Store Branding: A ‘Private’ Matter

"Just as all politics is local, so, too, all brands—whether restaurants, merchandise, or jewelry stores—are locally driven." So says Virginia Beach, Va., jeweler David Nygaard. Like many jewelers, Nygaard uses "private label" products—made by or for the jeweler; bearing the store name, logo, or trademark; and available only at that store—to successfully brand his store name in the minds of customers. "Our [store] brand is our face in the market, the one we want people to know. So, we try to do as much as we can to support it with our private labels, blending them with the store's strategic interests and advertising." "Private label is significant, because we're putting our name on something setting us apart from other vendors," says St. Louis, Mo., jeweler Michael George, who has sold his own branded products since the late 1980s. "It enables consumers to look at us with a

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