“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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OWNERS: : Dror and Helene Zadok and their three sons, Jonathan, Segev and Gilad; URL: zadok.com; ONLINE PRESENCE: 28,753 Facebook followers; FOUNDED: 1976; Opened featured location: 2021; AREA: : 28,000 square feet; 18,000 square-foot showroom; ARCHITECT AND DESIGN FIRMS: Michael Hsu Office of Architecture; Nina Magon Studio; SHOWCASES: Faubion Associates Inc.; Alliance;TOP BRANDS: Cartier, Vacheron Constantin, Roberto Coin, Zadok Collection, Mikimoto; EMPLOYEES: 48

Zadok family

MOVING INTO THE expansive new site of his family’s jewelry store in uptown Houston was bittersweet for Jonathan Zadok, who had collected a lifetime of memories at the former location. “That was where I grew up,” he says.

But nostalgia was trumped by excitement and the prospect of new memories, especially when his 5-year-old daughter walked into the new Zadok Jewelers, with its two-story foyer, artistic light fixture and rich, natural finishes, and said, “Daddy, this store is so much nicer than your old store!”

“You don’t realize how dated your old store was until you move into your new store,” Jonathan says. “Want the truth? Ask a 5-year-old. No one tells you the truth like a child.”

Zadok’s clients seem to agree. “I think the customers really love it: a new and fresh look, a cool, fun place to go,” Jonathan says. “We opened in March of 2021 right when people were starting to come out of their COVID hibernations. Most of them say they’ve never seen anything like it.”

Post Oak Place, the mixed-use project owned and developed by the Zadok family, houses their new 28,000-square-foot retail operation, double the size of its previous location, as well as space for two restaurants and five stories of office space.

Zadok Jewelers is owned by Helene and Dror Zadok and their three sons, Jonathan, Segev and Gilad. The entire family — parents, sons, daughters-in-law and children — were involved in store design discussions with Jay Colombo, partner at Michael Hsu Office of Architecture, which designed the entire project.

It was clear that the store’s design narrative would revolve around family.

Dror (a sixth-generation jeweler) and Helene Zadok came to Houston in 1976 from Jerusalem with two suitcases and a baby. Dror and Helene founded a small jewelry shop on prestigious Post Oak Boulevard and slowly built a business by embracing the community and taking a genuine interest in customers’ lives and milestones.

What began as a 1,200 square-foot storefront has grown slowly over time, expanding in its former location at least six times before the 2021 move.

Jonathan says the store has always been like an extension of their living room and no one wanted that to change, no matter the size. “We want people to feel like they are walking into our home,” he says.

They also didn’t want their customers to feel they had to dress up to visit. “We live in a Lululemon world,” Jonathan says. “We wanted the store to feel like you could walk in no matter how you were dressed. We spent many sleepless nights wondering how to achieve that.”

It was imperative, Jonathan says, to configure the floorplan to include inviting, smaller spaces, such as boutiques and intimate seating areas, in multiple lounges and bars. Because the architect designed both the building and the exterior, the company was able to determine how tall or small different areas of the store would be and strategically position seating areas. Colombo says the goal was to create places where clients can feel like they are the only ones in the store and where sales associates can chat with a client and not have it be over a showcase.

On the grand end of the scale, they did punch a hole through the first-floor ceiling to the second floor to allow a large light fixture to be hung. The contemporary fixture by artist Tom Dixon is a centerpiece that unites both floors. “Then things compress down again,” Colombo says. “Nothing is uniformly the same across the space.”

The exterior of the building is pedestrian-friendly with limestone and lush greenery along walkways. The interior is notable for a calming palette of warm wood, Italian stone flooring, and velveteen wall coverings juxtaposed with brass ornamentation and rich detailing. These high-quality materials and design elements, often found in luxury residences, create a space that’s soft and inviting.

The two-story atrium space and light fixture creates a touch of grandeur.

The beauty of the store can be felt as well as seen. “We wanted to make sure that things we selected were quite tactile,” says Colombo. “Brass, travertine, beautiful marble. They connect with people. There’s no laminate or fake material.”

