“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.

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OWNER: Alan Rodriguez; URL: julzbyalan.com; FOUNDED: 1987; Opened featured location: 2019;ARCHITECT AND DESIGN FIRMS: Norman Eckinger, design/build; architect of record Robert A. Wilson and design consulting from Jack L. Hawk, AIA; EMPLOYEES: 10 in two locations; AREA: 2,100 square-foot showroom; 4,000 square feet total; TOP BRANDS: Gabriel & Co., Breuning, Artistry, Tissot, Imperial Pearl; ONLINE PRESENCE: 217 5-star Google reviews; 2,259 Facebook followers; BUILDOUT COST: $1.2 million

IT’S ALL ABOUT context.

Alan Rodriguez says if he had built the newest version of his jewelry store, Julz by Alan Rodriguez, in a suburb or a strip mall, it might not be remarkable. But because he placed the bright glass-cubed structure among 150-year-old brick buildings in downtown Canton, it looks like a spaceship has landed in the middle of nowhere. “It has such a shock value because it contrasts with everything else,” he says.

That was the point though.

The glass cube is the focal point, and that feature was inspired by Rodriguez’s affinity for Apple stores. The cube is flooded with natural light by day and glows from within at night, serving as a beacon. “We’re on a one-way street and the cube is visible a block and a half away. We feel like we’re in an aquarium sometimes, but it’s really pretty cool,” he says.

Alan Rodriguez grew up near Canton’s downtown, and the location of his new store has been an integral part of the district’s revitalization.

The cube, simply outfitted with a single jewelry case, allows the Julz team to show diamonds in natural daylight in a unique setting. The space creates a sense of intimacy between staff and customers, too, with the city view as the backdrop and a level of separation from interactions in the rest of the store. The exterior view invites customers to linger longer, and staff members say they feel revitalized by the natural light.

In the dead of an Ohio winter, a 65-inch flat screen TV in the center of the store becomes a virtual fireplace. “With 4K resolution, you can walk by and feel like it’s warming you up,” Rodriguez says. They’ve also experimented with fall foliage scenes and an aquarium image in the summer. The showcase closest to the cube also has neon lighting that stays on all night and acts as a mood setter.

Various spaces in the store are separated by barn-style glass dividers that slide open and closed, a feature that Rodriguez describes as his single biggest investment. It’s a cool, contemporary touch, but it also reinforces the idea of transparency in his business.

Rodriguez says every aspect of the store, including its signature scent, quartz counter for the POS, and carpeting designed to look like marble tile combines for the result he had wanted to achieve: to make people want to spend money. “One recent new customer, who had visited us for a jewelry repair, remarked, ‘This place smells like the Bellagio!’ He ended up purchasing a $34,000 ring.

“It’s like a symphony orchestra,” Rodriguez says. “You hear the different instruments, and by themselves they sound cool, but collectively they are transformational.”

Julz by Alan Rodriguez sells only natural diamonds.

Julz’s debut was accompanied by another eye-opening futuristic feature for Canton: an electric car charger. “People would stop and take pictures from their car, because it was such a novel thing,” Rodriguez says. “It creates and reinforces the appearance that we’re progressive and forward thinking.”

The new location of Julz also makes Rodriguez feel right at home. He grew up about 20 blocks from the location, when downtown Canton was a vibrant locale with stores and theaters. His grade school, St. John the Baptist, is just one block away from Julz.

After college, Rodriguez returned, working in downtown Canton and living in an apartment nearby. At 30, married with two young children, he had the opportunity to purchase a business in downtown New Philadelphia, OH, about half an hour south.

He made the move, but by 2007, he realized that much of his business was coming from his hometown market, so he opened a second location in downtown Canton, becoming the first retailer in 30 years to open a downtown store after everyone had moved to the malls. “For me, it was a feeling I was back home,” he says. “I had reconnected with old relationships.”

When his lease ran out, he knew he wanted Julz to stay downtown, and he decided to buy a bank building with its own parking lot, which he completely renovated in a manner guaranteed to deliver that “shock value” he talks about, and perhaps even the feeling it had been delivered by alien life forms.

The cube structure is a quiet (and interesting) spot to discuss a jewelry purchase. It also allows diamonds to be shown in natural light.

Julz has been a catalyst for a part of downtown that had not yet experienced a significant rebirth. The renovation of a nearby park will be funded by the Pro Football Hall of Fame, which is located in Canton. “With the support of the city, we started seeing buildings around us cleaned up, artists painting murals, a brewery moved in,” says Rodriguez. “You create enthusiasm and people want in and everyone wins.

“In smaller, rural communities like this one, relationships with clients go through generations. Right now, I’m serving fourth-generation families. To have someone come in the store, a young girl looking at an engagement ring, and I can tell her stories about her great-great grandfather whom she never knew, it’s like comfort food in many ways. There’s a feeling of professional and personal fulfillment.”

In just one week in the spring, Rodriguez says, he shipped rings to Los Angeles, Dallas, Washington, D.C. and Atlanta to men who grew up in Canton and came to know Julz through their families. “When it came time to get engaged, thankfully, they still think of us in the town they grew up in.”

When it comes to what he’s selling them, Rodriguez has held the line against lab-created diamonds, preferring to sell natural diamonds and color, particularly sapphires, as center stones. “I’m pretty old school when it comes to that,” he says. “When I think of a natural diamond, there is something that suggests forever. There’s something very romantic, something very committing, for me. We share why we don’t have them (if we get a request) and the vast majority of those customers end up buying a natural diamond.”

Julz has merged traditional jewelry values, a longstanding connection to the community and a plunge into modern retail design for results guaranteed to engender enthusiasm in everyone, particularly its owner. “I’m as passionate and enthusiastic as when I started 45 years ago,” he says.

The lower level service center is a high priority.

Customer service meets marketing with complimentary logo umbrellas for inclement days in Canton, OH.

