Connect with us

Best of The Best

You Won’t Believe the Smoking New Concept That Has Clients Flocking to This Jewelry Store

Stucki’s humidor fires up jewelry-shopping experience for guys.

Published

on

You Won’t Believe the Smoking New Concept That Has Clients Flocking to This Jewelry Store
James Arbaugh traded his office for a humidor.

What do shoppers want to find in a jewelry store? Experts say they’re looking for an experience and an interesting story. At Stucki’s in Grass Valley, CA, men are finding both in a surprising new way.

James Arbaugh, owner of Stucki Jewelers with his wife, Nicole, gave up his office to move onto the sales floor and streamline his work routines. This left some space in need of a purpose. So they transformed the former office into an in-store humidor and created an extraordinary experience in the process. Christened the Phoenix Humidor, it’s become an entry point for affluent customers.

Results have been impressive in terms of increased foot traffic, a social-media bonanza and word-of-mouth enthusiasm. “What we found is it brings our customers in multiple times, even on a weekly basis,” James says. In the first six months, the inventory had a full turn. Within 12 months, cigar sales will cover the cost of inventory and renovation.

There are lots of good story-telling opportunities to go with the venture. For one thing, Stucki’s has been around since 1904 and in its current location since 1978. The humidor is named Phoenix, with a nod to the history of the building, which was once the Phoenix Drug Store. Arbaugh was able to acquire the original circa 1930 store sign. Customers have brought him a collection of local Gold Rush matchbooks from the early 20th century, which add to the sense of place.

Cigars, James says, are traditionally given as gifts to celebrate the same kinds of moments marked by jewelry — the birth of a child, or a holiday, for example.

The Arbaughs built up their business in cigar accessories, such as lighters and cutters and travel cases. Staff can easily design personalized bachelor party gift sets featuring cigars, engraved decanters, glasses or lighters.

Advertisement

Stucki’s partners with wineries and vineyards for cigar and wine pairing parties and classes, providing more opportunities for storytelling and creating memorable experiences.

The humidor has been advertised through social media, along with word of mouth and direct email marketing to a list of customers who have attended events. Phoenix has its own web page, phoenixhumidor.com, for collecting emails and sending out invitations and news of product launches.

“We have already seen so many jewelry sales because men who had never been in our jewelry store before came in for cigars,” says Nicole. “The momentum and energy that the Phoenix has generated for Stucki has been beyond our expectations.”

PHOTO GALLERY

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

Promoted Headlines

Most Popular