Lifestyle and Substance

Jewelry stores are closing at an alarming rate even though the category is growing. Who’s selling the bling? Meet a competitor that’s gaining momentum: the lifestyle store. Ray Griffiths has a secret for selling jewelry: Do business with stores where jewelry isn’t the main attraction. Like the time he did a trunk show in New Orleans in early December 2014 and sold out of nearly every karat gold item he had made for the holiday season. The show took place at Saint Germain, a shoe store that also carries handbags, hair accessories, and fine jewelry—in short, a lifestyle store. “Shoes and jewels make sense because they’re both beautiful luxury items,” Griffiths says. “You have to think about the purchase of a piece of gold the same way you need to think about a purchase of a pair of Christian Louboutin shoes. And if you’re buying expensive shoes and jewelry, you’re pro

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