Five Cool Things About Julz by Alan Rodriguez

1. FULL SERVICE. When Rodriguez first worked in a jewelry store, the focus on professional service and staffing with watchmakers, jewelers and engravers made a strong impression on him. When he renovated the bank building for Julz, the lower level became his service center; jewelers are visible through the former bank’s bullet proof porthole windows. Between Julz and Rodriguez’s House of Stones in New Philadelphia, the repair department averages 200 jobs per week. “We’ve invested in our service department to be able to generate the traffic,” he says. “Invariably, they’re going to see something in the cases on their way in and on their way out.”

2. E-COMMERCE EFFORTS. Selling online is a work in progress, but Rodriguez is close to introducing an e-commerce platform. The store is primarily known for custom, and they’ve worked with out-of-town clients using a combination of chat, video and Zoom meetings.

3. BILLBOARD BLITZ. Julz has five billboards that rotate through the Canton metro market every three months. “Customers say they see our billboards everywhere,” Rodriguez says.

4. FOCUS ON REVIEWS. The Julz team makes a conscious effort to build up verified, authentic reviews, which become an important component of social media marketing. Not only are the reviews very positive, but customers have taken the time to comment on aspects of their experience and to single out certain staff members for praise.

5. RAINY DAYS. “We have an umbrella stand near our entrance with large umbrellas with our Julz logo and encourage our customers to take one when it’s raining outside,” says Rodriguez. “We’ve seen our umbrellas all over town! Our ultimate goal is to create exceptional experiences that will become lifelong memories.”

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Branded Bottle Leaves an Impression

Erik and Leslie Runyan, owners of Erik Runyan Jewelers, developed their own wine label to promote their Vancouver, WA, business. “It gives me great pleasure to open and share a bottle with a customer or send them home with some to think about and enjoy later,” Erik says. They’ve also hosted Wine Wednesdays to give clients another reason to visit. Light appetizers and local seasonal wines are used to create a fun and casual environment at the jewelry store.

What’s Upstairs? A Lifestyle Libation

On the second floor of BC Clark’s newest store in the upscale Classen Curve shopping center in Oklahoma City, guests will find a second spacious showroom, which is home to the Life:Style department featuring home decor, gifts, accessories, a bridal registry and — what else? — a wine bar. BC Clark is owned by Jim Clark and sons Coleman Clark and Mitchell Clark.

An Elegant Twist on Coffee

An elegant coffee service fits the mood at John Cauley Jewelers of Mobile, AL, which offers beautiful surprises around every corner. “When a new customer comes into the store, we usually hear them say, ‘Wow, this is a hidden gem,’” says owner John Cauley, whose gradual expansion of the space has turned it into a succession of separate rooms, each with a particular style and purpose.

Hershey’s Kisses Always In Stock

Vardy’s Jewelers owners Vandy Shtein, Fanya Hull, Misha Shtein and Alice Shtein strive to make the Cupertino, CA, store welcoming. From complimentary wine and champagne to freshly brewed coffee, the showroom is the family’s home away from home. They roll out the red carpet for customers with comfortable seating, potted plants, real wine glasses and Hershey’s Kisses. Vardy’s is ADA-friendly (including its website) and always has treats and cool water to welcome four-legged guests.

This One’s For Oenophiles

Rome Jewelers is set in a comfortable, friendly environment in Wilmington, OH, complete with a wine bar, large-screen TV and refreshments. In the summer of 2020, they opened a complementary business, Venice Wine, inside the store. Owners Marc and Joe Sodini upgraded the wine cases to custom fit the maximum allotted wine on each shelf. Lighting features in each case illuminate the special details in every bottle. Under the bottled shelved wine, they carry a selection of wine-themed gifts.

Cultivating a Hometown Flavor

Kim Murphy and her daughter, Mallory Murphy, were both instrumental in the interior design of their new Murphy Jewelers store in Whitehall, PA, while consulting with cousin Annie Murphy, an interior designer. They are especially proud of the bridal bar, where customers can shop for an engagement ring while enjoying a Yuengling beer from the Murphys’ hometown of Pottsville, PA. There’s also a cozy fireplace and an 86-inch TV. “Knowing our customers would be spending a lot of time in this area making a lifelong purchase, we wanted to make sure they were comfortable and at ease,” Mallory says.

Bourbon Banishes Stuffiness

When Diamond Center Jewelers opened in 2020 in Fort Smith, AR, the bar area with a 60-inch TV quickly became a client favorite, say owners Jim Cash III and Kayla Cash. “I am a whiskey and bourbon buff, so keeping the bar stocked is a lot of fun to me,” Jim says. “The bar automatically eases clients. They don’t feel like they are in a stuck-up or stuffy jewelry store.”

Everyone’s Favorite Is on Tap

T.C., Beth and Chris Carter envisioned a warm, inviting and hospitable atmosphere for their Mountain Home, AR, store from the moment that clients walk in the front doors and see a fireplace. Carter’s Jewel Chest’s hospitality bar area offers snacks, drinks and a TV. Mimosas and Bloody Mary’s are often shared and a local brewery’s favorite beer and root beer are always on tap. The on-tap beer is proving to enhance the men’s experience, especially, allowing them to feel more comfortable in the jewelry store environment. It doesn’t hurt that the TV over the bar is always playing sports too. In order to further enhance the customer experience, a signature of the store is freshly baked cookies that are passed out daily.

Fully Equipped for Relaxation

The Diamond Family’s owners Michael and Alex Haddad have equipped their dream 4,000-square-foot store in St. Louis, MO, with a lounge featuring a full bar, leather couches, massage chairs, a 60-inch TV, an electric fireplace and refrigerators for beer, water, soda and wine. “Treating people like family is the pillar of our business,” says Michael.

It’s a Treasure Hunt for All Ages

Liz Saba, owner of Presley & Co Fine Jewelers prominently displays a safe from the 1930s near the entrance of the San Diego store. “We keep wine and champagne for the adults, and ring pops and chocolate coins for the kids in the safe, and kids delight in helping to open it and discovering the treasure inside,” Saba says.

