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Each year, the staff at INSTORE magazine gets ever-so-slightly ... excitable. Faces go red as we debate the importance of a jewelry store's curb appeal. Hushed discussions about how much budget a small designer should dedicate to advertising quickly become heated. The water cooler changes from a meeting place to a battleground. And that's how you know we're knee-deep in our annual America's Coolest Jewelers competition. Obviously, we take this seriously. And we should. Now in its 10th year, the America's Coolest Jewelers award recognizes those independent jewelers who sweat and struggle (and occasionally swear) to give their customers an experience that can't be replicated. From the aesthetics to the feel and everything that goes on behind the scenes, all the pieces must be just right. These stores got all the pieces just right. And we think they deserve recognition for their efforts. While some of the names are familiar, others we're seeing for the first time. But they all offer real-life lessons in the power of thinking creatively, taking chances and trusting your vision. That's what makes a Cool Jeweler cool (even if the heads around the office are anything but). |
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As we've done for the past three contests, this year we again drew a line down the center of our conference room table. On one side we put the businesses that run light and lean with five or fewer full-time employees; those stores competed for the top spot on our Small Cool list. Everyone else was fighting for the heavyweight title of the independent jewelry industry - the Big Cool award. Here's our judging process:
Oh, and one more thing that needs mentioning: We have a "once a Cool Jeweler, always a Cool Jeweler" policy. That way you're guaranteed a fresh pool of inspiring stores to learn from each and every year. |
 (For jewelry stores with six or more full-time employees.) |
 |   Washington, DC www.tinyjewelbox.com |
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realize they can shop upstairs, too. It's a good way to let customers know that there IS a third floor." It's also a great communication channel, says Jorge Schefer, watch manager, who works on the third floor. One day Barbara was looking for a piece of paper and I said, 'Air mail coming!' as I dropped it down." Marcia says, "Customers get a big kick out of it, and it lends to the relaxed atmosphere we are always striving for." It also lends itself to interesting interior displays, which Tiny Jewel Box's John Begusch frequently changes throughout the year. - LORRAINE DePASQUE
 "Rich with history and occupying a beautifully restored landmark building yet being forward in their discovery of unique and cutting edge designer jewelry as well as technology, Tiny Jewel Box is a wonderful example of how tradition can merge with the avant-garde." - MIHO KOSHIDO   | |
  Iowa City, IA www.mcginsberg.com | |
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When his father died, he had the opportunity to purchase the store from his uncles, scrap what the store had been doing for 90 years and start |
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He left the mall and moved into a three-story brownstone in downtown Iowa City with a store founded on three principles: art, discovery and ingenuity. Customers treasure-hunt through drawers on the first floor while jewelers, artists and professionals of all kinds utilize the state-of-the-art technology upstairs. As Ginsberg says, "People don't really NEED anything we sell, so why NOT theater? Why NOT drama?" - TRACE SHELTON
"Mark Ginsberg has elevated jewelry from the generic, to objects of art. He has set himself apart from the traditional retail jeweler by engaging local artists in his artist in residence program, providing business and creative mentorship in his retail space for young local artists. Using his second floor as a gallery and incubator for the artists, he houses original works for viewing, for sale, and for specially curated exhibitions. M. C. Ginsberg leads the community through fun and cool projects." - GLENN ROTHMAN
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  Fort Lauderdale, FL www.levinsonjewelers.com  |
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"This is a place that has beautifully and appropriately leveraged its abundant assets - from the physical structure to the beautiful location to its advertising - utilizing in a very professional way the relationships the Levinsons have been able to forge. I can't help but think this is a fun place to be, both for the employees as well as for the customers." - CURTIS BENNETT | |
  Vail, CO www.betteridge.com |  |
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It looks like something you would see in the 1930s," says Vail store manager Rob Shay. "It's certainly the most unique feature in the store."
Shay adds that customers have stayed in the store longer as the bar has begun to operate at full capacity in recent days.
"Everybody loves it. It's an exciting new thing to talk about, a reason for them to come in," he says. - TRACE SHELTON
"This store makes you dream of flying in your jet to Vail and shop. It has a classic appeal - solid and very seductive in a comforting way. It feels like it will be there when your kids will need to shop for their kids! I like the blend of timelessness elegance and Colorado Rockies - the wood, the warmth. Very seductive, indeed. - ROBIN ROTENIER |
  Palm Beach Gardens, FL hamiltonjewelers.com | |
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| of Palm Beach.
