“It’s life-giving, a connection to nature,” she says.

When it comes to retail, day-lighting, as it’s called, keeps a store feeling real and not artificial, sets customers at ease and boosts everyone’s mood. “It’s healthier to have natural light illuminating our built environments as much as possible,” she says.

Although natural light changes color and intensity throughout the day, and extreme sun coming in from east, south, and west windows can be challenging, that’s an issue that can be solved with adjustable window treatments.

“Northern light is best,” says Jay Colombo, a partner at Michael Hsu Office of Architecture in Houston, who designed the Zadok store. “It’s never direct, and there’s a lot of consistency and evenness to it.”

To balance natural and artificial light, Falk suggests multiple levels and types of lights that are similar in color temperature. Natural light would be combined with fixtures that provide ambient light, as well as accent lights and decorative lights.

“My go-to-temperature for retail is 3500K, with 3000K as a second option if 3500 isn’t available,” Falk says. “And all jewelers (should) know the importance of showcase lighting that makes jewels/diamonds sparkle, and that’s a 4100-5000K lamp.

“Of course, if the jeweler is in an enclosed shopping mall, they often don’t have access to natural light, in which case, artificial light has to do the heavy lifting, and then color temp is extremely important to get right.”

Warmth of Home
Zadok, Houston, TX

At Zadok’s 28,000 square foot location in Houston, facades on three sides of the building let natural light wash into the showroom. “You don’t feel like you’re in a fluorescent box,” says Jay Colombo, partner at Michael Hsu Office of Architecture, which designed the project. A two-story window wall faces north and illuminates the grand staircase with consistent, even northern light. Windows line the branded boutiques, too, as well as the offices, a feature appreciated by 40 back-office staffers. Glazing and screens on the building enhance energy efficiency and security.

Atrium Ambience
John Atencio, Lone Tree, CO

In general, mall stores are not known for natural light, let alone an abundance of it, but John Atencio’s location in a Lone Tree, CO, mall near Denver, takes advantage of its space under an atrium with sky lights. Light shines through a 14-foot ceiling designed with natural wood in a grid pattern. The jewelry designer’s newest location also features a sheer glass facade that wraps the storefront from floor to ceiling. “When it was complete, I stood back and said, ‘Wow,’” says Atencio, who opened the renovated store in 2018.

Light as Air
Bere, Pensacola, FL

Bere, which opened in 2017, is across the street from the airport, offering owners Barry and Laura Cole a view of the runway from their conference room. Pensacola is home to naval aviation and the Blue Angels, local themes Cole wanted to tie into the store with plentiful views of the sky. An entire wall anchors a bar, lounge and Breitling watch zone, where panel walls with rivets mimicking old airplane and antique propellers pay homage to the local military and aviation history.

See-Through Site
The Diamond Center, Janesville, WI

After 30 years in a huge but windowless space in a mall, the Yeko family moved their operation into a freestanding store with 270-degree views. Designed by Leslie McGwire in 2015, The Diamond Center has more than 2,000 square feet of glass curtain walls, with more than half of that glass tilted out to span a height of 24 feet, floor to ceiling. “When customers come in, the first thing they do is look up at the ceiling,” Steve Yeko Jr. notes. “There are lots of ‘wows.’” The store’s LEDs are all calibrated to simulate natural daylight, too, so daylight is not competing with a different color of light.

Bright and Sunny
Amanda Deer, Austinm, TX

Amanda Deer’s downtown Austin store is the epitome of what’s described as light and airy interior design. Live plants thrive in the natural light and add to the natural, organic feel, which is reinforced by wood floors and bowls filled with black sand that are used as unique display elements. It occupies a historical building in downtown Austin that was built in the late 1800s as a flour warehouse. Owned by Amanda Eddy, the store opened in 2017.

Sunlight Squared
Julz by Alan Rodriguez, Canton, OH

For his newest retail location, Alan Rodriguez purchased a former bank building that was built in 1950 and hadn’t been remodeled in over 40 years. Inspired by the design of an Apple store with a touch of Crate and Barrel, he gutted the structure and built out a two-story glass cube that’s the focal point of the store. This large window structure fills the store with natural light during the day and shows the changing weather background.

Sea Inside
Hamilton Butler, Hermosa Beach, CA

Hamilton Butler brings the outdoors in with its peacock motif and the light flooding in two large windows in the front of the store. Owned by Joni Hamilton and Shelia Butler, the store is an inviting, sun-splashed hangout for the beach community that they opened together in 2016. Sea grass carpeting, pale turquoise walls and a view of palm trees reinforces the vibe. “Even when you’re in the store, you feel like you’re outside at the same time,” Butler says.

