Jared Jewelry – Is It Like In The Commercial ?
by Patty Buttonweiser
Jared’s was a new format of jewelry store rolled out by the Sterling Jewelry company, parent of Kay’s Jewelers. Jared Jewelry was intended to capture that part of the retail market that liked patronising big box retailers for selection and price as opposed to going to a Kay’s, Zale’s, or small independent jeweler. Jareds jewelry is nicely laid out in a large open space. They carry a bit of everything and they have an in store repair department with the window into the jewelers bench. Jared’s gallery of jewelry is just that, a gallery that groups different jewelry categories together. They have separate areas for pearls, silver, gold and so on.
One of the nice features in a Jareds jewelry store is the diamond room. It is a glass enclosed little office where a customer can sit across the table with a diamond expert and get shown a bunch of stones with all the specs. There is a computer with a large screen that is linked to all other Jared stores so that the Jared employee can pull up an inventory of diamonds that exist in other stores so you can browse through and see which ones meet your quality and budgetary requirements.
The problem with a Jared jewelry store is the fact that they all look pretty cookie cutter and lack the kind of atmosphere that you can experience in a well designed independent store. Although the selection is vast and the stores range in size from 2500-4000 square feet, it still does not compare with some of the top independent stores that have upwards of 6000 square feet equipped with bars, staffed children’s play areas and design areas where you can sit down with a jewelry designer and design your custom jewelry piece on paper and on the computer.
Jareds fine jewelry is really all about fine jewelry. They don’t have any costume jewelry although they do have some silver jewelry and just acquired the Pandora brand for many of their stores. A Jared gallery of jewelry needs to have national brands in their core selection and I can see that they beginning to do this with the addition of Pandora, Levian, Simmons Jewelry Company, Sea Magic by Mikimoto and a couple of others. This is a development in Jared Jewelry Stores that is expected to continue because jewelry brands have a powerful attraction for jewelry shoppers that want luxury, exclusivity, and the backing of a major brand behind their purchase.
I have seen the Jared Jewelry commercial and although it speaks to a jewelry buyer’s emotion with the tag line “It’s from Jareds” it still needs to do better at informing the potential customer about the Jared fine jewelry shopping experience.
Jared’s was a new format of jewelry store rolled out by the Sterling Jewelry company, parent of Kay’s Jewelers. Jared Jewelry was intended to capture that part of the retail market that liked patronising big box retailers for selection and price as opposed to going to a Kay’s, Zale’s, or small independent jeweler. Jareds jewelry is nicely laid out in a large open space. They carry a bit of everything and they have an in store repair department with the window into the jewelers bench. Jared’s gallery of jewelry is just that, a gallery that groups different jewelry categories together. They have separate areas for pearls, silver, gold and so on.
One of the nice features in a Jareds jewelry store is the diamond room. It is a glass enclosed little office where a customer can sit across the table with a diamond expert and get shown a bunch of stones with all the specs. There is a computer with a large screen that is linked to all other Jared stores so that the Jared employee can pull up an inventory of diamonds that exist in other stores so you can browse through and see which ones meet your quality and budgetary requirements.
The problem with a Jared jewelry store is the fact that they all look pretty cookie cutter and lack the kind of atmosphere that you can experience in a well designed independent store. Although the selection is vast and the stores range in size from 2500-4000 square feet, it still does not compare with some of the top independent stores that have upwards of 6000 square feet equipped with bars, staffed children’s play areas and design areas where you can sit down with a jewelry designer and design your custom jewelry piece on paper and on the computer.
Jareds fine jewelry is really all about fine jewelry. They don’t have any costume jewelry although they do have some silver jewelry and just acquired the Pandora brand for many of their stores. A Jared gallery of jewelry needs to have national brands in their core selection and I can see that they beginning to do this with the addition of Pandora, Levian, Simmons Jewelry Company, Sea Magic by Mikimoto and a couple of others. This is a development in Jared Jewelry Stores that is expected to continue because jewelry brands have a powerful attraction for jewelry shoppers that want luxury, exclusivity, and the backing of a major brand behind their purchase.
I have seen the Jared Jewelry commercial and although it speaks to a jewelry buyer’s emotion with the tag line “It’s from Jareds” it still needs to do better at informing the potential customer about the Jared fine jewelry shopping experience.
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