Instore Magazine • May 2025 • Buzz Session

➤ We are always looking at and trying to improve our space, biting off pieces in palatable increments. This year, we’ve installed new window displays at the front of store and will be investing in upgrading some tech (our server/backup and phone systems). Jennifer Hornik Johnson, Miller’s Jewelry, Bozeman, MT

➤ Be true to yourself. You have to live there every day! Plus make a space for everything and label that spot. Caitlyn Wilkinson, Renaissance Fine Jewelry, Brattleboro, VT

➤ We just did a complete new build and used Gal interiors. We are very happy with the functionality of the space. I recommend using a consultant who is familiar with layout and consumer patterns of shopping. Amanda Lanteigne, Gold-N-Memories, Steinbach, MB

➤ We are a Cool Store with an artistic concept, which we do not deviate from. But we update by repainting walls in different hues, upgrading lights, and twice a year we create highly unusual displays. Eve J. Alfille, Eve J. Alfille Gallery and Studio, Evanston, IL

➤ About 10 years ago, was way overdue. Wish I would have made more individual workspace areas for my staff. Tom R. Nelson, Nelson Jewelry, Spencer, IA

➤ I rent, but I really go all out with decorating and moving my merchandise around. It helps to sell older merchandise, and people who come in frequently think it’s all new merch. Win-win for everyone! Susan Kauffman, Black Dog Jewelers, Lewisburg, PA

➤ Five years repaint outside, five to seven years paint inside, new carpet every three to four years. We are resort and do these changes in the down times. Ellie Mickey, DBS Fine Jewelers, St. Michaels, MD

➤ We’ve been in our current location for about 10 years and haven’t felt the need to update. We have recently discussed changing some paint and changing a desk area for client consultation to a lounge area. We would likely do this design work ourselves! Lucy Conklin, Toner Jewelers, Overland Park, KS

➤ We try to rearrange the cases in the lobby every year, and the jewelry every month. We do it for security. I also get new lobby chairs and tables every two years. Sherrie Schilling-Devaney, Sherrie’s Jewelry Box, Tigard, OR

➤ I’m fortunate because my wife should have been an interior decorator! She has vision and keeps us metamorphosized! W.J. Smith III, Smith Jewelers, Franklin, VA

➤ My store is completely devoted to custom jewelry. Customers are invited by appointment. There is no decoration. It is a neat, clean, organized studio. Customers marvel at being invited into a working jewelry studio. J. Mason Cutchin, J Mason Custom Jeweler, Chapel Hill, NC

➤ As a store located in the Caribbean, we want to reflect the island vibe. While remodeling has been on our to-do list, we find it impossible because it would require closing the store for at least one month. We only have one store, and after 60 years of being at this location, we have become an iconic place for visitors. Nellie O’Reilly, Sonya Ltd., Christiansted, St. Croix

➤ Dominoes — once you move or rework one area, it starts a chain reaction! Loann Stokes, Stokes Jewelry, Stillwater, MN

➤ We just remodeled the checkout area, removing a couple of cases to make room for another desk behind it. Now we have a comfortable space for design consultations. Having the space to work one on one is wonderful! Holly McHone, Holly McHone Jewelers, Astoria, OR

THE INSTORE JCI is based on jewelry-store owners’ level of confidence in the short-term outlook for their businesses as well as their willingness to place orders for new stock. A score below 50 suggests they are more negative than positive.

JEWELERS’ SALES MAPPED: Our Heat Map showed some unsettled weather in March with more jewelers in our survey group reporting sales declines than growth compared to the same month in 2024. The Midwest market showed the most resilience, while the North was looking the gloomiest. The JCI also showed jewelers are less optimistic about the outlook in 2025 with the index falling to its lowest level since the pandemic.

Do you participate in your local Chamber of Commerce or other local community groups?

➤ Any healthy relationship goes both ways. If your community supports your jewelry store, it’s only fair you give back to your community with your time and money. Dan Levinson, Ellis Jewelers, Concord, NC

➤ We are involved in sports associations, serving on their boards, raising money, sponsoring heavily. This works better for us to bring in young men and expand our visibility to a larger group. And we love the work. We previously belonged to Tri-County and local business groups, YMCA board for 15 years and found them to not benefit us in any way but take up our precious morning time. We do support their fundraisers with donations and best wishes. Christine Matlack, E.G. Landis Jewelers, Boyertown, PA

➤ Not the Chamber of Commerce (far too clique-y), but I’ve been involved with our local downtown merchant association and Historic Main Street for many years. Janne Etz, Contemporary Concepts, Cocoa, FL

➤ Symphony. Great group of individuals. Didn’t realize until I got on the board that they were loyal customers of ours. Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN

➤ Good networking to meet other businesspeople in the immediate area with discretionary income. Jillian Hornik, Jae’s Jewelers, Coral Gables, FL

➤ Member of Rotary, a great organization that gives back locally as well as internationally. Hugh Harby, Harby Jewelers, Jacksonville, FL

➤ It’s a great way to solidify your position on the community as an expert. I always have something jewelry-related in my pocket to stun and impress them (large carat loose diamonds, replicas of Super Bowl rings, Rolex watch, etc.). J. Dennis Petimezas, Watch-makers Diamonds & Jewelry, Johnstown, PA

➤ Mostly because they meet during the workday I can only join a few. Susan Eisen, Susan Eisen Fine Jewelry & Watches, El Paso, TX

➤ I am on the board and have been for many years. It keeps me informed about what’s going on, and I can give opinions based on being a business owner as opposed to someone who is on someone’s payroll. When you are responsible for your own paycheck, it gives you a different perspective on things that affect the community. Susan Kauffman, Black Dog Jewelers, Lewisburg, PA

➤ We participate in dozens of community organizations, including the Chamber of Commerce, a Business Exchange club, Easter Seals, our hospital foundation, and the United Way. This is a tremendous way for our store to be top of mind with our customer base. Gene Poole, Hudson-Poole Jewelers, Tuscaloosa, AL

Semi-retired, and with my business model, I do not have the time. I still make a lot of sales on the golf course. Frank Salinardi, Linardi’s Jewelers, Plantation, FL

➤ I have been thinking about it for a long time but I never seem to find the time to do it. Liliana Martinez, Patchogue Jewelers, East Patchogue, NY

➤ I tried and meetings were hard to attend, the cost was high and the couple times I did go, it was truly an old boys club. Maybe now that I am an old boy, I might try again. David Blitt, Troy Shoppe Jewellers, Calgary, AB

➤ Whatever time we have outside of work, we want to spend with our family. Nancy & Pierre Plante, Plante Jewelers, Swansea, MA

➤ Waste of time for us. If we were in downtown proper, instead of out in the shopping area, it might be useful. I got tired of the men in the group looking at me as if I just dropped in from Mars when I would talk to them after running into them someplace around town. How can we grow the community when they don’t even know, or care, who is part of the community. Jo Goralski, The Jewelry Mechanic, Oconomowoc, WI

YOU’RE INVITED! Own a jewelry store in the U.S. or Canada? Join the Brain Squad and get a free T-shirt.

▶ “Think it’s going to be huge in these tumultuous times.” Stew Brandt, H. Brandt Jewelers, Natick, MA