Revolution Jewelry Works
Colorado Springs, CO

Revolution Jewelry Works, owned by Jennifer Farnes, has a spectacular corner view of the mountains in its recently expanded space.

Jewelry Set in Stone
Chelsea, MI

In 2022, the Jewelry Set in Stone team moved into the Clocktower building in downtown Chelsea, a historic structure that was once a stove factory. The second floor suite is blessed with light, tall ceilings and much more space than their previous location, a perfect setting for a custom-design business, says owner Stephen Kolokithas.

JustDesi
Beverly Hills, CA

JustDesi, owned by siblings Desi Kraiem and Justin Kraiem, stands out from its neighbors with its expansive windows, brilliant lighting and chic design.

King’s Fine Jewellery
Sherwood Park, Alberta, Canada

After 38 years in a popular mall, King’s Fine Jewellery faced the decision of closing or relocating during a major mall renovation. Owners Brian and Nancy Nelson decided they weren’t ready to retire and purchased and built out a freestanding store in a new shopping center. In the new space they have two walls of glass windows, providing an abundance of natural light. They aren’t the only ones benefiting from natural light. A large school of cardinals, four varieties of angel fish and a collection of catfish thrive in a naturally planted, 7-foot-long aquarium.

Kesslers Diamonds
Grand Rapids, MI

Kessler’s location, its eight store, was chosen for its three walls of windows that provide an abundance of natural light. Kesslers Diamonds is employee owned.

The post These 12 Jewelry Stores Know How to Let In the Light appeared first on INSTOREMAG.COM.

OWNER: Jennifer Farnes; URL: revolutionjewelryworks.com; SHOWCASES: Tutko’s Fine Woodworking;  ONLINE PRESENCE: 4.7 Stars for 239 Google reviews; 16,578 Facebook followers; 1,252 Instagram followers; FOUNDED: 2013; Renovated: 2019; AREA: 2,950 square-foot showroom; 4,300 square feet total; Buildout cost: $350,000; TOP BRANDS: Nell Marie Jewelry Innovations, Margisa Jewelry, Belle Brooke Designs, Brendan White Jewelry, Jason Simmons Diamond Jewelry; EMPLOYEES: 11

Farnes doesn’t sacrifice smart hiring and training to keep up with growth.

WHEN JENNIFER FARNES launched her retail business, Revolution Jewelry Works, in Colorado Springs, CO, in 2013, she wanted to create a place in which she’d feel comfortable shopping.

She hadn’t grown up in the business. She’d come to jewelry through a childhood obsession with rock hunting and later an apprenticeship in gem faceting. As an outsider looking in, she thought jewelry stores were stuffy and intimidating when she would walk in as a faceting vendor.

She wanted her own store to be laid back, open and casual, with a knowledgeable team focused on interactive custom design rather than commission. She devised a profit-sharing approach that encourages team selling, takes away high-pressure sales and sets customers at ease.

“We are usually the second or third stop for shoppers because we are out of the way,” she says, “but we end up being the last stop because they don’t feel the hard-sell push.”

With this formula, she quickly realized exponential growth in revenues, hitting $1 million in 2017 and significantly exceeding her $2 million goal in 2021. “We got really close to $3 million last year,” she says. “We closed 2021 up 58 percent on the year, which was growth that no one can be prepared for when it happens. Insanity is the only way to describe it. But we stayed on top of it with staffing.”

Farnes found a chandelier that exceeded even her dreams.

Despite pressure from growth, she’s had to be patient and wait to hire the right people to keep up standards. “You can’t sacrifice quality to get the job done and out the door,” she says. “I tell clients we are never going to be the cheapest shop in town and we’re never going to be most expensive, but we are going to be unmatched in quality in repairs and in what we sell.”

Farnes attributes that growth in part to committing 15 percent of gross income to paid advertising to convey the message, “Come in and get a feel for what handmade fine jewelry really is,” she says. “A lot of people do come in because they have heard our message enough that it piques their curiosity.”

She’s allocated marketing dollars to radio, movie theaters, social media and SEO. She appears on local TV shows with educational segments about how to care for jewelry. The website, too, offers this educational focus through blog and video. “Rather than saying, ‘We’re great and here’s why,’ we say, ‘These are things to look for in your jewelry and here’s why.’ That helped build a lot of trust locally and has made us the go-to when people need jewelry advice of all kinds: from estate appraisals, to repairs to redesign. Building trust through education is less of an uphill battle. And word of mouth goes only so far.”