Let’s Hang Out

Owner Chae Carter says Carter’s Jewelry of Petal in Petal, MS, is known for being welcoming. In addition to serving refreshments, Carter has responded to the needs of her customers by adding hang-out areas, as the need becomes clear, including a Kid’s Corner for children to play and color while parents shop, and a Men’s Den, which includes a bar and a lounge.

This Bar Is Trademarked

Tim and Sharon Zorells treat clients of Zorells Jewelry in Bismarck, ND, to mimosas, wine, coffee, and soda while they have their jewelry cleaned or browse luxury designer selections at their trademarked Wine and Shine Bar. The store was designed by Leslie McGwire.

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The Malkas See Their Future Beyond Four Walls

Ronnie & David Malka

When husband-wife team David and Ronnie Malka set up Malka Diamonds & Fine Jewelry in a historical building in the mini-diamond district of downtown Portland, OR, their business model was based on person-to-person communication, much of it consultations about custom design with David, a graduate gemologist. E-commerce was something they thought they’d get to at some point, but it seemed like a huge undertaking to contemplate.

In mid-March of 2020, forced to close due to a pandemic lockdown, Ronnie sprang into action, quickly linking a Shopify account to the website and posting a curated selection of inventory focused on unique settings and the kinds of gemstones popular with their young, wedding-minded clientele: salt-and-pepper and geometric-shaped diamonds, sapphires and vintage bridal pieces.

E-commerce, digital communication and their already-established social media have been vital ever since.

“Because we’re a brick-and-mortar store, we’re able to engage with FaceTime, virtual appointments, phone calls,” Ronnie says. “If they have questions, we immediately answer. It feels like it’s an extension of the store.”

They’ve also sought feedback from online clients and, in response to learning that out-of-state clients seek assurances that the store is LGBTQ-friendly, Ronnie added an entire landing page to the site to ensure they got a proper welcome.

By mid-May, small shops in Portland were allowed to reopen, and the Malkas lined up appointments. On May 31, a peaceful gathering of speakers convened in downtown Portland to honor George Floyd and talk about the Black Lives Matter movement. Soon, though, that peaceful crowd was overtaken by angrier people, not affiliated with BLM, who were intent on destruction. When police pushed them out of the area around the Justice Department, they moved into a commercial area, damaging and looting an Apple Store and a Louis Vuitton location. Eventually, they found the diamond district of Portland.

“We saw it on the news, and then we saw it on our surveillance camera,” Ronnie says. “A hundred people came through there and destroyed the store, pushing over showcases.” Unfortunately, that happened more than once. “There were weeks and weeks of it. Every jewelry store in town got hit at least twice.” In response, the Malkas commissioned a local artist to paint words of support for BLM on their boarded-up windows.

Their storefront is still boarded up, but the Malkas have moved on. “We had no choice really,” Ronnie says. “It wasn’t going to be safe.” Because the space was in a historical building, they weren’t able to alter the facade of the building to make it less vulnerable.

At first, they set up shop in office space nearby. Although there was no foot traffic, people continued to call and make appointments to discuss engagement ring projects. “That was a cool realization for us, that we’re not just the four walls we were in. We have a presence in Portland.”

Business remained good into 2021, and the Malkas have no plans to return to a street-level storefront location. Instead, Ronnie is working with an interior designer, preparing to move to a second-floor retail space in Portland’s Pearl District. Clients will be buzzed in, then they will come up the stairs to a lobby and a parlor-style space. The shop will be bigger than the old place with room for at least two jewelers in addition to office spaces and a showroom.

“It’s going to be a unique, fun, user-friendly environment, and I think our customers love that one-of-a-kind custom feel,” she says.

Marla Aaron Renovates And Reaches Out

Marla Aaron

On March 11, just days before New York City shut down businesses in response to COVID-19, jewelry designer Marla Aaron signed a lease on the biggest space her company had ever occupied, a 5,300 square-foot office floor in Midtown’s Diamond District to be built out with a 500 square-foot showroom.

At the same time she realized what such a closure could mean to her business, Aaron quickly learned there’d been exposure to COVID-19 in her office. “It was completely terrifying,” she says.

Aaron launched her business in 2012 on Instagram, and at least 60 percent of her business is still direct to consumer, either online or in the showroom. She has also sold fine jewelry from a specially designed pop-up vending machine inspired by a trip to Japan.

In 2020, she completed her gut-job renovation, designing a retail showroom that embraces the functional maximalist style the company is known for, with a giant leather chesterfield sofa mixed with old airline lounge chairs upholstered in magenta wool from the Concorde Lounge.

They also fine-tuned the Zoom client experience, rehearsing what they’d do and say. Each Zoom meeting was staffed with two team members, who learned how to show product effectively on the website while also communicating personably.

Marla Aaron and her team installed a pop-up vending machine in Rockefeller Plaza to sell charms benefiting local restaurant owners.

Aaron found strength in 2020, in particular, by sharing her good fortune and encouraging teamwork.

Every Mother’s Day since 2015, she has given away a sterling silver piece of her signature lock jewelry to single moms in a campaign called Lock Your Mom. The first year she gave away 50; this year, she’s ready to give away 1,000. In 2020, when she rallied her team to prepare for the annual event, it bolstered morale and gave employees quarantined at home something meaningful to work on. “It put us on the right path mentally,” she says.

A new philanthropic effort born in 2020 was inspired by the plight of restaurants, which put Aaron’s own business challenges in perspective. Throughout the year, as Aaron regularly walked about 40 blocks from her office in Midtown toward her residence in East Harlem, she noticed the efforts restaurant owners had made just to stay open. One day, she’d see an outdoor space with flowers, the next day the flowers would be gone, and a day after that, a bubble would pop up to try to protect diners from the cold. “I thought, these business owners are ripping their hearts out trying to make their businesses work in New York in the middle of winter.”

That observation inspired her Take a Seat for Restaurants initiative. In early December, when she Googled “What is the most common restaurant chair in the world?” she realized it was the classic aluminum chair she’d seen stacked up all over New York. She talked with her team about making a 2-inch sterling silver replica charm of the chair that could be sold online as well as in a vending machine pop-up in a high-profile location.