Three sides of the building let natural light flood into the store as deeply as possible. “You don’t feel like you’re in a fluorescent box,” Colombo says. Windows line the branded boutiques, while another giant window illuminates the grand staircase with northern light, desirable for its consistency and evenness.

Zadok partnered with watchmakers and jewelers to create four in-store boutiques reflecting the look and feel of their respective flagship locations. On the first floor, boutiques dedicated to luxury watch brands include Vacheron Constantin, Jaeger-LeCoultre, A. Lange & Sohne, IWC and Cartier. The space is also home to 14 shop-in-shops.

“This space allows us to showcase the brands in a much better way,” says Jonathan. “We thought long and hard about how to not let the store look like a bazaar, with brand colors fighting each other.” They chose an overall color scheme that could wrap around and separate the brands without clashing with some of the brands’ brighter colors.

The second floor, branded as Upstairs at Zadok, starts with a bridal shop, a Champagne lounge and a design room equipped with a 3-D wax printer. The team collaborated with Nina Magon Studio to create an upstairs lounge that serves as an event space.

There’s also a pop-up store area where complementary designers can showcase their luxury products, such as sunglasses or handbags. “When you go to a store like Zadok, you know what to expect, but with the pop-up shop there’s always something new, something unique,” Colombo says. “They’re selling a lifestyle.”

Colombo says he believes the project was successful based on the family’s continuing feedback. “I’m happy to see the smiles on their faces,” he says. “It’s our job to take someone’s hopes and dreams and turn them into something that they can look back at and say, ‘Yeah, you guys nailed it.’”

The showroom is home to the latest design concept for Italian luxury watchmaker Panerai that includes the brand’s very first full bar.

Jonathan believes the goal of hospitality has been achieved. “It comes down to our people. It’s rare that you come to the store and don’t find a family member here. A concierge meets clients at the door, and if you’re a regular, someone always remembers your name, remembers what you like to drink and who your salesperson is. We want them to feel special and important.”

Dror and Helene have come a long way since they opened their first Houston store. “I think my parents feel it’s bittersweet, too, but they’re ecstatic to see their dream come true, building a store that has received national accolades and local customer raves,” Jonathan says. “My dad had dreamed about owning his own building for decades. We made it a goal and we’re very thankful we reached it.”

Five Cool Things About Zadok Jewelers

1. UPSTAIRS AT ZADOK. The second floor, a destination in itself, was designed to appeal to the bridal crowd, with hardwood floors and cooler, hipper furniture. The second floor is also the site of design stations, big events, piercing parties and trunk shows.

2. WORKING WITH FAMILY. “The best part is you get to see them every day. And the worst part is you get to see them every day,” Jonathan jokes. “We all get along with each other pretty well. We tend to agree on most things. We take the time to think through ideas and find common ground.”

3. LEGACY. The Zadok family were royal court jewelers in Yemen. They started out as silversmiths, but also made gold jewelry, Judaic objects and objects for
the home. “My grandfather immigrated to Israel in the 1930s,” Jonathan says. “He opened a store in the King David Hotel in Jerusalem in 1950, and my parents came to open a store in Houston after my dad worked in the Jerusalem store.”

4. GRAND OPENING. Gary P. Nunn headlined the grand opening bash at Zadok Jewelers, where 700 people stopped in over the course of the evening. Top executives from most of the watch and jewelry brands they represent attended. Attractions included multiple bars, a cigar bar, and a cupcake raffle for hidden gems.

5. BACK OF HOUSE. The new building has windows in the offices, which is much appreciated by 40 back-office staffers, from customer service reps and bookkeepers to watchmakers and jewelers. They also enjoy an upgraded kitchen and an open workspace. Before the move, it was a struggle to find a spot to put new hires. “The new store is conducive to collaboration, to creating a better environment,” says Jonathan.

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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.”

