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Selfie Stations : Shoot and Share

Yes, the name implies a focus on the self, but “selfies” are really about sharing, connection and using social media to showcase the fun, eventful and sometimes important moments in life. A lot like jewelry really. There’s no shortage of ways to help along the process, as these jewelers demonstrate, be it with a designated selfie station, a mural that covers an entire store wall, specific selfie promotions, a photogenic company logo with hashtag or a just witty sandwich board outside your store.

A Gen Z Imperative

“I am and have always been very great with my social media presence and leaned into that, because the majority of my new clients come out of that presence,” says Chelsea Mead, a young second-generation jeweler and owner of Honey Designs Jewelry in Cincinnati, OH. “You used to be able to get away with a lame online presence, but that is no longer the case. If you are not excelling with social media or web presence, delegate or hire out for those things! It’s imperative with Gen Z and the upcoming Gen Alpha.” Mead’s particular forte is themed events, such as the Galentine’s party pictured here.

Brand Booster

Sometimes a small carrot can help. CMS Fine Jewelers in Wooster, OH, does giveaways and interactive raffles — like “Snap a selfie in our store and tag us to win a $1,500 shopping spree!”— to prompt action and keep its audience engaged. “Encouraging customers to share photos with #GettingFestiveWithCMS turns fans into brand ambassadors, making the shopping experience feel personal and exciting,” says owner Christian Silva.

#Hashtag

CB Stark Jewelers in Martha’s Vineyard, MA, was an early adopter of online commerce and marketing, establishing a presence in the mid-90s. Part of the reason has to do with its location — on an island popular with tourists — which means it needs to reach customers who are not local. It invests significantly to keep its website current and user friendly while also leveraging social media — and selfies. “We encourage customers to take photos on our photo wall with the hashtag #getstark,” says owner Margery Meltzer.

Virtuous Circle

Celebrating couples is a core element of Henne Jewelers’ marketing, with customers invited to submit photos of their engagement, wedding or other expressions of love that are then shared with the wider Pittsburgh public. “Our team encourages customers to share their photos, allowing us to celebrate their love on our store’s Celebration Wall, on social media, and on the Henne Digital Billboards,” says marketing manager Christine Spicuzza. “Couples, their families, and even photographers often take photos with the billboard and tag us on social media, leading to photographers becoming referral sources,” she adds.

Art Attack

The creative spirit housed in the Jewelbox in Ithaca, NY, appears too strong to be contained by four walls and a ceiling. Not only does the store, owned by Micky Roof, have a giant dragonfly perched on its roof, created by artist James Seaman, but the store also boasts a sculpture garden and mural wall. Last year, the garden was the venue for wedding shower with the theme, “Where the Wild Things Are.” The Jewelbox team also offers space to food trucks and provides picnic tables strategically placed to take advantage of the scenic waterfront backdrop of the Cayuga Lake Inlet.

Pop Art

At Jeweler’s Touch in Brea, CA, owned by Ken and Jana Rutz, The Love Mural, a painting by muralist Ruben Rojas, adds a colorful element to the decor while creating a photo-op spot for their guests to celebrate their engagements or other special milestones.

Tourist Friendly

Spicer Greene Jewelers owners Elliott and Eva-Michelle Spicer commissioned artist Ian Wilkerson to create a mural dedicated to Asheville, NC, on the side of their building. Each letter in AVL highlights a feature of the area, including the Blue Ridge Mountains and a waterfall. This mural replaces the “Love is Not Cancelled” graffiti-style mural, which the store owners commissioned during the early days of the 2020 COVID shutdown. The mural has been featured on the Facebook page of Visit Asheville, a tourist information center.

Diamond Dog

Ramsey’s “Diamond Girl” adds a whimsical touch in front of Ramsey’s Diamond Jewelers in Metairie, LA, while inspiring clients, kids, and curious passersby to pose for photos with her. Lori Ramsey acquired the locally casted sculpture by making a donation to Paws on Parade, an SPCA fundraiser, and transformed her into a bride dog with the help of a friend in the auto body trade. Lori shopped for lace at a fabric store, which was used as a pattern for the dog’s paint. Her collar is adorned with beads and crystals, and she sports a big diamond ring on her paw. Diamond Girl is also wearing a tiara. “This cause was close to us because we are big supporters of animals,” Lori says. “She’s definitely part of the family now.”

Flight of Fancy

Lindy’s is in the historic district in the city of Fernandina Beach, FL, on Amelia Island, right next door to the downtown welcome center. Owner Melinda Kavanaugh commissioned Los Angeles street artist Punkmetender to install a butterfly mural on the side of the building, facing the welcome center, which has become a photogenic destination.

Multiple Choice

Bethany Swoveland of Design House Jewelry Studio in Waco, TX, has two photo-op spots. “The first wall our customers see is a greenery neon floral space that says, `Hey good looking!” It’s a customer favorite and a great way to greet guests. We also have a gemstone mural in the back with a ring light set up so customers can post and take their own photos.

Color Story

Kaeleigh Testwuide, owner of the Diamond Reserve in Denver, says her clients love to show off their rings against a vibrant wall teeming with images of gems.

Gift with Purchase?

Ragnar Bertelson of Ragnar Jewellers in Vancouver, British Columbia, made a deal with Harley Davidson to display a motorcycle in the jewelry showroom. Clients could make the Harley a gift with purchase if they bought a 4.5 carat diamond. It also proved to be a photo attraction throughout the month of May. May business was up 30 percent, as of June 1, but no one had yet committed to the 4.5 carat diamond purchase.

Elf Selfies

Ellis Jewelers in Frankfort, IN, has a distinctive street clock out front that’s used for selfies most of the year. The business also has enough Christmas spirit to attract photographic attention during holiday season. The 104-year-old business occupies a 140-year-old building, which was restored and renovated to its classic vintage look in 2018.

Alcove Attraction

At Van Scoy Jewelers in Wyomissing, PA, a striking blue accent wall on the staircase commands attention.

A Wealth of Water

Burkes Fine Jewelers is in Kilmarnock, VA, on a peninsula flanked by the Rappahonnock River, the Potomac River and the Chesapeake Bay. Owners Fred and Karen Burke’s choice of décor, inside and outside, reflects their love of the water. That includes this oversize pair of galoshes.

Watch Dog

Nipper, the iconic RCA dog has also become a symbol of Wanna Buy a Watch in West Hollywood,CA, owned by Kenneth Jacobs. A 36-inch-tall version of Nipper became the store’s “watch dog”, placed outside the store to announce it was open, and to pose obligingly with passersby.

Loving It

At Steve Quick Jeweler in Chicago, the theme for 2021 is love, as illustrated by this huge mural on the side of the store.

Try It On For Size

This proposal board makes it clear that Zorells in North Dakota is “Where Bismarck Goes to Propose.”

Turn Shoppers Into Brand Ambassadors: 18 Stores Winning With Selfie Spots
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Turn Shoppers Into Brand Ambassadors: 18 Stores Winning With Selfie Spots

Selfie Stations : Shoot and Share

Yes, the name implies a focus on the self, but “selfies” are really about sharing, connection and using social media to showcase the fun, eventful and sometimes important moments in life. A lot like jewelry really. There’s no shortage of ways to help along the process, as these jewelers demonstrate, be it with a designated selfie station, a mural that covers an entire store wall, specific selfie promotions, a photogenic company logo with hashtag or a just witty sandwich board outside your store.