Marla Aaron’s new showroom features maximalist colors, shapes and textures, and can be accessed by appointment only.

She contacted Chef Jose Andres’ World Central Kitchen, which quickly embraced the idea. “Then I thought, ‘How cocky can I be?’ I called Rockefeller Center and they said, ‘You can put that vending machine wherever you want.’” The charm, which debuted in mid-February, retails for $250. All proceeds benefit World Central Kitchen, which uses the power of food to heal communities while keeping restaurants in business.

By protecting her staff, forging ahead with business plans and finding ways to help others, Aaron achieved more than she thought she could in a tough year. A year ago, her only goal was to get to the end of 2020. “We did much better than that,” she says.

Emergency Protocol Plan Saves The Holidays For Thom Duma

Jackie and Tom Duma

The biggest challenge Tom Duma faced last year surfaced with a case of the sniffles in November.

Early in the month, Thom Duma Fine Jewelers in Warren, OH, had rocked a bridal event, creating momentum and a strong start to holiday sales. But not long after, one member of the six-person sales team tested positive for COVID-19.

Nearly everyone on staff had had contact with someone who had been exposed to the coronavirus.

On Nov. 20, the store closed while everyone quarantined and got tested.

By the time they reopened on Black Friday, the team had devised a new business model with the goal of keeping employees healthy while staving off another shutdown.

An administrator and a jeweler each worked on a lower level in closed offices, communicating only by phone. Sales staff was divided into two teams of three. One team worked Monday, Wednesday and Friday; the other worked Tuesday, Thursday and Saturday. They rotated on weekends. On days the teams worked from home, they set up appointments, made virtual sales calls and engaged in clienteling. Duma went home to work indefinitely, on call in case either team had a COVID scare. A security guard ensures only six people are in the small space at any one time, scans foreheads for fevers, and signs in each customer, who must don a mask and use hand sanitizer.

“As it turned out, we had the best November of my career and we were open only three weeks,” Duma says. “We made it through with no more sickness and managed to have sales similar to last year in December. We also stepped up virtual selling, curbside drop-off and pickup along with delivery to home or office.

Thom Duma Fine Jewelers had to close due to COVID-19, subsequently reopening with procedures in place to prevent another outbreak.

“It was the first time in 40 years I didn’t work the sales floor in December,” Duma says. “I love it. I’m finding more time to analyze and strategize.”

Last spring, Duma and the team set the tone for a successful year during the initial seven-week shutdown by calling their top 10,000 customers to ask what they might need. They started out by saying, “This is not a sales call. Just wanted to reach out and see how you are doing during these trying times.” After that, they would allow the customer to drive the conversation. Some were short, while others lasted over 30 minutes. The team was instructed not to bring up jewelry or sales unless the customer did. The calls led to the business donating 1,000 rubber gloves to an ambulance service and delivering lunch to some 50 clients. They even paid one customer’s rent. Others simply asked for prayers.

Optimism And Community Support Sustain Windy CityDiamonds

Garry Zimmerman, owner of Windy City Diamonds in Chicago, has a newly renovated showroom, but the process to get there was heart-wrenching.

Garry Zimmerman

After being shut down initially for COVID-19, Zimmerman responded like many other retailers did, working with clients on Zoom and posting updates on Facebook and Instagram. He was scheduled to reopen June 1, but on May 28, burglars invaded the store, which is in a prominent corner location on Jeweler’s Row in Chicago. The intruders, he says, were members of organized gangs unaffiliated with Black Lives Matter.

On Friday night, they used a pipe to break a couple of their 10-by-14-foot glass-paneled windows, leaving a mess, which Garry, his brothers and a cleaning crew spent 11 hours cleaning up.

On Saturday night, Zimmerman watched security camera surveillance for four hours as intruders returned, senselessly breaking every piece of glass in the store as well as every computer, desk and cabinet. They used hammers to punch holes in the cabinets. They dropped an expensive microscope from a second story landing into the stairwell. “I kept calling the police and the building security, and they didn’t do anything. I saw someone walk in with what looked like a stick of dynamite and I thought they were trying to blow up my vault.”

But jewelry was locked up. They didn’t take a thing.

“Twice was really disheartening, but I quickly jumped on trying to rebuild,” Zimmerman says. “It took us six weeks to put the store back together. We replaced all showcases, desks, computers, equipment and were finally ready to open.

We were open for one week and there was one more evening of riots in Chicago, which again did a lot of destruction in our store. This time, intruders broke a picture window, climbed through and went straight to the vault. They knew exactly where to go, but we have a high- security vault and they came in with only a hammer and a chisel.

“Being broken into three times really was mentally challenging for us, but we persevered, rebuilt again, and we finally opened up our store again. We were blessed to have many of our past clients come in to support us and we had a strong fourth quarter, but all in all the year has been a mental roller coaster.”

Windy City Diamonds’ plight garnered extensive media attention, and with that came community support and referrals. “We have a very good reputation and a nice client base and people were pouring out to help us remain in business.”

Zimmerman had planned to rearrange the whole store, but in the end settled on the floor plan he had in the beginning, which makes the most of the small space. Upgrades include wallpaper, wood floors and a mural painted on one of the walls that illustrates the custom design process.

Zimmerman found strength in 2020 in both his natural optimism and in the importance of supporting his staff. “When COVID hit, we applied for PPP, but in the meantime, I paid everyone 100 percent even though they weren’t working.

I was able to keep my staff whole even after the destruction.”

Love Is The Theme For Steve And Melissa Quick

Melissa Quick

By June, It had been a long year already for Steve and Melissa Quick, owners of Steve Quick Jeweler in Chicago.

The mandated COVID-19 shutdown came on March 18, the day before their highly anticipated wedding band trunk show was scheduled to begin with 62 confirmed appointments.

They had optimistically rescheduled it for June. Two days prior to their scheduled reopening the first week of June, the Quicks were summoned to the store by their alarm company, which warned Steve and Melissa that police would be unable to meet them there. Every jewelry store alarm on the North Side had sounded within 20 minutes.

