Independents

Wick & Greene to Become Spicer Greene Jewelers

IndependentsMay 10, 2016

Wick & Greene to Become Spicer Greene Jewelers

The same family, however, will remain at the helm of the North Carolina jeweler that’s been in business since 1926.

The logo for Spicer Greene Jewelers incorporates the iconic clock that stands outside the jeweler’s store. The clock is a 1920s Seth Thomas street clock that the family restored and placed in front of the store when it moved to its current location on Patton Avenue in the late 1980s.

Asheville, N.C.--It’s time for a change for the 90-year-old North Carolina jeweler known for its iconic street clock.

In August, Asheville’s Wick & Greene Jewelers will begin doing business as Spicer Greene Jewelers. The rebranding will follow a massive renovation slated to begin in late June and funded in part by the store-closing sale currently taking place.

One of the store’s owners, Eva-Michelle Spicer, said Monday that as part of the reconstruction, they are making almost all of their building’s 8,000 square feet into selling space, with a focus on modernizing the process to appeal to millennials.

This will mean a CAD bar as well as having areas where customers can touch, feel and try on the jewelry without assistance, a move designed to make the store seem less intimidating and more inviting, she said.

“Think your grandparent’s jeweler meets Genius Bar,” Spicer said, referring to the feature within Apple stores.

“It’s just time,” she added. “You’ve got to change with the times.”

While Spicer Greene will be the name known by consumers beginning in August, all legal, LLC and contact information (except for employees’ email addresses and the company website, which will relaunch as SpicerGreene.com at that time) will remain the same. The company’s legal entity still will be Wick and Greene Jewelers LLC and its tax ID will not change.

In addition, the store will have the same phone number and be located at the same address, 121 Patton Ave. in downtown Asheville.

Wick & Greene’s rebranding represents the fifth name change for the jeweler, which E.O. Wick opened as E.O. Wick Jewelers in 1926. 

Spicer said her grandfather, Paul Greene, started working for Wick in 1942. He then joined the Navy but returned to the store in 1948 after World War II ended, working under the G.I. Bill.

The store then underwent two more name changes before becoming Wick & Greene Jewelers in 1953.

Spicer’s father Michael joined the family business in 1975.

Now, it is Eva-Michelle and her husband, Elliott Spicer, at the helm. He is a third-generation jeweler from Canada; the pair met while earning their graduate gemologist diplomas at the Gemological Institute of America, she said.

Questions on the changes can be directed to Eva-Michelle Spicer at evamichelle@wickandgreene.com.

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

MajorsMay 17, 2021
Pandora’s Head of North America Steps Down

Sid Keswani has left the jewelry company to become president of lifestyle company Centric Brands.

TechnologyMay 17, 2021
JCK Launches Online B2B Jewelry Marketplace

“Jewelers Source by JCK” will help qualified buyers find new clients and conduct virtual meetings all year round.

MajorsMay 17, 2021
Borsheims Promotes 3 on Sales Management Team

It shows the Nebraska jeweler’s new cross-department emphasis.

Brought to you by
How to Engage and Sell to Millennials

Millennials were once feared in the diamond industry, but now this younger generation has become today’s largest diamond buying demographic.

Policies & IssuesMay 14, 2021
Petra Reaches $6M Settlement Amid Claims of Human Rights Abuses

A report by a nonprofit documented an alleged seven deaths and 41 assaults on artisanal miners at the Williamson mine in Tanzania.

Weekly QuizMay 14, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of May 10-14, 2021.
Take the Quiz
AuctionsMay 14, 2021
Phillips’ New Selling Exhibition Celebrates Female Designers

It features pieces from the likes of Solange Azagury-Partridge, Suzanne Belperron, Marina B, and Silvia Furmanovich.

Recorded WebinarsMay 14, 2021
Watch: Dissecting the Vintage Watch Craze

Watchfinder & Co. US Country Manager Edouard Caumon talks the timepieces retaining value and current marketplace trends.

Brought to you by
A New Golden Age

Gold has had its share of ups and downs over the last 5 decades. Here’s why the metal is having another big comeback.

TrendsMay 14, 2021
Piece of the Week: Deirdre Featherstone’s Amber Drop Earrings

They’re perfect for welcoming “Springtime in New York.”

×