Bigham Jewelers tops list of “America`s Coolest Stores”

Transcription

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A M E R I C A ’ S
Bigham Jewelers tops list
of “America’s Coolest Stores”
S T O R E S
C O O L E S T
S T O R E S
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A M E R I C A ’ S
C O O L E S T
hoo ray!
THE COOLEST
The award-winning stores,
as selected by Instore’s judges:
There’s much to cheer in this year’s “America’s Coolest
Store’s” contest. This year, Instore has once again scoured the country in search of jewelers who are
1
BIGHAM JEWELERS
2
J.R. DUNN JEWELERS
3
SCHWARZSCHILD JEWELERS
4
I. GORMAN JEWELERS
5
BECKY BEAUCHINE KULKA
6
HYDE PARK JEWELERS
7
MURPHY JEWELERS
8
HAROLD JAFFE JEWELERS
9
EVE J. ALFILLÉ DESIGN & GALLERY
10
JUSTICE JEWELERS
NAPLES, FL
FORT LAUDERDALE, FL
MIDLOTHIAN, VA
lifting the art of jewelry retail to new heights. And now, from a biggest-ever selection of more than
100 nominees, our expert panel of judges have selected the ten best. At the top of the list is
Bigham Jewelers, the luxurious, but ultra-cool, store where customer service has never felt — or
looked — so good. Then there’s J.R. Dunn Jewelers, whose Fort Lauderdale store is an awe-inspiring masterpiece of modern design. You can check out the modestly-sized, but still spectacular,
Hyde Park, the new Phoenix branch of the successful Denver jeweler. Plus, you’ll get the chance to
learn about Becky Beauchine Kulka’s passion for purple, or lose yourself in the marvelous fantasyland constructed by Eve Alfillé in her Albany, NY store. All in all, it’s a phenomenal group of winners that we’re sure will inspire every jeweler ... introducing America’s coolest stores for 2005.
STORE PROFILES BY
TRACE SHELTON, PAUL HOLEWA, SARAH YATES AND SHARON EDRY
3 6 A U G U S T 2 0 0 5 WWW.INSTOREMAG.COM
WASHINGTON, D.C.
OKEMAS, MI
PHOENIX, AZ
HAMBURG, PA
TOLEDO, OH
ALBANY, NY
SPRINGFIELD, MO
INSTORE A U G U S T 2 0 0 5
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at Bigham Jewelers. Inspired by the waiting room at a nearby spa,
Kathy Bigham told her interior design team to create the same experience in the store’s private showing room. “Before your treatment,
they put you in a very quiet, intimate environment,” she says. “It’s
relaxing and calming. I wanted our customers to feel that way before
we showed them any jewelry.” ¶ The concept worked. Fabric draped
from the ceiling to the floor gives the room a soft, airy feel. The desk
includes a built-in black suede top for showing jewelry. Locking doors
with them in mind. The entire
operation is soaked in this customer-centric approach, and it
influences every decision, energizes
every action. It’s the reason behind
the store’s rapid rise to prominence,
and is responsible for making
Bigham
Jewelers
“America’s
Coolest Store” of 2005.
From the freestanding location
off the main thoroughfare (“which
makes it easy for older clients to see
us”) to the variety of seating areas
inside the store, the Bighams
labored
over
each detail of
FAVORITE TRUE TALE
their new store
to ensure customers would be
blown away by
Gary Bigham: “One day, a very dirty,
dented van drove up. The gentleman
the experience.
who walked into the
The
original
store was even
store, built in
messier. Undaunted,
Kathy’s brother
1995, was a freeDanny greeted him
standing, 3,000
and learned he
square-foot locawanted a Rolex watch
and a diamond ring. The
tion that was
selection was made, but the cusessentially “a littomer didn’t have his wallet with him and said he would be
tle house that we
back in a few minutes. Danny continued to complete the
gutted and gave
sale as best he could while anticipating the customer’s
return. Suddenly, a brand-new Mercedes pulled up out front
our touch to,”
and an impeccably dressed gentleman entered the store ...
says Kathy. She
our van customer had returned. Went home, showered,
and Gary knew
changed, and drove back to pay for his purchase. Before
leaving, he remarked, ‘The reason I came back was the way
that the swift
I was treated. It didn’t make any difference what I drove,
and
steady
you didn’t judge me according to my appearance, and for
ascent in revthat reason you will always have my business.”
enue was due in
the van man
2425 Tamiami Trail
North #101, Naples, FL 34103
ADDRESS:
PHONE:
(239) 434-2800
FAX:
(239) 434-2818
URL:
www.bighamjewelers.com
OWNERS:
Kathy and Gary Bigham
YEAR FOUNDED:
1995
2004 REVENUES:
Over $10 million
OPENED FEATURED LOCATION:
October 1, 2004
Freestanding
multi-use destination
LOCATION TYPE:
Fergis
& Selck Architects and The
Damiamos Group (exterior); The
Wegman Group (interior); The
Artco Group (showcases)
ARCHITECT /DESIGN FIRM:
TOTAL STORE AREA:
8,300 sq. ft.
SALES FLOOR AREA:
6,500 sq. ft.
TARGET CUSTOMER:
Wealthy
Naples residents
SHOWCASES:
EMPLOYEES:
59 (275 linear feet)
22
Combination of limestone,
cherry wood and custom-colored
sculpted carpet used to define
shopping areas of the store.
FLOOR:
WALLS: 19 different wall treatments ranging from stone, stucco
and Venetian plaster to wood,
hand-made papers and artistapplied faux finishes.
The ceiling helps define
areas of the space through dropped
soffits and material changes.
CEILINGS:
SHOWCASES: The center island is
Bird’s Eye Maple with ebony
wood accents, all other cases are
cherry wood.
PRIMARY COLORS: Gold and
amber complemented by accents
of cherry, maple and touches of
ebony woods.
The
“COOLEST” STORE FEATURE:
private showing room
LAND COST:
$2 million
BUILDING COST:
$5.5 million
INTERIOR BUILD-OUT COST:
$1 mil-
lion plus
DESIGN/ARCHITECTURAL FIRMS
COST:
$250,000
LINDA CAHAN
BIGHAM
JEWELERS
GREG GORMAN
PAM LEVINE
53.0
9.0
10
8.5
JOE ROMANO
8.5
RICHARD SWETZ
9.0
RON WATTSSON
8.0
GREG GORMAN
GMG DESIGN
® Excellent combination of textures and patterns, materials used together
to deliver an interior design and environment that definitely complements
the merchandise. The mixed use of seating and showcase types to define
specific areas and differentiate them from one another is wonderful. The use
of different ceiling treatments and levels
of detailing is an excellent touch. There is
nothing that I can say except wonderful ...
expensive, but wonderful. It is important
for retailers to understand that the store
interior environment has to complement
the merchandise and price points.
JOE ROMANO
SCULL & COMPANY
® Uncool: The outside of the store reminds
me of an office complex. Minus the sign, I
would have never known it was a jewelry
store. Once I did, I would probably be so
intimidated I wouldn’t go in. And, unfortunately the big box is just on its way out.
® Cool:The store (from the photos)
seems warm and very well designed. The
color combinations are very pleasing to
the eye and create softness, nice! The
large pictures hung around the store are a
very nice backdrop to a beautiful setting.
There is no mistake; this store is a store for people with
money and it is just very cool that the design and image of
the store show that.
LINDA CAHAN
CAHAN & COMPANY
® From the exterior diamond and water window area to the
curved, gold interior, this store feels unique and lovely. I especially like the private viewing area with its patterned fabric
ceiling and curtains. It’s interesting and inviting. The unique
glass door leading to the room picks up the decorative detail
and sets the mood. The red chairs next to the window add a
dash of color and seem to be just one of many small details
that pull together to create an overall elegant and warm ambience. From a Feng Shui point of view the curves in the aisles and fixtures
enhance the energy flow and by cutting the 90 degree edges off the freestanding vignettes, negative poison arrows are avoided. The attention to detail in
this store gives it its edge. Every area seems to have received equal attention
and care. Wherever you look is pleasing and welcoming.
PAM LEVINE
LEVINE DESIGN GROUP
® Extremely impressive ... Bravo to the retailers and their design/architect
team for understanding that all points of detail matter and serve to communicate your brand image!
® Beautiful exterior and interior: spacious and well designed. The diamond
CURRENT ESTIMATED PROPERTY
VALUE:
Over $10 million
Please see BIGHAM on Page 40
Please see COOLEST on Page 40
INSTORE A U G U S T 2 0 0 5 3 9
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underneath the desk are available
so that the salesperson can prepare
for an appointment with appropriate merchandise. And where many
private showing rooms are windowless (making the customer feel
trapped), this one has a large glass
door that puts customers at ease,
and at the same time attracts
curiosity. “Most people ask about
the room, they want to go in there,”
says Kathy’s husband, Gary.
Why are customers so drawn to
this room? Because it was designed
vital stats
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THE SPATREATMENT ... at a jewelry store? It happens every day
large part to the warm, cozy environment of the store. “Our biggest
design challenge was to maintain
that intimacy in a larger space,” says
Gary. “So many retailers have gone
into big buildings and lost themselves. We knew we had to stay true
to our identity.”
To give customers the illusion of
a smaller, more manageable shopping environment, the Bighams
created departments within the
store. These separate areas are
achieved through subtle touches,
such as variations in ceiling, floor,
and wall materials from one area to
the next. It’s an environment that
makes customers feel they are
moving from room to room in a
home, rather than being closed in
and compartmentalized.
The amount of attention to
detail is impressive. Warm color
schemes and a Mediterranean
atmosphere give the store that
“only in Naples” feeling. Antiqued
limestone flooring, chosen for its
character and richness, is bordered
by designer granite varieties and
offset by small borders of hand-cut
glass tiles. The center section of
the store is raised to make room
for a canopy with display and uplighting and is covered in handmade paper. The rotunda space to
the rear of the store is clad in warm
cherry stained wood, matching
showcases and flooring materials.
Even the russet drapery treatments and upholstery provide just
that pinch of color necessary to
complete the picture.
Aside from the store textures
and colors, Bigham Jewelers makes
customers welcome by ensuring
that every need is met. A concierge
area offers a variety of refreshments for those waiting on repairs.
Next to it sits the conference
C O O L E S T
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BIGHAM JEWELERS
A M E R I C A ’ S
{the coolest}
{the coolest}
rotunda is a clever approach for sending a clear message about the store
brand. Contemporary, but not too slick. Clean, open, uncluttered, calming
environment. Unique but not forced.
® The diamond rotunda is such an attraction that it would seem to invite
curiosity, while it says the store is up-to-date and “with it”, the customer
assumes the merchandise follows suit.
® The images on the wall seem a bit generic and expected. This wall could
have fine artwork or images that the customer could relate to more personally.
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Continued from Page 39
C O O L E S T
COOLEST
RICHARD SWETZ
IJO
® One word to describe this “cool” store, Breathtaking!
Despite lots of brick and glass on the outside, the interior gives
off warmth in every department. The use of fabric, color and art
is so well done. The feeling given off inside is certainly not
intimidating. It says: “Welcome, come on in, we are family.”
RON WATTSSON
COOL STORE WINNER 2004
® Although I think the outside looks like an insurance company
(sorry), the diamond dome certainly makes a statement from
the street. The interior is another story. Simply gorgeous! It’s
warm and inviting and I like the design aspect of having different
“spaces” for different product line. Especially cool is the different
ceilings in those spaces. Really the only thing that I didn’t care
for is the promotional signage on the walls in the one area. It’s
too commercial and conflicts with the overall warmth of the rest
of the store. I would have used that wall space as additional
showcase space. But all in all very tastefully done.
BIGHAM
room, which doubles as a recreational lounge for
husbands and boyfriends who want to unwind and
watch the game on a big-screen plasma TV. These
amenities show how the Bighams care for customers
... an attitude their community has noticed. “Many organizations
have approached us to host charitable events, ever since we’ve
been in business,” says Gary. “And if you put 150 people in a store,
you’d better make sure they’re comfortable. That’s why we included a huge, full-service kitchen in our designs. Part of our master
plan came out of the question, how can we cater to customers and
give them an experience they’ve never had?”
The Bighams’ answer to that question was, of course, a store
that can make even the most insecure customer feel at home.
While the diamond-shaped dome and water feature outside the
store may seem incongruous with the unassuming yet luxurious
showroom, it’s a mixture that mirrors the community. As Kathy
says, “We have customers wearing flip-flops and cover-ups come
in straight from the beach, right next to people who are dressed
to the nines and on their way to the philharmonic concert. That’s
just Naples.” — TRACE SHELTON
A M E R I C A ’ S
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A M E R I C A ’ S
{the coolest}
{the coolest}
KATHY AND GARY BIGHAM
HOW TO SUCCEED IN
BUSINESS BY REALLY TRYING
BEING FIRST is nothing new for Kathy
Bigham. As a first-generation jewelry store
owner, she and her husband, Gary, stand
out not only in their community, but in the
industry as a whole. “I’d say other jewelry
store owners are a bit surprised to discover
that we’re first-generation,” she says. After
all, many independent jewelry stores boast
of their longevity, with tenures of 25, 50, or
even 100 years and more. But with less
than a decade of ownership under her belt,
the Bighams have hoisted their store into
the upper echelons of industry achievement with a magnificent, landmark store
and over $10 million in annual sales.
