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An Engaging Destination

Couple caters to ring shoppers with honest, no-pressure approach.

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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


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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.

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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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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America's Coolest Stores

Here Are This Year’s America’s Coolest Store Honorable Mentions

These 10 stores will be featured over the next year in INSTORE.

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Big Cool Honorable Mentions

Day’s Jewelers

Nashua, NH

The Coreys

Jeff and Kathy Corey opened a 5,000-square-foot destination store, their eighth location, in 2018. With updated branding and imagery, the store design grabs millennials’ attention while maintaining a reputation for representing fine jewelry. A two-story vestibule creates a transparent glass wall along its curved exterior, establishing a theme that carries throughout the casework and ceiling. The curves create a free-flowing traffic pattern that leads patrons throughout the interior while also maximizing linear-display space.

John Atencio

Lone Tree, CO

John Atencio

Jewelry designer John Atencio’s sixth store was designed to create a visually compelling and luxurious experience while maximizing display space within a 600-square-foot footprint. The most striking aspect of the location is the large, transparent facade crafted from oversize panes of tempered glass. From the outside, the store looks sleek and inviting, and inside, the space is flooded with natural light.

Provident Jewelry

Jupiter, FL

Geoff Fear, Rob Samuels, Nick Linca, Seth Berman, Scott Diament

Owners Seth Berman, Scott Diament, Nick Linca and Robert Samuels teamed up to create a Dream Factory luxury lounge inside their flagship location. Clients can mingle, relax and enjoy a cocktail for a memorable in-store experience. Custom experiences for clients extend far beyond the store’s walls and have included test driving one-of-a-kind cars, meeting the CEOs behind watch brands, racing a car at YAS Marina Circuit, golfing with pro golfers, sailing on the America’s Cup committee boat in Bermuda and flying to Switzerland to tour a watch factory.

H1912

Princeton, NJ

Hamilton owners

Under the leadership of owner Martin Siegel and store manager Lea D’Onofrio, H1912 is part of the Hamilton Jewelers family of brands. It’s on the same street in the same small town as one of its parent locations of Hamilton Jewelers, but since its 2015 inception, it’s carved out a niche for itself that it backs up with a cutting-edge website, charity partnerships and a digital-first marketing plan. The 1912 in its name references the year Hamilton was founded and plays up the vintage angle of its inventory. H1912 buyers travel to estate shows, antique shows and auctions to handpick one-of-a-kind vintage pieces. Every vintage item at H1912 is refinished, refurbished, polished, or overhauled in-house before hitting the showcase.

Mitchum Jewelers

Ozark, MO

Mitchum jewelers

Mitchum Jewelers, owned by Randy Mitchum, doubled its size in 2018 in an upscale renovation orchestrated by store designer Jesse Balaity of Balaity Property Enhancement. One eye-catching element of the new building is the illuminated diamond prominently displayed on the building’s exterior. Mitchum has also set itself apart marketing-wise with a hugely successful TV commercial campaign that features customer testimonials. Use of the slogan “Your Jeweler For Life” in all of Mitchum’s ads has added to the branding surge, as has a related jingle that customers love to sing whenever they happen to run into Randy.


Small Cool Honorable Mentions

Yaf Sparkle

New York, NY

Yaf Boye-Flaegel

This is the second Lower East Side location and second America’s Coolest Stores Award for Yaf Sparkle, owned by Yaf Boye-Flaegel and Torsten Flaegel. When the couple moved into the new spot and peeled off layers of cement, they were excited to find old bricks in good condition crowned by an arched brick ceiling. They added a wooden floor and brought in furniture made of reclaimed wood for a vintage rustic look. The neighborhood is full of life and excitement, to which Yaf Sparkle contributes by spreading glitter across the sidewalk outside the store. Marketing benefits from an in-house photo studio. Customers have voted Yaf Sparkle as among the top three shopping experiences in New York City on Trip Advisor.

