Surveys

50 Jewelers/50 States: Oklahoma

SurveysSep 20, 2017

50 Jewelers/50 States: Oklahoma

Fourth generation-owned BC Clark Jewelers has embraced modern business practices and isn’t afraid to think outside the box.

50states-OK-800x430.jpg

Tulsa, Okla.--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.

BC Clark Jewelers was founded in 1892, but a look at its website shows they’re completely up with the times.

Today, Coleman Clark, the store’s fourth generation, is the president of the company’s three Oklahoma City stores. Clark is using modern marketing methods to attract customers into stores so his team can apply old-fashioned customer service skills.

Clark told National Jeweler how he’s doing it.


National Jeweler: What’s the biggest challenge your stores are facing today?

Coleman Clark: I think the biggest challenge is introducing new customers to our stores and creating traffic.

NJ: What’s your strategy for dealing with that?

CC: Just creating an experience that starts with our website and our social media. We want to compel people to not only enjoy seeing what they see online from us, but compel them to come in our store-- give them reasons to come in whether it’s events or whether it’s to see products or just featuring our salespeople.

We just think it’s important to engage our customer base in many different ways, but the end result is the hope of them coming into the store so we can service them in any way.

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

CC: Diamonds and watches.

NJ: What’s your top-selling brand?

CC: We do a big Forevermark business. Rolex and David Yurman are strong as well.

NJ: What’s the most popular style of engagement ring with your clientele now?

CC: It’s such a mixture now, it’s kind of been refreshing recently. Girls coming in are looking for something different. While we still sell a lot of white gold halo rings we have a lot of couples coming in wanting something different.

When I say different, it’s not necessarily that unique and different, but it’s maybe going back to more of the classics like a solitaire or something with tapered baguettes on each side, something simple, but maybe different from what their girlfriends have, if they all have the diamond halos. Of course, we’ve had more interest in yellow gold recently as well.

Oval diamonds have been very popular. Round is the number one shape, but right now oval seems to be the second most popular.

NJ: Describe your regional customer.

CC: I
would describe our customers as affluent, however we do have a wide range because we have a wide range of products. We’re pretty full service with our products as far as engagement rings and really high-end 25th or 50th anniversary gifts. We also still carry a pretty wide variety of giftware that we call our lifestyle department, so we do bridal registry with that.

While it’s a tougher business to attract customers to, we’ve really had a resurgence the last two or three years as we’ve kept up with offering the right product the young people want, introducing new things in our store. We’ve really been able to attract some of those younger couples to register for things for their home.

I think in the store the gender breakdown is pretty equal. Obviously our Facebook and Instagram is much higher for women, but I think our in-store traffic is pretty even, probably a little bit more female, but we see a lot of men, a lot of gift buyers. I’m in the downtown store so that’s what I see. I think our two other stores are probably a little heavier female to male.


Jim Clark (left) is the third generation of his family to own and operate BC Clark Jewelers. His sons Coleman (center) and Mitchell (right) are the company’s president and executive vice president, respectively, and the fourth generation of the family business.

NJ: Which social media accounts are important to your business?

CC: I would still say Facebook is the most important, however Instagram is a close runner-up as we continue to grow that base.

NJ: Do you have e-commerce?

CC: Yes, but it’s pretty limited as far as what people can buy on there. We will be slowly expanding that over the next few years.

NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?

CC: My advice is to think outside the box, be unique and don’t always focus on competing on price.

We do something we call Pray for Rain, which I know others do that now, and we have done it since we started it. We’ve been doing our program for 19 years: If it rains an inch on a couple’s wedding day, they get their money back up to $5,000. We’ve had over 200 winning couples. That’s been a lot of fun for, of course, the winners but also for everyone.

More recently, last year we introduced Family Friday, which is our version of Black Friday, considered the biggest shopping day of the year. We closed our doors on that day to let our employees be with their families an extra day before the holidays. We plan to do it again this year.

The other thing I would say is to not sacrifice your marketing budget.

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

CC: I’ve gotten to jump out of an airplane twice. Once in Oklahoma and once in New York.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Bonhams New Bond Street London flagship
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives Replaced

London-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.

De Beers Diamond View Zoom machine with monitor
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument Demo

The workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.

Two brooches stolen in the October 2025 heist at the Louvre Museum in Paris
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene

The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.

BTYB10.25_Header.jpg
Brought to you by
Are Earrings an Overlooked Category? What Retailers Need to Know Now

As the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.

Wyld Box Jewelry Ray of Light Large Drop Earrings
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ Earrings

Founder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.

Weekly QuizOct 16, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Tiffany & Co. Bird on a Rock pendant
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, Kering

The luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.

Cullinan Diamond Mine plant
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital

The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (2) (1).jpg
Brought to you by
Protect Your Customers and Your Business

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

Million Dollar Hip Hop Watches by Leon Schäfers, Jeanette Lang, Tobias Kargoll
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch History

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

Alexis Vourvoulis
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & Watches

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.

Taylor Swift engagement ring Greenwich St
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds Edition

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Rahaminov Diamonds Emerald-Cut Diamond Bracelet
TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the Holidays

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

Fancy vivid purplish pink diamond
AuctionsOct 22, 2025
Pink Diamond, Vanderbilt Jewels to Headline Phillips’ Geneva Auction

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

“Storied Diamond Desert Sands of Eternity” engagement ring and wedding band
SourcingOct 22, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Tiffany & Co. Bird on a Rock by Tiffany High Jewelry Lariat
CollectionsOct 22, 2025
Tiffany & Co.’s ‘Bird on a Rock’ Finds New Perch

Chief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.

Jewelers for Children Halloween contest
Events & AwardsOct 22, 2025
JFC Kicks Off Halloween Costume Challenge

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

Hillsborough show
Events & AwardsOct 22, 2025
Hillsborough Antique Show Gets New Owner

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

Bicolor pink and colorless diamond
GradingOct 21, 2025
GIA Examines Rare Bicolor Pink Diamond

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

Pomellato Rodeo Drive Flagship Exterior
MajorsOct 21, 2025
Pomellato Brings ‘Global Attitude’ to Rodeo Drive Flagship

Hollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.

Grown Brilliance NYC Flagship Exterior
Lab-GrownOct 21, 2025
Grown Brilliance Opens First Flagship

The New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.

Douriean Fletcher Messenger Collection
Events & AwardsOct 21, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MAD

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Sothebys the glowing rose pink diamond
AuctionsOct 20, 2025
Sotheby's To Auction 10-Carat Vivid Pink Diamond

Making its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.

2025_Gemfields logo.jpg
SourcingOct 20, 2025
2 Mozambique Police Officers Killed at Gemfields’ Ruby Mine

They were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.

Empress Eugénie’s pearl and diamond tiara
CrimeOct 20, 2025
See the ‘Priceless’ Jewels Stolen During Daytime Heist at the Louvre

It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.

Lauren Gayda
SourcingOct 20, 2025
Pristine Gems Names New Director of European Sales

Gemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.

Charles London, Mayer and Fran Udell, Mark and Candy Udell
IndependentsOct 17, 2025
From the Jazz Age to the Information Age: London Jewelers Turns 100

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

The Edit – A Gallery of Italian Jewelry Masterpieces Graphic
Events & AwardsOct 17, 2025
An Edit of Italian Jewels Is Coming to NYC

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

×

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