Oklahomans don’t have to check the calendar to know Christmas is coming. For them, the season starts as soon as they hear the “BC Clark Jingle” with the words, “Jewelry is the gift to give ’cause it’s the gift that’ll live and live.” Introduced in 1956, the catchy tune has “taken on a life of its own — it’s often just called ‘The Jingle,’” says Coleman Clark, president of BC Clark Jewelers.
The jingle also includes “since 1892,” the year Clark’s great-grandfather Benton Clyde Clark founded the store in Indian Territory before Oklahoma became a state. In 2019, BC Clark celebrated that milestone year with the Heart of Oklahoma, a square radiant, 18.92-carat, fancy-intense-yellow, internally flawless diamond.
Changing landscapes
From its beginnings in the corner of a five-and-dime store, BC Clark has been a major presence in Oklahoma City, with stores downtown, in the Shoppes at Northpark mall, and at the newly opened Classen Curve shopping center, which replaced the jeweler’s Penn Square location. It also holds the distinction of being both the state’s oldest jewelry store and its oldest retailer under the same name and ownership.
Traditionally, most shoppers at the downtown store have been men buying gifts. However, Coleman Clark has observed a change in shopping patterns, which he attributes to the influx of women professionals and younger people moving to the area for a “more urban experience.” The Northpark store, meanwhile, is a high-traffic location that remains popular with women and couples.
Overall, the bulk of the company’s business — its “sweet spot” — comes from people celebrating milestone anniversaries, as well as empty nesters with a little more disposable income. “However,” Clark emphasizes, “the retail landscape is changing; we have to broaden our focus. We want to attract a wide range of customers in age and attitude.”
A touch of class
Classen Curve presented an opportunity to show “we’re not your traditional jewelry store by displaying our knowledge of fashion, trends and architecture,” says Clark. That branch opened in September and is now the company’s largest. Situated in the city’s hottest affluent shopping area, it caters to both locals and out-of-state visitors.
“We wanted to make a statement,” Clark declares, and the “wow” effect is working. “I’ve heard people say that this looks like a store in New York or Las Vegas.” Cascading from the second floor is a shimmering 16-foot gold and silver custom chandelier, which casts a glow on light wood showcases that incorporate metal and marble elements.
In an appeal to the younger market, the store makes bridal a prominent part of its offering. Tucked behind the staircase, the “Bands Bar” offers couples more privacy when selecting their rings. Another area is dedicated to entertaining kids, with stars painted on the ceiling and walls — the work of Clark’s daughter Emmy, a member of the company’s fifth generation.
Clark admits to taking a chance with a two-story branch, as most shops are on a single level. His second floor is devoted to a lifestyle department, with crystal and china products that are suited to today’s casual lifestyle and “don’t require polishing” like silver would.
Powering through Covid-19
Although completed during the pandemic, the Classen Curve store didn’t suffer any major construction delays and only required limited redesigning, such as the installation of hands-free faucets and Plexiglas dividers.
In fact, Clark did not need to alter any stores’ inventory assortments in response to Covid-19, noting that “sales of the real basics as gifts for anniversaries, birthdays and engagements never waned.” While he noticed a “slight drop” in designer jewelry, sales of Rolex, for both the personal and collector markets, remained strong.
Clark anticipates this holiday will see customers “expressing their love” by buying diamond jewelry, from the always-popular diamond studs to a “fallback to important diamonds — 2, 3, and 4 carats — the bread and butter of our business.”
Family is an important aspect of BC Clark. “Our reputation and relationships have always been integral to us,” says the company president. “Our values guide our approach to everyone we deal with — from customers to staff to vendors. As a family, we’ve been very cohesive in embracing that philosophy and supporting each other. My dad, Jim, is still active and was involved in the design of the Classen Curve store. It’s nice to be able to work in a family business.”
Article from the Rapaport Magazine - December 2020. To subscribe click here.