JC Jewelers

Jackson Hole, WY

Jan and Jeter Case

Jan and Jeter Case greet visitors from all over the world in their 240-square-foot log-cabin showroom in a gateway town to the Yellowstone and Grand Teton National Parks. Three to 4 million people visit the area every year, and of those, about 1 million are from China. They’ve gone to great lengths to be hospitable, learning Mandarin phrases and labeling gemstones with translations. They also use Google Translate to communicate with non-English speakers. These efforts have gone a long way, they say, toward making international guests feel comfortable.

Malka Diamonds & Jewelry

Portland, OR

David and Ronnie Malka

Malka Diamonds & Jewelry, owned by David and Ronnie Malka, is a 1,000-square-foot boutique shop in downtown Portland that specializes in engagement and wedding jewelry. David is a graduate gemologist, who enjoys educating clients in a no-pressure atmosphere. The shop also highlights the work of two master jewelers on site. The store houses a collection of modern designs, antique and vintage jewelry and unconventional options, such as salt-and-pepper, rose-cut and unique-shaped diamonds. The store is bolstered by a cheerful staff and robust digital presence.

Talisman Collection

El Dorado Hills, CA

Andrea Riso

With a 3,300-square-foot showroom, this Small Cool store lives large! Owner Andrea Riso designed the floor plan to accommodate wide-open spaces, plenty of seating and a meandering river-style path that creates a sense of discovery. Décor is surrealistic and includes massive blown-glass fixtures, a library-lounge man cave, a tech oasis for kids, a bar and interactive areas that engage and enchant people of all ages. They’re known for designing and rendering original custom pieces for clients within 48 hours, as well as offering the custom-design services of 78 independent designer brands represented in the store.

Welling & Co. Jewelers

West Chester, OH

Bill and Daniel Welling

Father and son owners Bill and Daniel Welling built a modern, industrial-style jewelry store on a well-traveled road between Cincinnati and Dayton, in Ohio’s booming Butler County. The family-owned store, founded in 1920, makes its most recent home in a hangar built in the 1940s by a pilot to house a folding-wing airplane. Interior designer Leslie McGwire retained original interior brick from the building to set the tone for the renovation, which is complemented by an open slate-gray painted ceiling and a textured wood plank floor. A wide range of merchandise and price points adds to the welcoming ambience.

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America's Coolest Stores

Nautical-Themed Vancouver Store Finds Room for Imagination

A more relaxed Erik Runyan Jewelers is rejuvenated in its new location.

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BIG COOL 1ST PLACE: Erik Runyan Jewelers, Vancouver, WA

Finding Their Sea Legs

Erik and Leslie Runyan feel at home in a new store with nautical notes and a casual ambience.

OWNERS: Erik & Leslie Runyan | URL: runyansjewelers.com | FOUNDED: 1917 | OPENED FEATURED LOCATION: 2017 | EMPLOYEES: 11 | AREA: 2,350 square feet | BUILDOUT COST: $300,000 | ARCHITECT: Wilson Associates Architects | DESIGN FIRM: Strong Associates | TOP BRANDS: Gabriel & Co., Mark Schneider, Bergio | ONLINE PRESENCE: 873 Facebook likes, 735 Instagram followers, 4.9 stars with 22 Google reviews


TO HAVE YOUR SEA LEGS is to be able to walk calmly and steadily on a tossing ship, or to become accustomed to a new or strange situation. For Erik Runyan, a licensed ship captain and fourth-generation jeweler, being at sea is natural. And being able to express himself in his new store has made him ready to navigate the vicissitudes of a changing jewelry market that unsettles many a mid-career jeweler.

He and his wife, Leslie, have found their sea legs at work.

Runyan is not a suit-and-tie kind of a guy at heart. So after spending decades buttoned-up, figuratively and literally, the couple let their personalities shine through when they moved to their new Main Street location in Vancouver, WA. They hunted for and then hung a canoe upside down from the ceiling, and it became a chandelier. They flooded the space with natural light. They played music they like, including Lyle Lovett, Jimmy Buffett, Johnny Cash and Van Morrison. They celebrated customers’ special occasions with their own wine label. And one day, Erik announced that he was finished with a business-attire dress code and began wearing jeans and polo shirts to work. Leslie was happy to follow suit.

If you want to be current today, you have to be old to be new. Our interpretation of the space as nautical took off like a ball of fire.

Although the previous location, where they’d been since 1991, was just blocks away, it was considered a more established commercial area, so moving to a new place seemed risky to some observers. “I had worked there all my life,” Runyan says. The store was beautiful, in a 1980s kind of way with oak cases, a false ceiling and brass track lights. “In my mind it was a proper 1980s mall jewelry store,” Runyan says. It was beginning to show wear, however, and although they had attempted to remodel, it just wasn’t working.

And then, with a new store in the works, Erik lost his father, Steve, just months before the move, making the transition seem even more of a significant milestone. “He was steadfast in his work, and came in every day until his passing. His jubilant spirit still surrounds the place,” Erik says.

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The new location is at the forefront of an unprecedented $2 billion Vancouver waterfront revitalization that has brought restaurants, wine-tasting rooms and nightlife to downtown.

The big brick building with 18-foot ceilings and lots of natural light beckoned to Runyan when it was being built out by family friends. “I walked in and I was blown away by all the wood on the ceiling and the height of it,” he says. “If you want to be current today, you have to be old to be new. Urban lofty is what people are looking for. We took the space, and because of my quirky background, it just organically happened. Our interpretation of the space as nautical took off like a ball of fire.”

That ball of fire was set in motion once they had found a canoe to purchase and Steve Strong of Strong Construction crafted it into a chandelier. After that, it was natural to install a galley coffee center under the stairs, to hang a ship wheel on the wall and make sure it actually spins, and to greet customers with an exotic-wood compass rose inlaid in the floor near the entrance. Other nautical notes include plank wood flooring, a “welcome aboard” sign, and visibly marked latitude and longitude coordinates.

The store is adjacent to the Columbia River, and the canoe is a powerful symbol for Runyan, for several reasons. The river and access to the ocean created the city of Vancouver and still define both the city and the store. When not running the store, Runyan can be found crewing aboard motor yachts from Mexico to Canada, as a licensed Merchant Marine 100-ton captain.

Erik and Leslie also tracked down the magnificent early 20th century Queen Anne ball-and-leg jewelry cases that Erik’s dad had discovered in Butte, MT, on vacation and used in the family store in the 1980s. When the 1991 store was built, those cases didn’t fit the space or the motif, and so were donated to a museum, and when the museum closed, the cases were mothballed. “We got them back and found craftsmen to refurbish them,” Erik says. He had complementary cases hand-built for the middle of the store by a carpentry shop, creating a cohesive look.

The company’s original cash register and safe look comfortable, too, in a store loaded with digital accoutrements and laser welders.

Staff members Kelsey Price, left, and Conor McHale enjoy the natural light on a June afternoon.

The combination of well-made furnishings and the lofty atmosphere set clients at ease, including young engagement ring shoppers who bring new energy. “Bridal drives it. That’s the first purchase. Between bridal and estate, that’s how I’m making a living,” Runyan says. “We purposely built it to be a more casual environment and to interest the next generation. Having food and drink and a comfortable environment, social media and digital platforms are all important.”

Along with eschewing business attire, Erik and Leslie have improved the quality of life for themselves and their staff by closing on Sundays and Mondays. “We had been open six days a week for 101 years. So the routine I was used to was Monday to Friday, 10 to 5:30 and 10 to 3 on Saturday, but I couldn’t get happy with that here,” he says. So they began closing Sunday and Monday, and now are open 10 a.m. to 5:30 p.m. Tuesday to Saturday. “I’ve made a lot of decisions in 30 years or so, and that was the best choice at a personal level, a quality of life level. We really enjoy that. Being happy at the end of the day creates a better result, and Saturday has become an important day for us in the business.”

Erik’s great-grandfather, W.L., started the business from a watch bench in the bus depot in the early 1900s, where the Pacific Coast Highway stopped at the Columbia River for the ferry crossing. In 1917, Runyan’s Jewelers was born.

The store is fun for Leslie and me. It’s an absolute rejuvenation. With a new environment, it feels like I almost have a new job.