Profit-Sharing and Other Incentives

Farnes invests in her team. In 2017, her staff bet her a cruise that they could beat revenue projections by 20 percent and break the $1 million sales mark. She happily lost the bet and took everyone on a week-long Alaskan cruise in 2018. For 2021, the bet was $2 million in sales. Farnes “lost” again. “They earned a trip and it’s on the books!” she says.

Profit-sharing is another big incentive. “Rather than commissions, I believe in paying a solid living wage to each team member,” she says.

“We do bonus payout by profitability, even adding vacation days if we beat sales goals. It makes our store client-focused, whether it’s a $20 sale or a $20,000 sale, and no one competes for commissions.”

Profit sharing and other incentives cut down on turnover. “Retraining is a waste of everyone’s time and energy,” she says.

Growth-driven hiring through the years created growing pains in her physical space. By 2019, before her expansion, eight people worked in 1,200 square feet. “We were hitting each other with an elbow or a hip; nobody was even saying ‘excuse me’ anymore!” she says. “The walls were closing in.”

In September 2019, she bought her building from her landlords while knocking out walls and expanding from 1,200 to 4,300 square feet.

Previously, a solid wall separated the shop and the showroom, which made team members feel like they spent the day shouting at one another.

The shop and the floor are completely separated now, but still visible through glass. “The nice part is when we consult with the jewelers, clients can still see what’s happening but not necessarily hear all of the technical communication,” says Farnes, who has also added technology to enhance staff communication.

“There is a lot more elbow room, and with the extra space, we are selling a lot more out of our showcases,” she says. “I think clients feel less confined, and it puts them at ease to peruse without dancing around the team trying to help other clients.”

She designed the whole store, from color selection, layout and artwork to lighting and the floor plan. The design fused wood and metal for an industrial look; she worked with a local cabinet maker to create showcases, work booths and displays using Colorado reclaimed woods.

Farnes and her team celebrate every success together, sometimes with a vacation.

The store’s finishes draw on Farnes’ family story and favorite memories. Her mother collected driftwood from riverbanks to decorate the front yard of her childhood home. That inspired her to choose a dark gray stain for the wood in the store and, for the countertops, a knotty pine with natural faceted gemstones suspended in hardened epoxy. “My first experience welding was when my father and I built a giant toolbox for his long-haul work truck, which inspired the diamond-plate accents,” she says.

For the floors, she designed the pattern in Matrix CAD and worked with a flooring company to lay out the pattern using a scaled grid in 5-foot sections. When the floors were poured and still wet, they manipulated the polyurea with a leaf blower to give it the look of liquid metal in platinum and crimson.

The crown jewel is her 350-pound dream chandelier that hangs just over our entrance. “I told my husband, I have to have a chandelier — the biggest, prettiest, gnarliest chandelier I can find.”

The personal, handcrafted approach so important to the store design is also integral to the team’s approach to custom jewelry design. Farnes encourages clients to add personal symbolism to their pieces to ensure they’re unique. “Our philosophy from the beginning has been that if someone is going to spend over $1,000 on jewelry, why not be the only person in the world wearing that design?” Customers may share napkin sketches or sit with a CAD designer to bring their ideas to life.

Everything is manufactured on site. Custom clients can make an appointment to watch their design being poured and taking shape. The team casts live in the studio every day.

“For those looking for ready-to-wear gifts, the jewelry we carry in our showcases only comes from the workshops of other small-business artisan jewelers. The artists we work with get their showcase space at no charge, with our caveat being their pieces must pass our quality control standards, and they must honor our warranty on the pieces we sell on their behalf. It is a beautifully reciprocal relationship.”

An eye-catching blend of light, color and liquid metal floors contribute to the revolutionary design of the expanded space.

Five Cool Things About Revolution Jewelry Works

1. SOCIAL STRATEGY. Farnes created a culture of storytelling on her Facebook page, sharing through imagery the backstory of each custom design. On Instagram, she posts images of the manufacturing process and in-stock creations, and clients can see different stages of their design in the works through a customized hashtag shared privately. This year, she added text marketing with discounts and contests, which also helps with scheduling appointments for free cleanings and inspections.

2. PARTNERSHIPS. “We love to partner with food trucks, mobile boutiques, and other odd partners,” Farnes says. “It’s a great way to introduce new traffic to both and builds camaraderie with other business owners.”

3. TEAM DESIGN COMPETITION. Farnes challenged every member of her combined shop and sales team to sketch a design that would be featured in the RJW Exclusives Collection. The designs are given to a CAD designer, grown on a 3D printer and then cast and set in the studio. Images of the finished pieces are featured in the spring bridal advertising campaign, with voting on social media to pick the favorite. One team member wins a cash prize.