“Being first-generation means we didn’t
inherit any bad habits,” says Kathy. “We’re
business people first, not artists. We’re
looking for inventory turn, not museum
pieces.” She lives by the motto of “fast pay,
fast rent.” The store pays for all merchandise with cash, taking advantage of every
possible discount. “We don’t put anything
in the showcases that we can’t pay for up
front,” she says.
With a degree in management
and experience as VP of store operations for an eight-store jewelry
chain in Ohio, Kathy brought realworld experience to the table when
she opened her own store in 1995.
And although she also studied
gemology at the GIA, Kathy has
learned that the key to retail success is not founded on her personal
taste in jewelry, but rather upon that of her
customers. She’s also learned enough to
know that she doesn’t know everything.
Early on, Kathy formed an advisory board,
with members culled from a community
rich in business knowledge (Naples’ primary base of residents is wealthy retirees).
“We have experts in marketing, accounting, retail, banking, and many other areas.
We use them as a sounding board for making decisions, in understanding how we are
received in the community, and of course
for referrals,” she says. Counting herself
and husband Gary, the board is comprised
of ten members, whose heads she says “are
better than one.”
One unanticipated yet welcome result of
their first-generation success has been the
admission of the Bighams into an “unspoken
fraternity” in their community. Many residents built their wealth from nothing, eventually retiring to Naples. “When they realize
we did the same, they give us their respect,”
says Gary Bigham. “They’ve walked in our
shoes, and they know what it takes to do
what we’ve done.” — TRACE SHELTON
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HOW DO YOU TOP a multi-million dollar, 8,000 square-foot
retail jewelry store with 30 years of history? Simple answer: you don’t.
But you can hope to match it. J.R. Dunn Jewelers set out to do just
that when they decided to open a second location in downtown Fort
Lauderdale to complement their existing flagship in Lighthouse
Point, FL. It wasn’t a matter of simple duplication. For one, the markets were different. The original store catered to a mature, wealthy
crowd, whereas the new store would be in the Bank of America office
building, right in the financial district — which meant young
Tiffany, Harrod’s, and Disney on
their client roster), to translate
these nuances into reality.
The result was nothing short of
spectacular. Six 14-foot high windows, oversized chandeliers, and
display cases made of glass and
Sapele wood (and installed with
fiber-optic lighting) draw the eye,
creating a sense of geometric symmetry. A grand staircase rises from
the showroom to the private showing mezzanine, giving the place a
sense of majesty, especially for its
size. The ceiling soars 26 feet overhead, and state-of-the-art lighting
and custom-built details of wood,
granite and frosted glass create an
upscale, yet warm and friendly shopping experience. Says Dunn: “The
store has a modern feel, more like
what you would
find in a fashion
FAVORITE TRUE TALE
clothing store.”
The expansive windows,
flanked by an
“One night, we sold a man an
outside founengagement ring, and we sugtain, face the
gested that he give us things
to put in the windows. One
busy boulevard,
window had a picture of the
which has lots of
couple, and the others had little
walk-by traffic
trinkets, all of which were very
personal and special to them.
both day and
When he brought her by, she
night. The conwas floored. He popped the questemporary and
tion right outside our windows.”
dramatic window
displays
window watcher
401 East Las Olas Blvd.
Suite 100, Bank of America Plaza,
Fort Lauderdale, FL 33301
ADDRESS:
PHONE:
(954) 463-1799
FAX:
(954) 463-6355
URL:
www.jrdunn.com
The Dunn family (Jim,
Ann Marie, and Sean)
OWNERS:
YEAR FOUNDED:
1969
2004 REVENUES:
Over $15 million
October 2002
LOCATION TYPE:
Downtown office
building
ARCHITECT/DESIGN FIRM:
Pavlik
Design Group
LAST REMODELING:
N/A
TOTAL STORE AREA:
2,600 sq. ft.
TARGET CUSTOMER:
Professionals
aged 35 to 55
“Your ultimate jewelry experience”
ADVERTISING SLOGAN:
10 vitrines and sidewalls, 21 showcases (120 linear
feet)
SHOWCASES:
EMPLOYEES:
FLOOR:
6 (at Las Olas branch)
Imported limestone
CEILINGS:
26 feet high
SHOWCASES:
Vitrines
PRIMARY COLORS:
Mahogany,
black lacquer
“COOLEST” STORE FEATURE:
“James Bond” table with center
showcase
LAND COST:
N/A
BUILDING COST:
N/A
$800,000
COST:
$200,000
VALUE:
N/A
Please see DUNN on Page 46
S C O R E C A R D
LINDA CAHAN
J.R. DUNN
JEWELERS
49.5
9.0
GREG GORMAN
9.0
PAM LEVINE
8.0
JOE ROMANO
7.5
RICHARD SWETZ
9.0
RON WATTSSON
7.0
PAM LEVINE
LEVINE DESIGN GROUP
® Cool but not cold! Museum-like interior, without being intimidating or too
cold. Contrast of curved shapes and angled walls set against the striking
wood cases with interlocking angles. Simply smart, clean design.
® Beautiful, modern, light, open and airy is the impression of this retailer.
® What makes this store cool is the lighting fixtures — fabric shades hanging
like mobiles over the modern wood cases. Unexpected, residential in feeling.
® The length of the windows and the impressiveness of the
fixturing allow the viewer focus in on the tiny delicate scale of
the jewelry and gems.
® This level of detail and attention would give any customer
a feeling of well-being and confidence. The store is not wishywashy — straightforward, yet quietly elegant.
® The contemporary, inviting environmental and exterior
design and choice of accessories — lighting, showcase materials, etc — also serve to attract a younger customer. This
important aspect “whom are we attracting” does not appear
to be addressed (at least regarding exterior and interior
design) by all of the other cool store designs.
RON WATTSSON
‘COOL STORE’ WINNER 2004
® The store is very sleek and clean, but really
reminded me of a department store. It doesn’t give
a “warm, fuzzy” feeling. Architecturally, it’s fabulous
and is definitely very high-tech. The remote-control
display cases on the mezzanine are something I’d
certainly like to see! I also like that the customers
are able to have their jewelry displays designed on a
large screen in 3-D.
GREG GORMAN
GMG DESIGN
® Nice contrast between the light white tan hard
surfaces and the softer wood-tones. Great enhancement and design support of a high ceiling environment to make sure the space works. Nice lighting
treatments and variations. Showcase designs are
well done. Simple, clean with just the right level of detailing to keep it interesting and inviting.
JOE ROMANO
SCULL & COMPANY
® This is a beautiful store from the outside and in. The location is great and
the use of light is impressive. A lot of natural light and a simple yet elegant
interior finish off a great choice in space.
RICHARD SWETZ
IJO
® For having a location in an office building I feel they have done a marvelous job in creating a jewelry store atmosphere. Not too intimidating.
Please see SECOND on Page 46
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professionals. “The building was
brand new, so we knew going with a
modern look would help reduce the
threshold barrier with young people,” says Sean Dunn. “We didn’t
want it to look regal. We wanted to
give it a non-threatening feel ... not
overly opulent, but contemporary
and sophisticated.”
The Dunns had to act fast to
land the 2,000 square-foot firstfloor space in the 24-story building
on
fashionable
Las
Olas
Boulevard. Soon to be neighbors
with 6,200 high-rise condos, and
at least twice as many potential
customers, they were taking no
chances. They immediately hired
Pavlik Design Team, a locallyoperated firm of international
acclaim (counting companies like
vital stats
help to bring the showroom
into the street, grabbing the
attention of passersby and
pulling them into the store.
“The showroom is so bright,
with lots of natural light,”
says Dunn. “But nothing
washes out ... the fiber-optic
lighting in the cases makes
the diamonds dance and
dazzle.”
But perhaps the most extraordinary feature awaits upstairs: a black,
high-gloss tabletop with a glass cube
showcase in the middle. Press a button on the table or the complementary remote control, and the showcase rises silently up on servomotors. (The staff has affectionately
dubbed it the “James Bond” coffee
table.) J.R. Dunn Jewelers has used
the technological marvel to showcase some of the most magnificent
pieces in the industry, such as the
Chopard Elton John-series timepiece (valued at over $100,000) displayed at a recent charity event.
The 700 square-foot mezzanine
also includes wall showcases that
can be customized with jewelry to
fit the customer’s tastes, as well as
seating for four and curtains that
can be closed electronically to
instantly create a more intimate
and private setting. Many of the
store’s biggest sales happen in the
room, but one stands out in particular. “A client was driving in from
two hours away. I know my clients
well, so I took everything I thought
she might like and set up the entire
room just for her. There were
places for her, her daughter, and her
husband all to sit. She was blown
away when a 12-carat, internally
flawless, vivid yellow diamond rose
out of the James Bond table. And
that was just one of multiple items
she bought that day,” says Dunn,
S T O R E S
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J.R. DUNN JEWELERS
C O O L E S T
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{second place}
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{second place}
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{second place}
DUNN
SECOND
who is reluctant to reveal the total amount of the sale.
There’s no doubt that the private showing room has
paid for itself, especially when it comes to serving local
executives. “When CEOs from around the area come
in, we can wait on them privately. They don’t want people looking over their shoulders when they’re spending
lots of money,” he says. The store’s location in the financial district also provides another sales opportunity:
making “house calls” to customers’ offices. “It’s easy for
our staff to visit nearby customers, who really appreciate it because we’re working around their needs,”
explains Dunn. “Some of our largest sales ever, well into
six figures, have been made in these situations.”
A watchmaker and jeweler both work on-site, “which
is cool for such a small store,” says Dunn. Customers
also have access to the original designs of internationally renowned designer (and Dunn family member)
Robert Pelliccia. Because when it comes down to it,
despite the plush surroundings and gadgets, it’s the people and services offered that put J.R. Dunn over the
top... just as they have for years. — TRACE SHELTON
LINDA CAHAN
CAHAN & COMPANY
® This store is very cool. This
is a perfect upscale Florida
store and the design is ideal
for their location. It is clean,
elegant, well-lit, modern and
chic. The use of black as an
accent works very well with
the wood and white tones. I
especially like the overhead
lamps. Their round shapes
give some softness to the
angles below. As great as this
store is, it’s too cool and geometric for my tastes. I like
what they’ve done with the
space and their selection of
wood and frosted glass. It’s
current and extremely attractive ... but I prefer more
warmth through color and/or
texture.
SCHWARZSCHILD JEWELERS
CAN A CENTURY-OLD STORE be an innovator, capable of a
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itself the “Crown Jewel of Richmond,” is used to moving full-throttle
into its future. The business was founded in the late 1890’s by William
Schwarzschild, fueled by the wealth of emerging industries. The store
suburban location, and now has the only David Yurman
vital stats
Alverser Plaza, 1200
Alverser Drive, Midlothian, VA,
23113
ADDRESS:
(804) 344-0150
PHONE:
URL:
www.schwarzschild.com
Merritt Mayher, president and CEO
OWNER:
boutique in central Virginia. And it
has plenty to be proud of in its
Alveser Plaza location, which
opened a year-and-a-half ago to a
very positive response — from local
customers as well as those in the
retail world. Its dramatic, curvilinear case styles, shown off to great
effect in its $1 million-plus design
with 14-foot high-ceilings, subtle
earth tones and plenty of natural
light, make it one of “America’s
Coolest Stores”.
“Being 100 years old means people may think of us as stuffy, but we
knew we were cool. We’ve gotten lots
of oohs and ahs about this store even
from people in the wholesale and
jewelry industry who have been to
many, many places,” says Mayher. “In
a way, that’s even more gratifying
because they are much more jaded.”
A visit to Schwarzschild Jewelers
is meant to be friendly and warm, so
when it came to updating its image
with the Alveser Plaza store in 2003,
Mayher knew that she wanted it to
be welcoming and inviting while
also modern and flowing (another
location, in Richmond’s Short
Pump Town Center, opened in 2004
with a more classic, luxurious look
that hearkens back to the store’s
original 1897 location, while the
third store in Carytown, built in the
1950s, has a traditional feel with
heavy dark wood paneling). In other
words, she wanted a shopping experience that wouldn’t intimidate but
would still be sophisticated, highlighting Schwarzschild’s fashionforward jewelry mix of top designers, including
Stephen Dweck,
FAVORITE TRUE TALE
David Yurman
and
Roberto
Coin. “I think
When Schwarzschild opened the new location, an opening
it’s very easy for
event was planned featuring designer John Hardy — so the
store was under pressure to complete construction and be
jewelry stores to
ready to go. “We had put billboards all over Richmond, so
be
somewhat
it was a pressure-packed moment,” says
cold,”
she says.
owner Merritt Mayher. A man drove up to
“We knew we
the store in a Mercedes dressed in surgical
scrubs and said he needed an anniversary
wanted a sense
band — pronto. “We were able to say we
of intimacy even
can have it for you in about an hour, and he
though it’s large.
said, ‘Perfect — I’ll be back after I do this
procedure,’” Mayer explained. “He was
But we didn’t
actually our first customer before we
want it to look
even opened the doors.”
fussy.”
doctor doctor
YEAR FOUNDED:
1897
2004 REVENUES:
“Seven figures.”