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Zadok Jewelers
Houston TX, founded 1976

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

Craig Husar
Brookfield, WI, founded 1968

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

Murphy Jewelers
Whitehall, PA, founded 1913

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

Hale’s Jewelers
Greenville, SC, founded 1856

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

Revolution Jewelry Works
Colorado Springs, CO, founded 2013

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

SMALL COOL

WEND Jewelry
Seattle, founded 2020

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

Walton’s Jewelry
Franklin, TN, founded 1974

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

Malka Diamonds & Jewelry
Portland, OR, founded 2008

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

Anna Zuckerman
Boca Raton, FL, founded 1996

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

Karina Brez
Palm Beach, FL, founded 2011

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

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To add interest, innovation and excitement to their annual get together, previously known as their convention, this year they created “Texas Tours” to charge up their annual event. “Texas Tours” are three special tours for those who register for their Round Up to be held Sunday, October 16 through Monday, October 17 at the Westin Irving Convention Center, a five star rated hotel. The first tour includes a behind-the-scenes private tour of the world famous Perot Museum Special Gem collection. The second tour includes boarding a tour bus sponsored by JA for a peek into the manufacturing, repairing and creating of high-end watches and watch accessories at the Time Delay Headquarters. Demonstrations of diamond cutting and polishing at Southwest Diamond Cutters is the third tour of the event. These Texas jewelry businesses have opened their doors to TJA to share their knowledge and create excitement at “learning outside” rather than in a hotel setting with various seminars “inside”.

“We are so lucky to have dedicated members and board members who believe in the Texas Jewelers mission to be the best in the country. Our Texas heritage has a lot to offer our members and we are thrilled at the chance to be the first creators of this type of get together”, said Susan Eisen, Susan Eisen Fine Jewelry, El Paso, Texas, president of the association. “We want to take advantage of the great people who are in our industry located in Dallas, and plan to continue our efforts in TJA to build and grow forward in Texas”, she said.

Also included this year is an exclusive group of invited vendors to showcase their products at the social event on Sunday from 4:00-6:00 p.m. in the TJA ballroom. Registration forms for vendors can be found at www.texasjewelers.org under the 2022 TJA Convention tab.

The annual TJA Design Competition will be held on Sunday afternoon in the ballroom and is open to TJA members who are present at the event. Deadline for early bird pricing for entries is October 1, 2022. More information can be found at here under the 2022 TJA Convention tab.

Deadline for hotel registration for Round Up special discounted rate of $179 (plus taxes) at the Westin Irving Convention Center is September 26, 2022. Contact the Westin and ask for the Texas Jewelers Association rate. Registration deadline to attend the Round Up and tours is October 1, 2022. Space is limited so register early for the event. Round Up registration forms can be found in the 2022 TJA Convention tab here.

For additional information, contact Round Up manager, Lucinda Rogers, Gold “N Carats, at lrgnc@aol.com, or Susan Eisen at jewelryservices@susaneisen.com.

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“Vendors are talking about how they manufacture in a carbon-friendly manner, customers are asking for sound abatement and realizing the importance of low VOC wall coverings and paint (volatile oil compounds that contribute to poor air quality),” she says.

Along with this increased awareness has come a longing for hints of nature indoors, even (or especially) in places of business.

Green retail space, which incorporates plants, living walls and other greenery into the space, along with natural features including wood and stone, is a burgeoning trend, says interior designer Leslie McGwire. She enjoys bringing nature into the interior if it aligns with the store owner’s vision. In the right setting, green accents can be a breath of fresh air literally and figuratively.

When it comes to a living green wall, the only way to keep the greens looking great is to have a professional service come in weekly, McGwire recommends. “They water and replace old plants. They use common plants so they can change them out for a low cost.”

McGwire says employees and customers alike are more relaxed and productive when surrounded by nature. Positive emotions can lead naturally to a happier shopping experience and increased sales; extra oxygen can fight inertia and fatigue.

An Oasis in the Desert

At Occasions Fine Jewelry in Midland, TX, interior designer Leslie McGwire worked with owner Michael Fleck to install a living green wall, which has become a focal point of the recently reimagined showroom. The greenery acts as an oasis in the store that has an ambience and color palette that Fleck describes as desert luxury.

