CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati PrinslooThe “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
SurveysOct 05, 2017
50 Jewelers/50 States: South Dakota
In Brookings, the customers at Wink’s Fine Jewelry love their diamonds but have recently soured on the halo.
“We’re the number one jewelry store in South Dakota; just don’t tell that to my friends in Rapid City,” Wink’s Fine Jewelry owner Jerry Miller joked.
Brookings, S.D.--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.
Jerry Miller purchased Wink’s Fine Jewelry in Brookings, South Dakota in 1981.
Miller has become a go-to in the area for diamonds, including loose stones he sources personally in Antwerp, Belgium. It’s a good thing, as the local population includes a university with many young people at the engagement stage of their lives.
Miller talked to National Jeweler about what they’re buying and his future plans for the business.
Jerry Miller purchased Wink’s Fine Jewelry in Brookings, South Dakota in 1981.
Miller has become a go-to in the area for diamonds, including loose stones he sources personally in Antwerp, Belgium. It’s a good thing, as the local population includes a university with many young people at the engagement stage of their lives.
Miller talked to National Jeweler about what they’re buying and his future plans for the business.
Wink’s Fine Jewelry was incorporated in Brookings, South Dakota in 1968. Today, Jerry Miller is the owner of the 1,800-square-foot store, which has six employees, one of which is Miller’s granddaughter, who hopes to take over the business one day.
National Jeweler: What’s the biggest challenge your store is facing today?
Jerry Miller: Millennials and competing with online shopping.
NJ: What’s the top-selling category at your store?
JM: Diamonds. Diamond engagement rings--we’re in a college town, South Dakota State University is here--as well as other diamond jewelry: diamond earrings, bracelets and necklaces.
NJ: What’s your top-selling brand?
JM: That’s easy, Wink’s Fine Jewelry.
NJ: Describe your regional customer.
JM: Our bridal customer is in their 20s. For the larger diamond purchases we have clients in their 40s to 70s. I couldn’t say if it’s more men or women but typically the young girls and women come in first to look, then bring the guy with them later, and maybe he comes back to make a purchase.
We have a big city to the south (Sioux Falls), but we serve about a 35- to 40-mile radius going west and east and north. We’re on the border of Minnesota and serve some of that population too.
NJ: What’s the most popular style of engagement ring with your clientele now?
JM: It’s going toward a more simple solitaire; halos aren’t too popular anymore.
Cushion-cut diamonds are popular, as are round brilliants. Fourteen karat to 18-karat white gold are our most popular metals, with some yellow too and a little bit of rose.
NJ: Which social media accounts are important to your business?
JM: We just built a new website, which is getting a lot of great comments from people.
For social media we have Facebook, Instagram, Twitter, Pinterest. We’re also on The Knot. Facebook is our biggest (social media platform).
The perfect pear ⯑⯑ #winksjewelry #downtownbrookings #pearobsessed #engagingbrookings
A post shared by Wink's Jewelry (@winksjewelry) on Jul 27, 2017 at 9:30am PDT
NJ: Do you have e-commerce?
JM: We don’t, but it’s something we’re looking into for the future.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
JM: Stay out of debt.
Pay your accounts on time and live modestly today so you can live greatly tomorrow. And join buying groups like the RJO so you can get discounts, and join groups like the American Gem Society so you keep learning.
NJ: What’s a fun fact about you we can share with our readers?
JM: I’m handsome (laughs). Just kidding, I’m not. What’s a fun fact about me?
My 23-year-old granddaughter, Samantha Tupper, joined the business three years ago and she’s better at this than I ever was. I’m looking forward to retirement. She’ll buy me out of the business and that will give me a chance to see my other 30-plus grandkids and great-grandkids and travel.
More on Surveys
The Latest
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024 Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’The overhaul includes a new logo and enhanced digital marketplace.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research HospitalThe money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
Weekly QuizApr 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure NecklaceA new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
Brought to you by
How Jewelers of America Represents Your BusinessFor over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
MajorsApr 19, 2024
Unique Designs Acquires China PearlThe move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed FormFrom now through mid-May, GIA will be offering the reports at a 50 percent discount.
SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic UncertaintyDe Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Supplier BulletinApr 18, 2024
Discover History’s Hidden Gems at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry & Watch Show
WatchesApr 18, 2024
Watch E-tailer Collectability Hires Kelly YochThe Patek Philippe expert will serve as personal curator for the brand-focused company.
WatchesApr 18, 2024
TAG Heuer Opens Its Largest Standalone Boutique at SeaThe 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
Policies & IssuesApr 17, 2024
NDC Prevails in U.K. Case Over Lab-Grown Diamond AdvertisingNDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
Events & AwardsApr 17, 2024
And the 2024 Winner of the Shipley Award Is … John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
FinancialsApr 17, 2024
LVMH’s Q1 Jewelry Sales Fall 5%LVMH said the company performed well despite an uncertain geopolitical and economic environment.
MajorsApr 17, 2024
Stuller’s B&D Opens New HeadquartersB&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ CollectionIt’s ultra-feminine and filled with gold, pearls, and soft pastels.
MajorsApr 16, 2024
Loudr Adds 2 DirectorsEmily Highet Morgan and Emily Bennett have joined the agency’s team.
MajorsApr 16, 2024
Stuller Releases First Lab-Grown Diamond Jewelry CatalogIts updated book for mountings is also now available.
SourcingApr 16, 2024
Karen Rentmeesters Takes Over as Interim CEO of AWDCShe has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
TechnologyApr 15, 2024
Judge Rules Jeweler’s Lawsuit Against PNC Bank Can Move ForwardJoyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
IndependentsApr 15, 2024
Alfred W. DeScenza of DeScenza Diamonds Dies at 95He is remembered by loved ones for his loyalty, integrity, and kindness.
AuctionsApr 15, 2024
Madeleine K. Albright Jewelry, Pins Coming to AuctionHosted by Freeman’s | Hindman, the sale will take place May 7-8.
AuctionsApr 15, 2024
All of Sotheby’s ‘Rough Diamonds’ Sold in Less Than an HourThe auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.
Events & AwardsApr 15, 2024
10 Can’t-Miss Sessions at AGS Conclave 2024From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.
