Operating a new jewellery business in the pandemic era has presented emerging retailers with unprecedented challenges and successes.
National Jeweler asked the six fine jewellery retailers profiled in the State of the Majors article “State of Jewellery Design: Meet the New American Jeweler” to share what they’ve gotten right and wrong since opening their doors in the past few years (or just months).
Michelle Pendleton, Pendleton Jewelry
Kansas City, Kansas
Success: Since the store’s entire existence has been during the pandemic, I feel like we have turned around in ways we never thought possible. Private in-store appointments, along with video chat, on-demand texting, in-home fitting services and other concierge-like offerings have grown exponentially in the past year and are now standard practices that we are happy to embrace and continue.
Mistake: See our answer on successes! It is difficult to scale the business without losing a touch of the on-demand offering, but we will continue to put quality of experience first, even if it means slowing down our growth.
Rachael Nov, Gin & The Banker
Bellevue, Washington
Success: We have curated our designer selection well, allowing each designer to stand out and not compete with the designers next to them. By not oversaturating our store and keeping our selection tight, each designer gets the recognition and attention they deserve.
Mistake: Thinking I can’t be both friendly and assertive.
Don Purcell, Don Purcell
Atlanta, Georgia
Success: We have consistently engaged the community with our trunk shows and events. We create an experience at our events, which usually include a bar and a DJ.
Mistake: The only mistake was not opening my own store sooner.
Katherine Jetter, The Vault Nantucket
Boston and Nantucket, Massachusetts
Success: I am really proud of the community we have built with our suppliers. There is no competition, no bickering, just a wonderful group of designers who all love and support each other in the most wonderful way.
Mistake: I’ve made a lot of them and probably still do. I wouldn’t call it a mistake, but I was very lucky not to have signed a lease two weeks before the pandemic – that would have been a big mistake. As an entrepreneur, I’ve learned that hiring people from a cultural perspective is more important than hiring them conceptually.
Mary Margaret Beaver, Tiny Gods
Charlotte, North Carolina
Success: I trusted my instincts and made it a point to take risks.
Mistake: I opened in such a whirlwind that at times I was so living and breathing and working in the moment that I didn’t allow for thoughtful planning for the future. I know I can do better!
Ryan Ryan, The Fine Jewellery Bar
Palm Desert, California
Success: Meeting the high standards I set from the beginning to make shopping at The Fine Jewelry Bar a memorable experience.
Mistake: Underestimating the complexity and breadth of retailing that comes from being a designer/wholesaler.