October 2003
LOCATION TYPE:
Stephanie Maxey
LAST REMODELING:
October 2004
TOTAL STORE AREA:
6,500 sq. ft.
SALES FLOOR AREA:
5,000 sq. ft.
TARGET CUSTOMER:
Middle to
upper-middle class
ADVERTISING SLOGAN:
N/A
40 showcases
and 32 shelving units
# OF SHOWCASES:
# OF EMPLOYEES:
14
Cream-colored mosaic
floor with brown square accents,
pale oatmeal-colored carpet
FLOORS:
WALLS: Combination of plaster
and mainly light woods. Accent
wall coverings range from a soft
pewter to copper tones
Curved dark walnut
central showcase, connecting in
other curves to other curved display cases and alternated with
square standalone cases
SHOWCASES:
Mahogany and
blonde maple with taupe tones
PRIMARY COLORS:
COOLEST STORE FEATURE: The
shape of the central showcase,
which is like a circle cut in pieces
and turned inside-out. “It has a
beautiful dome at the top and
really anchors the store,” says
Mayer. “It causes you to walk
along the showcase, which I see
people doing all the time. It leads
you along.”
LAND COST:
Unspecified
BUILDING COST:
Unspecified
Unspecified
GREG GORMAN
PAM LEVINE
49.0
10
10
8.5
JOE ROMANO
7.5
RICHARD SWETZ
6.0
RON WATTSSON
7.0
GREG GORMAN
GMG DESIGN
® Excellent combination of textures and patterns, materials used together
to deliver an interior design and environment that definitely complements
the merchandise.
® The mixed use of seating and showcase types to define
specific areas and differentiate them from one another is
wonderful.
® The use of different ceiling treatments and levels of
detailing is an excellent touch.
® Once again, there is nothing that I can say except “wonderful ... expensive, but wonderful”. It is important for retailers to understand that their store’s interior environment has
to complement the merchandise and price points.
®The only difference I can see between this and the coolest
store is that the ceiling and lighting treatments are not handled as well and take away from the overall quality.
JOE ROMANO
SCULL & COMPANY
® Visually a lovely store. Nice to see the dark wood used to
add warmth, something which most US stores seem to lack.
I love the use of curves to add visual interest, the attention
to detail looks very impressive. The use of the multi-tiered
ceiling, the height to give the impression of roominess and
the drop down for the lights gives the ceiling interest. The use
of the fine legs on the display cabinets also adds to the roominess of the store. I love that this isn’t the usual huge store, but
has class and warmth ... personality!
® Beautiful use of symmetry from all angles gives you an idea
of just how much attention to detail was applied in the store
design.
LINDA CAHAN
CAHAN & COMPANY
® In just a few photos, this store seems to glow with warmth
and life. The architecture is perfect for the area of the country.
It’s a great mix of modern design with a colonial/European
flair. The ceiling treatments may, inside the store, detract from
the merchandise but in the photographs,
these ceiling treatments add grace and symmetry to the overall design of the store. The
soft, warm colors mixed with the dark brown
wood tones combine friendliness and the
feeling of a very upscale shopping experience. The spindle legs of the case-line feel
fresh and new compared to the bulk of standard cases. They also add a feeling of grace
and lightness to the overall design.
PAM LEVINE
LEVINE DESIGN GROUP
® Overall the store appears as a contempo-
COST:
Unspecified
VALUE:
End-cap store in
a small mall
LINDA CAHAN
SCHWARZSCHILD
JEWELERS
Please see JEWELERS on Page 50
Please see THIRD on Page 50
Unspecified
2 0 0 5
was one of the first retailers in the downtown area to open a second
unequivocal “Yes.” In fact, the three-store Virginia chain, which calls
S C O R E C A R D
S T O R E S
Schwarzschild Jewelers head Merritt Mayher, the answer is an
A M E R I C A ’ S
modern look but with a secure sense of its own history? According to
Jacksonville, FL-based interior
designer Stephanie Maxey, who had
done work for other independent
jewelry retailers across the country,
took Mayher’s concepts for the
perfectly square space, located in a
small mall across the street from a
large shopping center, and added
her own unique design vision. “She
was the one who initiated the idea
of the curves,” says Mayher. “The
facade of the building has a curved
window treatment arched at the
top of the windows, and it started
us down that curvilinear road.” Five
months after the contractors got to
work, the finished project included
a cream-colored mosaic floor, an
abstract-patterned oatmeal-colored carpet, 10-inch baseboards
with light maple or dark walnut
trim, and a whopping 649 linear
feet of display area. The central
showcase, which customers see as
soon as they walk inside, is a round,
dark walnut-colored, curved case
measuring 14 feet wide and connected in curves to other display
cases that line the store. “The way
the layout works, there are no hidden corners when you’re on the
selling floor,” explains Mayher.
“There are no areas where you feel
like you’ve walked into a dead spot
or tunnel, the way some floor plans
can be, and no barriers to what
you’re shopping for.”
With so much intricate design
and elaborate detail, including relief
work, case depth, baseboard moldings, and dropped ceiling fixtures, a
neutral color palette was important.
Says Mayher: “If we had used color
as opposed to neutrals, it would
have been really jarring visually.”
One of the best aspects of the
space, she adds, is the tremendous
amount of natural light, thanks to
floor to ceiling windows that take
C O O L E S T
S T O R E S
{third place}
A M E R I C A ’ S
{third place}
2 0 0 5
S T O R E S
C O O L E S T
A M E R I C A ’ S
{third place}
JEWELERS
THIRD
advantage of the store’s corner location. “I think the
staff really enjoys the light, it’s such a bonus and so rare
in a retail environment. It makes it a pleasant shopping
experience,” says Mayher. The high ceilings gracefully
ascend to a 12-foot wide dome, adding another circular
element to the already fluid feel.
Some of Schwarzschild’s upper middle-class customers think the store’s style is almost too modern —
but most are delighted by the retailer’s choices, saying
that it’s a welcoming, positive environment. “We’ve
achieved everything we’ve striven for in that location,”
says Mayer. The evidence, she says, is when she watches
customers come in for a fairly routine service like a
watch battery change and still take the time to wander
around the store. “We don’t get that beeline-in, beelineout approach typical for a service call,” she says. And at
the end of the day, she says, the job of any independent
jewelry retailer is to make the customer feel at home
and sell the product. “You want to provide an elegant
envelope to allow the product to shine,” she says. “I
think this store does that very nicely.” — SHARON EDRY
rary yet slightly serious environment. I know from firsthand experience we are missing the warmth of the sales
staff, which is a big part of this
retailer’s strategy. But would I
label this store ‘cool”?
® One of the many challenges
retailers face when designing
additional venues is how to
retain the essential aspects of
their retail brand while adapting new up-to-date technology
and design features. The integration of old and new is
extremely well thought-out and
beautifully executed here.
Materials and craftsmanship
appear to be of fine quality, colors are pleasing and comforting. There is an authoritative
feel to the environment that is
positive and would inspire confidence in the consumer.
® The overhead showcase
lighting and lack of interior
showcase light fixtures and
conduits that often obstruct
viewing the jewelry, is smart
and “cool”. The clean edged
glass cases joined invisibly,
allow for the viewer to engage
more intimately with the products. Simply, the merchandise
is closer to the customer and
more accessible.
cases. It is not at all intimidating.
It appears to have middle-class
appeal, but still contains highend goods for those customers
who want them. In other words,
something for everyone.
® The curved cases and drop
lighting are the cool aspects of
this store.
®The balance between traditional and contemporary is well
done. The store’s design features are such that they can
successfully attract both
younger and more mature consumers.
RICHARD SWETZ
IJO
® I do understand this jeweler
has been in business over 100
years ... but I would still recommend the word “jewelers” be
used on the outside of their
beautiful building. A new person
in town or passersby might not
recognize the name as a jewelry
store. The inside truly gives a
warm feeling. I like the treatment of different types of show-
RON WATTSSON
® What I like about this store
immediately was the warmth
and richness of the showroom.
The showcases are gorgeous
and elegant and draw your eye
directly to the merchandise.
The floor layout with its curved
lines allows a customer to
meander about comfortably.
The suspended areas of ceiling
with lighting adds a comfortable feel.
® I particularly liked the boxy
showcases on either side of the
entrance — a very artistic way
to display product. Nicely done.
2 0 0 5
S T O R E S
WHEN YOU’RE A JEWELER in Washington, D.C. you can’t
afford to sell second-rate jewelry when catering to those who typically fly first-class — perhaps even passengers on Air Force One. I.
Gorman Jewelers is in the power center of America, where movers
and shakers shape the nation’s policies. “Without naming names we
get a lot of high-level government people, high-profile media figures
S T O R E S
C O O L E S T
I. GORMAN JEWELERS
C O O L E S T
and high-powered attorneys seen in the local news shopping here,”
says Adam Gorman, son of store founder Ivan Gorman. “That’s one
of the leading reasons I. Gorman’s is a cool store.” Style-conscious
media types and other high-pow- they walk through the door in the
ered Beltway fashion mavens are form of a stylish display case which
attracted to I. Gorman’s select encapsulates the store’s overall
inventory, another very hip thing wood and metal theme.
“We kept the warmth and tradiabout this D.C. jewelry store. “In
the 1980’s we carried very high qual- tional look the wood gives with a
ity yet stylish traditional jewelry, more contemporary metal millbut eventually we phased that out work,” says Gorman. “This gives
to carry fresher, more modern, arti- the store a unique design dichotosan jewelry designs,” Gorman says. my in that we’ve successfully com“We travel around the world to bined traditional and modern elestrike agreements with [jewelry] ments to create an overall look that
designers who give us exclusive dis- enhances our inventory.”
Another key store feature that
tribution to their lines. We really do
carry very distinctive jewelry ... was retired was an antique chandewhich is important, because in this lier whose time had clearly passed.
town you don’t want to be seen In its place, the Gormans installed
wearing the same jewelry somebody halogen track-lighting in an
abstract shape similar to a nautilus
else is wearing.”
With new inventory came a new shell. Above the “shell” is a dome
that measures eight
look, and I. Gorman
feet across. The
overhauled its image
COOL QUOTE
dome pulls together
in 2003. The store’s
many interior design
hardwood floors are
elements, visually
a holdover from the
separating the area
store’s original look,
from the main sales
but the old brass that
floor and creating a
was a central characprivate environment.
teristic of the previIt’s a place where I.
ous
store
was
Gorman’s diamond
retired.In its place,
and bridal customers
the Gormans went
can view selections,
for an edgier, more
or patrons who simurban look by inteply want to view the
grating
brushed
store’s select jewelry
stainless steel, which
in a more exclusive
greets customers as
“when
people
walk through
that door, they
know they’re
not in an
ordinary
jewelry store.”
vital stats
1120 20th Street NW,
Washington, DC 20036
ADDRESS:
PHONE:
(202) 775-8544
FAX:
(202) 775-8321
URL:
www.igorman.com
Adam, Ivan, Bonnie and
Nicole Gorman
OWNERS:
YEAR FOUNDED:
1981
December, 1981
LAST REMODELING:
2003
STORE AREA (SQ-FT):
2004 REVENUES:
1,500 sq.-ft
N/A
TARGET CUSTOMER:
Young, urban
professionals.
ADVERTISING SLOGAN:
LOCATION TYPE:
N/A
First floor of an
office building
Fisher-
Gordon Architects
SALES FLOOR AREA:
SHOWCASES:
1,200 sq.-ft
22
LINEAR FEET (SHOWCASES):
EMPLOYEES:
90
10
Sit-down
area for bridal customers
“COOLEST” FEATURE:
FAVORITE CUSTOMER STORY:
N/A
Mainly hardwood floors
with area rugs
FLOOR:
WALLS:
Painted walls
Drywall ceiling with
recessed lighting
CEILINGS:
SHOWCASES:
Custom, handmade
mahogany
PRIMARY COLORS:
Beige and soft
tones.
LAND COST:
N/A
BUILDING COST:
N/A
$225,000
COST:
$25,000
and private setting away from the
store’s smallish sales floor.
With a store based in D.C. it’s
easy to say the location is cool. But
I. Gorman isn’t just about serving
those based in the nation’s capitol,
they also target the D.C. metropolitan area — which includes D.C. as
well as suburbs of Maryland and
Northern Virginia. “That’s an estimated three million people,” says
Gorman. “Having exclusive agreements with proven designers in a
marketplace of this size is also very
cool.”
