A New Niche, An Old Philosophy

The young man and woman put down their cappuccinos, he places the diamond ring on her finger and they look up and smile broadly as a camera shutter clicks. They embrace, then proudly admire the ring as they leave the store, hand-in-hand. This was a once-in-a-lifetime experience for them. But for Robbins Bros., the "World's Biggest Engagement Ring Store," it's a common occurrence. The 10,000-sq.-ft. "superstore," as Steve and Skip Robbins call it, opened in November 1995 in Fullerton, Cal., and the brothers expect to do between $3 million and $5 million in business in their first year. It is by far the largest store in the Robbins empire, which includes 11 other stores, all in Southern California malls and all bearing the name "Robbins Bros., The Engagement Ring Store." Total revenue for the firm is expected to reach $16 million to $17 million for the current fiscal year. Three year

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