Surveys

50 Jewelers/50 States: Indiana

SurveysJun 14, 2017

50 Jewelers/50 States: Indiana

Windsor Jewelry in Indianapolis caters to an evolving downtown workforce.

50states-IN-800x430.jpg
The owners of Indiana’s Windsor Jewelry said that its business tends to the follow the economic ebb and flow of retail statewide.

Indianapolis--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.

Windsor Jewelry has been in business for 98 years in downtown Indianapolis, Indiana.

Originally founded by Sig Asher in 1919, current owner Greg Bires started off at the store as an employee in 1984, then took ownership in 1998.

Bires chatted with National Jeweler about stocking independent designers and the evolving downtown Indianapolis businessperson.


Windsor Jewelers, located in Indianapolis, Indiana, has 10 employees. The store is 3,000 square feet.

National Jeweler: What’s the biggest challenge your store is facing?

Greg Bires: Probably the lack of consistency in business.

We’re doing the business we need to do, but we don’t see it as consistently as we did years ago. We have weeks where business is really good and then we have a week or two where things are slow.

It seems to be driven, I feel, by news in the economy, which, for some reason, triggers buying spurts. I can’t explain it but I look at the sales tax records for the state and when the state has a good month of retail sales overall, not just in the jewelry industry, we have a great month. And I notice when the sales tax figures are down in the state, our business was weak.

So there’s something in the media or the news that drives people to want to shop--that’s the only thing I can figure out. I’ve noticed this in the last three or four years.

NJ: What’s the top-selling category and brand at your store?

GB: Finished jewelry and custom.

Bridal is an important part of the store but we’re a downtown location so we sell more gifts, like for anniversaries and birthdays. Being a 98-year-old store we have a long list of customers so we have a lot of birthdays and anniversaries to take care of.

A lot of those customers started with bridal--that’s what initiated their first purchase--and gifts have kept them coming in here for generations. We have fifth-generation customers now.

Right now, because of the diversity (of its product), our top-selling brand is Gabriel & Co.

NJ: Who is your regional customer?

GB: Our customer is a working professional because we’re downtown. Lawyers, some doctors, accountants, different executives at the companies who are located close to us.

I wouldn’t say it’s predominantly
male any longer, but at one time it was. It leans more towards males, but we have a lot of female customers now because so many women are in the executive workforce now in the area.

We get a wide range of ages. A lot of millennials have moved downtown now that there are a lot of tech companies. So we’re seeing a lot of 20- to 30-year-olds now, especially for bridal.

The bulk of our finished jewelry, which I consider as jewelry for occasions, is more of a middle-age, 30-plus, 40-plus purchase.

This is a view of downtown Indianapolis, with Windsor Jeweler’s storefront visible in the lower left-hand corner.

NJ: What engagement ring trends are you seeing?

GB: I’ve definitely seen a shift more towards round center stones. Round has always been the most popular but I’ve seen a recent shift away from the fancy shapes, especially the princess cut, which has faded considerably.

Probably the biggest trend in bridal is that everything needs to be uniquely made for the person buying it. We very seldom sell a ring out of the case as is. Everything is tweaked a little bit--add a stone here, move a stone there, add the bottom of this ring to the top of that ring, that type of thing. Everybody wants it to be unique.

White gold is still the most popular metal, but I’m seeing more people ask for yellow and rose gold. Without a doubt, it’s still 90-plus percent asking for white metals, either white gold or platinum. But finally, people are again asking for yellow gold.

NJ: What’s your social media presence like? What accounts do you have or actively use?

GB: We have Facebook, and we have someone from an outside source that is posting daily on that for us. We have Instagram and a little bit of Twitter but our focus is Instagram and Facebook.

NJ: Do you have e-commerce?

GB: At this time, we don’t have e-commerce. We’re looking into it now and trying to put that package together.

Greg Bires

NJ: What’s the best piece of advice you’d offer to other independent jewelry stores?

GB: Try and individualize yourself. If you’re an independent like myself trying to compete with the multinationals is very difficult because of the marketing. So try and find a niche that only you have so that when you do have people shopping in your store, that’s the reason they come back--because they can’t find it anywhere else.