With such a sizable, influential
and eclectic customer base, it’s
important that staff members at I.
Gorman present the right attitude.
Gorman says his staff of 10, including four family members, always
exude a “positive vibe” while on
the sales floor. “When people walk
through the door they know
they’re not in an ordinary jewelry
store by the inventory we sell and
the people who sell it. That positive energy really goes far.”
In 1981, Ivan and Bonnie
Gorman founded I. Gorman. Back
then, Ivan worked as vice president
of Melart Jewelers, a chain store
with outlets in the D.C. area that
was owned by Bonnie’s father.
Years of combined experience
and business sense led the couple
2 0 0 5
A M E R I C A ’ S
A M E R I C A ’ S
{fourth place}
S C O R E C A R D
LINDA CAHAN
I. GORMAN
JEWELERS
47.5
8.0
GREG GORMAN
7.0
PAM LEVINE
8.0
JOE ROMANO
9.0
RICHARD SWETZ
9.0
RON WATTSSON
6.5
PAM LEVINE
LEVINE DESIGN GROUP
® Honestly, I don’t find this store exceptionally “cool”. Although the environment is aesthetically pleasing with warm color tones, it is “expected”
from a design standpoint. For a retailer who is known for a wide range of
contemporary designer jewelry, I think the environment could be modernized and slightly more risky.
® It’s traditional wood showcases and overall color scheme does not seem
to be an environment aimed at attracting younger customers. The wall color,
which appears to be the same throughout the store, could be more dramatic.
This small change would enliven and enhance the environment considerably.
® The store lacks a strong brand image or
overall identity. This is a retail destination that
one would expect to find in Washington.
® Last, there is opportunity in the showcase
presentation to go beyond the traditional white
leatherette display forms and integrate the natural store tones more closely with the jewelry.
RICHARD SWETZ
IJO
® Lovely interior. Nice treatment of wood
and color. Especially like their engagement
ring dept. I do get the feeling however, of a
maze inside. It might be difficult for the consumer to navigate, throughout the store. The
showcase in the middle bothers me a little in
that a customer could walk up behind the
case. Why not have an area that is completely
VALUE:
N/A
Please see GORMAN on Page 54
Please see FOURTH on Page 54
2 0 0 5
S T O R E S
C O O L E S T
A M E R I C A ’ S
{fourth place}
GORMAN
FOURTH
to a new office building. The unassuming red brick
front on a then-quiet street seemed like a prudent
move for the shrewd couple when they signed the
lease in 1981. And now, that office building is home to
powerful attorneys and business leaders in an area that
has developed into a busy hub.
But, despite all the high-stakes action occurring
around the store, I. Gorman Jewelers remains a place
of calm in the nation’s capitol. With its lavish sitting
area, plush chairs, luxurious woodwork, and area rugs
in Tibetan styles, it’s a place where customers can relax
and enjoy the store’s breathtaking selection of exclusive jewelry designs.
For now, while the Gormans are content with their
store, they are keeping their eyes open for a larger
retail space. If they find the ideal location, they’ll
make another move and, no doubt, build an even
cooler store than this award-winning retail establishment. — PAUL HOLEWA
open? The wood treatment is
soft and appealing. Nice job.
LINDA CAHAN
CAHAN & COMPANY
® The overall look of the store
is warm and interesting. I like
the rounded area with the textured floor case on the round
orange carpet. The mimicking
of the cases around the center
area works well. The curled
ceiling light track in the rounded ceiling is terrific! The woodwork is admirable and highly
appealing. I’m not a fan of hard
90-degree edges or boxy areas
but the rounded counters in the
front of the store create an
excellent first impression. It
looks like the major design
strength in this store is the use
of color and texture.
JOE ROMANO
SCULL & COMPANY
® The physical environment
reflects the good taste of the
Gorman family
and meets the
customers’ expectations. Therefore,
the physical environment and
product mix substantiate the marketing message.
This also is very
cool. I frankly cannot make a suggestion to
improve their
business. In my
opinion, they
should continue
to do what it is
they have done so
well, for many
years.
GREG GORMAN
GMG DESIGN
® While this store is better
than most, it is lacking that
final touch. It appears to be a
bit fragmented. The basic
design approach is interesting
but as a whole unit misses a
bit. Nice textures and design
approach.
RON WATTSSON
COOL STORES WINNER 2004
I think the idea of having a
courtyard and atrium for private parties is awesome. What
a great idea! The mahogany
cases are rich and warm, but I
have to say, the stainless steel
reminds me of a dental office.
BECKY BEAUCHINE KULKA
STORYTELLING. EMOTION. FEELINGS. These are the
2 0 0 5
C O O L E S T
things that the all-female staff at Becky Beauchine Kulka Diamonds
and Fine Jewelry pay close attention to, because they are what make
A M E R I C A ’ S
S T O R E S
{fifth place}
that customers come in all ages ... and all price ranges. So now she car-
jewelry so special... and have for eons. It’s a place where people and
their families are more important than the product itself... part of the
reason that the name of the owner is the name of the store. Once
focused almost entirely on higher-end work, Kulka has since realized
ries products that appeal to kids and teenagers, like Nomination char
vital stats
3544 Meridian
Crossing Okemos, MI 48864
ADDRESS:
(517) 347-4000
PHONE:
FAX:
(517) 347-1496
URL:
www.bbkfinejewelry.com
Becky Beauchine Kulka
OWNER:
that provides a stunning focus in the
center of the store. Kulka handpicked the fish and coral to coordinate with the store colors. Why a
salt-water aquarium? When Kulka
read about the trend toward developing a children’s area in a store, she
decided that the aquarium would
suit her environment far better.
Chairs placed around the large tank
provide quiet; children and adults
are absorbed by the aquatic life
while more active shopping continues around them. The local pet store
works closely with Kulka to maintain the aquarium’s health and beauty. Easy-listening instrumental and
New-Age music contributes to the
ambience, and cookies are baked
daily and served with hot coffee.
New staff members are encouraged to become part of the sales
team from the first day. A training
manual covers all the details about
sales, operations and
product.
ExperCOOL SERVICE
ienced staffers each
take on different
aspects of the new
“We have a number of men who began
staff ’s
training.
purchasing things from Becky 10 to 15
During the training
years ago. Now, they think of Becky for
period, new sales
every occasion. We keep all their information on file and try to help them coordiassociates work on
nate their purchases, so that they can
rotation with each
build their wives’ jewelry collections.
experienced staff
These are our core customers.”
member individually, giving all of them
Nominaton charm bracelets. But
her salespeople treat every item in
the store like it’s a luxurious highend piece, whether its a $50
Nomination charm bracelet, a
Hidalgo ring, or even one of Kulka’s
own custom-made diamond creations. Now, many young customers
return for engagement and marriage gifts.
The store design of Becky
Beauchine Kulka, done by Ruth
Mellergaard of GRID/3 International, reflects the owner. It is
softly feminine, based on light colors and curves. Curved 42” high
white showcases and light-colored
walls are shown off in beautiful contrast by plush purple carpeting (purple is Kulka’s favorite color). Glass
cubes enclose the diamond room,
without creating a visual block.
Perhaps the most striking feature
is the six-foot salt-water aquarium
file under ‘m’
YEAR FOUNDED:
1988
2004 REVENUES:
$3.4 million
2000
LOCATION TYPE:
Destination strip
center
GRID/3
International
LAST REMODELING:
Fall 2003
2,650 sq. ft.
TOTAL STORE AREA:
SALES FLOOR AREA:
1,800 sq. ft.
Middle to
affluent market of all ages
TARGET CUSTOMER:
“This is
how you say it ... Becky Beauchine
Kulka”
ADVERTISING SLOGAN:
Five continuous
cases (300 linear feet)
SHOWCASES:
EMPLOYEES:
FLOORS:
WALLS:
13
Purple plush carpet
Painted and wallpaper
CEILINGS:
Tile
SHOWCASES:
White laminate
PRIMARY COLORS:
Purple, white
and taupe
COOLEST STORE FEATURE:
6 ft.
salt-water aquarium
LAND COST:
N/A
BUILDING COST:
N/A
$400,000
DESIGN/ARCHITECTURAL FIRM
COST:
$13,750
VALUE:
N/A
a chance to know each other. The
practice keeps everyone very
involved in day-to-day operations.
Sales incentives encourage the
staff to buy jewelry from the store.
Wearing the jewelry with their
daily casual wear, what they’re
doing is sending an important message: that jewelry is not just for special occasions.
Recently, Kulka developed a
sales award that was very popular
with her team. The top winners
attended two days of the JCK and
Luxury Show in Las Vegas with
their popular boss, who attends
yearly. Before the contest, Kulka
printed sales associates’ names on
the store’s $25 gift cards, encouraging staff to hand them out like business cards to people met in the
course of their daily lives outside
the store. The number of cards
redeemed at the store, plus individual sales, contributed toward winning totals for three staff. “I often
handed one out to someone whose
jewelry I admired even on the
street,” explained Chantelle
Deimling, one of the lucky winners.
“The prize gave us an opportunity
to go somewhere luxurious, while
also providing us with some
insights into the business. Knowing
more about the business helps us
do our work at the store better.”
Very
few
merchandise
exchanges take place at Becky
Beauchine Kulka Diamonds and
Fine Jewelry, an indication that
staff members know their clientele
well and are experts at helping customers to pick the right gift.
Products are all digitally photographed, and images are used to
help customers find the perfect
new jewelry or the right match for
their existing collection.
Storytelling is encouraged. Sales
Please see KULKA on Page 59
2 0 0 5
{fifth place}
{fifth place}
KULKA
A M E R I C A ’ S
C O O L E S T
S T O R E S
S C O R E C A R D
BECKY BEAUCHINE
KULKA
45.5
LINDA CAHAN
10
GREG GORMAN
5.0
PAM LEVINE
8.0
JOE ROMANO
6.0
RICHARD SWETZ
10
RON WATTSSON
6.5
RICHARD SWETZ
IJO
® My favorite “cool” store. The use of color here makes for a wonderful customer experience. I feel I want to spend time in this store. The fish tank is a
perfect touch, helps keep kids busy. Although the store is long and narrow, it
doesn’t come off that way. The outside is very appealing ... the sign says it all.
Love it, love it, love it.
RON WATTSSON
® First impression: the purple carpet was a mistake. It’s the first thing
you notice. Not jewelry, not showcases, just purple. It stands out
rather than fitting in. The outside of
the store seems typical. The design
lines inside the store are quite nice.
It flows easily. The aquarium is an
interesting touch and I thought the
ring pops were a cute idea.
associates encourage their customers to recount these stories
when giving their gifts, to contribute to moments of romance.
When the best friend of one associate’s husband got engaged to a
lady with a three-year-old daughter, he told the sales associate that
they had always sung “Twinkle, Twinkle, Little Star” together. The
little girl had told him her mother wanted that “diamond in the
sky” and he wanted to give it to her. Chantelle suggested an
inscription on the diamond’s girdle “To Sherry, you are my diamond in the sky, love Lane”. Forever afterward, the ring suggested
an acceptance of the fiancée’s young daughter as well as proof of
the couple’s commitment.
Jewelry personalized through engraving is all part of the personal sales technique practiced at Becky Beauchine Kulka.The warm
and fuzzy staff philosophy balanced with the bright and open
ambience welcomes shoppers to a store that has become a strong
part of its small Michigan community. — SARAH YATES
GREG GORMAN
GMG DESIGN
® An average store. The showcase
lines are far too long and lacking in
design attention. Lighting is not
done creatively, but more of a basic
approach. The lack of wall detailing
and visual excitement makes the store appear weak and incomplete.
JOE ROMANO
SCULL & COMPANY
® Uncool: Despite the cool features of the store, there is coldness about it.
Too much white and uncovered walls. And the posters in the front windows
of the store have got to go. Cool stores pay attention to detail; the planter
pots (or ashtrays, as they stand now) should have flowering plants in them.
The exterior of the store does not do justice to the interior. Cool: The use of
color in the store is great. The purple carpet, the funky colored chairs, and the
fish tank all add to the coolness of the store. I like how the flower arrangements are spread around the store to break up the sterile white cases.
LINDA CAHAN
FIFTH
attractive, although I would prefer
smaller track light fixtures. Overall,
this store feels innovative and cool
and it’s easy to understand how they
have grown so quickly over the
years.
CAHAN & COMPANY
PAM LEVINE
® This store seems to employ a lot of feng shui principles in
its design and layout. I especially like the fish tank and the
focus on entertaining all ages, not just adults. The colors in the
fish tank complement the store’s colors ... along with adding
life force energy to the overall store. Curves allow energy to
flow gently throughout the store. Its cool factor comes from
the choice of colors combined with the long, curved fixtures
and aisles. The use of the warm sand tones combined with the
purple and white is unusual for the Midwest and gives the
store an elegant feel. Smelling fresh-baked cookies is a wonderful contrast to the elegance and can make a customer feel
immediately welcomed and “at home.” The gift area looks very
LEVINE DESIGN GROUP
Please see FIFTH on Page 59
® Considering the location
(Michigan) this store seems quite
cool. The light tones are welcoming
and would attract a variety of age
ranges and customers. The fish tank
is cool and adds a break or breather
from the extensive case-line presentation. The furniture shapes, lighting
and clean lines create an inviting
environment. The store interior
appears light and spacious. The
boldly-colored carpeting contrasted
against the light cases is a unique
element for a design team to focus
on and treat in this way. The carpeting serves to carry the eye throughout the space in a continuous flow,
like a river. The design is successful
from a contemporary standpoint; it is
“understandable” and not too edgy
or forced. This is important for the
“middle America” customer. Still the
store has distinct personality and is
definitely not too serious.