Moss Makes the Scene

While a rolling stone may gather no moss, that’s not the case for Wendy Woldenberg, who enjoys collecting it. The jewelry designer founded her retail business, WEND Jewelry in Seattle, on principles of sustainability. She has incorporated moss into a sit-down jewelry display. The jewelry, which is inspired by natural elements, both complements and contrasts with the organic backdrop.

Seasonal Sensation

At the Village Goldsmith in Wellington, New Zealand, the plants in the green wall installation are automatically fed three times a day and tended to by gardeners twice a month. Different plant species are added, sometimes to create seasonal color palettes. “It’s a wonderful and ever-changing vista,” says Allette Ockhuysen, brand manager. “It creates an environment that produces oxygen, filters the air and provides a comfortable and healthy atmosphere for clients and staff.”

Subtle Serenity

At Murphy Jewelers in Whitehall, PA, pops of green add refreshing accents to a neutral color palette in the expansive, 4,050 square-foot showroom, which opened in 2020. The store is owned by the Murphy family, who designed the interior.

A Relaxed Vibe

At Mitchum Jewelers in Ozark, MO, planters filled with vibrant green foliage take center stage, but can be seen along many sight lines throughout the space. “I think one thing that customers notice immediately in our store is how comfortable the vibe and energy are,” says owner Randy Mitchum, who undertook a major expansion and remodel in 2018, under the design direction of Jesse Balaity of Balaity Property Enhancement. Another appealing organic feature is a stacking stone wall in the bridal enclave.

An Enchanted Garden

Ellie Thompson in Chicago has an organic theme throughout her jewelry boutique. A shade garden adds warmth and curb appeal out front. Inside, sterling silver jackalopes, designed by Thompson, hide among miniature ferns. Jewelry pieces, including a snake, pop up on plants and natural stone surfaces, lending them an organic air. A magical rose motif adorns one wall.

Picturesque Party Space

Interior and exterior seamlessly converge on the patio at Provident Jewelry in Wellington, FL, where palm trees and a lush, green border add tropical ambience to events ranging from polo season parties to more intimate affairs. Owners Rob Samuels and Scott Diament own Provident Jewelers.

Blending with Nature

Karina Brez, owner of Karina Brez Jewelry in Palm Beach, FL, has framed her entrance with greenery, easing the transition from exterior to interior. Once inside, expansive windows allow for views of palm trees. The store was designed by Romanov Interiors.

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A layered approach is important, especially with jewelry. Visual merchandisers strive to capture attention from afar with large objects, and then engage passersby again with more detail when they’re up close. So, much depends on whether the store traffic is vehicular or pedestrian (or both).

Falk recommends changing the overall window design five times a year — for the four seasons and again for the Christmas holidays — but refreshing them more often by changing the product displayed.

Where security is a concern, jewelry stores can use large photos of their product for display in windows. Movement in displays can be exceptionally eye-catching, but when motion detectors are sensitive to any movement up front, it’s important to find ways to tie down or glue down displays and then to simulate movement by layering display items. Reflective vinyl and paper elements can add much needed sparkle. Finally, don’t neglect lighting your window displays. Opt for clear, bright lights without yellow tones with good strong lumen output.

As for inspiration, Pinterest and Instagram are good virtual sources. Suzanne Rafenstein, director of the display department for RetailWorks, also suggests window shopping when visiting other cities and paying attention to visual cues, whether in store windows or museum displays. “It’s helpful to get out of your area, comfort zone and box, and explore somewhere different,” she says.

Neighborhood Vibe

At Ellie Thompson & Co., Chicago, an annual holiday window decorating contest is judged by local residents. “Our marketing philosophy is best described as hyper-local, so our window displays relate to the activities of the neighborhood,” Thompson says. Her windows are regularly painted by a local artist, who also creates original works for other retailers on the block, for a cohesive theme, such as an annual Winterfest. The Chamber of Commerce and the neighborhood association play a big role in coordinating and subsidizing creative efforts that contribute to the festive feel of the neighborhood, she says.

