November 2005 Cover Focus: Youth & Kids/Store Design Jewelers for All Ages GRID/3 International has long built kids’ areas in the nation’s jewelry stores. Now they are helping retailers attract the lucrative teen market By Ruth Mellergaard and Sarah Yates Like many retail design trends, the desire to accommodate children began for GRID/3 International in California, in the 1980s. Today, it’s accepted practice. For example, at redesigned Leon Benari Diamonds, Exton, PA (Professional Jeweler, August 2004, p. 70), the kids’ area is marked by a half-surround. It features handmade table and chairs and is scaled to suit young bodies. The store’s customers rave about the area; visiting kids enjoy it. Now They Are Teens Teenage shoppers are the next big push. How can you attract them? At Becky Beauchine Kulka in Okemos, MI, teenage customers are always welcomed. Instead of a kids’ area, a salt-water aquarium, with fish chosen especially to match the purple accented décor, attracts all ages of customers. A salt-water aquarium with fish chosen especially to match the purple accented décor, attracts kids and teens at Becky Beauchine Kulka in Okemos, MI. Donderos Jewelry, Vineland, NJ, and Liz Ryan Gemstones, Millville, NJ, also have strong ideas about what’s needed to encourage teenage customers. “All people are equal in our eyes and deserve that special buying experience, no matter what their age,” confirms Kevin Kleiner, co-owner of Donderos Jewelry. “If teenagers are mature enough to come into a fine jewelry store, the experience becomes as important as the product in selling them something.” For many teenagers, buying a class ring is their first real jewelry purchase. Although it doesn’t affect your bottom line too much, it makes both teenagers and parental customers happy. That’s crucial, says Ken Donderos, co-owner of Donderos Jewelry. “Many of the same teenagers have bought their engagement and wedding rings from us. They provide us with a strong customer base and our best chance for real, not passing growth.” The duo’s strategy is doubtless aided by youthful staff members in their early twenties. “We believe young people will be successful more quickly than in the past and will be more likely to spend their disposable income on luxury items because they were raised by us,” says Donderos. “We treat them as equals, not as a security risk or a bother. We don’t cater to young people nor do we presume that they only want to buy silver or similarly low-priced items,” he says. “We look them straight in the eye and communicate directly with them, whether they’re buying for themselves or even if a parent is paying.” Liz Ryan Gemstones features funky exposed steel girders and brick walls, which can attract style-conscious young people. Both stores handle Nomination bracelets, class rings, Hot Diamonds and other contemporary sterling silver and gold pieces. Donderos custom manufactures. Liz Ryan Gemstones handles more contemporary jewelry. Without mortgages and other household debt, many young people have more disposable income and will spend a surprising amount on jewelry. Looking good and being stylish are powerful teen motivators. Sending the Message Both stores are designed to put customers at their ease. Donderos is more homey with a wooden deck, a pale green palette, carpeting and curved showcases. Even how the owners look and their attitudes towards youth are factors in attracting teenagers. “The reason so many [older] guys have their ears pierced and sport tattoos is because none of us see ourselves as much older than our kids. If they like it, we like it. Our new store works on that premise,” says Kleiner, of Donderos Jewelry. “Bring them in and let them look, whether they are teenagers or toddlers. We encourage fingerprints. Where we lack facility, we try to cover it with attitude.” Liz Ryan Gemstones has an edgier feel, which could attract older teens with well-tuned style senses. Its curved staircase provides a stunning focal point for the industrial chic developed through exposed brick walls and steel girders, offset by highly polished hardwood floors. The combination of the old and the new elements of design suit the refurbished arts district in which the store is located. Marketing at both stores is experiential, not age or gender specific. Liz Ryan Gemstones’ playful ads feature the icon and colors of the store. Both stores support local high schools and junior colleges by placing ads in their yearbooks and play programs. “In a small area like ours, it’s possible to become a presence through such support. It gets your name out there, in a positive way. Word-of-mouth goes a long way toward getting teenagers into our store,” says Kleiner of Donderos Jewelry. Ruth Mellergaard is a principal and Sarah Yates is director of marketing at GRID/3 International, New York City; (212) 273-9612, design@grid3.com, www.grid3.com. GRID/3 designs stores for many jewelry industry clients.