Customer service has been the most important way we’ve stood out. People are not finding it in the major chains so they need to come to us. It’s good to be equipped to handle repair work as well.

Another way we’ve set ourselves apart is that in the last five to eight years, we’ve really sought out small individual designers, the type that can only make enough jewelry for a handful of stores around the country. We’ve tried to look for entry-level price points, to get people in the door, in the $100, $200, $500, $800 range.

They’re things that are made well, the type of quality that we’ve carried historically with alternative metals like silver. (It’s) mainly jewelry that’s unique, kind of artsy and easy-to-wear every day, because I’m finding that people aren’t getting dressed up as much as they used to, and you need to find comfortable jewelry, jewelry that you can put on and wear daily.

NJ: What’s a fun fact about you we can share with our readers?

GB: My passion when I’m not at the store is duck hunting.

More importantly, in the last year and a half I have three new grandchildren who have really consumed a lot of my free time in a great way. That’s probably been the best thing that has happened to my wife and myself--the fact that we now have grandchildren to enjoy.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Victorian Burmese sapphire and diamond brooch
AuctionsApr 04, 2025
25-Carat Burmese Sapphire Brooch Sells for $101K

A pink topaz Belle Époque pendant-brooch and a Victorian Egyptian Revival choker were also highlights at a recent Anderson & Garland sale.

Mason Kay International Jade Summit 2025 Graphic
SourcingApr 04, 2025
Mason-Kay Jade to Hold Inaugural International Jade Summit

The event, which will co-locate with the Monterey Bay Jade Festival, will bring education sessions focused on jade to the United States.

Heather B. Moore Lily of the Valley Oval Charm
CollectionsApr 04, 2025
Piece of the Week: Heather B. Moore’s ‘Lily of the Valley’ Charm

The charm is a celebration of springtime as April showers bring May flowers with the piece’s cluster of diamond raindrops.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Tallulah Willis’ Engagement Ring
TrendsApr 03, 2025
Tallulah Willis Imbues Antique Engagement Ring With Magic

The 4-carat, old mine brilliant-cut diamond engagement ring was co-designed by Willis and New York City-based brand Karina Noel.

Weekly QuizApr 03, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
158.2-carat yellow diamond from Diavik
SourcingApr 03, 2025
Canadian Mine Produces 158-Carat Yellow Diamond

Rio Tinto unearthed the diamond at its Diavik mine in Canada’s Northwest Territories.

Buccellati Naturalia exhibition
CollectionsApr 03, 2025
Buccellati to Open Immersive Exhibition in Milan

The multisensory experience, open April 8-13, will feature the brand’s silver creations among dream-like scenes of natural landscapes.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Jewelers of America logo
Policies & IssuesApr 03, 2025
Jewelers of America to Hold Webinar on Tariffs

The virtual event will take place April 7 at 3 p.m.

Bea Bongiasca Animali Tarallo Collection Royal Blue Tang Fish “Dory”
CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a Zoo

The pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.

Neiman Marcus Downtown Dallas store
MajorsApr 02, 2025
Neiman Marcus’ Dallas Flagship Will Remain Open, For Now

Parent company Saks Global said the iconic location will be open through the holiday season as it decides what to do with the space.

Natural color diamonds on display at Smithsonian National Museum of History
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C.

Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.

Punchmark
Events & AwardsApr 02, 2025
Punchmark to Host Client Workshop

The educational event will take place in Charlotte, North Carolina, this May.

Bergman Jewelers family
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 Years

The independent jeweler first opened its doors in 1888.

QVC Group Inc. logo
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.

The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.

Coconut Grove Jewelry & Watch Show
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in Florida

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

The Jewelry Symposium (TJS)
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor Shortage

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.

Peanuts x Monica Rich Kosann Collection Bracelets
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry Collection

The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Graphic for What Do We Mean When We Say “Recycled” Gold webinar
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Mindi Mond Clarity Earrings
TrendsMar 31, 2025
Amanda’s Style File: Dripping in Diamonds

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

Lashbrook ring
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With Acquisition

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

Bulgari and LVMH Watches CEO Jean-Christophe Babin
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH Watches

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy