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‘B’ Positive

Retailer’s jewelry line offers hope and empowerment.



CHRISTINA BARIBAULT-ORTIZ OF Baribault Jewelers in Glastonbury, CT, believes in the power of positive thinking and hopes to share her optimistic spirit through jewelry design.

The inspiration for her jewelry line Chrissy B and the Power to B Collection came from what she calls a reminder practice she developed to keep her motivated during a rough patch in her life. “In my early 20s, I went through a very toxic relationship that drained my spirit, body and mind,” she says. “When people talk about a rock bottom in life, that was for many reasons mine.” Although she considered herself the ultimate optimist even then, she felt completely stuck. Reading The Secret, though, flipped a switch for her. The 2006 self-help book by Rhonda Byrne is based on the law of attraction, a belief that thoughts can change a person’s life directly.

Christina Baribault-Ortiz and her cousin Victoria Baribault celebrate the collection’s debut

Christina Baribault-Ortiz and her cousin Victoria Baribault celebrate the collection’s debut.

“You can choose to be positive and move forward,” Christina says. “It just takes hard work to train your mind to be positive and look at things as an opportunity.”

Christina got a tattoo of the word “faith” on her wrist; it reminded her to keep going one step at a time. Years later, she realized she could share the power of positive affirmation by creating a law-of-attraction jewelry line. With such reminders as B Strong, B Fearless, B Fierce, B Limitless, and B Badass, the collection includes necklaces and bracelets in silver and 14K gold.

The launch party for the Power to B collection sold out of everything she had in stock. “I got to hear a lot of stories about how this collection is impacting people’s lives; it’s what keeps me going,” she says. During the party, Christina offered a BOGO special, inviting guests to buy one for themselves and get a second one for a gift.

“I am committed to creating an impact in women’s lives every day in a positive way through the power of visual reminders and jewelry,” Christina says.


In May, Baribault Jewelers sponsored a Shop for Good virtual event, donating proceeds from bracelet sales for May to provide 3,000 meals for families affected by COVID-19.

“It was a great way to stay connected with our community and spread some positivity during an unsettling time,” she says.

In October, all proceeds from the sale of B Strong bracelets benefited causes related to Breast Cancer Awareness Month.

Christina is one of eight family members working in the family business, which was founded in 1948.

The Baribaults have incorporated the letter “B” into their overall branding, too. “Our B campaign started with our company core values to empower people to be the best version of themselves,” Christina says. “B-lieve anything is possible” is also Christina’s sales philosophy.

“If I come from a place of trying to sell, I never can do it,” she says. “But when I believe in something and connect with something I think will make a client’s life better, that’s what works. I never start with talking about the product. I say, ‘Tell me about her. Tell me about him.’

“That is what I love to do and how I love to sell.”


Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.



When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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