Retail Details: Avenue Jewelers’ Jason Druxman

Jason Druxman on his casual attire, friendly clientele, and studly nickname1. What advice have you received from a fellow retailer that’s changed the way you run your store? I’m a fourth-generation jeweler who’s been in the jewelry business for 26 years. Growing up in the business, I worked in a chain store and at independents where I had to wear a suit every day and lived a fairly formal existence selling jewelry. Along the way, I’ve learned from other jewelers to be myself and have some fun doing it. Selling ­jewelry should be fun—that applies to me and to my staff. Guys are in a ­jewelry store because they’re in love and want to show it. Similar to other ­jewelers, I invite them into my store like I invite guests into my home. And you won’t find me wearing a suit in my house. 2. How do you differentiate your store from the competition? We’re real. You come into our

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