® I credit Becky with her willingness
and understanding of the power of
design. If the environment is
designed with the customer experience truly in mind, the environment
will serve to communicate a clear
distinct message to both its aspirational and current customer.
® Too often, stores forget that the
environment is an extension of the
brand message. Looking at this
store’s design, I have no doubt that
the shopping experience at BBK is
both enjoyable and relaxed.
2 0 0 5
S T O R E S
the attitude taken by partners Steven Rosdal and Michael Pollak,
who formed Hyde Park Jewelers 30 years ago. The two new owners
wanted a name to fit the fine designer jewelry they offered customers. “Wanting a more elegant name than our combined names,
we wrote 300 names on a piece of paper. After two days, we decided
this one fit because of all its positive connotations. It has served us
well,” states Pollak. At Hyde Park, customer’s lifestyles are the focus
— not price points. When the store first opened in 1976, Hyde Park
end fashion-forward jewelry, diamonds, and over 20 brands of Swiss
watches are featured. Jewelers and
watchmakers are kept busy with
custom work and repairs.
Additionally, Hyde Park has developed its own branded products like
the Classica Cut diamond and
bellaDOLCE, a line of jewelry
inspired by and designed in Italy.
In 1999, the flagship store in
Denver was consolidated from two
locations into a new store in the
upscale Cherry Creek Shopping
Center. Another store was opened
in Las Vegas, and most recently, a
third location was opened in
Phoenix. (The store reviewed by
Instore’s America’s Coolest Stores
contest judges was the Phoenix
branch.) All share certain elements
of design, utilizing
nearby
BRAINSTORM
Rocky Mountain limestone,
stainless steel,
Thirty years ago, when
wood and glass.
partners Steven Rosdal
and Michael Pollak
At the same
decided to open a new
time, each store
jewelry store, they were
is distinctive,
faced with the challenge of coming up with a name. But they
according to the
didn’t want to go for the obvious alternatives ... RosdalPollak Jewelry, Pollak-Rosdal Jewelry, Rospol Jewelry, etc.
city in which it
Instead, the two entrepreneurs spent a weekend and came
operates. Cusup with 300 different names, looking for the one that would
tom showcases
evoke the right image of luxury. Did they succeed? Today,
Hyde Park Jewelers is one of America’s biggest-selling indein light maple
pendent jewelers ... with three of its coolest stores.
wood, made by
Interior Wood-
name calling
PHONE:
URL:
(602) 667-3541
www.hydeparkjewelers.com
Steven Rosdal, CEO;
Michael Pollak, President
OWNERS:
YEAR FOUNDED:
1976
2004 REVENUES:
Unspecified
November 2003
LOCATION TYPE:
Lifestyle center
Brand +
Allen
TOTAL STORE AREA:
2,250 sq. ft.
SALES FLOOR AREA:
2,250 sq. ft.
TARGET CUSTOMER: Luxury customers and those who aspire to
be...
ADVERTISING SLOGAN:
SHOWCASES:
EMPLOYEES:
N/A
130 linear feet
7
Carpeted, with granite at
entranceway
FLOOR:
WALLS:
Rocky Mountain lime-
stone
Drywall — multi-leveled
with light wells
CEILINGS:
Light maple, by
Interior Woodworks in Denver
SHOWCASES:
Combination of
cool beige and sand colors
PRIMARY COLORS:
Exterior
water wall
A
favorite customer from Denver
who moved to Phoenix, temporarily leaving the girl of his dreams.
Thrilled to find the Phoenix store,
he commissioned a ring in secret,
and avoided the Colorado store
when he was with her. Because of
this, she thought the engagement
wasn’t going to happen. Of
course, he knocked her off her
feet when he produced a
sparkling Hyde Park ring.
FAVORITE CUSTOMER STORY:
LAND COST:
Unspecified
BUILDING COST:
Unspecified
INTERIOR-BUILD-OUT COST:
Unspecified
COST:
Unspecified
VALUE:
Unspecified
Please see HYDE on Page 62
S C O R E C A R D
HYDE PARK
JEWELERS (PHOENIX)
45.0
LINDA CAHAN
7.0
GREG GORMAN
8.0
PAM LEVINE
8.0
JOE ROMANO
7.0
RICHARD SWETZ
8.0
RON WATTSSON
7.0
GREG GORMAN
GMG DESIGN
® Clean with just enough detailing support to keep it interesting. Nice lighting package with a combination of types but could have used a bit more to
invade the space with pendants. Above average
approach and project completion style. Nice coordination between the exterior and interior, completing the
package.
JOE ROMANO
SCULL & COMPANY
® Not a huge store, but good use of space. Light colors
give it a light and airy feel. Love the big front windows,
don’t see that a lot in the United States. Gives lots of
natural light and also gives good store frontage, once
again not something that seem very popular in this
country. High ceiling also adds to the spaciousness of
the store.
® The curved showcase adds interest and texture to
the store. The lighting fixture in the center of the store
and the simplistic, minimalist lines also add to the spacious feel of the store.
LINDA CAHAN
CAHAN & COMPANY
® This store looks very attractive. There are too few
pictures for me to get a complete sense of the space.
The exterior with its architectural use of rectangles is
interesting and seems to be echoed in the interior. I like
the curves and use of warm colors. The hanging lights
are reminiscent of a pendant necklace and add some
interest to the space.
PAM LEVINE
LEVINE DESIGN GROUP
® This location (as well as the flagship store) boasts
one of the most inviting and welcoming jewelry exterior
store facades. The combination of glass, lighting and signage treatment is
clever, modern and open. Blurring the line between the store exterior and
interior space invites customers to peek into the space and glimpse the merchandise. From the inside, they can look out and vice versa. This helps to
remove the mystery and intimidation factor that too often keeps customers
from spontaneously entering jewelry venues. This is also true for the Hyde
Park flagship store located within an upscale mall. These architects design
from the outside in, with strong consideration for driving traffic into the
store. The flagship location is cleverly open and inviting and doesn’t even
have front doors.
® Combinations of materials from blonde wood cases to stone, natural color
tones and texture through the carpet and walls seamlessly integrate to form a
relaxed, contemporary and classy venue. Glass showcases with overhead lighting enable the customer to easily view and get close to the product, versus
more traditional cases that have light bars and more obstructive featuring. The
curved cases, drop ceiling shapes and casual feeling within the store is the continuous thread that can be traced throughout all of the Hyde Park venues.
Please see SIXTH on Page 62
2 0 0 5
had two employees, and the most
expensive piece of jewelry sold that
first year cost $300. Today, the
company prides itself on offering
luxury at entry-level prices,
encouraging people to cross the
threshold and to grow with them.
A broad range of customers are
dazzled with the breadth of their
merchandise, from self-purchase
collections by David Yurman, to
$50 Italian sterling silver money
clips ... from a $10,000 one-of-akind Denver Broncos porcelain
chess set, to a $250,000 one-hundred carat diamond necklace.
Hyde Park Jewelers serves both
locals and tourists in three different communities, and in each one,
the company has become synonymous with affordable luxury. High-
2442 E. Camelback Rd.,
Phoenix, AZ 85016
ADDRESS:
works of Denver, are used in all
three stores.
The latest, most brilliant jewel
in the Hyde Park crown is the
Phoenix store, set in a lifestyle mall
adjacent to Saks Fifth Avenue. In
Phoenix, the temperate climate
encourages outside retail. The
store sets itself apart through its
exterior eight-foot high water wall.
Water cascades over the rough-cut
granite-stone wall of the store, acting as a focal point for customers.
The surging waterfall provides a
jeweled oasis of calm, in stark contrast to the raw, hot energy of the
city. Inside the store, alternating
rough and smooth limestone walls
are complemented with sand and
cool beige-colored detailing.
Carpet throughout the store
absorbs the sounds created by the
hard limestone surfaces. Cones of
high-voltage tungsten lighting suspended over the central island of
showcases contribute to its sophistication. The 2,250 square-foot
store also has a second-story office,
workshop and administration area.
“We pride ourselves on presenting
elegance with no pretentiousness,”
comments Pollak.
Sales technique at Hyde Park
were developed and implemented
through an extensive multi-year
training plan conducted by a corporate training director, managers
and assistant managers. Dress is
smart and professional. “We look
for passionate people who desire
to be a part of the culture we have
worked so hard to develop at Hyde
Park Jewelers,” says Pollak. The
partners’ generous commitment to
over 50 community organizations,
from the AMC Cancer Research
to the Allied Jewish Federation of
Denver and numerous other local
events and charities, is central to
S T O R E S
C O O L E S T
WHAT’S IN A NAME? A wealth of brand equity. At least, that was
vital stats
C O O L E S T
A M E R I C A ’ S
HYDE PARK JEWELERS
A M E R I C A ’ S
{sixth place}
{sixth place}
{sixth place}
HYDE
this culture.
All three stores are electronically linked in real time through an
intranet system, contributing to an up-to-the-minute sales analysis
and replenishment program. To contribute to the creation of Hyde
Park Jewelers’ own brand, Rosdal and Pollak have abandoned all
slogans in their
advertising. Their
new ad campaign
concentrates on
creating an environment
of
design
—
through the utilization of a
world-famous
Russian model.
Says Pollak: “We
felt that our
DNA was being
diluted by the
way we portrayed
the Hyde Park
brand along with
all of our branding partners. We hope this new campaign will correct the balance.”
Although partners Rosdal and Pollak no longer spend much
time on the sales floor personally, they’ve worked hard to develop
rewarding customer relationships. And Pollak still has a soft spot
in his heart for those customers who started shopping at the original Denver store when they were barely able to pay for an engagement ring. More than 20 years later, these same customers buy
sparkling custom-made diamond jewelry in the six-figure range.
“As a merchant, it is very reaffirming to have earned a client’s trust
over 20 years. Now, their children are our customers.”
In their newest Phoenix store, Hyde Park Jewelers are working
toward developing those same relationships in a sparkling contemporary setting. — SARAH YATES
SIXTH
® Among the many challenges of
rolling out additional stores, once a
flagship is created, is to clearly
establish the visual and strategic
linchpins of the brand that will serve
to encourage brand recognition and
clarify brand distinction throughout
all venues. Hyde Park seems to have
succeeded in carrying out their
brand with a confident store design
that alters to suit its larger community environment while maintaining
its distinctive brand recognition.
RON WATTSSON
® What I liked most about this store
was the outside. It’s striking. It grabs
your attention. The signage reminds
you of an old-time movie marquee,
which is nostalgic. It says “this place
has been here a long time”.
2 0 0 5
S T O R E S
C O O L E S T
A M E R I C A ’ S
{seventh place*}
MURPHY JEWELERS
CLUTCHING A FISTFUL OF moldy old bills, a shabbilydressed, middle-aged man recently walked into Murphy Jewelers.
He was looking for a gift for his wife for their 25th anniversary. As he
was being helped, the story came out that when he had first married,
he hadn’t been able to afford a diamond engagement ring. And every
paycheck since, he’d stashed a few dollars away, until the day he
entered Murphy’s. He walked out with a three-stone anniversary
ring. ¶ That’s the kind of story Patrick Murphy loves. “Blue jeans or
blue suit, they’re all my customers and I encourage my staff to listen
his project in motion. He was
becoming burned out, but when the
luxurious watch franchise awarded
Murphy Jewelers an account, it
energized him. “In this industry, I
truly believe that you are known by
the company you keep,” says
Murphy. “Being an official Rolex
jeweler allowed us to position our
store as a top retailer, bringing new
excitement and enthusiasm into
our retailing.”
With his new store being located
next to the popular big-box sporting goods store, Cabela’s, Murphy
knew that he had to construct a
landmark store of his own or be
overshadowed. And the new
Murphy Jewelers concedes to its
neighbor.
The brick structure takes advantage of the land’s natural beauty
with its 30-foot glass entrance and
an atrium running along the length
of the store. Surrounded by mountains and trees in
the back and
FAVORITE TRUE TALE
brightened by
the natural light
of the atrium,
Last Christmas, a little girl sat on Santa’s
Murphy Jewelers
lap, looked up into his twinkling blue eyes,
is a wow. The 18and made her Christmas wish. What would
foot waterfall in
make hers holiday dreams come true? A
the tiled foyer,
bicycle, a dollhouse, a dog? None of the
above. What the little girl wanted most
which runs 24
under her Christmas tree was ... a
hours a day,
Hearts on Fire diamond from Murphy’s.
seven days a
to their stories. Make a believer of
them, that’s our company’s goal.
