Shops in Shops

Shops in shops—carefully planned designer boutiques located within bustling stores—typically feature impressive brands (such as Cartier), a wide selection of a designer's work, lots of back stock, and a major commitment from the storeowner. "Shops in shops are a lot of give and take," says Marie Helene Morrow, president of Reinhold Jewelers, San Juan, Puerto Rico, who has three in-store boutiques—David Yurman, Tous, and Tiffany. According to those who have them, the payoff for these partnerships is increased sales. Mark Udell, co-owner of London Jewelers, Glen Cove, N.Y., says in-store boutiques have been "very successful" in the industry since the idea caught on about 20 years ago. "Jewelry has really become branded just as much as watches," he observes. One of Udell's stores features Cartier, Van Cleef & Arpels, and David Yurman boutiques. Other designers commonly featured

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