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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.

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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

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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.”

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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.

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“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?

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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Best of The Best

Borsheims Shareholders Weekend Demands All Hands on Deck

Hospitality crucial, no matter the size of your trunk show.

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PLANNING A TRUNK show this fall? What if your trunk show involved 100 vendors, as many as 35,000 customers and 25,000 catered meatballs?

Borsheims in Omaha, NE, a subsidiary of Berkshire Hathaway, meets that challenge annually with an all-hands-on-deck approach when it opens its doors each May to all of the company’s shareholders who want to come.

The jewelry store plays host to a cocktail party on Friday night and a shareholder shopping day on Sunday. Both events spill into the mall, which is closed to the public, and into the parking lot. “We really look at this from a hospitality approach,” says Adrienne Fay, director of marketing and business sales. “We want to thank the shareholders for their loyalty and patronage.”

This year there were 100 jewelry, watch and gift vendors, some of whom brought in products for their trunk shows that wouldn’t be seen anywhere else in the U.S., Fay says. “You’ve never seen jewelry cases as packed as they are during Berkshire weekend. We call it our Christmas in May. We do a transaction every 11 seconds during the weekend.”

STAFFING

For weeks leading up to the event, job descriptions blur as every employee plays a role from helping with catering to managing vendors. They hire additional staff for the weekend, ask corporate staff to work the sales floor and bring in runners and cashiers.

“The last thing we would want to have is someone standing around and no one able to help them,” says Jaci Stuifbergen, who guides Borsheims’ experiential marketing. “Everyone involved is a representative of Borsheims, from those setting up a large tent to those providing food and beverages. We want every caterer to represent Borsheims well and have the same customer-focused mindset that we do the whole time they are here.”

ENTERTAINMENT

Even though it’s a private event, shareholders are under no obligation to buy jewelry. So creating the right customer experience is vital in this, as in any, event situation. “Whether it’s a regular trunk show or during this event, the thing we want to provide is a really great experience,” Stuifbergen says. “We know they could buy this jewelry from other stores or on the Internet, but what we have to offer are customer service and knowledgeable staff. Complimentary alcohol never hurts!” she says.

It might be the only chance to convert shoppers. “It’s such a destination store that for a lot of people, this is the only time in the year, or maybe in a decade, that they come here,” Stuifbergen says. They set up two bars and two buffet lines in the parking lot under the biggest tent they can rent. Sunday’s party often features Bershire Hathaway CEO and Chairman Warren Buffett playing bridge or table tennis with Bill Gates, Microsoft founder. There’s also a live band and a magician. On Friday night, the caterer serves more than 25,000 meatballs.

BRAND IDENTITY

The shareholders, who are Warren Buffett groupies, want to buy anything that’s affiliated with him, from pearl strands with his signature on the clasp and diamonds with his signature laser-inscribed inside to affordable gift products stamped with his face or the company logo. Last year, they used a custom etching machine to inscribe personal messages inside the diamonds while customers waited.

DEBRIEFING

Almost immediately after the event, everyone in the company is asked for input and feedback, which is compiled into a seven or eight page document and carefully analyzed. Feedback has led to changes like improved security and gift bags for vendors as a token of appreciation.

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Santa Fe’s Reflective Jewelry Aligns with Owners’ Ethics

Fairtrade Gold designation puts the focus on miners.

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Marc Choyt and Helen Chantler work to ensure their business aligns with their environmental and ethical beliefs.

MARC CHOYT AND HIS wife, Helen Chantler, of Santa Fe, NM, have been focused on green initiatives for decades, in all aspects of life.

“We bought land in northern New Mexico in the ‘90s, and there was a creek bed there that was badly eroded from over-grazing to the point that there were cliffs instead of gentle banks,” Choyt says. “We began to realize the impact we have locally and globally. That is a core value for us.”

Their business, Reflective Jewelry, a custom and designer jewelry studio, has been named Green Business of the Year by the city of Santa Fe and Santa Fe’s Chamber of Commerce. “This is a great honor, especially given the industry we’re in and the fact that Santa Fe is a green business city,” Choyt says.

Reflective Jewelry is the only Fairtrade Gold jeweler in the United States, a certification they received in 2015.

“Though there are over 250 Fairtrade Gold jewelers in the UK, we are still the only Fairtrade Gold jewelers in the entire USA,” says Choyt. “We produce our entire two-tone line and much of our bridal collection in Fairtrade Gold. This supports local economies, alleviates poverty and reduces global mercury contamination for small-scale gold producers. Because it’s an international brand and is the only system that audits suppliers and jewelers, it is the best option to create a foundation for responsible jewelry.”