Giving back to the local community has long been an important part of the Hamilton makeup. Back in 1951, it was one of the first companies in America to sponsor a Little League team and it has maintained a host of civic and philanthropic affiliations in both New Jersey and Florida ever since. The store estimates the amounts raised through its efforts run into the millions of dollars. - CHRIS BURSLEM
"The exterior is elegance personified. The interior is soft and luxurious; the drapes add a soft elegance to this whole picture. There is a lightness to this design which I like. The lighting is excellent, too, and unobtrusive. The added expense of using curved glass seldom pays off… but in this store design it truly does!" - BRUCE BRIGHAM | |
 (For jewelry stores with five or fewer full-time employees.) |
  St. Louis Park, MN www.stylebymax.com | |
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"I was hell-bent on buying things that were different and unique. Customers tell me all the time they have never seen any jewelry like this," Hertz says. Her commitment to designers includes dedicated website pages with product images and artist statements, blog posts announcing the arrival of new work, recognition of their work in print ads, and trunk shows that are supported through direct mail and e-mail. Shoppers are less impulsive post-recession, but they are more interested in finding the perfect, well-made piece they can wear every day and will treasure for years. That desire translates to a healthy average jewelry sale of $500. "We have sold more gold than you ever could have convinced me we could have," Hertz says. - EILEEN McCLELLAND "Wearable candy, eye candy and REAL candy all under the same roof! What could be cooler than that? Max's commitment to stand apart from the retail crowd is evident in every choice, from the architecturally slick store interior to the graphically bold printed materials and website, to the designers and artists and chocolatiers the store represents." - SUZY LANDA | |
  Zionsville, IN www.robertgoodmanjewelers.com | |
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| community because we wanted to be someplace we could be a part of," Bob explains. Imaginative attention-getters keep their profile high: free jewelry cleaning, the taco truck and an art gallery for local talent. - HARRIET HOWARD HEITHAUS
"Stepping from the cobblestone street toward a freestanding Italianate structure, one feels more in Rome or Milan than Zionsville, IN! From the attention to every distinct detail of the building's old-world and elegant exterior to the warm and exquisite interior, every aspect of Robert Goodman Jewelers creates an instant understanding that here, in this place, quality and attention to the tiniest detail are the rule. Surrounded by an eye-catching array fine art and a stunning mural overhead, the gems sparkle and the Goodman's generations of customer care and integrity are evident. Before a word is spoken, one knows this is a special place." - TERRY CHANDLER | |
  Harbor Springs, MI www.elizabethblair.com | |
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| degree she joined a San Francisco-based pearl trading company as a buyer and before long was creating her own collections for high-end retailers such as Neiman Marcus (which she still supplies). She opened the store in Harbor Springs in 2007 almost by accident, after her husband was transferred to the area, initially to support her wholesale business. "My objective was to create an elegant French atelier that was welcoming and comfortable," says Blair, who designed every inch of Elizabeth Blair Fine Pearls, including the showcases. "The space encourages people to interact with the pearls and ultimately learn about them - why there are so many colors and where they come from." - CHRIS BURSLEM
"In just 330 square feet, Blair has created a store that shows off pearls in ways larger, more expansive stores simply cannot. While few stores in the U.S. are devoted to pearls exclusively, this store should be a destination for anyone interested in this type of jewelry." - GEORGE WHALIN | |
  Jefferson City, MO kasadesigns.com | |
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| there, too," Jacquot says. "I always wanted to do that." The eco-minded renovations also made the shop much more energy-efficient. - JOSH WIMMER
"This is a really strong brand story visually. The buildings, the landscaping, the entrance and the various rooms, all are in keeping one with one another. Plus - what a bonus - she has a sense of humor, which removes the possible intimidation factor of so much beauty." - RUTH MELLERGAARD | |
