Nature Calls

August 1998


Nature Calls

Peter Indorf Jeweler lures customers with the sights and sounds of the woods in spring

eter Indorf fights an all-out war against threshold resistance. His ammunition: offering harried shoppers a small patch of calm and comfort. At 525 square feet and just 10 feet wide, Peter Indorf Jeweler isn't much bigger than a foxhole.

His approach is holistic: the store, located in New Haven, CT, across from Yale University's historic Old Campus, engages all the senses. For example, a 4-ft.-high fountain provides the soothing sound of splashing water.

An outdoorsy scent fills the air, noticeable but not overwhelming, and an effective mask for odors such as those from jewelry-cleaning solutions. (One quick spray in the morning does it.)

Natural light pours in through the windows, and plenty of foliage gives the store an "alive feeling," says Indorf.

Customers who want to relax for awhile can sit and sip coffee at a small cafe table by the window.

Indorf, an American Gem Society jeweler who's been in business 26 years (he's been at his current site for three), says his recipe works. Sales at the store, a large part of which come from custom-made jewelry, amount to $2,100 per square foot (the most recent Jewelers of America "Cost of Doing Business Survey" lists $371.64 as the typical sales per square foot).

Copyright © 1998 by Bond Communications.


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