Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
50 Jewelers/50 States: Arizona
In a new series, National Jeweler is taking the pulse of the nation’s independent jewelers state by state. The third installment features Fountain Hills, Arizona jewelry store Sami Fine Jewelry.
Fountain Hills, Ariz.--Amid the changing and challenging retail environment, the editorial team at National Jeweler wondered how macro trends--from online shopping to serving new generations of shoppers--have affected jewelers in disparate parts of the country.
In order to find out, we decided to launch a new series called 50 Jewelers/50 States, in which we interview one retailer in each of the 50 U.S. states.
The third installment features Fountain Hills, Arizona jewelry store Sami Fine Jewelry, named for founder and original owner Sami Jack. Four years ago, Jack was bought out by her daughter Stephenie Bjorkman, who has worked at the store since 1997.
Today, Bjorkman is all about keeping it real with customers and preserving the team of employees she’s built over time.
National Jeweler: What’s the biggest challenge your store is facing?
Stephenie Bjorkman: The ones that keep me up at night are with my staff, just having the right staff and the people who represent (the store) when you’re not there.
It’s exhausting hiring and training new staff and keeping that team that you worked hard to build and having them be the face of your store. Just having staff that’s good that you love and trust is a challenge.
Luckily for me, I do have that. It’s taken a long time to get that mix, but I have it.
The other challenge would be constantly changing and reinventing your business to gain new customers--keeping up with the Jones’s.
NJ: What’s the top-selling item or brand at your store?
SB: We are our top-selling brand!
I just created this whole animal line called Animal Rockz, these little animal pendants and stuff because everyone that comes in and lives in Arizona, they are all animal people.
We even have chickens in the line because people out here are really into raising chickens and collecting their eggs. It’s a cute fine line.
We tried to do the whole brand thing; we had Hearts On Fire and we tried to buy into the “people are going to shop here for brands (mentality),” but, at the end of the day, people come in here for us. Sami’s is the brand.
Last year, we decided to quit selling Hearts On Fire and we thought our customers might be really sad but they want to buy what we
We’re not going to be one of those stores where you walk in and every case is a different brand. Our customers don’t care. They want to buy our stuff. And that probably doesn’t fit for everybody. I’ve walked into a lot of stores and that’s what they’re all about, but that’s just not us.
NJ: Describe your regional customer.
SB: My customer is probably in their 50s and 60s and they won’t necessarily follow trends. They don’t care what Hollywood is doing.
We do a lot of custom and unique pieces so people are more about making their own trends rather than following them.
We don’t have a big bridal business--we’re more of a second-time-around store.
NJ: What’s the most popular style of engagement ring with your clientele for their second time around?
SB: Ours would be more of a modern style, like a heavier, square shank with curves but straight lines.
NJ: What about diamond shapes?
SB: Round.
NJ: What’s your internet and social media presence like? What accounts do you have or actively use?
SB: We use Facebook, which is my favorite, Instagram, Twitter, Pinterest--all of it.
And we have e-commerce on our site.
NJ: What’s the best piece of advice you’d offer to other independent jewelry stores?
SB: I think that most importantly, when you spend money on things you need to spend that money on training your staff and having education.
We have Shane Decker come to our store once a year and yes it’s expensive but, at the same time, all of my staff is on the same page as to our brand and what we do and how we sell.
We also have meetings, 15-minute meetings every day, store meetings very week. We do reviews every four months. We have a yearly wrap-up meeting at the beginning of the year.
A lot of stores will hide their numbers and figures and what they’re doing from their staff and I don’t hide any of that from them.
They know what we make, they know what they sell and what we’re doing. I would say, make your staff be a part of your brand and the makeup of who you are.
NJ: What’s a fun fact about you we can share with our readers?
SB: The biggest sale I ever made was a quarter of a million dollar sale, but I made it in dirty boots and jeans--I had just gotten done riding my horse. So I think it’s about being real and being yourself. All of my biggest sales have been in that type of environment.
I know a lot of people who spend 10 hours getting ready in the morning and have to have a certain look to feel good about selling but, for me, I feel my best in my natural environment, which is outside of work.
My best customers and best long-term customers are probably the ones who know the real me.
The Latest
Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The announcement came as the company reported a 23 percent drop in production in Q1.
The three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Sponsored by the Las Vegas Antique Jewelry & Watch Show