Southern Jewelry News

Retailer Roundtable

Question: At mid-year, how has 2016 been so far and what’s ahead?

“So far, 2016 has been a very good year for us. We moved about a block and a half away from our previous location exactly one year ago. This decision has proven to be one of the best I have yet to make due to the increase in foot traffic and exposure to the growing market in our small town of Huntington. We are now located in a beautiful outdoor shopping center with a spacious and open store with large windows making for great natural light. Before we had old vacant buildings as neighbors, but now we are located near a Starbucks and Chico’s, which has really helped increase our exposure to the locals. Besides going from owning our previous building to renting our current location, our biggest change and obstacle has been adjusting our price points to meet the needs of a broader customer base. We quickly learned that couples these days aren’t spending as much on engagement rings and fine jewelry as once before. Ten years ago, the average diamond customer would purchase a one to two carat diamond whereas this newer generation is purchasing between three quarter carat diamonds to slightly below a carat. Due to the increase in foot traffic and exposure to a more diverse clientele, we decided to bring in Alex and Ani, a fun and affordable fashion line for all ages of women. The whole idea is to draw new people into our jewelry store so they can not only purchase Alex and Ani, but also see what else we have to offer, and eventually turning those smaller sales into larger ones – like engagement rings – down the road. Our focus for the remaining part of 2016, will be to continue what we have started and see it all the way through. Our shift towards more cost efficient and trendy jewelry has proven much success thus far. Our staff really strives to stay current on latest fashions while choosing affordable pieces that we feel confident we can sell. Between the keen observations of our staff and popular use of social media, we feel confident that our networking is stronger than ever and we are reaching more and more individuals every single day. I have a feeling 2016 is going to be our best year yet!”

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