“We were targeted,” Melissa says. “They had bricks and baseball bats and started hitting the windows to break them. Fifteen people piled out of three cars and went through the windows racing into the store for whatever they could grab.

Then almost as quickly as they came, they drove away.”

After they left, Steve arrived, clutching only a claw hammer. Drivers slowed to size up Steve, his hammer and his friend who had joined him to try to protect the store. Ultimately, the vigil that night was successful, if harrowing. But danger persisted. By night three, they’d teamed up with a neighbor to hire a security guard.

Melissa says they were fortunate because the store didn’t need to be rebuilt. “They got a cash drawer with a few hundred dollars and a lot of base metal sample rings. At some point, you know they showed up at a pawn shop or a recycling place and found out what that was worth. That’s my payback to them. The glass cost more to replace than what they got.”

They knew they’d have to wait eight weeks for glass replacement because “the entire city was broken,” says Melissa, which meant they wouldn’t be back to what counted as normal in 2020 till mid-August. “It’s hard to sell sparkly jewelry when your store is covered in plywood.”

But the Quicks reopened the second week of June anyway, painting messages of love on the plywood, which later morphed into a huge “love” mural on the side of the store.

“My sister, who works here, has two little kids, so they filled the whole front of the store with hearts while it was closed,” says Melissa. “The message was, ‘We’re not here, but we’re sending love.’”

“Love” began as a personal intention that became part of the business ethos.

When the glass was smashed and replaced with plywood, the team painted hearts on it. “We decided to paint a message of positivity because some people were being negative about the protests. Our mindset was: Love wins.”

When they did reopen, they were limited to five people per 1,000 square feet, the size of their showroom. They had decided to pivot to an appointment-only business, anyway, and Melissa offered curbside service and made home deliveries to established clients. “I was meeting people on their porches to show them jewelry,” she says. “Delivery endeared us to all of our clients who felt isolated and in a tough spot.”

That mode of business has endured. “Appointment-only has been transformational for us,” Melissa says. “I never utilized FaceTime or Zoom prior to the pandemic, unless a client had moved away. Now with a lot of people not going into a store in a year, it’s become more of a way to communicate.” Clients who want to shop in the store use the website as a catalog and know what they want to see.

Christmas success came as a pleasant surprise, with the best December since 2012, even though they were open five days a week and only by appointment. Usually in December, they’d be working 10 hour days, seven days a week, and would feel wrecked even before the biggest rush hit.

“We didn’t work like fiends,” Melissa says. “We watched Christmas movies, Zoomed with friends and actually enjoyed the holiday season. Go figure! I can tell you we will never do 50-plus hours a week in December again.”

FOR CLODIUS & CO. FAILURE IS NOT AN OPTION

Mark and Monika Clodius

For Mark and Monika Clodius, 2020’s most haunting memory was of standing in the smashed-out vestibule of their store in the middle of an early summer night, surrounded by broken glass while carrying guns and waiting for the building to be secured. Organized groups of jewel thieves were taking advantage of police distraction engendered by Black Lives Matter protests and random looters.

All year, the couple had been forced to think on their feet, while adapting to ever-changing conditions. They learned how to sell engagement rings in their parking lot and they now offer a personal shopping service that works with FaceTime, phone or text. They’re inching toward e-commerce and offering contactless service. A goal for 2021 is to upgrade inventory photography.

“My general set point is optimistic,” Mark says. “I’m not scared of failing, and I’m not trying to set a record in sales this year, either.” They embraced the philosophy of “failure is not an option.”

They’ve shifted their focus to making the most of what they have on hand already, from personnel to inventory. “We have assets that are human and we have assets that are material, gold and gemstones,” Mark says. “We’re using our human assets to leverage our material assets into making jewelry for ourselves, especially diamond basics and bridal; instead of buying a line, we try to find styles and trends and make a ring or two that hits some of those trends.”

They were able to defer mortgage payments through an SBA program, obtain PPP funding and bring back furloughed employees at reduced hours. “We’re happy to have a business that enables our employees to pay their bills.” The Clodiuses also did whatever they could to cut costs; buying a lawn mower and taking care of their own grounds maintenance saved a few thousand dollars in 2020.

“I’m very thankful that some of the things we’ve done proved to be good decisions,” Mark Clodius says. “Even some of our inaction. We are over-inventoried and have been for many years. Having these things enabled us to sell down our inventory at regular prices and that really helped the company financially, coupled with making and remaking inventory.” While bridal has been strong, so have colored gemstone rings. “That speaks to a strength we’re paying more attention to,” Mark says.

Every year that their local newspaper has done a “best of community,” including 2020, Clodius & Co. has been voted best jeweler.

“I know we have a good customer base, and it’s important to be there for them and try to anticipate what that’s going to mean. There’s something to be said about keeping a small business going.”

The post Back From The Brink: How Resourceful Jewelry Retailers Overcame Challenges of 2020 appeared first on INSTOREMAG.COM.

FOUNDED: 2011; AREA: 635 square feet; TOP ARTISTS: La Kaiser, Jennie Kwon, Megan Thorne, Misa, Vale; ONLINE PRESENCE: 12 Google reviews with a 4.7 rating; 1,560 Facebook followers; 4,066 Instagram followers; BUILDOUT COST: $3,000

Rachel Pfeiffer

RACHEL LANE PFEIFFER learned much of what she knows about jewelry on the job.

Her education began when, as a student at Miami University in Oxford, OH, she got a job at a store called Collected Works, which was primarily a gift shop. “But occasionally,” Pfeiffer says, “we’d get this incredible jewelry in.”

When the gift shop owners decided to sell the business, she bought it on a whim, at age 25, with her older sister, Jessica Kate, with the idea they would figure it out together.

They noticed that the jewelry was the thing that was selling, and the jewelry is what the sisters were most interested in. Pfeiffer, an English literature major, says she was drawn to jewelry for the stories it told: “The stories of who made it and the woman who wears it and breathes life into it,” she explains.