Convert them to Murphy Jewelers.”
So says Patrick Murphy, a man
who values his community as much
as, if not more than, his own store.
He considers the new Murphy
Jewelers to be his gift to Hamburg,
PA. When he began the project,
Murphy asked local builder/contractor L & K Construction to
develop a space that inspired
excitement without intimidating
his customers. Again, mission
accomplished. The stand-alone
store has 18-foot ceilings, two
waterfalls, and a 500-pound, sixand-a-half foot natural amethyst
rock. As Murphy says, “I consider
the store to be my Cadillac. And L
& K Construction thinks of it as
their Rolex. Best of all, we’re still
friends.”
And speaking of Rolex, Murphy
credits the company with setting
brand wish
vital stats
16 Jetson Drive,
Hamburg, PA
ADDRESS:
(610) 562-2528
PHONE:
FAX:
(610) 562-2528
URL:
www.murphyjewelers.com
YEAR FOUNDED:
OWNER:
1913
Patrick Murphy
2004 REVENUES:
$1.4 million (4th
quarter only)
October 2004
LOCATION TYPE:
Destination store
L&K
Construction; GRID/3
International for lighting; Anne
Murray, interior colors
TOTAL STORE AREA:
6,700 sq. ft.
SALES FLOOR AREA:
4,900 sq. ft.
TARGET CUSTOMER:
“Everyone”
“Creating
memories to last a lifetime”
ADVERTISING SLOGAN:
100 (300 linear feet
plus wall cases)
SHOWCASES:
EMPLOYEES:
22
Carpet by Shaw
Industries, Ltd.
FLOORS:
Drywall with one floor-toceiling stone wall
WALLS:
CEILINGS:
Drywall
Natural
Pennsylvania Heart cherry wood,
with suede sage green material
for floorboards; wall cases are
also cherry wood with granite
tops
SHOWCASES:
PRIMARY COLORS:
Sage green and
cream
COOLEST STORE FEATURE: 18-ft.
two-sided waterfall which runs
24/7 and a 500 lb. 6 1/2 ft. natural amethyst rock crystal.
LAND COST:
$450,000
BUILDING/DESIGN COST:
$1.4 mil-
lion
INTERIOR-BUILD-OUT COST:
$1
million
VALUE:
$600,000
week, has even caused some customers to gasp aloud. Another
impressive piece of nature is the
huge natural amethyst rock
Murphy bought from Arizona and
installed in his store. Customers
love it. On the night of his grand
opening, he even had spotlights ––
Hollywood-style.
But despite his store’s many
impressive features, Murphy
wanted to ensure customers
weren’t overwhelmed. He consulted his cousin, interior designer
Anne Murphy, who suggested he
use a muted sage green and cream
color scheme throughout to provide a sense of calm. Another
cousin, who worked at Shaw
Carpet Industries, suggested a
rich green carpet, for a more residential feeling to the space. Nearly
100 showcases, built in cherry
hardwood by his jogging partner,
Steve Buzalko, add to the homey
feeling. Forming islands of merchandise, the curved and squared
glass hand-carved wood cases are
more like fine residential furniture
than jewelry showcases. To light
his space, he hired GRID/3
International’s Ruth Mellergaard,
who recommended plenty of
ambient light to supplement the
natural light, plus lighting inside
the showcases to ensure the merchandise sparkled.
“I don’t take anything for granted and I didn’t go into this blindfolded, throwing a dart at a dart
board. It’s my heart and soul and it
involved a lot of research and
thought.” Murphy’s philosophy is
that you’ve always got to do one
thing better today than you did
yesterday. The result of that philosophy? “This store,” says Murphy.
One other favorite aspect of the
store for Murphy is his office, a
Please see MURPHY on Page 68
S C O R E C A R D
A M E R I C A ’ S
C O O L E S T
S T O R E S
2 0 0 5
{seventh place*}
MURPHY
JEWELERS
44.5
LINDA CAHAN
9.0
GREG GORMAN
2.0
PAM LEVINE
8.5
JOE ROMANO
8.5
RICHARD SWETZ
9.5
RON WATTSSON
7.0
LINDA CAHAN
CAHAN & COMPANY
® The mix of natural elements in this store gives it a warm, interesting and
inviting feeling. The investment in extra lighting allows them to have darker
wall colors without losing the light, bright feel. I am very drawn to the stone
fireplace combined with the wood and dark walls. This store
design, while not “out there”, is very cool thanks to the
choice of colors and materials.
®Their use of natural materials is excellent feng shui
because people react in a more positive manner to things
from the earth rather than from a factory. Lowering the
light tracks along with the darker walls cuts down on the
feeling of a high ceiling. The case-line seems to work well
with curved sections to keep it from being too straight and
sharp.
PAM LEVINE
LEVINE DESIGN GROUP
® The high ceilings and enormous glass facade portray
grandeur while the interior seems inviting, down-to-earth
and relaxed. This is why Murphy’s deserves its “cool store”
status; having achieved a challenging and successful balance
between two opposing elements.
® Warm natural-earth color tones seem to be selected with
a keen understanding and eye towards the local traffic and
customer base. Although possibly due to the wide-angle
photograph, the space seems too vast and open, like a sports
field. One wonders how the customer is encouraged to navigate such a big store.
® Developing less generic, more customized display elements and a cohesive merchandising strategy for in-case
presentations would greatly enhance this overall environment. This would serve to create more intimacy between the
customer and the merchandise. There is a disconnect or
missed opportunity between the flow of the store and the lack of
attention to detail once inside the showcase; regarding color,
texture and merchandising presentation. This is not uncommon
with independent retailers.
RICHARD SWETZ
IJO
The outside tells it all ... warm, friendly and inviting. The fireplace
is a nice touch. And in colder weather, a really nice touch. The
huge inside still gives a warm feeling. I love the use of natural
light. The store is not intimidating and gives off a natural feeling
of suburbia. Well done.
RON WATTSSON
Very cool design on the outside. The entrance is dramatic yet inviting. The
waterfalls are impressive and the fireplace is a nice “homey” touch. The
showcases are very nice and the rounded glass is creative and different. I
liked that the backs of the cases were wood, it creates a nice look. I would
change the color of the walls to something warmer. The green just doesn’t
Please see SEVENTH on Page 68
S T O R E S
2 0 0 5
{seventh place*}
MURPHY
A M E R I C A ’ S
C O O L E S T
1,800 square-foot area which looks down onto the sales floor.
Murphy’s “eyrie”, or lookout point, has two-way security glass that
allows him to watch the sales floor without customers seeing him. It
also serves as a place to serve special customers making big purchases. In the future, he also plans to use the space for training sessions.
Patrick Murphy has never lost his ability to dream, whether it’s
about his store of even his locally famous (or perhaps infamous)
“Ugly Tie Contest”. For years, Murphy has been writing letters to
sports and entertainment celebrities, such as Jay Leno, and asking
them to send a photo and an ugly tie. It’s always a conversation
starter. One memorable “ugly tie” catch: during the course of the
O.J. Simpson trial, Robert Shapiro, Simpson’s lead attorney, sent in
a tie autographed “Justice for all.”
Now those dreams have come true, with the business he’s always
wanted ... and one of America’s coolest stores. — SARAH YATES
SEVENTH
seem to fit and the drop-down halogens are just too “techie”. They are
in direct contrast to the rich warm
showcases.
GREG GORMAN
GMG DESIGN
®This was not one of my best
choices. While the space has size
and height, it lacks detail, architectural interest, and warmth. The
design styles do not complement
each other and appear fragmented
at best. The lighting is extremely
poorly handled and cheapens the
environment. Yes, the fireplace is a
striking feature, but it doesn’t complement and coordinate with the
other factors involved and simply
stands alone.
JOE ROMANO
SCULL & COMPANY
® Uncool: The cavernous lodgelike setting makes it distinct but not
cool. The size of the structure
forced them into this crazy lighting
situation that does not look well
thought out. The Werther’s Original
fireplace seems just a bit out of
place (for a jewelry store, not a
lodge). Lastly, the store has much
too much dead space, the big-box
look without the big-box stuff.
2 0 0 5
S T O R E S
{seventh place*}
HAROLD JAFFE JEWELERS
vital stats
4211 Talmadge Rd.,
Toledo, OH, 43623
ADDRESS:
HOW DO YOU TAKE a classic, institutional look and warm it up
to create a comfortable place to try on and buy sparkling jewelry —
PHONE:
A M E R I C A ’ S
C O O L E S T
URL:
and sip hot coffee at the same time? That was the challenge for Harold
Jaffe Jewelers, a nearly 60-year-old family-owned retailer in Toledo,
OH, currently owned by founder Harold Jaffe’s two sons, Jeff and
Ivan. After 20 years in a smaller free-standing building, the store reopened in a much larger, 12,600 square-foot space around the corner
and across the street from a popular mall about to expand. But the
non-descript building, as lacking in personality as your local bank,
needed a serious pick-me-up. The
payoff was a bold but welcoming
interior and an elegant exterior
that now communicates a snazzy
style with a come-on-in sensibility.
“The whole package is very cool
— we were able to make the store
something very special,” says Jeff
Jaffe. “The space doesn’t come
across as cold and stuffy, and we’re
proud to say our staff is anything
but that as well. It’s a very fun kind
of place to be.”
The reinvention was no easy
task, but Harold Jaffe Jewelers has
always been committed to combining the old and the new. “That’s one
of the things we talk about all the
time,” says Jaffe. “As much as we’re
one of the older guys in town, we
want to be the new kid on the
block too.” Jeff ’s wife, Laurie, was
entrusted with the task of taking
the latest location to the next level.
She had already
worked for the store
for a number of years
and was also a trained
interior designer, so
she combined her
skills to bring the
store’s vision to life.
“It’s
intimidating
enough to be walking
in the door looking at
something you don’t
have a clue about, so
the goal was to make it really inviting,” Jaffe explains.
An antique 19th-century bronze
door and frame is the dramatic
focal point of the space, through
which customers walk into a granite foyer. A beautiful collection of
sophisticated artwork is displayed
on the walls, including specially
commissioned pieces designed by
local artists — reflecting the Jaffes’
commitment to the arts community in Toledo. Photos of happy couples are another key decoration, as
are Jaffe family photos. Curved
glass showcases enhance the highquality jewelry that the retailer is
known for, and the cherry wood
finish on the cases, chocolate and
gray-colored carpet and a combination of light fixtures create a perfect vibe for meandering around
the store.
But Harold Jaffe Jewelers takes
creature comforts to
a whole new level for
its browsing public
— a sitting area with
a fireplace was considered a must-have,
as well as a flatscreen TV airing the
store’s award-winning commercials.
This hospitality area
also offers gourmet
coffees and the
(419) 472-4480
www.haroldjaffe.com
OWNERS:
Jeff and Ivan Jaffe
YEAR FOUNDED:
1946
2004 REVENUES:
Over $5 million
June 2004
Free-standing
across from a major mall
LOCATION TYPE:
Laurie
Jaffe, The Collaborative, Artco
group
TOTAL STORE AREA:
12,600 sq ft
SALES FLOOR AREA:
5000 sq ft
TARGET CUSTOMER:
upscale 24-80
“One of a
kind ... Harold Jaffe Jewelers”
ADVERTISING SLOGAN:
# OF SHOWCASES:
72 (230 linear
feet)
# OF EMPLOYEES:
20
FLOOR:
Brown and gray
WALLS:
“Jaffe Beige”
White with 240 flushmounted lights
CEILINGS:
SHOWCASES: Cherry-colored and
lined with “Jaffe gray flannel” and
“Jaffe Beige” props.
“Jaffe Beige,”
brown, gray, and white
PRIMARY COLORS:
COOLEST STORE FEATURE: The
store’s fun-filled playroom keeps
JAFFE’S PLAYROOM
kids protected — and parents
undistracted. “More often than
not,” says Jaffe, “the children will
say, ‘When can we come back?’”
FAVORITE CUSTOMER STORY: The
store changed the format and
wording of its usual TV commercial so one of their customers
could propose on air to his
fiancée. Says Jeff Jaffe: “He was
sort of in a competition with his
family to do an amazing proposal
and we were able to help him fulfill that.”
LAND/BUILDING COST:
$850,000
$1,900,000
DESIGN/ARCHITECTURAL FIRM
COST:
$100,000
VALUE:
$3,200,000
store’s own brand of bottled cold
water. “We want to make people
feel at home, and not make them
feel like someone is just going to
swoop down on them,” says Jaffe.
“So we wanted to make it okay for
clients to just come in and relax.”
The concept of turnover, which
works well in a restaurant, is not as
helpful in a business like jewelry
retailing, he insists. “The more
people are allowed to hang
around, the more likely they are to
come back, and the more apt they
are to tell their friends that the
experience was good for them.”
