“We pursue a very aggressive social media strategy — on Instagram, Facebook [and] Twitter, plus we write a weekly blog,” says David Schreibman, explaining the forward-thinking philosophy that has driven the success of Alson Jewelers for 86 years. Finding ways to attract new customers is a “handed-down tradition” that David and his brother Chad have continued as the Cleveland, Ohio, store’s third-generation owners; their grandfather, Alvin, opened it at the height of the Great Depression in 1931.
Observing his grandfather, and then his father, conduct business made a lasting impression on Schreibman, who learned early on to make customers feel comfortable and valued in the store.
“We get to know them, their interests, their kids,” he points out. “We want to welcome them as if they were coming to our home.”
Catering to the clienteleCustomer-centric thinking was behind the store’s move in 2002. The original downtown store was no longer convenient for its clients and was also too small to accommodate its growing product lines. Faced with the option to move or expand, Schreibman chose to relocate to a new 7,000-square-foot premises in the suburbs, near his affluent customer base.
“Our target is pretty wide,” he explains. “We want to go after the young engaged couple, ages 25 to 35, and the woman self-purchaser.”
Watches are the top-selling category, led by Rolex, Cartier, Tag Heuer and Breitling. Rings by Precision Set, JB Star and Bez Ambar dominate the bridal category, with an average center stone of 1.25 carats. In the fashion arena, David Yurman and Roberto Coin top the list of most popular designers.
Online vs. personal touchSchreibman does not currently sell online, although the brand features its entire product line on its website. He acknowledges that while online represents an opportunity to grow the business, his focus remains on the personal approach for now.
“It is great when someone comes in after doing research online, but we have to explain that there is a difference between a VS2-H and another VS2-H, even if both have a Gemological Institute of America (GIA) report and similar cut grades, tables and depths. We try to educate them and teach them what those differences really are, because on paper they look the same. And when they can touch and feel the diamonds, we have the opportunity to start a relationship,” he elaborates.
“Our secret for longevity is having great people — that is where it all starts,” continues Schreibman. “Chad and I couldn’t do it alone. And once you have that in place, you have to take care of the customers as soon as they walk through the door and ensure that you have the right inventory for your customer base. We are a well-known brand in Cleveland. Many of our customers are repeat, but we get a lot of new customers as well.”
Family traditions still resonate today. “We don’t take anything for granted and want to keep building what our grandfather did in serving customers and creating enduring relationships. That’s what it’s all about,” he says. “It’s okay if they don’t buy today, but if we’ve told them our story and listened to them, they’ll come back.”
alsonjewelers.com
Image: Alson Jewelers organizes special events in collaboration with brands such as Cartier.Article from the Rapaport Magazine - February 2018. To subscribe click here.