So they brought in more and more jewelry. “There wasn’t anywhere in Oxford to get nice jewelry,” Pfeiffer says. “Once we started to look at what was selling, it was all jewelry.” They did a major rebrand and renovation, adding wood floors, chandeliers, new display cases and a new name: Lane & Kate.

At that point, they also shifted focus from fashion to fine jewelry, after being captivated by designer Megan Thorne’s Picture Frame diamond ring. “I saw it on Pinterest and I was like, ‘I need that in my life!’” Pfeiffer recalls. The sisters sought out Thorne at a New York jewelry show and found her to be so supportive and helpful that they began selling her jewelry at Lane & Kate. “We sold some pieces pretty quickly,” Pfeiffer says. “Megan helped guide us into this fine jewelry world. She would say, ‘If you like this line, check out this other line.’ We pulled in the artists we wanted to see and started to define what our brand was.”

In 2016, Pfeiffer relocated the business from Oxford to Cincinnati, which brought about a demand not only for higher-end jewelry, which she had expected, but also, increasingly, for custom bridal, which she had not. Pfeiffer began her foray into custom by collaborating on new designs with artists she was already working with, but when clients were looking for rings that didn’t quite fit their style, she thought, “I can do this.” Referred by her Jeweler’s Mutual agent to a local goldsmith, Pfeiffer began collaborating with him on custom rings, greatly expanding the scope of what she could offer. It was another learning experience. “He has been a wealth of knowledge, and we’ve done great pieces together,” she says.

“We start with a conversation about our clients’ lifestyle and what they are looking for in a ring,” she says. “We then offer free sketches and create 3D renderings. After approval of the renderings, we offer a wax mold of the setting so they can see it in person to visualize their custom piece.”

Pfeiffer worked with her sister for seven years and has owned the business on her own for three. “Every member of our staff is involved in big decisions,” Pfeiffer says. “We spend so much time together here at the shop that we collaborate on everything from jewelry displays to future events.”

Store manager Ellana Hagedorn, left, and owner Rachel Pfeiffer know what women want.

Pfeiffer, who started the business with just $20,000, has also been resourceful with outfitting, decorating and designing her small store. “I grew up in the country where you worked with the resources you had,” she says. “So we asked, ‘What can we get that is affordable?’” She and her family reclaimed or created all of the furniture and displays.

She splurged on buying quality cases from the ‘80s, which had a black mirror-and-gold finish with a neon vibe, but then wrapped them in a natural wood finish and painted them white to give them new life.

“There is a wealth of things out there that are secondhand or used items,” she says. “We scoured Facebook Marketplace and Craigslist, and we found new uses for things. We got a beautiful old glass bakery display that became a beautiful jewelry case.”

Reclaimed wood shelves were cheaper and more interesting than buying new. “We saw an ad for spare wood on Craigslist, $100 for 10 planks of old tobacco barn flooring from Lexington, Kentucky,” she says. “We hand-planed it down, got cheap brackets for it, and did it ourselves.”

She likes to buy affordable bases and then add highlights to them, like a polished inlay on top of a rustic display table. “I wanted a marble top for our tables, and they misquoted me by $4,000, which we realized just days before we were supposed to open,” she says. “My husband said, ‘We can make a tabletop with concrete mix,’ so we poured the countertop and made round tabletops. We watched YouTube videos to learn how to do it. We get so many compliments!”

There’s also a floral theme in the store with a locally grown flower bar and floral art drawn on the white walls. Full length mirrors complete the look, while also being a practical amenity for shoppers.

Some tables in the center of the store still display pieces of fashion jewelry, which serve as a gateway to fine jewelry habits, as well as providing ideas for bridal day jewelry or bridesmaids’ gifts. “People come in and see the fashion pieces on an open table in the middle of the store and they say, ‘Oh, this is really affordable!’, and as they walk through the store, they see more pieces and fall in love with them. A lot of people started out as fashion buyers, then we built up a relationship with them. As they have grown up in their tastes, so have we. We have grown together.”

Rachel Pfeiffer scoured Craigslist looking for display furniture and made shelves from plank flooring reclaimed from a tobacco barn in Kentucky.

“For many of our clients, this is their first time buying jewelry,” Pfeiffer says. “We have a clientele of young professionals who want to know what they’re buying is good quality, and then they start sending their guys here for holiday gifts or for engagement rings.”

Her knack for storytelling informs her approach to sales. “We tell the stories of our artists and make sure our clients know not only what their piece is made of, but by whom and how it was made as well,” she says.

During the spring’s state-mandated closing of non-essential retailers, Pfeiffer and her team began emailing and reaching out to clients, who were very receptive to email exchanges or setting up calls over Zoom. “We started doing more custom projects than ever before,” she says.

They are working fewer hours in the store and decided to close on Mondays and Tuesdays, but online sales have increased dramatically.

Appointments have also been convenient. “I see it as being a more permanent thing,” Pfeiffer says. “That’s definitely a change we’re going to keep. We’re trying to find the bright side of things.”

PHOTO GALLERY (18 IMAGES)

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Five Cool Things About Lane & Kate

1. DIY WEBSITE. Lane & Kate’s website perfectly reflects the store’s aesthetic. Pfeiffer took a DIY approach to her website, starting with a Shopify template and relying on Shopify tutorial videos to guide her the rest of the way. “I did hire a photographer to come take some pictures of the store, and we set up some collections of jewelry for her to photograph. The rest was all online tutorials and DIY.”

2. LOCAL LOVE. Lane & Kate has collaborated with other local women-owned businesses for giveaways and local promotions. “We host a piercing event with a local tattoo/piercing parlor twice a year for a stress free, supportive setting,” Pfeiffer says. “It was a great was to introduce people to our store in a new and fun way. We now have a partnership with our piercing parlor; customers can purchase jewelry from our store and take it to the parlor for piercing or to assist in changing out their original piercing.” She also partners with a local flower farm for a DIY flower bar. “Every weekend, we have fresh locally grown blooms for customers to create arrangements.”

