Goodbye, Korman Fine Jewelry. Owners Kat and Larry Stokes are introducing a brand refresh for their Austin, Texas–based business that includes a shorter name and new ideas for how a jewelry store can look and operate.
The first move was to drop “Fine Jewelry” from the business’ name—it is now simply called Korman, The name change reflects the retailer’s evolution and feels more modern, says Kat Stokes.
The second change is occurring inside Korman’s store, which has been reimagined as a luxury destination with its own style, mood, and even music playlist. A grand-opening party for Korman’s new three-level store, christened Korman Jewel House, is set for Oct. 24 and 25.
The overall goal is to establish Korman as a nontraditional-traditional jeweler that takes community, celebration, and connection as seriously as the fine jewelry and timepieces it sells, Kat says.
“When we bought the business in 2018, its official name was Russell Korman Fine Jewelry Timepieces and Diamonds. It was a mouthful,” she says. “When we bought it from Russell, we felt like we needed to rename it because he wasn’t there anymore.
“So why not Larry’s or Stokes’? Because my husband and I wanted to create a brand and a platform everyone could get behind. We bought a 50-year-old business for a reason—there’s value in the name, it’s been around Austin for so long.”
National branding firm Trace Element helped the Stokeses come up with ways to, in Kat’s words, “let people know there was a new sheriff in town”—including the name change, which she says positions the store for growth and broader market appeal. Korman also has a new logo: a diamond formed by a mirroring of the letter K.
The couple also worked with Maggie McClure Zavolinsky of Wield Creative, who previously designed stores for Ralph Lauren and Tiffany & Co. For Korman, she developed custom jewelry displays, including at the bar in the hospitality lounge and in vertical cases magnetically mounted to the wall.
The cases within the bar countertop are discreet but invite clients to browse and discover new jewelry as they enjoy a drink or an event, Stokes says. The vertical displays allow people to see how a necklace or pendant looks on the neck rather than lying flat in a horizontal display.
“We really wanted to connect with our clients, standing side by side,” Stokes says. “In our old store, it was two people standing on two sides of the case.… I wanted the vertical display because it drove me nuts every time I saw a woman doubled at the waist to see a piece of jewelry in the case. We can do better as an industry in so many ways.”
Korman also debuted a new website as part of its brand refresh, adding online services like a bespoke engagement ring builder known as the One and a curated showcase of Korman’s exclusive jewelry, the Vault.
Additionally, Korman updated its bags and boxes in rich brown, which Kat Stokes says now serves as the brand’s signature color. The store’s interior design uses the same brown along with warm neutrals including ivory, clay, and dusty rose for a soft color palette. And it has a pop of bluebonnet blue as a tribute to the Texas Hill Country, she adds.
“The team did such a great job of honoring our heritage but shepherding us into 2025. It is very fresh and relevant,” says Stokes.
Top: Kat and Larry Stokes, owners of Austin jewelry store Korman Jewel House (photos by Marine Barian, courtesy of Korman)
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