Jeweler Features Open Showcases

New Concept at Former Robbins Bros. Stores

By Rob Bates -- JCK Online, 5/1/2009 2:00:00 AM

A Canadian jewelry store that allows customers unlimited try-ons of replicas of its pieces is coming to the United States.

Nine-store Spence Diamonds, based in Vancouver, Canada, is the stalking horse bidder for six stores from Robbins Bros. (currently in Chapter 11), three in the Chicago market and three in Houston. Its stores have a unique “glass and brass” format, with open showcases that let customers try on different rings, all of which have nonprecious metals and cubic zirconias. (See box for eye-witness report.)

“We have 3,000 designer prototypes on our showroom floor,” says company president Tim Copp. “The styles can be made in any color or metal. We certainly believe that gives customers a lot more choice and selection. It means the customer is in control of the purchasing decision, and it's a much more customer-oriented model.”

The stores carry little actual inventory. If a customer orders a piece from Spence, it's made for them and delivered in seven to 14 days, Copp says.

He adds: “We look forward to changing the way North America buys diamonds.”

A Report From Spence

Here's an eyewitness account of what it's like shopping at a Spence store:

“Guests are greeted at the front desk, which is like an office reception area. We were unable to proceed into the showroom until an associate walked us in.

“Here is where it becomes very different to a traditional jewelry store. The associate tells us a little about how Spence works: all the showcases are located in a circle in the center of the room. They have open fronts you can stick your hands in and pull out as many rings as you want to try on. Wow! That's a lot of fun for a customer that may feel intimidated about asking to see a lot of rings.”