Jewelers As Store Designers

Maybe its a '90s thing. Maybe it's simply a matter of finances. Regardless, more independent jewelers are remodeling their stores. And rather than hire outside designers, most are doing it themselves. A poll of the JCKRetail Jewelers Panel in August found that one in three jewelers (35%) have done at least some remodeling in their stores in the past two years. In many cases, the jewelers felt a makeover was more than a cosmetic nicety. They deemed it necessary to remain in business. Customers at Bartle Jewelers in Mukwonago, Wis., for example, never seemed to venture past the repair section in the front room to the two rooms in back until remodeling opened the store into one large space. The owners of Carriage Fine Jewelry and Gifts, Bakersfield, Cal., found that customers mistook the jewelry store for an office because of its location in a business center. And Jennie Lee Ell
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