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Cover
Five Women
Generations of customers buy their diamonds at Ford, Gittings & Kane Jewelers in Rome, Georgia.
By Joyce Kauf0
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| Suna Bros. |
“I always tell our team that our reputation is a blessing but it comes with a huge responsibility,” explains Jan Fergerson, co-owner of Ford, Gittings & Kane Jewelers in Rome, Georgia, which has established a niche in their market for diamond jewelry. “We have to be outstanding every day; our customers deserve it.”
The mantra of “doing the best we can” was instilled in Fergerson by her mentor, Joe Gittings, who opened the store in 1958 with two partners, Bill Ford and Bill Kane. Fergerson was hired for the 1973 Christmas season, but she “kept staying” and was encouraged by Gittings to study gemology. In 1980, Gittings became the sole owner and in 1996 sold the company to Fergerson and his four daughters: Alice Herring, Diane Agurkis, Paula Stone and Jessica McCann. Fergerson and Herring are in the store full time and oversee all operations.
Fergerson describes Gittings as a “true visionary” whose guiding principles remain at the core of the store’s operations today. “Our company has three expectations that encompass not only our retail philosophy, but our entire company’s personality,” says Fergerson. Posted in the store and given to each team member, these expectations combine top-line customer service with bottom-line awareness: - We treat everyone with dignity and respect.
- We provide the most outstanding customer service with the most outstanding product that we can.
- We must provide a profit for without a profit we cease to exist.
Like the Italian capital for which it was named, Rome, the largest city in northwest Georgia, developed on seven hills with rivers running between them. Located in the historic downtown district surrounded by four colleges and two medical centers, Ford, Gittings & Kane Jewelers counts among its customers fourth-generation families, as well as the young professionals attracted to the area. And Fergerson points out, this business owned by five women sees a “lot of self-purchasing by strong, independent women.”
Ford, Gittings & Kane Jewelers specializes in diamonds, with an emphasis on ideal cut, a “huge variety” of pearls and colored gemstones. Rings are the top sellers, with earrings a “close second” and bracelets “very strong.” They sell “a lot of blues” — sapphire, tanzanite and blue topaz — but citrine is also very popular. Citing their stated expectations, Fergerson notes that they offer all price points, but focus on carrying “the best” in whatever price range. The average center for bridal is 1 carat.
Suna Bros., Jye, Simon G. and Gottlieb rank among their most important designers. Fergerson recently discovered Louis Tamis, whose yellow gold designs, some with gemstones, sell “tremendously well.” The designers must have the same mind-set we do,” says Fergerson. “They must subscribe to the same three expectations and be willing to go the extra mile as we do for our customers.” However, Fergerson stresses that regardless of the designer, “The brand is Ford, Gittings & Kane. All other designers fall into a sub-category; we are the most important brand we sell.”
“According to folklore, the store once sold coal, while another part of it was a fine café,” explains Fergerson. On the occasion of their fiftieth anniversary in 2008, the store was completely remodeled under the direction of Jessica McCann, who uncovered the original brick wall and original tin tile ceiling and incorporated them in her redesign. Although the 100-year-old hardwood floor was refinished, it still bears water spots and cigarette burns that attest to its “enduring character.” Light from the Waterford chandeliers cast a shimmering glow on the display cases that were purchased in 1958 from a drug store but have been repainted and enhanced with molding. Jewelry is merchandised by designer; the store also sells Waterford Crystal and gifts.
Giving back to the community is another abiding tenet. After the Great Recession of 2008, Fergerson recalled they were inundated with requests from charities. In response, the staff held a brainstorming session and created what became an annual “Kickback to the Community,” an effort that included a silent auction, community involvement and a “special” buying opportunity — even though the store never holds sales or offers discounts. “The team selected 75 to 100 pieces for a silent auction. Customers voted on the charity and we selected three,” says Fergerson. Each charity was given 100 bid tickets to sell for $10, keeping the proceeds. People who purchased a ticket would have a starting bid of 50 percent off or could “buy it now” at 25 percent off, with the store donating 10 percent of the purchase price to the charity. The auction ran for ten days in August, which coincided with the store’s anniversary. In addition, the store kept 100 tickets aside so customers could bid and write-in the charity of their choice. “This is a wonderful, wonderful tradition that gets bigger and bigger each year. Our team saw a need and solved the problem. It speaks to who we are and what we represent,” Fergerson points out.
“We have very loyal customers,” says Fergerson. She relates the story of a man who flew in from Texas to buy an engagement ring for his fiancée — at the suggestion of her grandparents who are customers. “We really get to celebrate the happiest times with all generations,” concludes Fergerson.Article from the Rapaport Magazine - May 2017. To subscribe click here.
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