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Family Brand
Braunschweiger Jewelers carries on a family tradition of quality and service in their New Jersey stores.
By Joyce Kauf
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| Marco Bicego |
Our brand is the family business and we attract generations of customers as well,” says Kristy Braunschweiger Smith, president of Braunschweiger Jewelers, with stores in New Providence and Morristown, New Jersey. A fourth-generation jeweler, Smith cites a long-standing family tradition of “integrity and trustworthiness” as the foundation of their continued success.
Trained as clockmakers in their native Germany, the Braunschweigers immigrated in 1925 and soon set up shop in Newark, New Jersey, offering watch-repair services to jewelers. Over the years, the second generation opened stores that carried designer jewelry and branded watches, setting in motion a pattern that would be followed by succeeding generations. “Our family was taught to get along and work together,” says Smith. The Morristown store was opened in 1958 and the New Providence store in 1967. Both are in the northern part of the state, approximately one hour by train from New York City.
“My family saw opportunities and took advantage of them. But more importantly, they adapted to changing customer tastes,” says Smith. “Everything evolves — it’s the natural order of things,” she elaborates, citing how changing demographics influence the type of jewelry they sell. Morristown has a younger population who favor trendier jewelry, while New Providence caters to customers who prefer more classic designs.
According to Smith, silver is the top-selling category, with David Yurman “definitely” the sales leader in both stores. “We have a selection that is as extensive as Bloomingdale’s,” she notes. Marco Bicego ranks second among vendors, with John Hardy and Michele watches tied for third. “We have seen a big pick-up in bridal,” says Smith. “Diamond wedding bands are hot in all metals, with a strong surge in platinum sales.”
Semiprecious colored stones remain popular, especially the designs by Doves by Doran Paloma. Smith’s customers also favor some of the more contemporary, “funky” designs, such as a doublet of mother-of-pearl topped with an amethyst slice. “Colored gemstones are popular because of what the wholesalers are offering. They’re making it and we’re buying it,” says Smith. “They are really directing what customers buy.”
“Quality, style and price” top the list of Smith’s criteria for selecting a vendor. “Our choice is based on where is there a gap in our inventory, how are we going to fill it and what price point do we want to hit? After a decision is made, we do our homework.” Smith explains that she checks with other jewelers around the country to find out how the merchandise has performed in terms of sales and whether the vendor meets his or her commitments. “We have a lot of relationships with jewelry stores around the country and can pick up the phone to call one.” Smith says that they are not in competition with a store that might be located in the Midwest. “We’re in a different boat; we have our own unique challenges given the concentration of stores in New York, New Jersey and Connecticut,” she points out.
The Morristown and New Providence stores are of similar size, at 3,500 square feet and 3,300 square feet, respectively. But the interior decor is determined more by the store’s shape than its size. Located in a small shopping center, the stand-alone New Providence site is a square shape. “We built this store so we were able to spec it out to our vision,” says Smith. Maple-paneled walls, interspersed with brick, and rounded glass display cases with contrasting darker wood create a warm and welcoming ambience. In Morristown, however, the Braunschweigers took over an existing store located in the town center. Its long and narrow configuration also features curved custom-designed cases, but is accented with green-hued granite on the back wall and the cash-and-wrap counter.
Merchandising is by designer, with Smith emphasizing that it is “very specific, neat, clean and nicely displayed.” She favors using items that “you wouldn’t ordinarily think of as props” to display the jewelry, such as an inverted pencil case topped with a mirror.
Smith likes to apply decorative themes to their window displays. While she does not offer a back-to-school jewelry promotion, the concept of education and knowledge inspired a recent window display. It featured busts of famous writers and classic books of literature that served as backdrops for the jewelry.
The Braunschweigers no longer repair watches. But Smith was reluctant to part with this link to the family’s past. “There were parts, old watches and pocket watches from way back in the day to current,” she recalls. “We took them apart and put them in giant, clear cookie jars and turned them into a display, even putting them on different-height pedestals. We had no clue how interesting it would turn out to be or the favorable reaction to it. But it meant so much to us to be able to find a way to preserve that part of our history and use it creatively in our stores so everyone could appreciate it as well.”
The family tradition continues, with a fifth-generation Braunschweiger having joined the company. “We have been in business a long time and people look to us as experts,” says Smith. “Our message has always been the same. Our customers trust us and that is a really big deal in this business.”Article from the Rapaport Magazine - November 2015. To subscribe click here.
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