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)

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”