Sleek Seating

A stylish seating area, distinctive cases by JMJ Showcases, and wedding-appropriate signage all set the tone at Powell Jewelry’s elegant bridal counter, which is rendered in black and white with brushed gold accents that contrast with Italian marble floors. Leslie McGwire designed the Wichita, KS, store, which is owned by Dan and Lynn Hernandez.

Customer-Centric

I W Marks prides itself on creating a relaxed, approachable setting in which customers feel like they’re shopping with close friends. Owner Brad Marks took that customer-centric approach to heart when renovating the Houston store. The project included added a private viewing area near the bar and new showcases that encourage side-by-side selling.

Sweetly Discreet

The newest location of Bailey’s Fine Jewelry in Cary, NC, features a private space with its own entrance to allow for a discreet shopping experience, as well as intimate parties and VIP client showings. With the touch of a button, the glass entrance door frosts, adding to the private experience. The store is owned by the Bailey family: Clyde, Jane, Trey and Marci. Marci and COO Blair Jones designed the interior in collaboration with Artco and 310 Architecture + Interiors.

Intimate Setting

Tapper’s newest store in Novi, MI, includes an upstairs Diamond Loft, which is a full floor dedicated to all things engagement and bridal. It provides an intimate setting for guests to shop away from the distractions of the main floor. If that’s not intimate enough, Tapper’s has multiple private shopping lounges so that guests can shop in a way that’s most comfortable to them. Tapper’s is owned by Mark Tapper, Leora Tapper and Marla Tapper Young. JGA designed the space.

Upstairs Oasis

Schwanke-Kasten’s owner, Thomas Dixon, dreamed up an entire second floor and had it built on top of the previous roof to create a comfortable spot for intimate events and appointments in his Milwaukee store. It includes a full bar, lounge area, dining room, kitchen and outdoor patio. It’s been used for engagement ring designing, bridal parties, intimate client dinners and trunk shows. The area was designed by LA Dallman and ICON Architecture and Fabrication.

Heart of Hospitality

The heart of de Boulle’s recently expanded Houston store is a shared hospitality lounge, which connects the different spaces and features a double-height stone-clad wall with an emerald-cut illuminated ceiling where clients can enjoy a drink and be welcomed in a beautiful environment and friendly manner. Denis and Karen Boulle own de Boulle, and Lucid Architecture designed the space.

The post Private Spaces Put Engagement Ring Shoppers at Ease appeared first on INSTOREMAG.COM.

Shane O’Neill, vice-president of Fruchtman Marketing, says an effective About page can also ease the intimidation factor that jewelry stores have been known to trigger. “If people can start to get an idea of the staff in the store in terms of their experience as well as other ‘personalized’ info, it enables the store to build relationships with its customers,” he says.

The ideal About page includes information about why you exist (your mission), your history, your team, and perhaps most importantly, your values and ethics. Links to employment opportunities should also be on the About page, as job-seekers and the merely job-curious generally go to the About page to learn more about the company. The important thing is to create a page that helps make an emotional connection between the company and the visitor, says consultant Andrea Hill.

Whether or not showing team pictures is a privacy issue is somewhat unique to the jewelry industry, Hill says. “In general, sharing who your employees are, or at least who the customer-facing employees are, is not a big concern,” she says. “As long as the employees consent, it’s a great way to show the face of the company through its actual faces. In the jewelry industry, there is reasonable concern that someone could use that information as one element in building a dossier on potential targets.”

If a business owner is uncomfortable showing pictures and full names of employees, Hill suggests having illustrations drawn representing each customer-facing employee and sharing just first names. Another option would be to include a fun group photo at the business or at a group outing but not attach names to the picture.

L. Priori Jewelry

L. Priori’s Our Story page explains the founding of the business, as well as a Meet the Team page. In addition to a team photo, individual photos and bios of the team are displayed as well. Owner Lauren Priori says the website is constantly updated to keep pace with ecommerce trends. She recently added the Unbridaled app to sell diamonds directly from the website and has been pleasantly surprised by how well it’s going so far. The appointment-only retailer is based in Philadelphia.

