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“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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ARCHITECTS: Jeff Stowe, Sto Architecture, LLC; FOUNDED: 1968; Opened featured location: 2019; AREA: 4,500 square-foot showroom; 7,500 square feet total; DESIGNER: Craig Husar; TOP WATCH BRANDS: ORIS, Seiko Prospex & Presage Luxe, Frederique Constant, Shinola, pre-owned Rolex; ONLINE PRESENCE: 4.9 star average for 556 Google reviews; 3,600 Facebook followers

Craig Husar

WHEN IT CAME time to build his destination store, Craig Husar tried to clear his mind of the many other jewelry stores he’d seen, even those he admired, to concentrate on his own vision.

He wanted his store to stand alone, not only geographically, as a destination, but also in its singular design.

Husar, a second-generation jeweler, designed the 4,500 square foot showroom himself, influenced by studying both feng shui and consumer behavior. “Feng shui is about energy and movement,” Husar says. “We don’t have a bad retail spot or a dead corner.”

With the help of an architect who was a lifelong friend, Husar dreamed up a 35-foot tower that he describes as the store’s exclamation mark. The tower houses the Star of Husar, a 15-foot sculpture adorned with 2,618 Swarovski crystals suspended from 480 steel wires. There is no electric illumination within the Star, so its brightness depends entirely on weather conditions.

When the sunlight hits the crystals, the hanging fixture glows like a fireball, sparking a retail experience shoppers and passersby won’t soon forget. At the base of the tower is the EngageBar, where the glass walls show diamonds in their best light. Details are symbolic and intentional. Custom built cases on the main islands, the location for Husar’s Masterpiece Collection, form the infinity symbol. Curves in the design create a floor plan with a natural flow.

Husar chose natural materials where possible. Flooring is travertine; counters are marble. The color scheme was inspired by Italian streetscapes. Walls are painted in a shade called tanglewood, a mixture of gray and tan with hints of green. Cases range from lighter blond colors to natural tones and help create distinct departments throughout the store.

Looking back, he wouldn’t do anything different. “I really enjoy the natural light, the openness and airiness of the space. I wanted it to be upscale but not threatening in any way. A casual luxury experience.”

Husar Tic-Tok shop

The 2019 opening of the store coincided with the 50th anniversary of the family business, which began when Craig’s parents, Lyle and Alice Husar founded the 400-square-foot Tic-Tok Shop to sell and repair watches. From there, the couple moved the business to a strip mall location, where it remained for decades.

When Craig bought out his parents in 2012, he began anticipating the next move. “We’d been in a strip mall and were having a very difficult time being able to express the personality of the store in that setting,” he says. “So, in building the new store I added all the elements I was unable to add at the strip mall. There is a tremendous amount of glass to let in natural light. We are so aware of our environment now. It lifts your heart, lifts your spirits when you soak up sunshine. It elevates the mood when people are shopping.”

When Husar considered inventory for the larger space, he knew he wanted to bring back the Tic-Tok Shop, a name the family hadn’t used in 30 years, in recognition of his parents and the store’s history. He introduced watch brands including Frederique Constant, Zodiac and Seiko. “Seiko has been exciting because we were a Seiko dealer in the 1970s. My father always laughs when I introduce something “new” and he says, “I did that already. Don’t you remember?”

The shop’s original 1968 Tic-Tok Shop signage is displayed with pride on the wall.

Although Husar grew up crawling around on the floor of his parents’ store, it wasn’t always a given that he’d take over the business.

He developed an interest in colored stones and in 1991 decided to study gemology at the GIA in California. But the classes, especially in colored stones, didn’t always live up to his expectations. “I thought there were more exciting ways to teach these programs.”

Richard Liddicoat, GIA president, responded by inviting him to become an instructor, if he thought he could do it better. Craig turned him down three times (“Public speaking? I’d rather die”) before finally agreeing to try. It changed his life, he says. “That became one of the most exciting things for me, presenting and sharing my passion about gems and diamonds and their history and allure.”

When Mel Fisher sent the GIA lab a 90-carat gemstone to confirm as an emerald, Husar was intrigued and asked the treasure hunter if he’d like to have a gemologist on staff in Key West, FL. Fisher agreed, which led to a five-year adventure for Husar, who became the exhibition director for the Treasures of the Atocha. The Nuestra Senora de Atocha was sailing from the New World to Spain in 1622 when it sank in a hurricane. The ship, which had contained 40 tons of gold and silver and some 70 pounds of emeralds, was discovered by Fisher off the Florida Keys in 1985.

Husar did all the training for the stores that hosted the exhibition and made TV and other media appearances. “That was the ultimate opportunity to become comfortable speaking in front of people,” he says. “Some of the crowds were enormous.”

