Arizona Jewelers Moves to ‘Hip’ New Locale

Pierini Designer Jewelry recently relocated to the La Encantada shopping center in Tucson, Ariz. The store is now in a tony shopping center with brands like Cole Haan and Louis Vuitton, thanks to a deal struck with nationwide developer Macerich Westcor. “We were in a location that was on a downswing, with a lack of marketing and general maintenance, and that always reflects on your reputation,” says owner Rich Pierini. “Now as the economy improves, the store is positioned to improve with it.” Like the location, the look of the interior is equally fresh. It includes wood floors, contemporary glass and metal surfaces, and a curved reception counter that hides point-of-sale equipment and doubles as a bar complete with Lucite stools. None of the display cases have salespeople stationed behind them. Instead, salespersons interact with customers next to display
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