worth $1M+ Headlines1 week ago $5.2M in Fake Cartier Jewelry Seized in Kentucky Benchmarks1 week ago These Jewelry Retailers Grab Shoppers’ Interest with Inventive Displays Headlines2 days ago Bergio Acquires Online Jewelry Retailer Aphrodite’s Hot Sellers1 week ago These Were the Top-Selling Jewelry Brands and Categories in January, According To Our Brain Squad Columns3 days ago 3 Tips to Becoming the Most Resilient Jewelry Store Owner You Know Sponsored Content1 week ago With Average Retails of $250, This Is One Brand You Won’t Want to Miss!