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“Women frequently tell us how much they appreciate our diverse selection of designer jewelry—we think women somehow feel invigorated if they actually have choices! They find it refreshing to be able to find beautiful designs for their individual style and pleasure. One of the biggest challenges is to select and edit designer jewelry collections. Customers expect and appreciate being able to come to us for our mentoring and guidance.”
— Marilyn Rudd and Scott Rudd, Scheherazade Jewelers, Edina, Minnesota, May 2007

“Jewelry is all about finding one’s personal style. I have always nurtured the concept of finding what works for the individual on a more intimate level. The customer’s interests, personality, and lifestyle are all factors taken into consideration when personalizing their experience at our store. You listen to what they’re saying and you pay attention when they’re talking about their lifestyle. The latest trend in jewelry simply may not be for everybody.”
— Louis Guarino, Jr., Louis Anthony Jewelers, Pittsburgh, Pennsylvania, January 2007

DIFFERENTIATE OR DIE

“The terms quality, value, and integrity may very well be the foundations to your business. In theory, they are what sets all of the luxury retailers apart from the others, yet, in practice, many jewelry retailers often fail to execute. Many are de-emphasizing the expertise and identity of the fine jeweler. Many jewelers have, thus, become retailers first and jewelers second—it’s too easy a route that many have taken. But as competition increases, going back to being a jeweler first is what will count.”
— Mark Mazzarese, Mazzarese Jewelry, Leawood, Kansas, March 2006

“We are privileged to partner with luxury brands such as David Yurman, Cartier, and John Hardy. These brands help our business build our own brand. But just as important are our lesser-known brands because they help distinguish our store. They’re names that not everyone else has but that speak our language. These less recognized brands give us the reputation of having beautiful and unique merchandise, further heightening the message of exclusivity.”
— Michael Littman, Gary Michaels Fine Jewelry, Manalapan, New Jersey, March 2007

“The luxury fine jeweler endures. Why? Because of you. More than any other business, ours depends on earning the trust and respect of clients. Our role not only as merchant, but also advisor, educator, and trusted friend, cannot be replaced. But we lose that personality if we all become merely a conduit to sell nothing but everyone else’s branded products. What is your point of differentiation? Innovation, creativity, and uniqueness in product, combined with your personal touch, will create an enduring business.”