Water Street Jewelers

The goal of Water Street Jewelers’ latest website is to elevate the company’s online presence and create an easy-tonavigate shopping site complete with a blog and interactive features. “We feel that the site reflects the energy of our store and branding,” says owner Daniela Balzano, “and I especially love the Our Story page because it shares pictures of our loved staff members and allows the viewer to get to know them. It was important that we maintain the same level of connection that we have in-store on our new site.” Water Street Jewelers is based in Guilford, CT.

Greenwich St. Jewelers

Greenwich St. in New York City launched its first website in 2006. Today, its About Us page includes the history of the family business, a timeline and photos of their new store in Tribeca. Throughout the pandemic, they focused on enhancing virtual offerings to serve clients through Live Chat conversations. As a result, they received more than 100 five-star Google reviews while at the same time experiencing an increase in clients designing custom engagement rings and source diamonds on the virtual Create Your Ring web tool without ever stepping in the store.

Marcilla Bailey Jewelry

Marcilla Bailey created the Marcilla Bailey Jewelry brand, an o shoot of North-Carolina-based Bailey’s Fine Jewelry, developing both a shoppable website and a Los Angeles-based showroom to launch it. The Marcilla Bailey Story page outlines her background and credentials while also linking to jewelry collections she has curated for the site, making the transition from information to shopping seamless. She has focused on fashionable pieces that she not only would wear, but that she is wearing herself, to help clients build their own jewelry wardrobes. “It’s jewelry that I truly love and want to share,” she says, “whatever I wake up in the morning and feel excited about.”

Von Bargen’s Jewelry

The management team at Von Bargen’s Jewelry in Burlington, VT, wanted a visual representation of the team’s personalities and interests, says manager Ali Dumont. Each sta member has space to include a photo collage of themselves, family members and their interests. “We’ve loved the use of photography on our team page,” Dumont says. “This page gives our team an opportunity to express their unique individual qualities and share special moments in their lives through photographs.” There’s also a mission statement: “Von Bargen’s Jewelry enhances, through the thoughtful and reflective practice of our business, the lives of our employees and clients, and the communities and world in which we live.”

Moonrise Jewelry

Twelve years ago, Moonrise Jewelry’s owner Meredith Lusk read a bit of advice in a business book that resonated with her: “Good things happen when you focus your brand.” She began to focus on the most unique aspect of her business: her signature line of exotic fish leather jewelry. Now her website is the top Google search result for “fish leather jewelry.” “It is the hook that draws visitors to our store and our website, where they can see more of what we have to o er,” she says. Her “Our Story” page includes a video explaining the experience of visiting Moonrise Jewelry in Cape Charles, VA.

Tapper’s Jewelry

Tapper’s Jewelry, which has four locations in Michigan, launched a new website in 2022 to align the company’s digital and in-store experiences. The Our Story page focuses on its family ownership, history and identity as a company, with examples of how they’ve made a di erence in the community, referencing a food drive, a coat drive and support for Ukrainian relief e orts. The website was built with the goal of facilitating communication while being user friendly, and includes features such as chat, appointment setting, repair tracking, and more.

Occasions Fine Jewelry

For Occasions Fine Jewelry owner Mike Fleck, the website is an opportunity to let the team’s fun, unique personalities shine through, which means everyone’s welcome to express themselves. “My sta are hands down the coolest people in Midland, Texas,” says Fleck. “There isn’t an age, nationality or demographic that isn’t represented here. We allow tattoos, piercings and a relaxed dress code so they are comfortable where they work.” This freedom of self-expression means customers are comfortable, too. “Because no matter how you are dressed or what you spend, you deserve to express yourself and let your personality shine through your jewelry.”

The post Why ‘About Us’ Pages Are More Important Than Ever for Effective Websites appeared first on INSTOREMAG.COM.

“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.

Customers are looking for curation in the form of gift suggestions and ease of shopping, like videos that link to shopping opportunities on the website and information about store hours that make Christmas shopping seem convenient, even on Dec. 24. When curating a gift guide, select pieces that range from affordable to over the top, suggests Shayne McCoy, founder of Straight Up Social. Make sure it’s an omnichannel effort. Create a separate landing page to promote your gift guide or publish it to a blog post. Then share it with customers in an email newsletter.

