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Commentary: The Business

The First America’s Coolest Stores Winner Reflects on What It Means

Cool stores encourage customers to hang out, says owner Brett Weiler.

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TWENTY YEARS AGO, as I was in the process of building out my second store, I remember my plumber saying: “I see what you are fixin’ to do here — you want people to relax, so’s you can get at their wallet.”

Well, kind of.

Thankfully, my introduction to the jewelry industry started at a small store during my college years in Gainesville, FL, called The Quarry. It was located in a charming old cottage. I would have to describe it as upscale-hippie with a low-key vibe, the kind of place where you just wanted to hang out, which the owners were kind enough to let me do. Interestingly, I was never monetarily compensated, nor did I ever set out to be a jeweler, but this little store evidently had a big impact on what I would do.

After that, however, every store that I was employed in felt stiff and uncomfortable. These were not environments I enjoyed, much less places I would want to spend most of my waking hours. I wanted a store that not only suited my sensibilities, but one that made all feel welcome. Somehow, I wanted my store to communicate my dedication when it comes to execution.  Let’s face it, in this industry, the devil is in the details.

I remember how excited I was when I won INSTORE’s first America’s Coolest Stores Award in 2002. But I also got to thinking, the magazine was pretty thin with hardly any advertising. I was kind of afraid that it would go the way of so many publications and leave me with a meaningless award. That was certainly not the case, as INSTORE became the powerhouse of the industry and the award quite highly regarded. I like to say that having a “Cool Store” is something you can never take away from me.

There are evidently many takes on what makes a “Cool Store” cool. Cool stores exude an ambience that makes it obvious that the customer’s experience is of key importance. The one thing they all seem to have in common is the ability to represent to the customer that this is not going to be just a typical retail transaction. A store does not have to be lavish; however, it should be able to demonstrate a commitment to your standards.

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At the end of the day (pun intended), nobody spends more time in my store than I do, and I love it here. However, it is always very gratifying to me when someone comments on the vibe my store emanates. It is not lost on me how fortunate I am to be able to serve my time here. How lucky am I?  Imagine, having a job where you just want to go hang out.

Brett Weiler is owner of Decatur City Jewelers in Decatur, GA, and the winner of the first America’s Coolest Stores Contest in 2002.

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