4. COMMUNITY COMMITMENT. Since opening in 2013, RJW has donated more than $70,000 to local charities. Two examples: In 2020, when food banks ran low on critical inventory, they designed a charity pendant, the sale of which benefited food banks 100 percent. RJW appraisers offer free services (evaluating donated jewelry) to a non-profit thrift store that funds grief counseling to children and therapy to victims of abuse.

5. PUSHING THE BOUNDARIES. “We’re cheeky and we know it! ‘Rock Hard,’ ‘OMG’ and ‘Hard Core’ are regular taglines we feature,” Farnes says. “Play cutesy elevator music in our radio spots? No way! We go for rock or heavy-metal music that conveys the edginess our whole team and brand. How to convey we really are different in video? We love to put real clients in our commercials featuring their custom designs and stories … then air our commercials in movie theaters and on TV. The goal with our marketing is to convey that jewelry can be fun, personal and approachable.”

PHOTO GALLERY (10 IMAGES)

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Online Extra: Q&A with Jennifer Farnes

What are your current goals on the road to world domination?

The biggest thing is waiting to see how the recession plays out. We closed 2021 up 58 percent on the year which was growth that no one can be prepared for when it happens. We stayed on top of it with staffing. This year we’re still going strong and running up in our numbers but it’s different. Instead of big diamond sales we’re seeing a lot more people coming in, and we’re selling more refurbishments, more lab grown diamonds. I want to see how the next couple of years play out before we franchise. I have a good footpath for making that happen when we’re ready. I have a plan, a strategy, but I don’t want to push anything too quickly. It would be kind of a hybrid model. I would still be primary owner, but I’d be making it more of an employee-owned company. I would have a hand in guiding advertising and marketing efforts and how to manage the business. I think a big part of the franchising would be continuing the company culture that we have. So, if you buy into a franchise you’d have to work in an established location for at least two years. A lot of people have worked in jewelry stores with an old school mind set. That’s a culture that doesn’t work here because of the profit-sharing aspect.

They have to be willing to share the wealth with their team.

How did you get into the business?

I grew up in Montana; the youngest of three to my father who worked for Sweetheart Bakeries, and my mother who was an elementary school teacher’s assistant. On family camping trips, my much older brothers were forced to take me with them to look for fossils and crystals. I loved it, and continued the hobby into adulthood, introducing my husband (Jeremy) to rock-hounding on our honeymoon in 2003. He wanted to have one of the crystals we found together faceted, which is how I met my mentor. Rather than faceting for me, he offered to take me on as an apprentice! A few months later I launched my gemstone recutting and repair business in our basement, offering services to jewelers around Colorado via postcard. After a decade of growing my lapidary business, I was offered the opportunity to purchase a local jewelry store. Just two weeks from closing on the loan, the owners backed out. I thought the dream was over and I would just be a gemstone faceter forever, but the next morning my husband grabbed me by the shoulders and said, “You would have been buying someone else’s dream. Figure out how to open a store that fits your dream.” I converted the loan from an acquisition to a startup and submitted for an SBA loan. We had to put everything on the line; house, equity, cars, retirement… but we had just enough assets to cover the startup down payment. We have never looked back!

The post Colorado Jewelry Store Owner Finds Profit Sharing Leads to Rapid Growth appeared first on INSTOREMAG.COM.

Zadok Jewelers
Houston TX, founded 1976

Judges say Zadok Jewelers is a fine example of an elite luxury retailer across all facets of their business. Their fully revamped e-commerce website, launched to coincide with the opening of their new store in 2021, is one of the best in the business. The move, which brought the showroom to a sprawling 18,000 square feet, also delivered 14 shop-in-shops, four boutiques, and interior finishes best described as opulent, rich and elegant. Zadok was founded in Houston by Dror Zadok and his wife, Helene; their sons, Jonathan, Segev and Gilad represent the seventh generation of the family business with roots in Jerusalem and Yemen. Architect and design firms include Michael Hsu Office of Architecture and Nina Magon Studio.

Craig Husar
Brookfield, WI, founded 1968

Craig Husar, in honor of the company’s 50th anniversary, decided to pursue his lifelong dream of building a freestanding store and designing it himself. He collaborated with Swarovski to create the Star of Husar, the largest star-shaped chandelier in the Midwest, which is suspended inside a 40-foot tall, halo-topped tower. Judges also noted that Craig’s personal story adds allure to his brand. Before returning to the family jewelry store founded by his father, Lyle, Craig worked as exhibition director for treasure hunter Mel Fisher. “Who wouldn’t want to buy jewelry from a treasure hunter?” says judge Mitchell Clark. The architect was Jeff Stowe, So Architecture, LLC.