Lyle Husar

He visited 85 stores, spent time with the owners and got to know how they ran their businesses. “It was like a four-year degree in how to run a jewelry business.” Mentors he met along the way made him realize that all of the exciting things he loved about the industry could come together in his family business, to which he did return, albeit much later than expected. “The GIA gemologist program is six months and I wound up being away for seven years, so my father likes to say I was a slow learner,” Husar says.

Today, Husar works with his sister, Christine Husar-Anderson, vice-president and operations manager, whom he describes as the glue that holds it all together.

Husar had learned that being known as the diamond expert in any market is critical. He became the face of the business and connected his image with that of a diamond. In images on billboards, buses and in print, Husar holds a diamond-shaped Swarovski crystal paperweight. To coincide with the store opening, Husar gave away one 5-carat diamond in a promotion that generated 6,000 entries.

Husar also promotes his role as chief romance officer, a title born in 2010 during a jewelry show in Italy, to which he’d been invited by the Italian Trade Commission. Only three U.S. jewelers made it, due to a volcano in Iceland affecting air travel. “They had this enormous press conference set up and there were only three of us. The heads of the trade commission and the mayor introduced themselves with fancy titles and I realized I needed something with more pizazz than Jewelry Store Owner from Brookfield, WI,” so I introduced myself as chief romance officer of the U.S. When I walked into the show my photograph was on the front page of the paper, saying the chief romance officer was attending the show.” He had the title added to his business card. “It’s become a pretty hilarious ice breaker at parties.”

Five Cool Things About Craig Husar

1. NO. 1 RECOMMENDED JEWELER. With over 500 five-star reviews on Google, Craig Husar lays claim to the title of Milwaukee’s No. 1 Recommended Jeweler. Consumers interact with fresh daily content on Instagram (1,100 followers), and Facebook (3,600 likes). The website craighusar.com, features more than 3,000 shoppable products, and consumers shop directly from Facebook and Instagram.

2. ENGAGING EXPERIENCE. Often, a young woman about to be engaged will visit the store with an entourage of friends and it turns into a party as she explores thousands of the prototype rings on display at the EngageBar. “Initially, they are afraid to touch, but when they realize they can try them on, they start piling the rings on,” Husar says.

3. MEMORABLE ATTIRE. Founder Lyle Husar is known for wearing the traditional attire of Swiss watchmakers, which happened to be lederhosen (leather shorts with suspenders). “We always worked it into our ads and got a lot of good laughs out of that, but people remembered us,” Lyle says. Craig framed the last pair of lederhosen his father wore and hung them up in the new store. “I’d often hear ‘Nice legs, Mr. Husar’ from little old ladies when I worked,” says Craig, who has adopted his own signature albeit low-key look, a blue vest and blue jeans.

4. UPBEAT ATTITUDE. “We begin every meeting with an attitude of gratitude,” Husar says. “Each person shares something they are grateful for that happened that day or week. It’s an instant attitude adjustment. I constantly ask myself, ‘What difference have I made today to my clients, my staff, my family?’ That’s how we start our meetings.”

5. THE LEARNING CURVE. The Trusted Jeweler Apprentice program was developed to provide real life work experience to local high school students. “I always try to have someone in their teenage years in an apprenticeship role,” Husar says. “Sometimes family, sometimes other individuals, sometimes friends’ children. We expose them to the work environment and teach them the experience of being in retail. For six or seven years, we have had a high school student on staff on weekends.”

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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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OWNERS: Andy and Jenn Koehn; FOUNDED: “Lord knows. 1930s?”; Opened featured location: 1977; Renovated: 2010 and 2021; ARCHITECT AND DESIGN FIRMS: Creative Business Interiors; EMPLOYEES: 5 full time; 1 part time; AREA: 1,760 square-foot showroom; 4,000 square feet total; TOP BRANDS: Hearts on Fire, Noam Carver, A. Jaffe, Anna Beck, John Hardy, Tacori; Online presence: 218 4.9 Google reviews; 2,196 Instagram followers

KOEHN & KOEHN IS the rock concert of jewelry stores.

Music can be heard out in the parking lot, ripped jeans and leather jackets are appropriate attire, you can buy a souvenir T-shirt that says “Rock Your World,” and there’s even a taco truck on site. They have a collection of pre-set diamond engagement rings that a client dubbed “ready to rock.”

“The way we dress, the type of music we play, we try to make it as comfortable as possible for guys coming in,” says Jenn Koehn, who owns the venue with her husband, Andy.

