In 2019, Steve and Melissa Rapid, the husband-and-spouse homeowners of Steve Rapid Jeweler in Chicago’s Lincoln Park neighborhood, determined to consolidate their 3 suppliers into a one, downsized location. Tiny did they know how prescient that determination would be.
“The huge motivating issue was us currently being able to manage the expertise that an individual has going for walks into our store,” Melissa (pictured) tells JCK.
When the pandemic strike, the Quicks trimmed the shop routine from being open up seven times to five. Now that the quarantines and lockdowns of 2020 are fading into memory (touch wood!), they’ve decided to adhere with the 5-day routine. “I now have Sundays and Mondays off, which is really pleasant,” Melissa states. “I’m not doing work as considerably as I applied to, but almost certainly not doing work as a great deal as I should.”
The rationale for retaining pandemic-period hours as well as a by-appointment-only structure (another pandemic-period change) goes back to their selection to consolidate in the to start with put: “A major element is the experience: Would not you somewhat have my undivided notice when you come in?” Melissa claims. “The people today who definitely would like an hour of Steve’s time or my time, that hour is yours. I’m not aiding 4 other people today.”
The change in structure is a piece in the much larger sea modify the Quicks have applied about the earlier four several years, suggests Melissa. “We’ve been performing on location ourselves apart—the basics are factors we really don’t necessarily want to compete on.”
Nowhere is that ethos extra evident than in Steve Quick’s diamond jewelry choice. Examine on for Melissa’s insights into how they retain a flourishing diamond jewellery enterprise in a single of the country’s largest and most saturated marketplaces.
How would you describe your diamond jewelry company?
The bulk of our diamond organization is bridal, also encompassing stacking bands. We have a good deal of people today we marketed on the idea of carrying out a stack, whether it is for an anniversary or a suitable-hand stack.
We extremely purposefully have gotten out of executing a great deal of trend diamond company. We rarely inventory an assortment of tennis bracelets or rivières. We undoubtedly do diamond studs, but they’re not a big section of what we do. Diamond hoops we do alright with. But the stud, hoop, tennis bracelet, rivière game—there are so quite a few men and women executing that, and it’s all about providing something for the lowest attainable rate.
So you have gotten absent from the fundamental styles—what are you concentrating on instead?
In their place, we are doing factors that are fantastic, which you really do not see coming and heading. We’re likely in the actual reverse direction.
Sylva & Cie—she does kick-ass diamond jewellery that is sophisticated and understated and overstated all in one particular. We’ve been with them for a very long time. We trapped with stacking bands and bridal, and two many years ago we sat down and mentioned we want to attempt placing your style into the retailer. It is the line we’re offering to the female self-purchaser, whom we’ve been striving to offer to without end.
Sylva types for a female in her 40s, 50s, or 60s who will place on a white T-shirt, kick-ass Valentino shoes, a floppy hat, and a $20,000 diamond pavé ring with reclaimed outdated mine–cut diamonds. Which is a small edgy and distinctive, but you wear it with jeans and a great biker jacket. I so like it, and our consumers do as well.
What other diamond designers do you inventory?
We’re received a gorgeous assortment of Todd Reed. With Todd, it’s undoubtedly been pendants and earrings.
From there, it is stacking bands. Sethi Couture has the most awesome collection. We did a trunk exhibit in 2019, and I consider I sold 42 of their rings in two days. And then on major of it, marriage ceremony rings. Yet again, there’s a very little a little something various to their stacking bands. They do fantastic models, incorporating black and yellow diamonds. And all the rings have terrific textures. I like that it’s not just the identical ol’, same ol’.
As you look ahead to fall, which diamonds models are you banking on?
Whatever diamond purchasing we’ll be doing is extra than likely going to be bridal, specially semi-mounts. Our stock is genuinely weighty on halos, and I see those people likely absent. We’re going to commit in semi-mounts or solitaires that are both special or vintage.
Finally—thankfully—in Chicago, yellow gold has caught on, so we need to have to devote in some yellow gold engagement ring kinds. Doves by Doron Paloma—he often exhibits at Luxury—does a beautiful vogue assortment with yellow gold and diamonds. Last time we acquired it, we bought via almost everything, so we will for confident want to fill in.
But all of it has to be wearable. After 15 to 16 months of us dwelling by really cozy dresses in our Zoom conferences, persons are not heading to want the large statement parts they only put on when they costume up.
They want wearable pieces they can throw on when they are going to dinner. But that doesn’t imply they are reasonably priced. The girls who have been acquiring the Sylva—it’s undoubtedly women of all ages shopping for for on their own. They want luxurious in their lives they just want it to be approachable.
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