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Who (or What) is Your Brand?
March 18th, 2013
by Bill Boyajian

My experiences with jewelry retailers of late has led to wide and varied discussions on the value of brands in their stores. Some say that they need brands to remain competitive and to satisfy their customers’ cravings for “name brand” items. Others claim that their only real brand is their store name – that which they have promulgated in their community, often for decades.

The truth may lie somewhere in the middle.

Many retailers are reluctant to “sell out” to brands and use them as drawing cards to their stores. One retailer told me that he won’t open a new store without Rolex. Another said he wants to build his internal, store-brand to a higher and higher percentage of total sales, where he gets the margin he wants and deserves.

The answer to the brand predicament is seldom as easy as “black and white.” Every business owner must do what each believes is right for his or her firm.  But my one piece of advice is this: if you believe that your store, in your community, with your name on it, is the most important asset you have, then you should vigorously protect your own brand name while you continue to market others.



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–Charles Denaburg,
Managing Partner,
Levy’s Fine Jewelry
Birmingham, AL

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Leitzel Fine Jewelry
Hershey & Myerstown, PA

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Kizer-Cummings Jewelers
Lawrence, KS