A playroom helps establish the
“hangout” feeling, and had been a
dream of Jaffe’s for years. “It was
one of the first things we put on
our list of wants in the new store,”
he says. The Cartoon Channel runs
continuously, and video games are
available for joystick-jolly kids. “It’s
been very cool — many customers
are pleasantly surprised at the fact
they can shop without interruption,” says Jaffe.
The store’s laboratory is set up so
customers can watch the master
craftspeople at work on the bench,
with a countertop nearby to nurse a
cup of coffee while they wait. Says
Jaffe: “We like people to know we
do all our work on the premises.”
All of these details are important in order to create the “Jaffe
Touch” — and one member of the
Jaffe family is almost always on site
to make sure that prospective
clients are happy and taken care of.
The bottom line, says Jaffe, is that
it’s about the relationship with the
customer — not about the merchandise. “Once you have the personal connection, then you can
find a piece that will work,” he
says. And hey, when you serve coffee as good as the Starbucks two
doors down, what’s not to love? —
SHARON EDRY
{seventh place*}
S C O R E C A R D
HAROLD JAFFE
JEWELERS
44.5
LINDA CAHAN
9.0
GREG GORMAN
3.0
PAM LEVINE
8.5
JOE ROMANO
7.5
RICHARD SWETZ
8.5
RON WATTSSON
8.0
PAM LEVINE
LEVINE DESIGN GROUP
® The beauty of this free-standing,
independent retailer is that the exterior
facade successfully represents a distinct attitude, price perception, value
and target market by combining architecture, location and signing.
® The interior store is contemporary
and well designed, combining natural
woods, textures, curved cases and
warm tones. The strength of the store’s
brand is portrayed in a pleasing, comfortable venue that appears to have
everything going for it.
RICHARD SWETZ
gray and beige. It’s a comfortable yet
elegant mix. The curves in the case-line
create a good energy flow around the
store. The brushed metal accents on the
legs of the cases feel boxy yet appropriate with the architecture. I especially like
the metal/wood combination. I wish
more stores paid as much attention to
creating a children’s’ play space. This
one is well-done and, obviously, successful. The front door of this store is
great as is the store “tour” in their web
site — both very cool elements. The
only element I don’t love is the use of
videos on the walls. Videos have their
place but in most cases they distract
from the merchandise and, unfortunately, rarely work all the time.
IJO
® Nice store. The use of wood and trim
gives it a very appealing atmosphere. I
like the plasma TVs. The curved showcases visible upon entering the store
give a great first impression.
RON WATTSSON
® The interior of this store is phenomenal. Beautiful, it flows well and feels
comfortable. I like the lighting. It’s
there, there’s plenty, but it’s recessed,
not a focal point. The layout is very
cool. I think it’s great to have the windows at the repair area. Customers like
to watch the tradesmen and women at
work. The outside of the store
needs to be warmed up. It looks
cold, hard, not inviting.
GREG GORMAN
GMG DESIGN
® Too simplistic; lacking great
sight and visual lines of excitement ... it needs a more detailed
lighting package. The cases look
nice but it fails after that.
Confused design ... obviously,
not one of my favorites.
LINDA CAHAN
CAHAN & COMPANY
® The colors and materials
used in this store combined with
the custom artwork make it a
highly attractive destination. I
like the cherry wood mixed with
2 0 0 5
S T O R E S
C O O L E S T
A M E R I C A ’ S
{seventh place*}
EVE J. ALFILLÉ GALLERY & STUDIO
EVE ALFILLÉ ALWAYS WANTED to be an artist. Her parents, however, were scientists, and it seemed natural when she
chose to become an archaeologist, digging up everything from pottery shards to Phoenician pendants. But the creative spark stayed
with her, along with a sense of history, and jewelry became the chosen medium that she felt could give people a sense of the past —
while also serving as portable works of art. ¶ Today, the unique and
memorable design of her store in Evanston, IL, offers a striking and
evocative background for her lush diamond, gemstone and pearl
vital stats
623 Grove St.,
Evanston, IL 60201
ADDRESS:
847-869-7920
PHONE:
URL:
www.evejewelry.com
OWNER:
Celeste Sotola, a multimedia artist
and space designer. The result,
completed in 1991, was so successful that the gallery was profiled in a
regional architecture magazine.
Alfillé opened her store on
October 20, 1987 — the infamous
“Black Monday,” one of the stock
market’s darkest days. However,
that didn’t stop her from debuting
her dream of a studio full of beautiful treasures. “My mother asked me
what I was going to do,” she remembers. “I said, ‘Mom, I’m doing it.’”
From the beginning, she wanted to
offer clients an experience quite different from the typical jewelry store
— from the way customers are
approached to the way salespeople
talk about the pieces. “We want
them to forget their regular life and
suspend their regular thought
processes,” she explains.
Customers from Chicago’s North
Shore suburbs or downtown who
enter Alfillé’s studio are encourTRUE TALE
aged to explore
all of the store’s
nooks and cranSays Eve Alfille: “There was this one couple who came in for engagenies,
which
ment rings, and they were bickering. I stopped them and gave them
a tour of my workshop and showed them all the amusing and
include
a
myriad
amazing things in the store. They turned to
each other and said, ‘I guess we’d better
of private places:
start over.’ We went to the diamond
the
intimate
room and settled down and by the
time they left they had learned to
“Gem Room”, a
compromise. It took two hours
small area with
but it was worth it!”
tall, soaring ceil-
pieces, as well as her exotic collections of minerals, fossils and small
antiquities. It breaks the mold in a
beautiful way, which Alfillé says she
knows is a strong statement for a
jewelry store: “I’m not surprised that
we’re thought of as ‘cool,’ since we’ve
been profiled from an architectural
point of view. But I was afraid it
wouldn’t appeal to the jewelry industry, that no one would ‘get it’.”
Now, of course, retail entertainment is a potent trend — and
Alfillé’s desire to involve her customers in a total “experience” is
right on target. “I didn’t want it to
just be a spare gallery with white
walls,” she says. “I wanted a place of
discovery for customers as well as a
creative space for me.” A Russian
movie, The Stone Flower (which featured backgrounds of crystal-filled,
underground caves), was an inspiration for the store’s appearance,
which was brought to life by
war ring
Eve J. Alfille
YEAR FOUNDED:
1987
2004 REVENUES:
$2 million
1987
LOCATION TYPE: Ground floor of
apartment building on a suburban
downtown side street.
ARCHITECT/DESIGN FIRM: Celeste
Sotola, a multimedia artist and
space designer
LAST REMODELING:
2004
TOTAL STORE AREA:
3,800 square
feet
SALES FLOOR AREA:
1,800 square
feet
TARGET CUSTOMER: 35-65 year
old well-established professionals, both women shopping for
themselves, or men buying gifts
for women.
ADVERTISING SLOGAN:
“Fall in
Love...”
# OF SHOWCASES:
# OF EMPLOYEES:
35
14 full-time, 10
part-time.
Original terrazzo combined with tomato-rust color carpeting, with a deep violet border
FLOORS:
WALLS:
Multiple styles
CEILINGS:
Multiple styles
Five inches deep,
constructed of galvanized gutters
fitted with piano hinges and plexiglass doors with silk tassels as
pulls
SHOWCASES:
PRIMARY COLORS:
Rust and violet
Two
old-fashioned copper toilet tank
floats that top the tent poles
which hold the Wedding Band
Room canopy
LAND / BUILDING COST:
N/A
$35,000 (includes cost of design)
COST:
(see above)
ings;
the
triangular-shaped
“Diamond Room”, conceived for
couples to huddle over engagement
rings in front of a translucent wall of
glass and mirror shards; the wide,
open “Wedding Band Room” which
shows off a draped silk wedding
canopy (and provides a sense of
space for nervous couples); and the
“Pearl Room”, with its beautiful
arched entrance and exhibit of pearl
oysters and clams from around the
world. “Each room has its own feel,
and all of the displays tell a story,”
says Alfillé. “I don’t believe in the
idea that you have to have bare walls
and bare showcases so the jewelry
isn’t overwhelmed.”
When customers enter the
space, they are immediately drawn
to the colorful cases, but salespeople don’t start out by asking “May
we help you?” Instead, they are
asked if they have been in the store
before, and if they are aware that
all the pieces are made on site.
Then, a beautiful item of jewelry is
taken out and a story is shared. “It’s
the inspiration of the piece that
pulls them in, along with the fairytale environment,” explains Alfillé.
“I’ve had grown men look at me
with their head tilted and say, ‘Tell
me more!’”
A sense of fun is also an important part of the process, with the
surrealistic, large-scale features in
the store offering plenty of opportunities for an amazed chuckle —
including an 8-foot-tall fiberglass
urn cut in half that protrudes from
a wall sprouting fiberglass leaves,
cleverly hiding the alarm system.
“It’s almost like being in a theme
park like Disneyland, there are
incongruous things that are larger
than life,” Alfillé says. “I want to
take you back to being a child, so
you can suspend your assumptions
VALUE:
N/A
Please see ALFILLÉ on Page 77
{seventh place*}
GREG GORMAN
GMG DESIGN
® One of my favorites from an
eclectic approach. Wonderful textures, patterns and mixed use of
materials. Great feeling of warmth,
comfort and inviting. Entices customers to feel comfortable and
stay, relax and purchase. Great
color scheme. A different eclectic
surprise behind every turn ...
inspiring thought and smiles.”
JOE ROMANO
SCULL & COMPANY
® Hooray! A jewelry store with
personality. Look, it may not be
everyone’s taste — not mine,
either — but how refreshing it is
to find someone who isn’t afraid
to actually impose their style and
personality on their store.
®Very shabby chic, very in. I
would even say that it would
appear to have a French provincial
feel to it. And, it’s carried through
the whole store, great attention to
detail. Very arty, not knowing
their clientele makes it difficult ...
but if they have a strong manufacturing background the décor really
supports it.
® It just goes to show what
imagination rather than a huge
budget can do for a store. This is
a great example to the small
retailer who doesn’t have a lot of
money or is just starting out.
LINDA CAHAN
CAHAN & COMPANY
® For sheer creativity, this store is
amazingly cool! It feels like walking into one of her jewelry cre-
S C O R E C A R D
LINDA CAHAN
EVE J. ALFILLÉ
GALLERY & STUDIO
44.5
ations. It’s the type of store that
would make an average person
feel creative just by shopping
there. That’s an invaluable gift to
the customer. There is so much
going on with the wall treatments,
fixtures and displays along with a
large variety of jewelry that it may
be overwhelming to some people.
I admire the work, creativity and
love that went into the design of
the store. It is truly unique. My
only concern is that it may be
detracting a bit from the merchandise. It does feel like the kind of
store you want to immerse yourself in for the experience.
PAM LEVINE
LEVINE DESIGN GROUP
®This store appears to have an
extremely unique atmosphere,
gallery-like, inviting and quite casual. It’s an eclectic pastiche of textures and colors. The store is
flanked with installations and
assemblages that reflect the
owner’s lively imagination and
expressive, decorative styling. The
quality of discovery, similar to
searching through an antique store
or an attic could be quite fun for
shoppers. My first impression was
that it was too much, too over-the-
9.0
GREG GORMAN
7.0
PAM LEVINE
5.0
JOE ROMANO
7.5
RICHARD SWETZ
8.0
RON WATTSSON
8.0
top and overpowering. Yet today,
an unexpected and entertaining
shopping experience is what many
wish for and subconsciously desire.
RICHARD SWETZ
IJO
Very different. First comment is
that I would add the word “jewelry” to her outside sign. I would
also show more jewelry in her
windows. The inside ... wow! ... a
wonderful experience. Like walking into a make-believe wonderland, full of goodies. The use of
material, color, fixtures, and merchandise gives it a souk-like look.
Customers must spend hours just
going through the store. Very different, very appealing.
RON WATTSSON
® Creativity certainly abounds
throughout this store. At first,
admittedly I thought, “What the
heck is going on here?” However,
as I learned more, I have to admit
there is some creative marketing
going on here. You’re drawn to
this store if for nothing more then
to satisfy curiosity. I can see how
it would definitely lure customers
in and then throughout the store.
ALFILLÉ
for a little while.”
Customers get so excited about
the gallery and so comfortable in
the space that the store has even
hired some of them over the years.
“It’s unusual, but we have regular
customers who want to escape a
corporate life and say they want to
work for us,” says Alfillé. “We’ve had a judge,
lawyers and professors.” It’s not so different
from the prehistoric world, she explains,
when jewelry made people pause from the
hardships of their day. “You suddenly relax and
start looking at things with the joy of a child,”
she says. “That’s what I want people to do in
my store.” — SHARON EDRY
2 0 0 5
S T O R E S
C O O L E S T
A M E R I C A ’ S
{tenth place}
JUSTICE JEWELERS
WHEN YOUR TARGET CUSTOMER is “everyone”, as owner
Woody Justice says, a leading cool factor is a store created solely with
the customer in mind, be it a bridal client who wants to buy in a private setting to a repair patron who takes advantage of the store’s
drive-up window. ¶ It took Justice roughly 12 years to create his now
nine year old, customer-driven stand-alone superstore. When he
opened for business in 1982, his was a non-traditional store that
offered appraisals and selling jewelry by appointment. In an area ripe
for market domination by a more traditional jewelry store, Justice
his store stands upon. When he
bought the land, people shook
their heads, the same way they did
when they first heard his unorthodox advertising slogan (“I’m
Woody Justice, and I want to be
your jeweler”). But, as usual,
Justice’s instincts proved to be correct. “People didn’t realize that
Springfield is a regional trade center.” says Justice. “And that 50% of
our business comes from customers who do not live in our county.”
