Events & AwardsMar 14, 2025
JVC Reveals Recipient of Stanley Schechter AwardReeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.
IndependentsFeb 06, 2016
Building a space to suit millennials
Jeweler Nick Blum knows what the millennial customer wants, because he is one, and he’s building a new store to appeal specifically to his own generation.
New York--Jeweler Nick Blum may have an advantage when it comes to appealing to the millennial consumer, because he is one. 
Blum is the owner and designer of Blumlux, an appointment-only jewelry design boutique in Indianapolis’ Broad Ripple Village that he opened in 2005 after studying watch and jewelry manufacturing and diamonds at the Gemological Institute of America in Southern California.
But while the lounge-like space is touted as “Not your traditional jewelry store,” Blum’s got a new idea up his sleeve--one he hopes will get his own generation in the door.
“The traditional jeweler doesn’t speak well to our generation,” Blum said. “Just like they were slow to adopt the e-commerce trend, they are also slow to address the purchasing habits and expectations of the millennial consumer. Most stores seem dated and have a hard ‘salesman’ approach; we want an easygoing, comfortable experience.”
And that’s exactly what he’s aiming to create with the four-story, 14,000-square-foot building he just purchased in downtown Indianapolis.
Blum is converting the space into a multi-use center, made up of luxury lofts and retail space that will include the relocated Blumlux Boutique, newly conceptualized in a way he hopes will attract the discerning millennial consumer.
So how is he designing it to reel them in? To start, Blum said the new store will feature a walk-in front shop that will sell a new, lower-priced Blumlux collection, as well as an assortment of curated products from his favorite designers. This part of the store will offer normal business hours, as opposed to restricting it to appointments only.
Within this front shop will be a secret door that leads to Blum’s boutique lounge and design studio, a back room reserved for high-end Blumlux products and bridal collections, accessible to any interested customers. Here, (of-age) customers will be invited to enjoy drinks and cigars as they talk and shop jewelry with Blum in an atmosphere that follows a modernized take on prohibition-style speakeasies.
“I want all my guests to never feel pressured into buying anything,” Blum said. “I want this to be a place where people can just come, hang out, and enjoy a drink or cigar. That’s why I’ll have my design studio in there as well, so they can see how I work and feel like
Editors' Picks
Sponsored by
they are a part of the process.”
Blum told National Jeweler he’ll tap into digital and social media marketing and advertising to promote the new store, a medium he’s always utilized and will ramp up once the space opens. He’ll also work with press and public relations professionals, cross-promote with other local events, retailers, brands and celebrities to get the word out, and, as a bonus, the jeweler also will use the side of his building that faces I-65, a main highway in downtown Indianapolis, as ad space for Blumlux.
Though the new boutique will be designed primarily to attract millennials, Blum said more mature clients not only are welcome, but already love the secret speakeasy concept.
“Our décor and strategy might cater to millennials, but we think it’s an experience that people of all ages will enjoy. It’s the millennials that are harder to attract,” he said. “Mature customers are usually easy-going. They like new ideas, new experiences, and are always willing to check out a new store concept. Fifty is the new 30. They want cool things too. They want to look and feel young. I think what attracts millennials can also attract older audiences. I really view it as a win-win.”
When it comes to the rest of the four-story building, Blum is aiming to make it part of a lifestyle center.
“That’s the goal,” he said, when asked if he will rent the remaining retail spaces in the building to other like-minded stores targeting the millennial consumer. “We are still in the beginning stages of the process, but we are looking at all different options.”
The new Blumlux store is slated to open in early winter.
More on Independents
The Latest
CollectionsMar 14, 2025
Piece of the Week: Sorellina’s Aries Zodiac PendantThe piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.
MajorsMar 13, 2025
Tanishq Opens 2 New Stores in the U.S.The Indian jewelry brand recently opened stores in Atlanta and Seattle.
Brought to you by
Watch: GIA Field Gemology at the One-Hundredth Expedition: A Look Back and to the FutureSupplier Spotlight Sponsored by GIA
FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement RecoveryCEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.
Weekly QuizMar 14, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMar 13, 2025
Chopard Unveils High Jewelry Collection Created From 6,225-Carat Emerald The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.
MajorsMar 13, 2025
Jewelers Mutual Names New CFO, TreasurerChris Anderson is joining the insurance provider as the new chief financial officer and treasurer.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
Lab-GrownMar 13, 2025
JA Offering Some ‘Counter Intelligence’ on Diamonds Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.
SourcingMar 12, 2025
5 Factors That Will Impact the Diamond Industry in 2025The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.
SourcingMar 12, 2025
Q&A: New GJEPC Chairman Kirit BhansaliBhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.
Lab-GrownMar 12, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond SectorAs lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.
SourcingMar 12, 2025
Indian Leader, Retailer Among 2025 DDG Honorees Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.
AuctionsMar 12, 2025
A Medieval Bishop’s Sapphire Ring Is Going Up for SaleA metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.
Events & AwardsMar 12, 2025
JA New York Announces Education, Live Demo LineupsOrganizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.
Events & AwardsMar 12, 2025
Bogolo Joy Kenewendo to Speak at Annual JVC LuncheonKenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.
CrimeMar 11, 2025
Man in Florida Swallows Allegedly Stolen Tiffany & Co. Jewelry The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.
ColumnistsMar 11, 2025
Creative Connecting: How to Pose on the Red CarpetAhead of the Gem Awards on Friday, Jen Cullen Williams and Duvall O’Steen share pro tips for taking the best photos.
CollectionsMar 11, 2025
Marco Bicego Celebrates 25 Years With Collection, CampaignFounded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.
TechnologyMar 11, 2025
Hill & Co. Launches New B2B Buyer DatabaseThose attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.
Events & AwardsMar 11, 2025
JSA to Honor GIA Employee at Annual LuncheonThe organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.
MajorsMar 10, 2025
Terry Chandler to Retire After 24 Years as Head of DCA Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.
CollectionsMar 10, 2025
MaeVona Co-Founder Debuts 3D-Printed ‘Tùsaire’ CollectionScottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.
Events & AwardsMar 10, 2025
The Jewelry Symposium Announces 2025 Scholarship WinnersAhead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.
Events & AwardsMar 10, 2025
These Designers, Journalists, and Retailers Are Up for a Gem Award The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.
MajorsMar 07, 2025
Jane Fonda, Mariska Hargitay Star in Pomellato’s IWD CampaignThe annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.
CollectionsMar 07, 2025
Piece of the Week: Yeprem’s ‘Golden Strada’ NecklaceThe statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.