An Omnichannel Approach

The team at Houston’s Zadok Jewelers decorates both the interior and exterior of the store to create a festive environment and boost the holiday mood. It’s one touchpoint in the company’s 360-degree brand experience, which also includes a magazine, a digital and print gift guide and a bridal billboard. And because they display a video loop featuring holiday and party looks on seven LED panels facing Houston’s busy Post Oak Boulevard, the decorations take on a life of their own. In addition, an annual holiday gift guide is circulated to subscribers through a digital newsletter and used in local print publications. The in-house team chooses items based on what’s trendy and stylish in the market; customers love that the gift guide takes the guesswork out of holiday shopping. This year, the Zadok team has also created a bridal campaign billboard that promotes Zadok’s bridal boutique, a standout feature of their new store that opened in 2021.

The Murphy Bow

Murphy Jewelers’ signature “Murphy Bow” has become synonymous with the Murphy family business over the last few decades and is prominently featured in Christmas advertising, whether digital or direct mail. “It’s something our customers look for on special occasions, even telling their loved ones, ‘You better get me a Murphy Bow!’” says Mallory Murphy, who owns the business with her mom, Kim Murphy. “We often hear stories of families hiding it under the Christmas tree or inside a bag so as not to spoil a surprise.” Murphy Jewelers is based in Pottsville, PA.

Gifts with Purchase

Zorells owner Tim Ell concentrates on radio, TV and video, then reinforce the message with billboards in his Bismarck, ND, market. This year, the focus is on o ering products that can’t be easily comparison shopped and that come with incentives including gifts with purchase and interest-free fi nancing. Ell purchased a large quantity of necklaces and earrings to be used as the “irresistible gifts with purchase” for customers who spend a certain amount. Ell says that while many of his competitors advertise by claiming to have the lowest price, he prefers to add extra value rather than engage in a “race to the bottom.”

Having Fun with Instagram

Karen Hollis is the star of her unscripted Instagram video show for her Batavia, IL, K. Hollis Jewelers, whether she’s showing a few of her favorite holiday gifts, literally “spinning” into the holidays with dance moves or lying on the store fl oor petting her dog. She is her brand. And her brand is all about authenticity, spontaneity and fun. “What’s funny is people are calling the store and saying, ‘Do you still have that necklace you were wearing on Instagram on Tuesday?’ We had to start making a list of what I wore when because I couldn’t remember,” Hollis says. She has so much fun on social media that she’s put together a bloopers compilation of outtakes that she posts on April Fool’s Day

The Voice of the Business

Marc Majors, owner of Samuel L. Majors Jewelers in Midland, TX, appears in his own TV commercials, a personal touch that resonates with the crowd looking to buy local and buy small. “Anybody can take video or pictures of product and make a generic commercial, but when you add the personal touch of being in your own commercial and talking about your business, then it seems more important,” he says. “I also voice my own radio spots, and people seem to gravitate toward that as well. I’ll be in the grocery store talking to the cashier and someone will tell me they recognize my voice.”

Finding the Right Niche

Maejean Vintage is based in Lancaster, PA, and was founded over a decade ago as a global online business specializing in vintage and antique jewelry. But their showroom is open by appointment, so co-owner Laura Mae advertises in the local Fig Magazine as a way to connect with their local customer base. “It’s pretty much the only print advertising we routinely partake in,” she says. “The magazine is local and focuses on fascinating and inspiring stories, guides, and community. When deciding upon print advertising for our unconventional and niche business, the right fi t was especially important.” For this particular holiday ad, social media coordinator Heidi played model. “We decked her out in some of our most glamorous and sparkly pieces with a holiday inspired look!” Mae says.

All About the Jewelry

Rick Nichols, owner of Nassau Jewelry Co. in Fernandina Beach, FL, has been advertising in the local Amelia Island magazine for seven years, and shoppers bring in the ads or mention they’ve seen them year-round. Readers tend to be over 40 and not active on social media, so it’s a good way for Nassau Jewelry to connect with what is a desirable demographic for them. Nichols doesn’t mention Christmas in his holiday-season ads because he doesn’t believe it’s necessary and he prefers simplicity. “People are aware it is Christmas,” he says. “In the end, it’s about the jewelry.”

The post 13 Holiday Marketing Examples That Simplify Gift Giving appeared first on INSTOREMAG.COM.