Murphy Jewelers
Whitehall, PA, founded 1913

Judges describe Murphy Jewelers’ third store, which debuted in 2020, as warm and comfortable. Modern, open-air casework, a cozy fireplace, 86-inch TV and a bar serving Pottsville, PA-made Yuengling beer, combine to make everyone feel at home. The factory building-style exterior design has a retro vibe that speaks to the company’s storied history, while the online presence is well integrated into the business and by no means an afterthought. The store was designed by owners Mallory and Kim Murphy, with some help from their cousin, Annie Murphy, an interior designer.

Hale’s Jewelers
Greenville, SC, founded 1856

Lucian Lee opened a stunner of a new store in 2021 with an update of Hale’s, the 166-year-old retail jewelry business that he spent a lifetime growing. Judge Bruce Freshley of Freshley Marketing describes the architecture as jaw-dropping. “It’s actually one of the most dramatic retail stores of any kind I have seen in years,” he says. But the raves didn’t stop with the store design. Judges were also impressed with Hale’s community involvement and family-first spirit. “Hale’s may be the oldest business in Greenville, but this store is a breath of fresh air,” says judge Mitchell Clark. Architecture and interior design by DP3 of Greenville.

Revolution Jewelry Works
Colorado Springs, CO, founded 2013

Revolution Jewelry works has grown by leaps and bounds since Jennifer Farnes founded it in 2013. The latest iteration of her custom operation brings the total footprint to 4,300 square feet and features a 350-pound showstopper of a chandelier as showroom centerpiece. The floors are liquid metal, and gemstones are embedded in the countertops. Judges say creativity and joy is masterfully expressed through the interior, which Farnes designed, while authenticity and warmth are conveyed through the online experience. The marketing message is fresh, bold and edgy, just like the store.

SMALL COOL

WEND Jewelry
Seattle, founded 2020

Owner Wendy Woldenberg creates handmade, gender-neutral jewelry from sustainably sourced materials. She opened WEND, a combination studio, showroom, classroom and art gallery in 2021. The small but soaring space was designed by Zero Plus Architects with 17-foot-tall ceilings and a wall of glass. Judges note the versatility and efficient use of space. Every element of the WEND brand feels seamlessly interconnected and infused with natural elements.

Walton’s Jewelry
Franklin, TN, founded 1974

After the business suffered a fire in January 2021, the resulting unplanned renovation uncovered a treasure trove of historical features: hardwood floors, a beadboard ceiling and old brick walls among them, which add to the character of the place. The business, which specializes in antique and estate jewelry, is owned by Julie Walton Garland and her father Michael Walton. Judges say Walton’s is a rare window in time that exudes Old World charm while also being seamlessly integrated online for a 360-degree experience.

Malka Diamonds & Jewelry
Portland, OR, founded 2008

Malka Diamonds & Jewelry, owned by David and Ronnie Malka, is a full-service jewelry store that showcases exceptional craftsmanship. The new location, which opened in 2020, is on the second floor of a building in Portland’s lively Pearl District. The showroom, designed by Elk Collective, is divided by a custom cube with windows, which houses a full shop. Judges found the space beautiful and inviting. Judge Joanne Slawitsky said the abundant natural light pouring in from the windows and reflecting the light in the glass-on-glass cases gives the space the pleasant illusion of spending time outdoors.

Anna Zuckerman
Boca Raton, FL, founded 1996

Anna Zuckerman outfitted her 750-square-foot showroom with luxury finishes and custom showcases to display the eponymous, affordable jewelry brand she launched in 2020. The storefront, designed by BE Designs, brings to life her vision of making luxury accessible to all, offering fine sterling silver jewelry styles with an average retail price of $199. “Every woman deserves to sparkle” is her mantra. Judges say the space is stylishly luxurious and beautifully upscale.

Karina Brez
Palm Beach, FL, founded 2011

Judges find Karina Brez’s showroom to be open and inviting despite its tiny 125-square-foot showroom footprint. Brez’s jewelry brand is founded on her love for jewelry and horses, which takes shape in equestrian-themed pieces crafted with exquisite detail. That love of detail is reflected in the store’s interior design from the gilded ceiling to the braided carpeting. The showroom opened in 2021 and was designed by Romanov Interiors to make the best use of the space.

