Diamonds-Only Store Targets Millennials

Staff -- JCK Online, 12/1/2005 2:00:00 AM

Twenty-year jewelry industry veteran B.J. Nichols may have found the key to appealing to the Millennial generation (the sons and daughters of the baby boomers). In June 2005, Nichols opened Preston's Rocks in Fishers, Ind., a diamonds-only store that targets Millennials, also known as echo boomers.

Nichols employs a three-part strategy. First, to ensure a casual atmosphere, the store's sales staff does not work on commission. Second, the store features modern and hip technological elements, such as plasma televisions playing ESPN and CNN and an Internet café, which are familiar to Millennials. Finally, all merchandise prices are clearly marked, something that Millennials appreciate.

TWO MORE DEBUTS

Shades of Asia

JewelMak, New York, recently opened its first retail store, dubbed Ginkgo, on the Upper East Side of New York City. At a recent grand-opening fete, the tiny store with Asian-inspired décor was packed with partygoers admiring a merchandise array that crosses all product bounda- ries—from beads to diamonds—and retail prices, from $100 to $80,000. All creations are the work of JewelMak's designer, Andy Götz. Ginkgo, 344 E. 59th St., New York.

L.A. Woman

Gemstone lover and jeweler Suzanne Felsen opened her second California-based boutique on Melrose Avenue in Los Angeles, in the fashion district. She'll continue to offer brightly colored and unusually cut gems set in 18k gold and platinum as well as commitment rings and men's jewelry.

Felsen commissioned architects to create a monument to the senses, resulting in a European-style jewelry salon that offers a feast for the eyes: Ribbons drape from the ceiling, suede lines the jewelry cases, and custom silks and leathers adorn other areas. Suzanne Felsen, 8332 Melrose Ave., Los Angeles; www.suzannefelsen.com. —Jennifer Heebner