Wheat Ridge, Colorado police took a 50-year-old man into custody Wednesday following a two-month search.
50 Jewelers/50 States: Oklahoma
Fourth generation-owned BC Clark Jewelers has embraced modern business practices and isn’t afraid to think outside the box.
Tulsa, Okla.--In 50 Jewelers/50 States, National Jeweler interviews one retailer in each of the 50 U.S. states to find out how they are meeting the challenges of the changing retail environment.
BC Clark Jewelers was founded in 1892, but a look at its website shows they’re completely up with the times.
Today, Coleman Clark, the store’s fourth generation, is the president of the company’s three Oklahoma City stores. Clark is using modern marketing methods to attract customers into stores so his team can apply old-fashioned customer service skills.
Clark told National Jeweler how he’s doing it.
National Jeweler: What’s the biggest challenge your stores are facing today?
Coleman Clark: I think the biggest challenge is introducing new customers to our stores and creating traffic.
NJ: What’s your strategy for dealing with that?
CC: Just creating an experience that starts with our website and our social media. We want to compel people to not only enjoy seeing what they see online from us, but compel them to come in our store-- give them reasons to come in whether it’s events or whether it’s to see products or just featuring our salespeople.
We just think it’s important to engage our customer base in many different ways, but the end result is the hope of them coming into the store so we can service them in any way.
NJ: What’s the top-selling category at your store?
CC: Diamonds and watches.
NJ: What’s your top-selling brand?
CC: We do a big Forevermark business. Rolex and David Yurman are strong as well.
NJ: What’s the most popular style of engagement ring with your clientele now?
CC: It’s such a mixture now, it’s kind of been refreshing recently. Girls coming in are looking for something different. While we still sell a lot of white gold halo rings we have a lot of couples coming in wanting something different.
When I say different, it’s not necessarily that unique and different, but it’s maybe going back to more of the classics like a solitaire or something with tapered baguettes on each side, something simple, but maybe different from what their girlfriends have, if they all have the diamond halos. Of course, we’ve had more interest in yellow gold recently as well.
Oval diamonds have been very popular. Round is the number one shape, but right now oval seems to be the second most popular.
NJ: Describe your regional customer.
CC: I
While it’s a tougher business to attract customers to, we’ve really had a resurgence the last two or three years as we’ve kept up with offering the right product the young people want, introducing new things in our store. We’ve really been able to attract some of those younger couples to register for things for their home.
I think in the store the gender breakdown is pretty equal. Obviously our Facebook and Instagram is much higher for women, but I think our in-store traffic is pretty even, probably a little bit more female, but we see a lot of men, a lot of gift buyers. I’m in the downtown store so that’s what I see. I think our two other stores are probably a little heavier female to male.
NJ: Which social media accounts are important to your business?
CC: I would still say Facebook is the most important, however Instagram is a close runner-up as we continue to grow that base.
NJ: Do you have e-commerce?
CC: Yes, but it’s pretty limited as far as what people can buy on there. We will be slowly expanding that over the next few years.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
CC: My advice is to think outside the box, be unique and don’t always focus on competing on price.
We do something we call Pray for Rain, which I know others do that now, and we have done it since we started it. We’ve been doing our program for 19 years: If it rains an inch on a couple’s wedding day, they get their money back up to $5,000. We’ve had over 200 winning couples. That’s been a lot of fun for, of course, the winners but also for everyone.
More recently, last year we introduced Family Friday, which is our version of Black Friday, considered the biggest shopping day of the year. We closed our doors on that day to let our employees be with their families an extra day before the holidays. We plan to do it again this year.
The other thing I would say is to not sacrifice your marketing budget.
NJ: What’s a fun fact about you we can share with our readers?
CC: I’ve gotten to jump out of an airplane twice. Once in Oklahoma and once in New York.
The Latest
PGI partnered with four new and seven returning designers for its annual platinum capsule collection.
Nicolosi, president and CEO of The Kingswood Company, previously sat on WJA’s board from 2011 to 2018.
Meet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
Karina Brez’s race-ready piece is a sophisticated nod to the horse-rider relationship.
The men are allegedly responsible for stealing millions in jewelry and other valuables in 43 burglaries in 25 towns across Massachusetts.
“Horizon” invites individuals to explore the limitless possibilities that lie ahead, said the brand.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The jeweler credits its recent “Be Love” campaign and ongoing brand revamp for its 17 percent jump in sales.
The co-founder of Lewis Jewelers was also the longtime mayor of the city of Moore.
Elvis Presley gifted this circa 1967 gold and diamond watch to Dodie Marshall, his co-star in “Easy Come, Easy Go.”
May’s birthstone is beloved for its rich green hue and its versatility.
Jacqui Larsson joins Opsydia with nearly two decades of experience in the industry.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The “Tiffany Céleste” collection reimagines designer Jean Schlumberger’s interpretations of the universe.
The brand also created a 100-carat lab-grown diamond necklace in honor of its centennial.
Tim Schlick has been promoted from his previous position as COO.
It’s the second year for the event, slated to take place in October in Toronto.
Supplier Spotlight Sponsored by GIA
Sales will be paused while the relocation takes place over the next few months.
“SIS x MISA Denim and Diamonds” is a collaboration between the designer and celebrity stylist Misa Hylton.
The retailer is moving to a newly designed space in the same shopping center.
The necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
The two organizations will host a joint event, “Converge,” in September 2025.
Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.