  Tucson, AZ www.mahliacollection.com | |
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"Mahlia sounds like a warm word of welcome one might hear spoken on some tropical island. It is, in fact, the surname of Konstantina Mahlia, owner and designer of a singular and inviting store in Tucson. Mahlia has embraced an exciting and individual approach to jewelry sales combining her custom jewelry designs with clothing, candles, home furnishings and all sorts of other lifestyle merchandise. The interior is warm and bathed in rich colors. The feel is old world and intriguing. Konstantina's jewelry designs are bold and evoke an immediate emotional response. They are meant to be amulets and talisman conveying important feelings to the recipient that will last through generations." - TERRY CHANDLER | |
 ANFESA'S JEWELERS Garner, NC URL: anfesasjewelers.com OWNERS: Anfesa and Al Matthews COOL FACTOR:This store is so committed to pleasing the happy couple, it has its own ballroom AND spa. Its billboards won a national award for signs that featured a man's proposal - and later his girlfriend's acceptance - that had the whole town on pins and needles. FRAGMENTS New York, NY URL: www.fragments.com OWNER: Janet Goldman COOL FACTOR:Fragments is uptown glamour and downtown cool. It's about unparalleled craftsmanship and the unique talent of scores of designers from around the world - many of whom the store discovered and represent as a wholesaler in the U.S. Yet, it wouldn't be a Cool Store if it didn't back up its products with outstanding customer service and a unique approach to doing business. GOULD'S DIAMONDS & JEWELRY Anoka, MN URL: www.gouldsjewelry.com OWNER: Cynthia Gould COOL FACTOR:Founded in 1878, Gould's new monumental building - based on a historic railroad depot - celebrates the history of the store and creates a downtown landmark, playing into the store's active role in the community. KESSLERS DIAMONDS Germantown, WI URL: www.kesslersdiamonds.com OWNER: Richard Kessler COOL FACTOR:Every employee of the store goes through Kessler University to learn the company's culture, which includes such customer services as a "miraculous" diamond warranty, an in-store photo booth, restaurant-style consultation booths and an 8-foot(!) video screen playing romantic movies. MOYER FINE JEWELERS Carmel, IN OWNER: Dan Moyer URL: moyerfinejewelers.com COOL FACTOR:Moyer keeps a fully stocked bar in an area that can accommodate 100 people - perfect for that nervous groom-to-be and all his buddies, or local charities that often use the space for functions. |
 CHARLOTTE SANTA FE Santa Fe, NM URL: www.charlotteshop.com OWNERS: Dorothee and Gunther Maier COOL FACTOR:This store gets what store branding is all about. Its straightforward, consistent ads echo the clean lines and color scheme of the store's interior. DANIEL DIAMONDS Evergreen, CO URL: www.danieldiamonds.com OWNERS: Karen and Danny Alkayam COOL FACTOR:We want an invitation to the store's annual 100 Carat Carrot Cake Party, where a huge carrot cake made by a local baker is served. Between the layers are nestled 100 carats of gemstones wrapped in foil for guests to find. LEONARD JEWELRY Stillwater, OK URL: www.leonardjewelry.com OWNERS: Kent and Annette Kinzie COOL FACTOR:Leonard Jewelry knows how to treat its VIP customers, giving 25 loyal clients vacation packages for two as a special Christmas gift. PETER & CO. JEWELERS Avon Lake, OH URL: www.peterjewelers.com OWNER: Theresia Oreskovic COOL FACTOR:From "random gifts of kindness" for the community around Valentine's Day to helping a soldier stationed in Afghanistan choose the right engagement ring, Peter & Co.'s service is all about delivering what women want. And that, of course, keeps the guys happy too. RODRIGUEZ'S HOUSE OF STONES New Philadelphia, OH URL: www.houseofstones.com OWNER: Alan Rodriguez COOL FACTOR:No door buzzers here: House of Stones' front door opens automatically when customers approach. Such is the small-town, welcoming nature of a store whose very building has perched on its historic rooftop an antique illuminated sign that reads "Welcome to Our City." |
 INSTORE is the only monthly trade publication targeted exclusively at independent American jewelry store owners. Its focus is on helping store owners improve the nuts-and-bolts business practices of their operations and has made INSTORE, which is distributed to more than 22,000 jewelry stores, the "best-read" magazine among its audience, according to industry surveys.
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