Andy says their audience can tell from social media that they are not a typical jeweler. “Our vibe doesn’t match everybody’s, and everybody’s doesn’t match ours. One woman said she came here because there was so much unexpected humor on the website.” Another couple said they knew from online search that they’d found their “place.”

Koehn & Koehn is known for unconventional signage, but “Surely not everybody was Kung Fun fighting” is the most likely to elicit a chuckle.

The in-store vibe includes a wide-ranging soundtrack that is definitely not an afterthought, but the result of hard-fought deliberations.

“We always battle over it,” Jenn says. “He likes the Rolling Stones and the Beatles, and he’s very picky; he doesn’t like to expand his range. And I like old country, Willie Nelson, and some new country, and we throw in a little bit of Beastie

Boys and Foo Fighters.” They asked customers for input to curate a Spotify musical list. Andy sits on the board for a group called Home Grown Music, which supports local musicians and songwriters.

Koehn & Koehn is one of the only businesses in town that has a food truck permit. Just recently they’ve updated the interior, adding a bar and lounge area with a brick wall and a yellow couch.

“People are at ease coming in, they’ll grab a taco and come inside,” Andy says. The conversation begins with banter and breaking the ice. “We don’t go right into the sales process, and we don’t talk about politics. We might talk about the Packers.” The sales staff is adept at keeping things light and throwing in a joke once in a while.

Jenn is responsible for back of house operations and Andy is up front. “I’m basically a sales guy and trainer of staff, and sometimes, I’m the greeter,” Andy says. “I spend a lot of time on the sales floor. I like to warm up the crowd and then hand it off to one of the salespeople and then just be there. We call ourselves a band, I’m kind of a lead singer and Jenn is the band manager, the idea person. But sometimes Jenn has to be on stage, too, and be the doo-wop singer.

“It’s eclectic, but somehow everything we do is tied together into a theme that says, ‘We’re not the same old, same old.’ People can see there is something different about us from the moment they see the contrasting angles of the exterior and then find a cohesive, clean, open and energetic feel when they walk in. It’s unexpected from the first look, and that carries through with our way of interacting with our clients.”

Andy Koehn considers himself to be the lead singer of the operation while he describes his wife, Jenn, as band manager.

Unexpected also is the offbeat store signage, which reads, “People will stare. Make it worth their while” and “Surely not everybody was Kung Fu Fighting.”

“The Kung Fu fighting one gets people laughing,” Jenn says. “They love it, they just love it,” says Andy.

Sixty to 70 percent of their visitors are looking for wedding and engagement jewelry, and most of the rest are in the market for diamond fashion. There is also a small but growing contingent of female self-purchasers who want fashion jewelry. Generally, self-purchasers buy jewelry in the $50 to $100 range made by local designers, but sometimes the purchases include pricier pieces by John Hardy or Anna Beck.

Andy and Jenn have been working together for more than 10 years. The secret to their working relationship is staying in their own lanes. “I know his lane is sales and training,” Jenn says. “That’s his forte, so I stay out of his lane, and he has to stay out of my lane.”

The Koehns refer to their staff as “free range,” which means they are free to let their individual styles shine and be their authentic selves. “We emulate garage bands in this respect,” says Andy. “Great equipment, cohesive band mates who know their role, and execute when it’s show time. We have a loose structure that leaves room for improv on the part of our associates, but there is enough structure to deliver on time.”

Andy says hiring independent people and trusting their judgment benefits the client, the business and the owners. “If they get into a place they don’t know the answer, the rest of us are around to collaborate with the client,” he says. “We definitely trust our team, and they trust us not to go nuts if they make a mistake. People are basically smart and want to do a good job.”

Although the store is currently short staffed, the team collaborates on schedules that allow for family functions or child-care obligations. “We do understand that family does have to come first,” Jenn says.

COVID concerns led to shorter hours that were then expanded slightly in December. Now they’re closed Sundays and Mondays, open 10:30 to 5:30 weekdays and 10 a.m. to 3 p.m. on Saturdays. “We recently added four hours to the week.

But again, with this small group of people, that’s a hard thing. One of the things COVID taught us is that the days of just having showroom hours is a bit taxing and probably not the payoff that you might expect. Sitting around and waiting is a drag.”

A recent interior update included a fresh color scheme, upgraded flooring and a lounge area addition.

So, they’re encouraging appointments and having more conversations through social media and email to narrow down what customers are looking for, which makes in-store appointments more efficient. “When they come to the appointment, it’s almost like a formality; they want to see you and meet you before they pull the trigger,” Andy says. “I like that. We’re more effective when we’re here, and more present with our clients as a result. The level of service has gone up, even though our hours have gone down.”