3. FEMALE FOCUS. “We have an all-female staff, which was not intentional, but women know what women want,” Pfeiffer says. “Usually girls come in to try on the pieces together; they shop with friends. We have a strong sisterhood vibe. The majority of our designers are independent women designers, and I think our customer base takes notice.”

4. STELLAR SERVICE. The team at Lane & Kate go out of their way to accommodate their clients. “We have great relationships with our artists, so we can bring in styles from their collections we don’t carry in store for our customers to view in person before committing,” Pfeiffer says. The store also offers free re-sizings, so that clients can feel confident in their purchase.

5. COMMUNICATION STYLE. No matter who greets you at Lane & Kate, you’ll find an eager conversationalist, says Pfeiffer. That open communication is present on social media, as well. “Our Instagram followers comment and tag us in posts and memes, and it’s a great organic way for us to connect,” she says. “Our most successful campaign was our promotion for our piercing party, which sold out in a matter of hours via Instagram.”

The post Ohio Jewelry Store Owner Grows Up With Her Customers appeared first on INSTOREMAG.COM.

Client Comfort

At Christopher’s Fine Jewelry & Rare Coins in West Des Moines, IA, which debuted in 2019, the bridal area is a curved bar-style station with comfortable counter height seating, which allows a close look at each specific designer’s collection as well as the loose diamond selection. The wedding band area (pictured at left) is private, cozy and luxe, with benches for two and privacy. “We were intentional regarding the client experience in their engagement and diamond purchasing,” says general manager Christine Osborne. “We have always wanted people to feel at home with us, and we kept that in mind with every aspect of the design.”

Fast Forward

With the Diamond Room in Austin, owner Matthew O’Desky created an appointment-only private jeweler in 2009. With a makeover in 2018, the space became ultra-modern. In addition to comfortable space-age seating, the frosted front doors have high-polished bar handles, and there’s a 6-foot glass bar suspended from the ceiling. A flat-screen TV looks like it’s a painting until renderings of rings magically appear on the screen.

Bridal Bar

Family-owned Tapper’s Diamonds & Fine Jewelry in Troy, MI, blends modern and mid-century design, and features customer facing showcases and a U-shaped bridal bar, developed to offer Tapper’s guests a relaxing, luxury shopping experience in a welcoming environment.

Splash of Color

Erickson Jewelers, owned by Sherri and Randy Erickson, is housed in a century-old building in Iron Mountain, MI, which they renovated in 2018. The blue benches pop in an otherwise neutral color scheme. Throughout the store, they use showcases that open from the front for side-by-side selling without barriers. “Diamonds and custom design are where we shine!” Sherri says.

Cool Comfort

Vardy’s, a family-owned design/craft workshop in the Silicon Valley, Cupertino, CA, made serious lemonades out of lemons in 2019, when someone accidentally crashed their car into the store’s exterior wall. They seized that opportunity to renovate, updating the interior in cool grays and blues. Comfy, cool-toned seating is a priority. “From complimentary wine and champagne or dispensing hot drinks in chill weather, we view the showroom as our home away from home,” says Fanya Hull, who owns Vardy’s with Vardy Shtein, Misha Shtein and Alice Shtein.

Bridal Booth

Ramsey’s Diamond Jewelers in Metairie, LA, owned by Robert Ramsey, features private consultation booths in the sprawling store, which opened in 2018. The booths add cozy, personal space to a 6,000-square-foot showroom. Another strategy they’ve employed to make the space manageable is to divide the floor with a main path, bordered by two different carpet patterns. This creates a different feel that separates the bridal area from the space where other types of diamond jewelry are offered.

Residential Vibe

In a 2019 reinvention of Perry’s Emporium in Wilmington, NC, owned by Alan Perry and his sons, Josh and Jordan Perry, interior designer Danielle Saintard Valiente of Port City Design Group transformed the interior from a traditional palette of jewel tones to a new look that mirrors the coastal North Carolina setting, creating an elegant residential-style vibe. The store’s original carved mahogany doors were used in the design consultation bistro to divide booth seating.

In the Cube

Over the years, as the owner of two stores in Ohio, Alan Rodriguez would often hear from customers that, “Jewelry ALWAYS looks better under the fancy lighting in jewelry stores.” At the new Julz by Alan Rodriguez store in downtown Canton, OH, which debuted in 2019, a large glass cube containing a single jewelry case, allows the Julz team to show the beauty of their diamond jewelry in natural daylight. The unique space fosters a sense of intimacy between staff and customers, with privacy from other interactions going on in the store behind them.

Pull Up a Chair

Perry’s Diamond & Estate Jewelry in Charlotte, NC, boasts 12 private buying offices, an on-site custom design and repair studio and a showroom with a mix of sit-down and walk-up showcases. The showroom was designed like a home with comfortable chairs for clients to view jewelry and meet with associates, a beverage center stocked with beer, wine, soda and water, and even a sitting area with a television playing local sporting events and news.

Diamonds in the Round

Reis-Nichols’ Indiana store has multiple features catering specifically to client experience, says owner William P. “BJ” Nichols. A custom hospitality bar greets customers with coffee, daily fresh-baked cookies, and a small refreshment refrigerator including milk and juice boxes for kids. During private events, it turns into an actual bar. The space also includes several seating areas: from a comfortable waiting space, a unique round semi-private diamond showroom on the middle of the sales floor, and the luxurious watch lounge. There is even a round jewelry showcase that can convert into a serpentine showcase for special events.

Something Blue

At the French-inspired YLANG YLANG in St. Louis, one of owner Julie Ettinger’s favorite spaces is the “blue room,” separated from the main showroom by French doors. Here she can offer guests a private luxury design experience, a place to pop the question, or a private spot for celebrations with champagne toasts.

Culture Club

Family-owned Fakier Jewelers’ interior design, evoking elements of New Orleans, Montreal and Paris, elevates the shopping experience in Houma, LA. Manon Fakier worked with The French Mix interior design firm of Covington, LA, to pull it together in the store that opened in 2017. “We wanted to bring a little bit of that French culture in the store,” she says, as well as to blend antiques with comfortable seating for everyday function.

