Editor's Note

What Makes a Store Cool?

It’s the special sauce of individuality.

Published

5 years ago

July 26, 2019

Eileen McClelland Instore August 2019 Issue

WHEN I SAW a photo of an inverted canoe chandelier hanging from Erik Runyan Jewelers’ 18-foot ceilings in Vancouver, WA, I wanted to meet the people who put it there.

I got my chance in June when our panel of expert judges chose ERJ as the No. 1 America’s Coolest Store in the Big Cool division.

What draws me to ERJ is not just the canoe. The store is the perfect expression of everything Erik and Leslie Runyan love. They raised their three daughters on boats and dirt bikes. Their spirit of adventure, the sea and wide-open spaces are reflected in the store design and ambience.

Gem dealers Simon and Laurie Watt have curated EAT Gallery, the No. 1 store in the Small Cool division, to display beloved treasures, from local art to hand-carved gem sculptures. They’ve managed to connect Maysville, the Kentucky town they’ve chosen to call home, to the wide world of gems they inhabit in their travels. The place is so personal that if you tell manager Katherine Cotterill just what you want, she will string natural stones or pearls right there at her desk to match your vision — or your outfit.

Each of this year’s Cool Stores scored high in the category of individuality. Without that special sauce, even the most opulent store can feel cold.

On the other hand, when you’re able to be yourself, shoppers are delighted by the sense of ease and comfort that results from such authenticity. How cool is that?

What Makes a Store Cool?

Eileen McClelland
eileen@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

Create a proprietary wine label to share with clients in your store and add to your overall brand. (The Big Story, p. 46)
Provide “loaner” rings to customers to use to pop the question so that the fiancée can be involved in the selection/design process later. (The Big Story, p. 72)
Produce a video blog series that shows viewers how jewelry looks when worn and introduces new collections or pieces. (The Big Story, p. 36)
Offer concierge services for your clients, including making dinner reservations, finding local tours or calling up Google Maps for directions. (The Big Story, p. 66)
Sponsor a Champagne diamond giveaway, in which all participants receive a cubic zirconia and one trades in for a real diamond. (The Big Story, p. 78)

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”