The enormous plot of land provided Justice with the opportunity
to offer design features and convenience options at his store that his
more space-challenged, urban rivals
couldn’t even dream of.
“Our bank-style drive-up window
allows customers to drop off and
pick up repairs without getting out
of their cars,” says Justice. “Mothers
with two kids in car seats with ice
cream melting in
the trunk really
COOL MARKETING
appreciate this
fast service.”
Most jewelers
see repairs as a
way to generate
additional sales
For Justice Jewelers of Springfield, MO, the company’s biggest
with more face
marketing strength is owner Woody Justice himself. The jeweler’s
time in the
self-spoken radio commercials have earned him a cult standing in
his town, and when he says, “I’m Woody Justice and I want to be
store, but that
your jeweler,” people inevitably agree.
rubs against the
opened exactly that in 1984.
Five years later, he began latenight radio campaigns to attract
younger couples and his business
expanded. The campaign worked so
well Justice eventually decided to
move in to a much larger store in a
strip center across from the regional mall in 1990. When a successful
ad campaign increased sales further,
Justice needed to have enough
space to handle the anticipated
growth, which motivated the owner
to build a 10,000 sq.-ft building six
years later.
The store has a 5,000 sq.-ft.
showroom and cases that offer an
impressive 320 linear feet of display
space. The store also has a large
repair area where six goldsmiths
and a watchmaker work.
For a Missouri-based jeweler,
Justice seems to think in Texas
terms. Everything he does is big —
including the 3.2-acre plot of land
secret weapon
vital stats
3520 E. Battlefield,
Springfield, MO 65809
ADDRESS:
(888) 246-3049, (417)
881-0551
PHONE:
FAX:
(417) 881-2063
URL:
www.justicejewelers.com
OWNER:
Woody Justice
OPENED:
1982
10,000 square feet
STORE AREA:
$10,000,000
2004 REVENUES:
LAST REMODELING JOB:
N/A
(Built new 1996.)
“Everyone”
TARGET CUSTOMER:
“I’m Woody
Justice, and I want to be your
jeweler”.
STORE TAGLINE:
Standalone
LOCATION TYPE:
superstore
ARCHITECT /DESIGN FIRM:
Designer, Ron Harris and
Architect, Richard Hardy, AIA
SALES FLOOR AREA:
SHOWCASES:
EMPLOYEES:
5,000 sq.-ft.
66 (320 linear feet)
40
drive up
window in the repair shop
“COOLEST” FEATURE:
FLOOR:
Carpeting with shades of
green
Oak paneling in a honey
gold color
WALLS:
Domed sheet rock ceiling painted white
CEILINGS:
Custom-made of the
same rift sawn oak paneling as
the walls
SHOWCASES:
PRIMARY COLORS:
Green, honey
brown
LAND COST:
$800,000
BUILDING COST:
1,250,000
$375,000
COST:
$100,000
VALUE:
$3,000,000
grain of Justice’s homespun
approach. “My philosophy is that I
would much rather make a customer than a sale.”
The larger store also allows
Justice to better serve his target
customers — who he boldly
describes as “everybody”. He has
the space to carry a wide range of
inventory, covering many price
points. The sheer vastness of his
selection has helped Justice position his store in Springfield and
neighboring markets as the area’s
“one size fits all” jeweler.
“The coolest thing about our
store is that on a busy day you can
take a look around the showroom
and see the high-roller and the
blue-collar worker shopping at
the same time. Both are made to
feel comfortable in my store,”
Justice says. “Last Christmas, a
gentleman thanked me for having
a store that made him feel comfortable and where he could find
something that he could afford.
That’s cool!”
Another customer perk that
Justice’s superstore offers is a large
children’s play area. With a mural of
Mother Goose serving as the backdrop, the playroom gives kiddies
the chance to watch Cartoon
Network or play with an assortment of puzzles and toys. This
makes it one of the more popular
rooms in the store. “Years ago, the
kids would pull the parents out of
the store,” Justice says. “Now the
parents pull the kids kicking and
screaming out of the store.”
Another popular store feature
made possible by Justice’s large
property is the store’s picnic area
— which features ample seating, a
relaxed environment and, for bird
lovers, two birdhouses specially
built for purple martins (a large
Please see JUSTICE on Page 81
2 0 0 5
{tenth place}
S T O R E S
RICHARD SWETZ
IJO
C O O L E S T
One of my top picks. From the
outside to the inside, this store
gives off every attribute of a fine
jewelry store.
GREG GORMAN
GMG DESIGN
A M E R I C A ’ S
®The approach used with branding statements detracts from the
overall design of the interior,
which is clean and simple, but
predictable.
® Light woods are dated.
JOE ROMANO
SCULL & COMPANY
® The store was designed specifically to create the presence of a
900-pound gorilla. However, it
was done so in a fashion that it
would not present any level of
resistance to any customer in the
market. The structure and physical environment create a comfortable shopping experience for a
customer purchasing a $50
Nomination bracelet or a
$50,000 vivid yellow diamond.
® The service drive-up window is
a nice touch for mothers who do
not have time to come into the
store. Whenever a customer
drops off a watch for a battery,
they are given a pager and, when
the watch is complete, the customer is paged. Clearly, Woody
and his staff work very hard to
S C O R E C A R D
JUSTICE
JEWELERS
44.0
meet the needs of all their customers.
LINDA CAHAN
CAHAN & COMPANY
® The curves in the cases, on the
floor, and in the pattern of lights
on the ceiling give this store a
very fluid and comfortable feel. I
find the décor elements inside the
front of the case-line very interesting. While having vendor logos
over each wall area is very effective and good merchandising, it is
reminiscent of department and
appliance stores. Even so, Justice
has done an excellent job of
showing their range with this
visual merchandising concept. My
favorite parts of this store are the
lights and the floor patterns.
PAM LEVINE
LEVINE DESIGN GROUP
® This store is lovely, sleek, contemporary and inviting. I can
understand why customers like it.
It is open, clean, light and seems
well organized. The glittering
JUSTICE
variety of swallow). “It really loosens up
the environment outside and provides a
nice area for people to sit and visit or take
a break,” says Justice of one of his favorite
features about his store.
While this is already an impressive roster of features, Justice isn’t ready to stop
adding to the services he offers. Justice
recently added a jewelry salon where highend designs from companies like David
Yurman, John Hardy, and watches from
Rolex can be viewed in a more exclusive,
private setting — complete with its own
minibar.
But, despite the luxury perks, no one can
LINDA CAHAN
8.0
GREG GORMAN
4.0
PAM LEVINE
7.5
JOE ROMANO
7.5
RICHARD SWETZ
10.0
RON WATTSSON
7.0
appearance of the cases works
well with the soft patterns created
on the ceiling by the lights. A very
calming atmosphere where customers can focus on the jewelry
without feeling crowded or
rushed.
® It appears to be a refreshing
change from the dark traditional
jewelry interiors often seen in
Middle America. The owner’s
background and well thought-out
strategy are highly impressive and
if the judging was about that
alone, my rating would have been
higher.
RON WATTSSON
® Drive-up repair window?
Pretty cool. The interior of the
store is very attractive. The layout
is easy and comfortable. The
recessed lighting is cool in that it’s
circular. I didn’t care for the promotional signage built into the
wall. It drives the eye away from
the showcases.
accuse Justice of forgetting customers who
buy at lower price points. His store’s target
clientele is still “everybody” and Justice
Jewelers continues to offer many economically priced categories like Black Hills gold
and others. Says Justice: “We are part of a
rural lifestyle and we are that way as well.”
At the center of that homespun image is
Justice himself, whose voice has become
something of an institution in this rural
community. And when the owner of one of
America’s coolest stores tells radio listeners, “I’m Woody Justice ... and I want to be
your jeweler”, they listen. And the result is
some big-city sales numbers for one of the
country’s most charming rural jewelers —
$10 million in 2004 alone. — PAUL HOLEWA
C O O L E S T
S T O R E S
2 0 0 5
{the judges}
LINDA CAHAN
A M E R I C A ’ S
PRINCIPAL, CAHAN &
COMPANY RETAIL
VISUAL DESIGN
Linda Cahan has been in
visual merchandising,
store design and display
since 1971. Her experience includes visual
merchandising for traditional department
stores, specialty stores
of all sizes and types,
and large corporations.
Cahan consults on store
renovation, design and
visual programs. Her 11year study of feng shui
also has a strong influence on her consultations and store designs.
Cahan regularly uses
feng shui concepts in her
work to assure prosperity and longevity to the
client and store. She has
written custom visual
standards manuals for
many companies
including Saks Fifth
Avenue, Lancôme
Cosmetics, American
Express, Singer, United
Rentals and two retail
companies in South
America. Linda is a
columnist for Gifts and
Dec magazine as well as
writing for many other
trade publications. She
authored the textbook A
Practical Guide to Visual
Merchandising, published by Prentice Hall
in 1984, and taught at
Parsons School of
Design in NYC for 12
years.
82
A U G U S T 2 0 0 5 WWW.INSTOREMAG.COM
GREGORY
M. GORMAN
PRINCIPAL, CREATIVE
SERVICES, GMG DESIGN
Greg Gorman is a
designer with over two
decades of store design
and visual merchandising experience. His
company, GMG
DESIGN, Inc., a retail
and commercial design
firm, was founded in
1992. The areas of focus
are broad, including
branding, architecture,
interior design, visual
merchandising, fixture
development, trade
show booths, vendor
shops, kiosks, graphics,
signage programs, lighting design and marketing. In addition he has
been a guest speaker
and retail store consultant for specialty stores,
food courts, malls and
department stores
throughout the world.
Gorman is author of the
Visual Merchandising &
Store Design Workbook,
writes regularly for
trade magazines, and
has been an educator at
a local college in Saint
Louis.
PAM LEVINE
PRINCIPAL, LEVINE
DESIGN GROUP
Pam Levine is the principal of Levine Design
Group, a visual merchandising and design
firm that creates innovative solutions to
establish or revitalize a
brand image for the luxury marketplace.
Services include brand
analysis and competitive research programs,
logo design and application, interior design for
retail environments, display design and signage
systems, and stationery
and collateral materials.
JOSEPH S.
ROMANO
RICHARD SWETZ
RON WATTSSON
CHAIRMAN, IJO
PRESIDENT, SCULL &
COMPANY
Richard Swetz is the
chairman of IJO, after
taking over the helm
from IJO founder Bill
Roberts in February of
1998. He had been an
active retail member of
the organization since
1985, and after achieving his goal of selling his
stores and retiring at
age 59, he decided to
take a leading position
in the organization he
feels was responsible
for his success. Today,
he oversees various levels of IJO’s operations
including the group’s
“On the Road” program,
which provides on-site
in-store evaluations for
IJO members; IJO’s
“Business College”, and
other useful member
programs.
OWNER, WATTSSON &
WATTSSON JEWELERS
Joe Romano has 35
years of hands-on
experience in the retail
jewelry business in
addition to a highly
specialized management consulting practice, Scull & Company.
The company’s primary
focus is the “consistent
application of excellent
marketing, human
resource development,
inventory control,
finance and the creation of a physical environment that will continue the perpetuation
of happy customers”.
Romano purchased
Scull & Company in
1988 and has built the
company into an business serving retailers
and manufacturers
worldwide. His specialties include strategic
planning, business succession, business evaluation and mediation.
He has consulted with
over 800 companies
worldwide. In addition,
he writes a weekly
“Note from Scull”, lectures at trade shows
and has been published
in many trade journals.
Ron Wattsson will be
celebrating his 20th
year in business this
September. A selftaught bench jeweler,
Ron developed and
refined “Michigan
Gold”, a unique line of
jewelry produced exclusively from material
mined locally. He was
commissioned by the
state of Michigan to
produce the
Sesquicentennial Coin.
In 2004, his store,
Wattsson & Wattsson
Jewelers in Marquette,
MI, was named
“America’s Coolest
Store” by Instore.
Wattsson & Wattsson
is famous for its replica
of an old-fashioned gold
mine museum, which
includes meteorites,
rare minerals, fossils,
and even an authentic
nest of dinosaur eggs.
Says the owner of the
most notable feature of
his extremely cool
store: “Why a museum?
Jewelry isn’t something
people need, so our job
[as jewelers] is to make
it fun. Walt Disney was
my mentor. Make it fun
and they will come.”

Bigham Jewelers tops list of “America`s Coolest Stores”

Transcription

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