Personality Plus

Steve Quick Jewelers in Chicago is known for going all out with window displays, says Melissa Quick. With a small storefront on a high-traffic city street, “the more we can do to grab attention, the better.” One memorable example? Star Wars windows with each case dedicated to a specific movie set, curated by Steve and Melissa’s nephew with his own action figures. “We actually had people coming in off the street to tell us how amazing this display was,” Melissa says. Their windows have also played host to rubber chickens, to creepy porcelain doll heads for Halloween, a tribute to David Bowie, in conjunction with a museum exhibit, and the Chicago Marathon, the year Melissa ran in it. “Right now, we have a whole professional wresting theme,” Quick says. “Our windows are really epic!”

Open Invitation

Alice Sundbom of Atelier d’Emotion in Soho, New York City, used her windows as a selling point during pandemic shutdowns and brought merchandise out to shoppers on the street. Window displays remain essential to her business, telling a compelling story and providing a snapshot of the eclectic works of art passersby can expect to see when they venture inside.

Heralding the Holidays

Retailworks Inc. used larger than life holiday ornaments to create the theme at Diedrich Jewelers of Ripon, WI. Minimalist decor delivered maximum impact by bringing joy to shoppers, the community and nearby businesses, proving that a simple yet strategic design can brighten the holidays. The inflatable, rubber-like ornaments are the size and shape of yoga balls and can be deflated, stored and used again. The jewelry display platforms were changed throughout the holiday 2021 season.

Past and Present

For holiday 2021 windows at Patina Gallery in Santa Fe, NM, owner Ivan Barnett and team blended nostalgic antique trains with road sign furniture by artist Boris Bally and an image of a famous Ferrari race car, with contemporary jewelry sprinkled in, for an eclectic and intriguing vignette.

Brand Artistry

Inspired by the beauty of rice paper, the display artists at Retailworks Inc. designed and fabricated red and white Christmas trees made of rice paper and wood for Kesslers Diamonds’ downtown Milwaukee, WI, location. Within each tree are diamond-cut shapes that reflect the nature of the store’s business and branding color, red. Surrounding the winter scene are suspended 3D printed diamonds, and as the sun filters through the windows, the delicate sheerness of the rice paper with its crackling composition provides the illusion of a sheet of ice. Another component of this layered window design is the oversized versions of Kesssler Diamonds’ iconic red gift boxes.

Seasonal Color

Daniela Balzano of Water Street Jewelers in Connecticut likes to create windows with bright pops of color to celebrate each season in her pedestrian-friendly locations. “Putting a little extra time into window presentation has made a big difference for us,” she says. “We have used old ladders as shelving units, dressed mannequins, displayed live plants, hung paper cranes, there’s always something fun happening in our front windows.” One staff member curates an area called “Minetta’s Pick of the Day”; customers often come in to purchase those showcased pieces. Pictured is the January 2022 window at her Madison, CT, store. The windows are updated each month.

Like a Lazy Susan

When Ragnar Bertlesen of Ragnar Jewelers in Vancouver, BC, remodeled her showroom, she redesigned showcases so that they rotate. It’s simple to access items displayed in the window by rotating the cases, making selling in the showroom simpler.

Themed Windows

At Barry Peterson Jewelers in Ketchum, ID, the strategy is to dedicate each window to a trending look, alternating between gender specific/gender neutral and youth/mature style options. Each window also has a specific object supporting the window’s theme, such as an hourglass in the classics-themed window, or succulents and butterflies for their spring styles. Curator Rebecca Larson saves dried flower arrangements for use in the window displays.

This is Us

Karen Hollis of K Hollis Jewelers in Batavia, IL, commissioned an artist to paint her windows. “I really want to set a vibe right when you walk in that this is a fun relaxed atmosphere, that this is us. It’s nice to know talented people who can paint what ideas you have. As jewelers, we get to do that every day but to be on the receiving end and watch it turn into a masterpiece touched my heart.”

Clean and Classic

“We always dress our windows up seasonally and this is our November window,” says Marc Majors of Sam L. Majors in Midland, TX. “We keep it clean and classic. Nothing cheesy and nothing gimmicky.

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