Attention Grabbers

John Thomas Jewelers in Albuquerque works hard to put a twist on traditional messaging. Some of their most popular 40-foot billboards have read, “50% of Marriages End in Marriage,” “Let’s Stick it to the Divorce Lawyers,” “A Toast to the Oldyweds,” and “From the Mall doesn’t have the same ring to it.” They’re also known for giveaways, including a trip to Las Vegas for purchases of just $2,000 or more, and a box of chocolates and a dozen red roses with any purchase of $99. Last year, billboards depicted a big cushion-cut diamond, along with the announcement they were giving away a 4-carat cushion-cut Antwerp diamond worth $50,000.

Relatable

Elliott and Eva-Michelle Spicer, owners of Spicer Greene Jewelers of Asheville, NC, have successfully made their 94-year-old store resonate with younger customers through their website as well as traditional forms of marketing. The store, known for having the largest selection of loose diamonds in the Carolinas, conveys that message in a casual, conversational manner.

A Picture’s Worth At Least a Thousand Words

Employee-owned diamond-specialist Kesslers, based in Michigan and Wisconsin, has a photographer/videographer on staff, so in-house photos and videos are at the heart of the marketing plan. Monthly photo shoots feature diverse models and the Kesslers brand. While radio ads are geared toward the masses, their digital presence is focused more narrowly on a type of client or jewelry item. Digital presence has expanded to Facebook, Instagram, Pinterest, YouTube, targeting, e-mail, etc. while Kesslers retains a very strong and effective radio marketing presence.

Making Connections

Ben David Jewelers in Danville, VA, owned by J.T. Hyler, covers all bases, including billboards, when it comes to engagement ring marketing. Facebook and Instagram pages are loaded with real-life content. Online, they help customers brag about engagements and share what makes them happy. They connect with their customers daily though a chat widget and on Facebook/Instagram messenger. The Ben David Jewelers team also hosts weddings and vow renewals on Valentine’s Day to the public, providing both the ceremony and the reception.

The Goat

Richter & Phillips Jewelers wins an honor each year as the best place to buy an engagement ring in Cincinnati; in other words, they’re considered the GOAT, the Greatest of All Time. “A big crazy thing that captured attention was our GOAT billboard campaign,” says marketing director Rebecca Schaeper. The campaign includes the words, “If ya know, ya know.” “We try to treat the city to some offbeat billboard displays to offer a good laugh,” she adds. Top boards were “Time to Bend the Knee’ for the Game Of Thrones finale and “Our Kind of Lockdown” during the pandemic.

Marketing Mix

Although most marketing at Lustre in Richmond, VA, is digital, during the holidays sales owners Robin Salzberg and Daniel Wright use billboards, Facebook Live, radio, magazines and community outreach. Their favorite form of marketing is through word of mouth and charitable donations because they are “from the heart” and have the most impact.

Trademarked Tag Lines

Tim Ell of Zorells in Bismarck, ND, has written and produced ads over the years that have won first place ADDY awards, and he has sold ads to other jewelers across the country. He’s produced jingles and trademarked multiple marketing tag lines he continues to use, including “Get your happily ever after on!”, “Give her goosebumps,” “Wine and Shine” and “Zorells is where Bismarck goes to propose.”

The Look of Luxury

L. Priori is known for its custom jewelry designed in a serene, private environment at Lauren Priori’s studios in Philadelphia. Advertising shows off the craftsmanship of the ring while also conveying a sense of the brand’s serenity and simplicity.

Share the Love

Blue River Diamonds’ social media fans want to see proposal photos, the custom ring process and wedding photos, says operations manager Becky Bettencourt. “People don’t respond to super sales pitchy,” she says. “They tend to respond to more personal posts and stories. It’s all about an experience for them.” That connection and the anticipation about their own experience is the thing that gets people into the store, particularly younger people, she says. Usually, clients are more than happy to share proposal or formal engagement photos with their jeweler.

The post These 9 Jewelry Retailers Know How to Drive Engagement Ring Purchases appeared first on INSTOREMAG.COM.

• Purpose is the answer to such questions as, “Who are we? What do we do that makes us different?”
• Values provide important emotional context to marketing.
• Voice is the personality or tone of your brand. Is your voice formal or warm? Playful or serious? Imagine your brand voice as a character and describe it. For example, siblings Desi Kraiem and Justin Kraiem, owners of Just Desi in Beverly Hills, CA, describe the “Just Desi girl” as being “complex, individual, and owing you no explanation.”

