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Nichols sought to set a friendly tone for all of those visitors and welcome them in a natural manner, with a hospitality bar at the front of the store staffed with greeters. Refreshments are served there, and a video explains the history of the business. History is reflected in the interior design itself. Reis Jewelers was founded in as a manufacturing company that produced handmade, emblematic jewelry for Masonic organizations. In , William Nichols began working for his uncle, the owner, and became an expert on jewelry manufacturing and wholesale distribution. When he bought the company, he renamed it Reis-Nichols.

William later opened a public showroom and began selling to consumers. In addition to a sprawling showroom and administrative offices, it also houses an authentic shop integrated into the space with steel and glass factory-style windows that reveal behind-the-scenes craftsmanship. If customers take a peek, they will notice a busy operation, with 10 jewelers and three watchmakers on staff.

The watchmakers hold several Swiss-brand certifications.


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  6. But brands are less important to engagement-ring buyers, and so we are designing most of the engagement rings we are selling. Jill Duzan Willey of Jill Duzan LLC, who is both an interior designer and a jewelry designer, was tasked with creating the overall customer experience, working with architects, lighting experts, engineers and builders to achieve that goal.

    By moving the main entrance to the south side of the building from the original north side location, the design team was able to create a modern new identity while adding space. All sides of the exterior were reimagined using up-to-date forms and materials. A stately chest, left, deployed to display estate jewelry, is juxtaposed elsewhere with modern seating and cases. Willey also fashioned a floor plan based on a multi-path pattern that allows shoppers to meander at will.

    The design team created a graceful traffic flow around the casework and used cases of different styles and sizes to add visual interest. Five curved showcases, usually set up in a semi-circle at the front, can be easily converted into a serpentine showcase for special events. The new space also includes several seating areas: from a comfortable waiting space and a semi-private diamond showroom to a luxurious watch lounge. One challenge was to smoothly balance high-end branded boutiques with an overall casual ambience and make it cohesive, a feat accomplished with the informed choice of materials, lighting and layout.

    Nichols believes that a sense of brand identity offers clients something unique — the feeling of an escape to another place. Customers can be transported by that experience, as if they were visiting Rolex or Cartier in New York. On the other hand, if the design of branded boutiques is not integrated well into the overall design, the effect could be that of a duty-free shop at the airport.

    A steel structure, which was hoisted into the space with a forklift, creates a semi-private circular diamond showroom in the middle of the sales floor. A lucite table glows with light to enhance bridal sales or the delivery of an important watch. A Ketra lighting-control system is connected by wi-fi to each light on the sales floor, shops and offices.

    But the most exciting use for this system, Nichols believes, is to change the mood, scenery and feel of the store, especially during parties and trunk shows. In December, exterior accent lights glow green. Settings are programmed for morning set-up, daytime selling and overnight security, all activated with the click of a button on keypads placed around the store. A weighty wall. The stainless-steel wall behind the guest-services area was handmade by a local artisan, weighs pounds and took half a dozen construction workers to install.

    Nichols, who died in , the names of B. Nichols and VP Cindy Nichols, and the initials of Megan, the graphic designer who designed the concept. Additionally, magnetic plaques recognize employee anniversaries of more than 10 years. A brilliant idea. Reis-Nichols developed Brilliant, its own custom point-of-sale, inventory and client-management system.

    Finders keepers.

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    E-commerce evolves. Hope for the future. We love to give back and probably the biggest one is our watch battery donation. We ask our clients to donate to a charity. We do the yearly event, Corks and Forks, where restaurants donate their food. Are your customers expressing concern about responsible sourcing, or other ethical issues?

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    The majority rely on our reputation to be ethical but certain customers, younger, more informed customer today is more curious about that. We do not market synthetic diamonds to the public. People buy jewelry from us to maintain its value over time. But the majority want to buy in store and appreciate the experience and are buying based on their relationship with the sales person. So I see both sides of it. The average amount spent is down but we are selling higher end diamonds to younger and younger engagement ring buyers.

    Shoppers are looking for more curved shapes, ovals and cushions are strong. Less important are princess and Asscher cuts. Customers always want more. Start selling new and creative lines before anyone else. Make changes to the look of your store and develop out of the box ideas first.

    Be the jeweler and sales professionals that people want to spend time with, for fun! A word of caution: make sure to poll a couple of your good customers before implementing those changes. After a buying trip to Las Vegas in June , the couple passed a furniture store they had long imagined would be the ideal spot for a jewelry store. In fact, for years, they had peeked in the windows and dreamed about its potential transformation. This time, they did a double take when they noticed a for-sale sign.

    Bankers were called, and construction began about four months later under the guidance of store designer Jesse Balaity. It was to be a remarkably quick turnaround with the opening in April I just wanted it to be different. The building was in great shape, he says — a well-designed furniture store with a wide-open canvas inside and an exposed ceiling. If they do want to finish out everything with wood veneers and moldings, it gets uncontrollably expensive to deal with all those finishings.

    So, finding themselves in agreement, the Coles and Balaity kept the industrial-style open ceilings and added old reclaimed Chicago brick from local sites to build columns and walls. Another important consideration was to determine which generation or generations the Coles were trying to woo as clients. Having a contemporary approach was more approachable for everyone. The Breitling enclave is defined by wood plank and the Forevermark zone is highlighted with a similar material in a lighter color.

    The store is across the street from the airport, says Cole, who can sit in his conference room and look at the runway. The city is known for being the home of naval aviation and the Blue Angels, local themes Cole wanted to tie into the store. An entire wall anchors a bar, lounge and Breitling watch zone, where panel walls with rivets mimicking old airplane and antique propellers pay homage to the local military and aviation history.

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    Paul, Weiss represented the underwriters. Demarest advised, as special counsel, Banco Votorantim S.