The post America’s Coolest Stores: Ten Stores of Distinction Join the Ranks appeared first on INSTOREMAG.COM.

“Don’t underestimate the power of a really great logo that ties your brand together,” writes Tracy Matthews, jewelry designer and author of The Desired Brand Effect: Stand Out In A Saturated Market With A Timeless Jewelry Brand.

Matthews recommends hiring a professional graphic artist to create your logo. “You’ll save yourself a lot of pain,” she says.

Beyond the design, consider the colors carefully. Colors evoke emotions, mood and feelings. Are you going for a luxurious look? A playful vibe? Or a natural and sustainable feel? The colors you choose will help create that brand experience, which will be visible everywhere from your packaging to your signage, social media, website, marketing emails and advertising.

According to Tailorbrands.com, effective logos foster brand loyalty, grab attention, make a strong first impression, and separate your business from the competition. Paperstreet.com reports that simple logos are the most memorable. They also need to be scalable, meaning they can be scaled up or down and still look good.

Here are examples of logos that express the foundation of their companies’ brand identities in memorable ways.

The Revolution

When Jennifer Farnes launched her business, Revolution Jewelry Works, in Colorado Springs, CO, she wanted to revolutionize how clients perceived jewelry stores. She hadn’t grown up in the business, and she perceived jewelry stores and the people who worked there to be stuffy, overdressed and snooty. She wanted a place that would appeal to her: laid-back, open and casual, with a knowledgeable team focused on custom design. She came up with a sit-down environment that invites clients to get comfortable and a profit-sharing approach that encourages team selling. The logo, designed by a friend who is a graphic designer, expresses her revolutionary fervor perfectly.

Rings Ahead!

The Kessler experience begins with a literal touchpoint: custom created logo door handles, the design of which speak to the brand’s focus on wedding and engagement rings. Employee-owned Kesslers Diamonds in Grand Rapids, MI, stocks nearly 2,000 loose diamonds in their stores. They carry an expansive collection of engagement and wedding ring settings, and if a client doesn’t find something they love, Kesslers will design it for them.

A Three-Pronged Approach

The logo for the Jewelers Guild in Milwaukee is integral, says owner Robert Peter, to expressing the company’s approach to success. “The green symbolizes our classroom and is highlighted in promotions for new classes. The blue represents our workshop. The purple represents the retail store. People key into the facet that appeals to them.”

Along the Path

WEND Jewelry’s logo illustrates the meandering path that founder Wendy Woldenberg has taken in her career as well as the journey her clients take. “WEND” is related to the verb “wind,” which means, among other things, to follow a series of curves and turns. “People from different paths, some that wander off the beaten track, have finally found what they’ve been searching for at WEND Jewelry,” says Woldenberg, whose career path motivated her to develop responsible practices for jewelry design.

An Antique Look

“When my grandmother purchased our current building in the early 1980s, my dad decided it was time for an official logo,” says Julie Walton Garland, who owns Walton’s Jewelry in Franklin, TN, with her father, Michael Walton. “He wanted an old English inspired logo that gave an ‘antique’ vibe. Two years ago, we did update the font ever so slightly to be more translatable, but this change is hardly noticeable. It simply gave it a refresh and allows us to use it in a variety of ways and platforms in today’s modern age.”

A Beachy, Artistic Vibe

Les Olson Jeweler’s logo, happily displayed on the store’s sign out front, signals both the store’s laid-back, beachy vibe in historic, downtown Palm Harbor, FL, and the fact that the custom-focused jewelry business has an artistic soul. “Over the years, the logo has been seeded in much of the marketing, as it speaks to the creativity of our family and making this business ours,” says Pam Shinsky, who bought Les Olson Jewelers with her husband, Bob Shinsky, in 1988 and opened their freestanding location in 2020. Bob and Pam are designers and bench jewelers, who have been joined in the business by their son, Rob. “We wanted our signage to reflect the feel of the inside of our studio, which is fun and bright, cheerful and artistic,” says Pam, who sketched the logo and asked her graphic artist niece, Melissa Slocum Evanko, to bring the playful design to life. The sign is rendered in Key West colors and it sparkles at night, adding to the sense of fun.

A Distinctive Diamond

Ronnie Malka of Malka Diamonds in Portland, OR, says it’s not easy to design a diamond-themed logo without having it looking like everyone else’s, or like Superman’s logo. “We wanted a diamond, but we also wanted the “M.” OffenseUnlimited.com created the logo, and we were and still are thrilled!”