Fairtrade Gold was only one reason, though, that the city of Santa Fe recognized Reflective Jewelry. The shop uses LED lighting, washable cloth towels, biodegradable bags for shipping, organic dish soap and non-toxic floor cleaners. Jewelers use citric acid for pickling, fluoride-free flux, a soap-based solution for tumbling, sink traps for catching heavy metals, and vacuums that capture dust and compounds—all of which are recycled. Their landscape garden, once a concrete foundation, now has mature apricot and cherry trees and native plants fed by water channeled off their roof.

Chantler, an experienced bench jeweler, launched her jewelry design business in 1994, while Choyt led the sales effort, initially concentrating on distributing jewelry to 250 stores and catalogs.

By 2001, they refocused on online sales and their own retail store. Today, six people work in the shop and the store.

Along the way, they began using recycled metals in production, which was a logical place to start, Choyt explains, but doesn’t address the big picture. “Basically, gold is going to be mined, and that’s independent of how much is used by jewelers. If we’re going to really make an impact, we have to support small-scale mining communities.”

When Choyt explains to customers that the Fairtrade Gold designation is the same well-known global brand used for Fairtrade coffee and chocolate, they are “astonished that I’m the only one operating this way, out of a small shop in Santa Fe,” he says.

So while Choyt can point to numerous 5-star Google reviews and show clients the studio where the jewelry is made, he can also ensure ethical, fair-trade sourcing from mine to market, adding another level of authority and credibility.

“Certainly one of the most important elements of any jeweler is reputation. Fairtrade Gold is just another thing that makes people feel really good about buying from us,” he says.

When the U.S. consumer market adopts Fairtrade Gold, he says, hundreds of thousands (or possibly millions) of small-scale miners finally will find their lives improved.

“When this happens, we’ll be able to point to our small studio on Baca Street as one of the catalysts.”

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This Retailer Combined Diamonds with Donuts for a Sweet Event

Social media played a big role in drawing 50 new customers.

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DIAMONDS AND DONUTS are each desirable in their own right, but put them together and the combination proves irresistible. At least it did in April for customers of Bernie Robbins Jewelers, whose purchases hit seven figures in four locations over two days.

Owner Harvey Rovinsky said he had noticed “donut roll” events in other types of retail-store promotions and thought donuts would be a great draw to add to the Bernie Robbins promotional repertoire, which has included a Yoga Fest, a Chic at the Shore series of summer events and trunk shows, a student design contest and a high-profile Super Bowl ticket giveaway, along with a recent emphasis on social media, digital advertising and geo-fencing.

“We always want to do something that is different, unique, that people will talk about,” Rovinsky says. “In my mind, donuts go with everything, and they certainly go with diamonds. Because of what the marketing team put together, there was a story to tell besides this jewelry store and their diamonds. It was a way to make a jewelry store visit more fun.”

As it happens, the shape of donuts is even suggestive of a ring.

Integral to promoting the event was a “donut wall” for customer selfies, created entirely by the staff, who invited customers to decorate the donuts with bridal toppers.

Says Peter Salerno, digital-marketing manager: “The idea came in the form of having a part of the store that is more photogenic, something new and fun. Our sales staff used their own Instagram accounts to reach out to customers, and we also advertised on traditional digital platforms. It was a cool space, a departure from a typical jewelry store. It had interaction and on-site activation.”

Customers were invited to decorate donuts with bridal-themed toppers, adding to the in-store experience, during Bernie Robbins’ Diamonds and Donuts event.

The store also borrowed wedding gowns for display that the staff accessorized with diamond jewelry.

“We had champagne, flowers, and it smelled like a bakery,” says Cristin Cipa, director of marketing.

The sales event represented true value for customers, who shopped at up to 50 percent off for mountings, engagement rings and wedding bands, and saved up to 40 percent on a large selection of GIA-graded loose diamonds. Instant credit and interest-free financing added to the appeal of instant gratification.

While salespeople set up appointments in advance to ensure their best clients would visit, the promotion also lured 50 new customers over two days.

“We had cooperation from all of our staff — marketing, selling, support staff,” Rovinsky says. “We checked all of the boxes when it came to marketing and we did an enormous amount of clienteling. Sightholders sent us hundreds of thousands of dollars in diamonds for two days at great prices. It was a win-win-win — a win for our clients, for our salespeople and for Bernie Robbins.” The entire staff was given a bonus as a result.

As for timing, April is diamond month, Rovinsky says. “Is it a popular time for engagements? Who knows? But we made it into one.”

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