Consumers today are looking for a little escape, and jewelry is the perfect avenue to provide it, presenters at the Vicenzaoro show said.
50 States/50 Jewelers: Colorado
Walters & Hogsett delivers “casual luxury” to its Boulder clientele, who work hard to play hard.
Boulder, Colo.--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 consumers--have affected jewelers in disparate parts of the country.
In order to find out, we launched a series called 50 Jewelers/50 States, in which we interview one retailer in each of the 50 U.S. states.
Boulder, Colorado jewelry store Walters & Hogsett capitalizes on its customer’s desire for “casual luxury,” striking a balance between the cosmopolitan tastes of the area’s well-heeled clientele with the active energy of a Rocky Mountain lifestyle.
Walters & Hogsett started as a business run by two couples, Walter and BJ Vieregg, and Ron and Gail Hogsett.
Today, the store is owned by Don Jansen, who came aboard 20 years ago, and the Vieregg’s nephew, Mark Vieregg, who left behind a career as a CPA and regional subsidiary controller of Enterprise Rent-A-Car to join the store a decade ago.
Vieregg, though, was quick to tell National Jeweler that many people are responsible for the business’s success.
“It’s 100 percent a team effort,” Vieregg said. “My business partner Don and our 18-year employee and store manager Emily make it all happen with some amazing employees. And I still ask my aunt and uncle for advice in between their retirement travels.”
Vieregg spoke with National Jeweler about catering to the Boulder, Colorado lifestyle.
National Jeweler: What’s the biggest challenge your store is facing?
Mark Vieregg: We have been lucky to grow three out of the last four years and set some records in the business. That growth comes from adhering to our core values: expert knowledge, professionalism, courteous service and honesty.
The challenge is getting the mix of the right staff and the right brand partners while solidifying our presence in the marketplace through marketing, community outreach, special events, shopping as entertainment, things like that.
Getting that mix right is hard but nobody ever
NJ: What’s the top-selling item or brand at your store?
MV: Rolex and Hearts On Fire are leaders for us. We know that quality always matters and that people appreciate the art of the well-made piece.
Our top-selling items are in the fashion category. We’re not a heavy bridal store--we do well with that but fashion is key for us.
It can be right-hand rings, earrings, bracelets. We love color and Hearts On Fire’s fashion jewelry is really good for us.
NJ: Describe your regional customer.
MV: Boulder is a destination place to live and work. It’s an informal place so it’s casual, but Colorado and Boulder are growing and there is more of a fashion influence here every year. It’s no longer a hippie town.
Our customer embodies that combination of casual with luxury. Casual luxury works with their enthusiasm for how they live, where they live, and what they do.
Our fine jewelry and timepieces have to fit their lifestyles. It’s got to be active and wearable.
We certainly serve the 35- to 55-year-old self-purchasing woman as well as men, spouses and partners buying for their loved ones.
NJ: What’s the most popular style of engagement ring with your clientele?
MV: Bridal is a growing category for us. Because of new brides’ active lifestyles, solitaire engagement rings and wedding bands that can be partnered with them--but not always worn at the same time--work well. It gives them flexibility for what they are doing that week or weekend.
Women may wear a couple of bands and a ring, or a ring and one band, or a ring only. We certainly encourage them to express themselves however they want. It’s fun and they get to be comfortable dressing up or down.
We love colored gemstones and feature them prominently in our store but we still sell mostly diamonds in our engagement rings, and mostly round diamonds.
Had an awesome shoot today with @allenkrughoff! Can't wait to see the footage!
A post shared by Walters & Hogsett (@waltershogsett) on May 3, 2017 at 8:53pm PDT
NJ: What’s your internet and social media presence like? What accounts do you have or actively use?
MV: We hired Fruchtman Marketing three and a half years ago or so and they really help us with Facebook as an advertising platform and a sharing platform.
But our personality comes through our staff posting on Instagram as far as celebrating jewelry and celebrating lifestyle. So we try both. Facebook is a lot more paid advertising while Instagram is a lot more of our personality and what’s happening and just sharing fun jewelry photos and how people are wearing jewelry today.
We began e-commerce on our website last November, so now it’s about figuring out how we can personalize that and invite people in by working that tool.
E-commerce has made it easier for people to find options and shop and research but as far as sales, so far we tend to get phone calls or e-mail inquiries about items people have seen online. The majority of our customers are local but we’ve had some out-of-state sales and out-of-city sales due to the website. We’re finding new customers.
The omnichannel concept is big so we’re trying to connect customers to our staff via the website, e-mails, Instagram and Facebook.
NJ: What’s the best piece of advice you’d offer to other independent jewelry stores?
MK: We believe jewelry has always been and will continue to be relevant for life’s moments and today’s lifestyles.
Your brand is the most valuable thing you own. Embrace that belief and evolve in terms of how you share what you do best.
Omnichannel retail is real, so strive to create a relationship with customers via your website, e-mail, text, Instagram, etc. Then invite them into your store.
We’re going to celebrate with our clients, advise them, do consultative selling with them and give them options. That’s how we think we can thrive.
NJ: What’s a fun fact about you we can share with our readers?
MK: I’m blessed to have a wonderful wife and five wonderful kids in addition to a wonderful business. So it’s an aerobic living, but living in Boulder makes it sweet. Boulder is a great place to live and work and play.
The Latest
The “Extraordinary Lovers” collection features engagement rings with enamel scenes inspired by art and mythology.
BIPOC designers can apply for a spot in the mentorship program’s third cohort until Oct. 8.
Growing your Instagram following organically is more important than ever in today's technological environment.
The luxury giant recently completed its acquisition of the Italian jewelry brand.
The Seymour & Evelyn Holtzman Bench Scholarship provides tuition help to aspiring bench jewelers.
Associate Editor Natalie Francisco highlights the best jewelry looks from the 76th Primetime Emmy Awards.
Supplier Spotlight Sponsored by GIA.
The lab will include reference numbers on reports for cultured pearls that contain bead nuclei embedded with an RFID tag.
Lilian Raji offers advice to a reader frustrated with the current state of their company’s website.
The actress shared her inspiration for the collection, insight into her personal style, and which jewels President Barbie would wear.
The giant gem originated from Karowe, the same mine that yielded a 2,492-carat rough diamond in late August.
Monishkumar Kirankumar Doshi Shah admitted to dodging customs duties on more than $13.5 million of jewelry imported into the U.S.
The new boutique is located on Madison Avenue.
The company’s fourth location worldwide will focus on its AI-powered gem document, the Gem Passport.
Its next event will take place in D.C. on Sept. 17 and in New York City on Oct. 29.
The artist opted for big yellow diamond earrings, a vintage chain, and white metals at the annual MTV awards show.
The Swiss watchmaker has created limited-edition timepieces for all 32 National Football League teams.
This carved jasper and yellow-diamond-eyed cat brooch from 1962 is the perfect accessory for Friday the 13th.
The jewelry giant said it expects to see an uptick in engagements in the second half of the year.
Sponsored by Gemological Institute of America
The brand is celebrating its upcoming 55th anniversary with modern designs that pay tribute to its history.
He, and other newly elected board members, will begin their terms in February.
Those interested can apply online now through Nov. 15.
Its “Her-ology” report highlights trends in the women’s luxury watch market, from top brands to movement preferences.
The smoked heirloom tomato mezcal martini, only available at Adalina in Chicago, is served with a 9-carat diamond tennis necklace.
Scheduled for Sept. 25, the online-only event will be open to non-AGS members this year, for a fee.