Surveys

50 Jewelers/50 States: Oregon

SurveysSep 22, 2017

50 Jewelers/50 States: Oregon

In “eclectic” Portland, consumers seek out Alchemy for all manner of customized design.

50states-OR-800x430.jpg
At Alchemy Jeweler in Portland, Oregon, owner David Iler said that oval is the most popular shape for diamonds. “It seems to be the new standard,” he said.

Portland, Ore.--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.

David Iler and Laura Mapes opened Alchemy Jeweler in Portland, Oregon in 2005.

Like most fine jewelry retailers, Alchemy feels the pressure of having to keep up business on the digital front. But, unlike some other stores, they boast a staff that is dedicated to the industry.

“Every one of our staff can sketch and have been in the jewelry industry pretty much all their lives,” Iler explained. “We’re a devoted lot.”

Iler spoke with National Jeweler about their “eclectic” Portland customer and how all manner of custom design is at the heart of their business.


David Iler and Laura Mapes opened Alchemy in 2005 in Portland, Oregon. The 1,300-square-foot store has five employees.

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

David Iler: The biggest challenges today are all digital related, for our store at least.

Dealing with e-mails and online reviews, website building and relevance, analytics, search engine optimization (SEO), keywords, social media, vendors selling directly online. Those are some of the biggest challenges. We’re finding that we’re expected to be as good as everybody else online.

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

DI: The first is case sales of designer bridal that we had customized for our store. The second would be special orders for bridal made by our designers with our customers’ input. So it’s not truly custom, as it has been customized for that particular customer. In third place is our in-house custom designing services.

NJ: What’s your top-selling brand?

DI: Anne Sportun, Todd Reed and Temple St. Clair are the ones that really stand out.

NJ: Describe your regional customer.

DI: Portland has definitely seen a large tourist crowd come through in the past few years. The tourists are often times unpredictable. We really don’t often even know where they’re at demographically.

Otherwise, for a Portland customer, I would say their style is casual but unique. Portland is totally eclectic but very casual. Age and gender are across the board.


An interior view of Alchemy Jeweler, located in Portland, Oregon

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

DI: The halo style is quite popular, and we’re now seeing kind of a resurgence in just the basic solitaire, so let’s say a four-prong solitaire
with minimal decoration. There’s oftentimes some customizing, like hand engraving, but it’s pretty simplistic.

Our customers oftentimes come in asking for white gold, and we definitely take them down the road of platinum for a white metal, just because the alloys of white gold can be complicated. In our inventory we probably have more yellow gold, though, than any of our clients have seen anywhere else.

The current trend for diamond shapes is oval. It seems to be the new standard.

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

DI: Instagram and Facebook seem to get the most action as far as shares or likes and interconnectivity. But rarely has that ever converted into a sale, and when I say rarely, I actually mean not yet. So we’re hopeful, but I’ve got to say it hasn’t quite panned out yet, so I’m a little confused on social media.

NJ: Do you have e-commerce?

DI: Not yet, but it’s definitely coming soon, so we’re trying to launch that well before the holidays. I’ve got about 30 days to get that underway.

I see e-commerce two-fold. There is the potential of making a sale, but it’s actually more for information purposes, so if people want to know more about the product or go in-depth with that, that’s where e-commerce really shines. And it does help in terms of SEO, and if you’re going to have any web presence whatsoever you need to build and/or create for SEO first.


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

DI: I would say get really good at sketching. If you can sketch beautiful jewelry, you really don’t need to know CAD or 3-D printing or even how jewelry is crafted. If you can sketch it and colorize it, make it beautiful, put it on a photocopier and take some scissors and cut the piece out, you can put it on your client. You’d be surprised at how many pieces I’ve sold that way.

Another recommendation, and this is really critical: If you have a jeweler, then make sure they can be viewed by your customers. If you don’t have a jeweler, you need to get one. Put them in the showroom. Don’t have any separation between your jeweler and your clientele.

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

DI: Very few people know that I was a fishing guide for about two months, but I had to give that up because I didn’t want to show everybody my magic fishing spots.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

×

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