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Store Brands Its Nautical-Themed Identity

A quest for a canoe started it all.

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WHEN ERIK AND LESLIE Runyan were planning interior design for their new store in Vancouver, WA, they were browsing in a store in Portland, OR, and happened to see a light fixture they loved: a hollowed-out canoe hanging upside down from the ceiling, with lights mounted inside. That led to a quest for a canoe chandelier of their own. After searching for weeks, they found a handmade wooden canoe for sale atop a houseboat on the Willamette River near Portland. “I drove my boat to it, Leslie and I hoisted it up, and so began its journey to Vancouver,” Runyan recalls. “The seller had no reason to suspect that I was going to put three holes in it and hang it upside down!” The resulting work of functional art, crafted by Steve Strong of Strong Construction, set the tone for the nautical-inspired store on the Columbia River as well as a branding campaign. The canoe is a powerful symbol for Runyan, for several reasons. The river, Runyan says, and access to the ocean, created Vancouver and define both city and 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. “These moments are my inspiration,” he says.

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Themed Parties

Events “Under the Canoe” have included Chamber of Commerce “After Hours” parties and receptions for artists during Art Walk Downtown Vancouver events.

The Gift of Gab

Erik Runyan says even his talented staff fits in with the nautical theme, since they are all great storytellers, an important attribute to have when engaged in high-seas adventures or a canoe ride down the Willamette River.

Under The Canoe

The novel canoe chandelier became the center of a marketing campaign. “Promoting all of the good things that can happen ‘Under the Canoe’ is fun and will continue to grow,” Runyan says.

Under the Influence

A branded 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 served.

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All In, Online

Most of ERJ’s advertising dollars go to the Internet. “SEO, SEM and social are how you can find me now. I am ‘all in’ looking for a connection with future customers of ERJ. My web traffic has quadrupled for the efforts put toward Google, Yelp and Facebook. Our blogs discuss both diamond education and proposal tips.”

A Catchy New Moniker

In addition to the Under the Canoe branding campaign, the use of EJR, rather than Erik Runyan Jewelers, helped modernize and transform branding for the century-old business.

Almost Seaworthy

The nautical branding theme is smoothly integrated with the store’s interior. Other nautical notes found throughout the store include an operational ship’s wheel, plank wood flooring, welcome aboard sign, custom compass rose wood floor medallion and visibly marked latitude and longitude coordinates. The 18-foot ceilings add to the feeling of openness and room for adventure.

Making an Impression

ERJ’s ad images include the canoe symbol as well as the compass symbol, which is integrated into the ERJ logo.

Canoe Talisman

Erik Runyan is in the process of developing canoe-themed jewelry.

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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