FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
SurveysOct 25, 2017
50 Jewelers/50 States: Vermont
Dealing with the internet is one of Burlington jewelry store Tick Tock Jewelers’ biggest challenges, but not for the reason you’d think.
“We really don’t have a particular (client). It really runs the gamut from young to old, from men to women, low income, higher income,” said Beth Garbo, owner of Burlington, Vermont’s Tick Tock Jewelers.
Burlington, Vt.--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.
Louis Garbo founded Tick Tock Jewelersin Burlington in 1946. He served in the Navy just after World War II and went to watch school afterward on the G.I. Bill, as did many of the men he hired to work at the store.
At the time it opened, the business was solely a watch and repair store, and Garbo held a contest open to the public to name it, settling on the entry Tick Tock Shop.
Eventually the store began selling jewelry as well, which is its primary focus today, and changed its name to Tick Tock Jewelers.
“We’ve gotten to the point where people recognize us for the antique jewelry (we carry) or for our regular diamond jewelry, pearls, things like that,” said Louis’s daughter, Beth Garbo.
Beth runs operations today and Louis, who is 89, is still part owner.
Beth spoke with National Jeweler about the eclectic Burlington customer and internet overstimulation.
National Jeweler: What’s the biggest challenge your store is facing today?
Beth Garbo: It’s the internet, but it’s not what you’d think (about) the internet.
It’s not that people are buying on the internet and not buying in jewelry stores; it’s that so many young people spend hours and hours on the internet and they come up with thousands of possibilities and can’t make up their minds what they’d like because everything is open to them from all over the world, a million styles.
I find that they come in and can’t narrow down what it is they’re looking for. It’s not so much that it’s the prices or anything like that, but they’re all over the place. From, “Can I put some dinosaur bone inside of a tungsten ring with maybe my fingerprint on it?” or, “I saw this cool thing on the internet in China, do you guys do that?”
So their minds are all over the place because everything is so open now.
NJ: What’s the top-selling category and brand at your store?
BG: We do a lot of antique jewelry right now and estate jewelry.
Editors' Picks
Sponsored by
We’re not a branded store. We sell branded watches like TAG Heuer and Swatch but we’re pretty much an independent where we choose more what we like than an actual designer. If it happens to be from a designer though, that’s great. We sell mostly under private label and then we have certain brands like Lika Behar, but the majority is from different lines we pick up and we don’t advertise it as such.
NJ: Describe your regional customer.
BG: We are very, very eclectic. Burlington is a college town. It has several colleges. We started out as a watch store so we do lots and lots of watch batteries in addition to antique jewelry and custom, things like that.
When I was trying to hire one of my employees many years ago, she said, “What’s your customer, client base like?” I said, “We really don’t have a particular (client). It really runs the gamut from young to old, from men to women, low income, higher income.”
She actually took the job and it’s been 15 years and every once in a while I’ll say to her, “What’s our customer base?” And she laughs and says, “You were right, you really can’t say what it is.”
We have doctors and lawyers and farmers from the outskirts so it’s very eclectic.
NJ: What’s the most popular style of engagement ring with your clientele?
BG: I’m seeing a lot of people liking the antique or estate (styles), vintage, Art Deco, that sort of a look.
They’re still looking at halos but those are kind of going by the wayside a little bit. Simple and classic (is dominating).
NJ: Which social media accounts are important to your stores?
BG: We do Facebook and Instagram.
NJ: Do you have e-commerce?
BG: We do not.
It’s probably not the best fit for us. It’s sort of another thing to add that I just don’t want to learn and don’t have time for.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
BG: Don’t worry about what your competitors are doing. You have to pay attention to yourself. Focus on what you do.
Also, if you’re not making a profit, don’t do it. It’s not worth doing.
NJ: What’s a fun fact about you we can share with our readers?
BG: My father is a watchmaker. From 1946 through the 1960s, the store was mostly watch sales, then we sort of gravitated to a jewelry store.
The funny thing is that I really can’t tell time and I don’t wear a watch. I saw my first-grade teacher the other day and she said, “Did you learn to tell time yet?” and I said, “No, not really.”
NJ: Describe your regional customer.
BG: We are very, very eclectic. Burlington is a college town. It has several colleges. We started out as a watch store so we do lots and lots of watch batteries in addition to antique jewelry and custom, things like that.
When I was trying to hire one of my employees many years ago, she said, “What’s your customer, client base like?” I said, “We really don’t have a particular (client). It really runs the gamut from young to old, from men to women, low income, higher income.”
She actually took the job and it’s been 15 years and every once in a while I’ll say to her, “What’s our customer base?” And she laughs and says, “You were right, you really can’t say what it is.”
We have doctors and lawyers and farmers from the outskirts so it’s very eclectic.
NJ: What’s the most popular style of engagement ring with your clientele?
BG: I’m seeing a lot of people liking the antique or estate (styles), vintage, Art Deco, that sort of a look.
They’re still looking at halos but those are kind of going by the wayside a little bit. Simple and classic (is dominating).
NJ: Which social media accounts are important to your stores?
BG: We do Facebook and Instagram.
NJ: Do you have e-commerce?
BG: We do not.
It’s probably not the best fit for us. It’s sort of another thing to add that I just don’t want to learn and don’t have time for.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
BG: Don’t worry about what your competitors are doing. You have to pay attention to yourself. Focus on what you do.
Also, if you’re not making a profit, don’t do it. It’s not worth doing.
NJ: What’s a fun fact about you we can share with our readers?
BG: My father is a watchmaker. From 1946 through the 1960s, the store was mostly watch sales, then we sort of gravitated to a jewelry store.
The funny thing is that I really can’t tell time and I don’t wear a watch. I saw my first-grade teacher the other day and she said, “Did you learn to tell time yet?” and I said, “No, not really.”
More on Surveys
The Latest
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of CoverageLilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship WinnersThe organization has awarded a total of $42,000 through its scholarship programs this year.
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging DesignersThe winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright BaublesAs summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in QueensMoshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.
MajorsAug 04, 2025
Borsheims Welcomes New Assistant Facilities ManagerXavier Dibbrell brings more than a decade of experience to the role.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