Andy’s grandfather, Walter Koehn, was in the seventh grade when he quit school and found a job as a watchmaker’s apprentice at a small jewelry store in Milwaukee in the 1930s because his family needed the money. Walter stayed in the business, opening his first store in West Bend, WI, where his son Jack joined as a partner when he returned from the Korean War. That’s when the business became Koehn & Koehn.

“My grandfather and father brought us to a certain point, but I wanted to have a cool little oasis of a store,” Andy says. “The Koehn & Koehn of today is open, fresh, host to several world-renowned brands, but most importantly, a family business with soul. My wife Jenn is the other name on the sign now, and it’s a pretty killer collaboration.”

Five Cool Things About Koehn & Koehn Jewelers

1. THE MARKETING MESSAGE. “We do it on our own,” Andy says. “Why is that cool? Because our voice is ours, and we own it. We tried marketing firms. Not for us. They don’t work here, so they can’t know what it’s really like. It’s why we hired a full-time social media person. She works right alongside us and knows the drill. That comes through in our marketing messages.”

2. THE LAB-GROWN DIAMOND ISSUE. “It’s a part of every discussion that we have now,” Andy says. “My take is it’s really about how does it feel or resonate with the clients. I tell people to go with their gut because whether it’s natural or lab grown, it is a symbol, and it is between the two people and whatever they want to communicate out to the world. I have my personal belief of what I would do, but it is so up to you. Don’t let my bias influence you.”

3. DIAMONDS TO GO. “Ready to rock” engagement rings are pre-set and available in five different sizes and price points.

4. BUY LIKE A GUY. Andy Koehn started a blog of informal, unconventional wisdom that has evolved into a series of YouTube videos. One recent episode features guys tasting bourbon and talking about what they want to know about rings: How do you budget? How do you decide? When do you buy it? “I wanted to know what was on their minds when they walked through my door,” Andy says. “I personally really like when someone comes in, a newbie, typically a guy, and he will say, ‘I love the Buy Like a Guy stuff.’”

5. ON THE CALENDAR. Events range from an annual ladies’ night to wedding band expos and fundraisers for non-profits. “We put on a good show,” Andy says of ladies’ night. “Not extravagant, but just a nice bonding thing for people.” Most events are by personal invitation. “Pure digital, pure outreach, pure appointment,” Andy says of the wedding band expos, which include rare price reductions.

PHOTO GALLERY (18 IMAGES)
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“Don’t underestimate the power of a really great logo that ties your brand together,” writes Tracy Matthews, jewelry designer and author of The Desired Brand Effect: Stand Out In A Saturated Market With A Timeless Jewelry Brand.

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

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

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

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

The Revolution

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

Rings Ahead!

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

A Three-Pronged Approach

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

Along the Path

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

An Antique Look

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

A Beachy, Artistic Vibe

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

A Distinctive Diamond

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

An Award Winner

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

On the Lake

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

DIY

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

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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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The front of the house is shiny. The shop is dirty.

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The front of the house does the selling. The shop is dirty.

The shop is where the money is. The shop is where our future as an industry is. The shop is our hope. I love to sit next to my husband at the bench and watch how he moves metal with flame. It is an ancient craft and skill, and he is a true master. He would rather be at the bench than just about anywhere. He is 67 years old, and he will be one those guys who works metal until he dies.

The shop is dirty. That is where metal becomes jewelry. There is usually annoying music playing, and T-shirts with questionable sayings, but these people are artists. Their medium is metal, the accents are luscious gems. Their delicate metal work is what holds a $20,000 diamond to the finger. They are not given enough credit for their magic. The shop is dirty.

The thing about artists is they generally make poor businesspeople. It is a left brain, right brain thing. The shop needs the front of the house to sell their art, their craft. They don’t want to do the communicating with the customers; they would rather be at the bench. The front of the house needs to value what their shop does. Spend some time next to a bench to see how things happen.

Do you envision Michelangelo, the Italian sculptor, as bright and shiny in gorgeous Italian robes? I don’t. I see him covered in rock dust, with graphite fingertips and paint all over his clothes.

I would suggest investing in education to show your shop staff you value them and want them to grow. When you send them off to be with other artists, they come back juiced and pumped with vision for the future. Give them funds and time to create pieces on their own. They will push harder for themselves than they will for a boss, so give them bench time to learn.

Do you know why so many older goldsmiths are disgruntled? They have had to work in spaces hardly bigger than a closet, with poor ventilation and no appreciation for years of service. Treat them like they are as precious as the gems they work with. Artists love stimulation. Take them to a cool new restaurant, or an art show, or a concert.

My advice? Change your culture to value your greatest asset. The shop is dirty, but that is where the true magic happens.

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