An Award Winner

The logo for Cut Fine Jewelers in Baton Rouge, LA, won a gold award from the American Advertising Federation for its graphic design, which lends a modern, contemporary feel to the store. The name gives owner Matthew Patton the opportunity to educate customers about the importance of cut when assessing a diamond’s quality. “The most common question we get from almost everyone we have the opportunity to meet is, ‘Why is it called CUT?!’ The answer is amazingly simple: ‘Cut’ is the most important aspect of a diamond when it comes to picking the perfect one.” He also likes the simple and concise nature of the name, “CUT.” “We didn’t need another Family Name Fine Jewelers,” he says.

On the Lake

When Jeff Guntzviller designed a new location for Miner’s North Jewelers in Traverse City, MI, in 2021, he wanted people to walk in and get the sense that it’s a diamond store. The logo reflects both the artistic vibe of the store design and the store’s location directly across the street from Lake Michigan. “The diamond logos around the store and the pattern were done by a local design and signage company we used,” Guntzviller says. The design was a collaboration between Guntzviller, the sign company and the store designer.

DIY

Like everything else at Raintree, the distinctive tree logo was designed in house and appears in different iterations on the door of the store in Burlington, VT, as well as on social media and Raintree’s website. Husband and wife owners Michael Tope and Shannon Mahoney also designed and made all of their cases, fixtures and the storefront, as well as their jewelry, and they do their own photography. They carry their design aesthetic through every element of their gallery.

The post These Memorable Jeweler Logos Define Brand Identity appeared first on INSTOREMAG.COM.

Kaeleigh Testwuide, owner of The Diamond Reserve.

Last year, Testwuide, owner of The Diamond Reserve in Denver, was touched when she learned on social media about a young couple’s struggle to care for their infant son who had leukemia. Testwuide connected with them and offered to create and sell bracelets to help raise money for the baby’s care. Sadly, he died as the project launched, but Testwuide did sell enough bracelets online to raise $12,000 toward medical costs. It was the first e-commerce effort for Testwuide, who usually met clients by appointment only, and she was amazed she pulled it off.

That effort led Testwuide to make custom Diamond Name Stacking Rings for moms who had lost their babies to Sudden Infant Death Syndrome, including YouTube star Brittani Boren Leach. The babies’ names are written in script with diamonds, sometimes in the mother’s handwriting.

These projects naturally led to higher visibility on social media, where Testwuide connected with influencer Cheyenne Floyd, 28, a cast member on MTV reality show Teen Mom. Cheyenne had not lost a baby, but she wanted to buy a ring with her daughter’s name on it. Testwuide made a ring for her as a gift and asked her to collaborate on a giveaway of one of the rings on social media.

Testwuide was then invited to appear on Teen Mom to educate Floyd and her fiancée about diamond engagement rings. She made her virtual reality show debut on episode 8 of season 9, titled “Better Days Are Coming.”

“I tried to make it as real as possible,” she says. “We went over the 4 Cs and the benefits of buying a GIA-certified diamond. They wanted to be educated on their decision, which was cool.”

The episode did get some backlash from Teen Mom fans, who criticized Floyd for showing interest in a $60,000 3-carat diamond ring; some other lower-priced options had been lost to editing. “Any media is good media,” Testwuide says. “It connected me to a world that is opening up some doors.”

Testwuide designed this engagement ring for reality-show star Cheyenne Floyd.

Cheyenne’s final choice was a 3-carat cushion cut diamond in a micro-pavé eternity setting. Testwuide and Floyd also collaborated to design and launch a diamond fashion line for the mom market.

Testwuide suggests jewelers seek out influencers that they feel a connection with and vet them to make sure their followers are authentic and not paid to show up.

Testwuide’s appearance on MTV also has brought attention to The Diamond Reserve and has boosted e-commerce sales. “Teen Mom has been on TV for over a decade. I started watching it in college. So it was just kind of wild that I was on that show.”

Although Testwuide’s core business is as a diamond broker and custom jeweler for engagement rings and wedding bands, she’s interested in where the Cheyenne-branded, mom-focused jewelry line will take her business next. It could be an ideal way of continuing a relationship with clients post-wedding.

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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.”

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The cash wrap is a catchall term that refers to the register or checkout area of a retail setting. For many jewelry stores, it’s where the brand logo is displayed, often with a cool lighting fixture or other design flourish. It can’t be cluttered; you want customers to leave on a relaxed, upbeat and memorable note.

Form follows function. If it’s also a place for gift wrapping, make sure there’s a separate location behind or on the other side of the register to make that happen. Tuck away paper and boxes neatly behind closed doors or in drawers.