“My first memories of the family business are looking out the windows of our house to see my impeccably dressed grandparents, who were our neighbors, headed off to work,” Erik says. “The jewelry store seemed to be a magical place. The first generation used watch repair to sustain the store; the second, William, used business skills to create a viable modern jewelry company; the third, Steve, was a trained bench jeweler who focused on the shop. Now it’s my turn. As the fourth, I’ve focused on diamonds, custom work, and Internet marketing. Certainly W.L. Runyan could not have imagined his great-grandson introducing the family business to the world over the Internet.

“This new store, built using century-old techniques, is the culmination of four generations and 100 years, and has been relocated back to its original neighborhood, in conjunction with its 100-year anniversary.”

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Erik describes the business as a living piece of history ready to move into its second century of business.

“Embrace change,” he says. “People — and my customers are no exception — resist change. It has taken time getting them accustomed to finding us at 501 Main. My payoff comes when they walk in the front door ready to complain about their ‘cheese being moved,’ but then stand there at the front door and start to smile and then audibly sigh, saying, ‘OK, now I get it!’”

“The store is fun for Leslie and me,” he says. “It’s an absolute rejuvenation. With a new environment, it feels like I almost have a new job. It’s made a difference. Life’s gotten a little better.”

Judges’ Comments

Benjamin Guttery: They really embrace their history and surroundings. From the nautical compass inlaid in the floor when you walk in, to the custom canoe chandelier (that has a hashtag and campaign around it: #underthecanoe), you know you’re in the Pacific Northwest. Again, the theme of today’s “coolest big stores in North America” is think, act, and be local minded.

Elle Hill: Love it! This is a COOL store. The rustic warm wood, the canoe light fixture, the feel of this man and how he loves the water can all be felt from the website to the store interior to the marketing materials. This is the type of authenticity all retailers should strive for!

Michael Roman: I like the history behind the Queen Anne display cases and the ornamental compass rose. Creating a wine label to promote business is a nice tie-in to the wine events held within the store.

Bob Phibbs: I love the sense of place in this location with the canoe chandelier as well as the refurbishing of the fixtures. The out-of-the-box idea of the wine and opening it with shoppers as well as sending it home is very creative. The online is a great mix of education and product.

Mark Tapper: The canoe chandelier is just so cool and so connected with the nautical theme of the store and the community.

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5 COOL THINGS ABOUT ERIK RUNYAN JEWELERS

1 Under the canoe. It’s the store’s tagline. and event theme. The canoe symbol is also used in ERJ’s advertising and social media. Erik has designed a canoe-motif necklace, as well, which will be made in sterling silver as well as in gold.

2 Proprietary wine. A wine label is part of the ERJ branding plan. “It gives me great pleasure to open and share a bottle with a customer or send them home with some to enjoy later,” Runyan says. They also introduced Wine Wednesdays, when light appetizers and local seasonal wines are used to create a fun and casual environment, under the canoe.

3 Reinvented inventory. The inventory is a mix of bridal, diamonds, custom and estate. Beyond that, the Runyans look for jewelry that isn’t found anywhere else. “There’s something unique about it that drives me to want to buy it,” Runyan says. “Prior to 2008, we had zero estate jewelry. It was 2010 or 2011 that I started acknowledging that it existed and that helped tremendously. Fifty percent of sales were lost during the recession and we had to find a way to reinvent ourselves, other than just nurturing the bridal.”

4 A spirit of adventure. The Runyans’ roots in the community and spirit of adventure offer an authentic brand experience. Erik and Leslie’s three daughters, now adults, grew up boating and riding dirt bikes on weekends. Erik continues to regularly pursue both of those hobbies, providing him with material for storytelling in the store. His staff, too, has a gift for gab, he says, in the tradition of life aboard a ship.

5 The shadow. Rae is a German shepherd who follows Leslie around the store like a shadow — all day. While she likes about 80 percent of the people she meets, she will simply ignore the others. She takes her job seriously, though, and will lie in front of the entry door while the staff is setting up for the day. When it’s time for her compensation, she will sit and stare at the treat jar, conveniently placed at her eye level.

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