The next step is to create three things you wish every prospect and customer knew about your business. Those three things should inform every piece of marketing you create. Consider how each of these items benefits the customer and create two or three benefit statements for each. Finally, create a list of proof points, such as customer testimonials, awards or case studies for each benefit statement. Consulting the Brand Messaging Guide that results from this exercise will ensure that each of your marketing efforts forms a mosaic that is the perfect picture of your brand’s promise and value, Hill says. For more strategies about branding, visit instoremag.com/hill

Here are eight examples of retail jewelers that have a cohesive marketing story and an active and purposeful plan to deliver that message.

Engaging

Stuart Benjamin & Co’s branding reflects the elegant simplicity of its streamlined San Diego showroom and its custom designs. Marketing is a priority. A digital newsletter is distributed at least once a week with the goal of keeping it informative, fun and web-worthy. “Nothing engages viewers like our product and lifestyle videos on our Facebook and Instagram sites,” Benjamin says. Also important to getting the message out are Google ads, co-op ads, live interviews on local television, and informational videos.

Inclusive

Viviana Langhoff’s Chicago space for Adornment + Theory is relaxed, stylish and unpretentious, much like her brand story, and appeals to female self-purchasers. “We don’t take ourselves too seriously,” Langhoff says. The main source of marketing is digital with a mix of products, jewelry history, artist highlights, gemstone education and humor. It’s also inclusive. “The models we select are from various ethnic, racial, and age backgrounds. It’s important for us that our clients see themselves represented,” Langhoff says.

Irreverent

Occasions Fine Jewelry in Midland, TX, has worked with Williams Marketing for more than 20 years, developing Occasions into its own character, which is funny and irreverent with a romantic heart. It always strives for better but has an impulsive streak that can get it in trouble, says owner Michael Fleck. Every marketing item they create is crafted through this lens, including lifestyle shots featuring clients as models, for an immersive experience.

All in Good Time

Marketing for Watches on Wall Street, owned by Eva-Michelle and Elliott Spicer in Asheville, NC, always features watches or watch parts. The logo has a spray of gears, which are echoed throughout the branding and even on the exterior of the building with a mural by a local artist. Customers sip whiskey out of custom engraved glassware or place their beer on a custom coaster.

Sparkle

Employee-owned Kesslers, with eight stores in Michigan and Wisconsin, sells only diamonds and diamond jewelry. Their tagline is “We do diamonds better because diamonds are all we do.” The brand also has a celebratory vibe, giving away more than 4,000 bottles of champagne every year. For many years, Kesslers’ only marketing vehicle was radio, but more recently they’ve added a strong digital presence to the mix that includes Facebook, Instagram, Pinterest, YouTube, and email.

Lifestyle

Brother and sister owners Desi and Justin Kraiem of Just Desi in Beverly Hills, CA, want everyone to feel like a celebrity. Their goal is to create a brand that consumers want to join and identify with. The content is meant to be viewed as thought-provoking art. Building a truly unique brand requires broadcasting an original message supported with original assets. Just Desi’s in-house marketing team is equipped with both a video and photography studio that allows for full creative control, resulting in dynamic messaging.

Vintage

Sisters Laura and Amanda Hornberger, owners of Maejean Vintage in Lancaster, PA, say the company’s core mission is to save priceless heirloom jewelry from being scrapped with the help of a talented in-house bench jeweler. But though the jewelry is vintage, their marketing approach is not. The sisters didn’t hesitate to jump on TikTok, producing viral videos that have earned more than 15 million views across the world. “We are unafraid to be ourselves and relate to our customers through our social media and reach them on a personal level that becomes vital when one’s business is conducted almost entirely online,” they say.

Quality

Stephen and Katie Kolokithas, owners of Jewelry Set in Stone in Chelsea, MI, aim for an intimate, personal experience with customers, who end up with a truly custom piece of wearable art. They implement strict quality standards to provide their clients with the best possible design and workmanship in custom and repairs, which are seen as a gateway to custom work. “Focusing on quality has led us to have a sterling reputation in the area, increasing the word-of-mouth advertisement we receive organically.” Marketing images have an organic sensibility and shiny rings are often juxtaposed against smooth stones for a tactile appeal.

The post 8 Jewelry Retailers Who Know How to Create a Brand Identity 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.

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