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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.

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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.

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“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.”

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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