Allow plenty of space, advises visual merchandising expert and blogger Debi Ward Kennedy on decodivadebi.blogspot.com. The space between two parallel counters should be 3 feet wide to facilitate movement of people and product between them, including opening doors and drawers. With countertops an average 30 to 36 inches deep, you may need a 9-foot-deep area for this kind of cash wrap. If it’s a single counter, you’d still need 3 feet behind for passage and door operations, so allow 6 feet.

Once those essentials are taken care of, feel free to use your imagination.

Millennial Modern

The checkout counter is long, sleek and practical at Carter’s Jewelry of Petal, MS. In 2017, when Chae Carter opened her own version of the business her mother founded in 1986, the goal was to make it light and airy, modern and welcoming. The ambience suits Carter and the team of millennials and Gen Zs she has working with her, but guests of all ages feel comfortable there, too. Carter designed the store, which has an 1,800 square-foot showroom and a total space of 2,800 square feet, based on a vision she’d had for years of what her store would be.

The Beacon

The blue glass motif at the back of the Heller Jewelers showroom in San Ramon, CA, serves as a beacon to clients, while also mirroring large pillars of the same glass on each side of the storefront. The store, which debuted in 2020 and is owned by Scott Heller, is a full-service luxury jewelry and timepiece destination. The cool color palette of the 3,500 square-foot showroom befits the sleek interior design of the store designed by Ann Buda-Crema, owner of Launch by Design.

Colorado Cool

The cash wrap at Thollot is as distinctive and regionally inspired as the rest of the 5,985 square-foot Thornton, CO, store, a 2020 America’s Coolest Store winner owned by Troy and Joy Thollot. Colorado mountains are outlined in front of the counter. Recycled and reclaimed wood and other materials were incorporated throughout the store, designed by Robert Dykman.

It’s All in the Details

The cash wrap at M. Robinson Fine Jewelry in Austin continues the overall elegant lighting scheme of the 5,500 square-foot showroom with coordinating wall sconces and an artfully illuminated sign. The checkout counter reflects the neutral color palette, clean lines and simplicity of design created for the space by interior designer Leslie McGwire. M. Robinson Fine Jewelry is owned by Sherazad “Sunny” Lokhandwala. Raymond Gill is chief operations officer.

Effortless Elegance

Visible from any angle of the Kelley Jewelers showroom is the textured stone wall behind the cash wrap, which features the Kelley Jewelers logo offset with LED backlighting. It’s a signature part of the store and an integral part of the aesthetic of effortless elegance in the 4,700 square-foot showroom designed by Leslie McGwire & Associates. Kelley Jewelers, owned by Kim Ingram, occupies a 119 year-old building on Main Street in Weatherford, OK, on the famously well-traveled Route 66.

The Starburst

The cash wrap at Revolution Jewelry Works in Colorado Springs, CO, is at the center of a confluence of color and creativity embodied in the wildly expressive floor design. Owner Jennifer Farnes designed the floor pattern in Matrix CAD and worked with a flooring company to lay out the pattern using a grid in 5-foot sections. When the floors were poured and still wet, they manipulated the surface with a leaf blower to give the look of liquid metal in platinum and crimson. Farnes’ 4,300 square-foot space includes a 2,950 square-foot showroom outfitted with counters, showcases and displays made from Colorado reclaimed woods.

A Natural Feel

The high-ceilinged building occupied by S. Lennon & Co. Jewelers had been a diner, a coin-operated laundromat and a bank in the village of New Hartford, NY, before it became a 1,400 square foot jewelry showroom flooded with natural light. Because the store was designed by owners Stephen Lennon and Theresa Kalil-Lennon to make the most of a relatively small space, the cash wrap and repair shop are both near the entry and connected by a window. The natural wood of the cash wrap and cases bring the ethereal showroom space down to earth, giving it an organic feel, while blue accent walls are meant to remind visitors of the sea, the sky and Caribbean destinations. Because the team can see the entire store from the register area, they can be accessible to clients without being intrusive, which encourages browsing and discovery.

A Space Saver

At Adornment + Theory in Chicago, the compact checkout area does triple duty as a display case and jewelry bar, where clients can discuss creating the piece of their dreams with owner and jewelry designer Viviana Langhoff.

Relaxed Vibe

The use of wood warms up the point of sale, complements the wood flooring and provides a relaxed vibe at Mesa Jewelers, designed by Leslie McGwire & Associates, during a complete building renovation on Main Street in Grand Junction, CO. The accent color in the counter area reflect the colors used in a stone accent wall that provides the store’s true wow factor.

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