The middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
The Vault Nantucket Is Popping Up in Boston with a Private Atelier
The seasonal fine jewelry seller is bringing its creative solutions to selling during a pandemic to the mainland.

“My dream was to be carried in a store that really celebrates jewelry design...The Vault is a celebration of jewelry design.” — Katherine Jetter
Collaboration is huge to The Vault’s ethos, and the Boston atelier provides ample opportunity for that.
Jetter will host private selling events for her line and the designers she stocks and be able to meet clients by-appointment at the modern, all-glass space that boasts an outdoor terrace.
“We promoted that a lot in June and people took me up on it. Some of my older clients who I never thought would be able to work FaceTime were on Instagram Lives and on FaceTime with me and we actually had some really nice business from that.”
“I took the attitude of staying positive and making sure we thrived through this environment. Not everyone had the same morale.” — Katherine Jetter
Jetter adapted to the changing phases of reopening.
By the end of the summer, people were shopping in-store in masks, and rather than ending after Labor Day Weekend, people stayed on in Nantucket, and Jetter stayed open through September. Jetter was rightfully exhausted by her new career as event planner.
Jetter said it was easier for her to adapt to new ways of selling than a traditional jewelry store because her goal has been to provide the antithesis of a traditional experiment.
“I’m seeing more customer awareness in wanting to keep their favorite store and boutiques in business so we can all be here next year.” — Katherine Jetter
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