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“The key element needed to spark a retail renaissance is originality. The independent retailer must create an original, unique statement within their area of interest, expertise, and influence. Originality within the products offered, the style of presentation, and the forms of marketing combine to create curiosity and dialogue and offer unique alternatives to the consumer. Perhaps the most dynamic form of differentiation is in the area of design.”
— Scott Cusson, Brinsmaids, New Canaan, Connecticut, March 2003
“Jewelers are in search of that elusive something that will make us special. To have something that will make customers want to come into our store. Yet many jewelry stores believe they are branding themselves simply by virtue of the lines they carry. Branding oneself must be something more. In order to brand the name that’s on the outside of the jewelry box, one must first personalize and individualize what’s inside it.”
— Martin Katz, Martin Katz, Beverly Hills, California, May 2003
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