Meet the Crocker’s



The Texarkana, Texas, store is our LUXURY Retailer of the Year

The online votes have been tallied: Crocker’s Jewelers is 2016’s LUXURY Retailer of the Year.

The Texarkana, Texas–based company was one of five independent stores—including Two by London, Bernie Robbins Jewelers, Royal Jewelers, and Wick & Greene Jewelers—up for the annual honor.

“It’s an honor that we, coming from a small town like Texarkana, can win this award,” said store manager Melissa Douglass after stepping offstage with Crocker’s president and CEO, Shane Woodruff, at the LUXURY breakfast. “It feels great, and it shows how strong our relationships are with our customers. We asked them to vote for us and they did!”

Douglass also credits the store’s entry video—which shows female staffers lip-synching effusively to “We Are the Champions,” “Diamonds Are a Girl’s Best Friend,” and other classic songs. “Shane’s daughter, Shawn, put [it] together.”

Following the announcement, keynote speaker Frances Jones took the stage for a tip-filled speech on communicating effectively with customers through vocal tone and body movement and positioning.

The biggest laugh of the morning came when an audience member asked how to tell if two people shopping together are a real-life couple or just friends.

Jones paused before replying, “That can go two ways. They’re either affectionate and lovey, and you’ll know right away. Or they can give off a kind of a low-grade rage vibe—then you also know they’re a couple!”

Pictured: LUXURY industry VP Sarin Bachmann (c.) with Shane Woodruff and Melissa Douglass