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Store Owner Finds Creative Spark Through Fashion, People and The Materials Themselves

She studied painting, graphic design and art history before landing on metalsmithing.

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Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Les Georgettes

It’s All About Choices

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Diamond-Focused Denver Jeweler Inspired by Her Clients’ Excitement

Millennial shoppers respond to education, privacy and transparency.

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TIMELESS AND TREASURED. Most of my clients come to me with their own ideas for rings, but my source of inspiration is helping refine them into something that is timeless. I try to remind people that they are buying something that they, or the person they’re buying for, is going to wear for a very long time. The rings that I have designed for our case are timeless, not too busy, and the focus is on the actual diamond.

SHOWING RESPECT. I wanted to create a transparent experience. That’s why people come to us. The secret to selling diamonds to millennials is educating them. I think they find you are respecting them when you give them that information rather than just selling them something because it’s pretty. And it’s about respecting their budget. A lot of my friends say retailers show them things that are $5,000 or $10,000 over what they said they want to spend.

ALTERNATIVE BRIDAL. I do sell salt and pepper diamonds. Not every day, most clients are coming to me for fine diamonds. Most people have been buying them through the Internet, but I bought them because people want to come in and see them. I sell them ridiculously cheap.

FOOL-PROOF PLANNING. Most guys don’t try to do it on their own. They either come in together as couples or the girls send me all the information ahead of time, I keep it in a file, and when the guy comes in, I pull out the file and he can’t mess that up. I imagine that is completely different from how it was done 15, or even 10 years ago.

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2018 Cool Store Winner Reveals What It Takes to Win

Julie Ettinger says the key to “cool” is passion.

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California Boutique Owner Connects With Women Who Love To Shop as Much as She Does

Curated collection appeals to self-purchasers.

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