Custom-Built

Day’s Jewelers’ Forevermark bridal enclave is considered the crown jewel of the Nashua, NH, store, owners Jeff and Kathy Corey say, with its custom-built benches and furniture, as well as the story of Forevermark playing on a continuous loop.

The post 13 Spaces That Elevate the Ring-Shopping Experience appeared first on INSTOREMAG.COM.

Carter’s Jewel Chest

Mountain Home, AR

Second-generation owner Chris Carter oversaw the renovation of Carter’s Jewel Chest in 2018 to create a bright and modern aesthetic with a Hearts On Fire boutique and a diamond island. The remodel also greatly expanded the space from 2,000 to 6,200 square feet. Chris joined the family business in 2003 and works with his mom, Beth, who founded the business over 40 years ago with her husband, T.C. Carter. Judges describe the store as inviting, cozy and a comfortable place to visit. It’s a modern design with a neutral palette for a timeless appeal.

Ramsey’s Diamond Jewelers

Metairie, LA

In 2018, second-generation jeweler Robert Ramsey transformed a shadowy, cavernous former restaurant into the bright and airy “Largest Diamond Store in Louisiana,” Ramsey’s Diamond Jewelers. Due to the expansive square footage, the sales floor is divided by a main path bordered by two different carpet patterns. This visual cue separates the bridal area from the space where other types of diamond jewelry are offered. Judges say Ramsey’s strong ties to the community are woven throughout the company’s brand message. Love, resilience, and community commitment are not marketing slogans but expressions from the heart. Their social media strategy reflects their core community beliefs.

Spicer Greene Jewelers

Asheville, NC

In 2014, Elliott and Eva-Michelle Spicer purchased Wick and Greene Jewelers from Eva-Michelle’s parents and embarked on a renovation of the art deco building that was once a gas station. The business is known for having the Carolinas’ largest selection of loose diamonds on display in the showroom, which are displayed in a grid format, similar to how shoppers would view diamonds on popular online platforms. Judges describe the store as contemporary and inviting, and beautiful inside and out.

Vandenbergs Jewelers

Edmonton, Alberta, Canada

Ralph and Lori Vandenberg grew Vandenberg’s from a 500-square-foot fashion-jewelry store to a full-service 3,300 square foot showplace that debuted in 2019. The design incorporates industrial features with lush carpeted areas and a glass wall separating showroom from workshop. The common comment from clients is, “I don’t want to leave; everywhere I look, there’s something I want to look closer at.” Judges agree that everything about this store makes visitors take notice, from the walls of glass and the copper fan hoods, to the casting room on display at the front of the store.

Jack Lewis Jewelers

Bloomington, IL

John Carter first worked at Jack Lewis Jewelers when he was in high school. Nineteen years later, Carter bought the store. Judges love the experiential nature of John Carter’s business, from the engagement ring photo shoots to the Ring Playground and a Blingfest event, and say the creativity and fun atmosphere of this business stands out. Client interaction is smart, imaginative and engaging and sets the stage to earn their clients’ trust. Carter credits his team, whom he describes as “amazing human beings,” for the success of the business.

Small Cool Honorable Mentions

Amor Fine Jewelry

Brooklyn, NY

When Zalman and Simcha Minkowitz opened their own store, they had no idea how to use Instagram. Now, with some help from their teenagers, who advise them on marketing, they have 4,000-plus followers. Clients drive from out of town to meet them or shop directly from Instagram. They’re also treated like they’re famous in local restaurants or out on the street, due to their Instagram stories. “It blows us away every time,” they say. Judges say Amor Fine Jewelry is luxurious and inviting, a beautiful mix of elegant materials, tones, textures and design sophistication. The brand voice and imagery is inviting, authentic, understated, and respectful.

Brax Jewelers

Newport Beach, CA

Owner Amy Astaraee’s interests in art, design and fashion inspired her to launch a career in jewelry and to open a store inspired by Parisian boutiques. Marketing is focused on the idea of bringing women together to empower one another. In addition to featuring the work of other designers, Astaraee also has her own jewelry line called Amy A. Designs, focusing on custom engagement rings. Judges say Brax Jewelers offers a creative and exciting shopping experience that celebrates women and gift-giving and specializes in extravagant events. The Brax brand expresses an inviting, trustworthy, and sophisticated high-fashion luxe image.

Make Made Jewelry

Greenville, SC

Make Made is an artisan-driven studio offering one-of-a-kind pieces and distinctive limited edition jewelry. Owned by Katie Poterala and Danielle Miller Giliam, Make Made hosts a wide range of metalworking courses for students at all levels, from first timers to the jewelry-making obsessed. They’re committed to supporting sustainable practices and material choices, both in jewelry and in the store itself. Judges say Make Made offers a hip immersive artisan experience in a chic, modern and fun environment.

Jacob Raymond Custom Jewelry

Greensboro, NC

Jacob and Liz Wosinski own Jacob Raymond Custom Jewelry, where everything in the store is handmade in house. Jacob was a bench jeweler and designer for 25 years before he opened his own store in 2017. The workshop is incorporated into the showroom with casting equipment on the sales floor and in the front window. Judges describe the store as an eclectic studio boutique, and Jacob as an authentic and passionate representative of the brand. Classic touches, such as the store sign and logo, portray a brand of integrity with a nod to the past that is at the same time current and cool.

Lane & Kate

Cincinnati, OH

Owned by Rachel Pfeiffer, Lane & Kate is a custom jewelry and botanical boutique specializing in delicate jewelry designed by women. Within the modern surroundings and the locally grown flower bar, there is a feminine energy that is inviting to both bridal couples and female-self purchasers. Pfeiffer partners with a local flower farm for a DIY flower bar. Every weekend, customers can create arrangements using fresh locally grown blooms. Judges describe the space as contemporary with understated elegance and an organic vibe.

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