Designer Profiles

Todd Reed: ‘Without a Story, Jewelry is Simply a Beautiful Object’

A core piece of the company’s culture is to create deep relationships with customers.

Published

9 years ago

January 8, 2015

INSTORE Staff Instore January 2015 Issue

Jewelry designer Todd Reed

Todd Reed wrote this description of how he sells to customers in the January 2015 edition of INDESIGN.

“EACH PIECE starts with a design. My designs come from a feeling, emotion or what is seen as a mundane moment in time. I take that inspiration and sketch; the sketch is then handed off to my shop masters and made into an object.

“Unless our story is shared by the salesperson, the object could end up with someone who doesn’t know that one of our jewelers, Ashley, spent 16 hours setting the stones or that the design was inspired by a motorcycle ride I went on in late September.

“That client looking at the object in the case doesn’t know about the passion that went into sketching the design or the skill involved in fabricating the piece in our Boulder, CO studio. The excitement that traveled through the office when the design was complete isn’t conveyed just by peering into that jewelry case. Without the story, the piece of jewelry is simply a beautiful object.

“At my company, we focus on connection and experience. Not just the client’s experience, but the entire experience from concept to finished piece. We make sure our employees have fresh fruit and a beautiful space to work, and the jewelers fabricate my designs in a room that is flooded with natural light. We get to know our clients and keep in touch with them long after they make their purchase. A core piece of our culture is to create deep relationships.

“When selling designer jewelry, you are selling more than an object. You are selling a connection to art. The client is able to communicate with the designer through the piece and the piece becomes a part of the client’s life. The story needs to continue to the point of sale and even further. Our goal is that each piece becomes part of a legacy.”

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”