Beauty in the bayou

What happens when a jeweler’s son from Houma, Louisiana, and a jeweler’s daughter from Montreal, Canada, attend a school in Switzerland to learn the ins and outs of the jewelry business? Greg Fakier and Manon Phaneuf met, married, and eventually made Fakier Jewelers into a gem-filled showcase about 50 miles from New Orleans.

The move to a new location in Houma sparked the company’s transformation, explains Fakier, a third-generation jeweler whose grandfather started the business 90 years ago. “We were in our old location [a former movie theater] for 50 years, but it required a massive renovation. The store was too dark, and we needed to upgrade our Rolex presence. It didn’t make sense to do it there.” In November 2017, after two years of construction, they moved into a spacious, 5,000-square-foot store just a block away.

The new corner location has proved advantageous, attracting increased traffic. More importantly, Fakier notes, “we’ve become the hot new thing again because we have a brand new structure. That was key; if we only renovated the interior, few people other than our existing customers would know about it. Now, even our existing customers say, ‘I want to come see your new store.’”

Museum chic

Fakier credits his wife with the elegant interior design and “beauty of the store,” which reflects both local and French design influences. Creating a museum ambiance was a top priority for the couple, in keeping with their desire to showcase the jewelry as pieces of art. At the same time, the shop had to exude a feeling of comfort similar to being in someone’s home.

“The jewelry had to be approachable,” explains Fakier. In contrast to their previous setup, display cases were designed so the salesperson and customer could stand side-by-side, thus removing any barriers between them. Light further enhances the atmosphere. “We get a lot of natural light, warm light and hot white light that is dynamic to diamonds,” he says.

Diamonds and bridal have always been the company’s mainstay. In fact, Fakier reports an increase in the latter category, noting that “fashion has even taken more of a back seat to bridal.” Louisiana brides, like many of their counterparts throughout the world, are influenced by the jewels they see their favorite celebrities wearing on the internet. “Customers come in with pictures of a star’s engagement ring — that’s what resonates with them.”

Moments of light

With the move to the new location, Fakier eliminated some slow-selling brands to focus on top sellers, which include Simon G and Uneek Bridal. Fakier’s own brand, Momenti di Luce — “the moment of light” in Italian — features his patented diamond, which has large diamond-shaped facets on the crown that create greater flashes of light than a conventional stone. It is available in round, cushion, emerald and princess cuts, but the round is overwhelmingly the preferred shape. Custom work also remains strong. However, unlike in the previous store, “pieces now walk out of the case as is,” which Fakier finds “refreshing.” Fashion still consists of the basic studs and solitaires in 14- and 18-karat yellow gold. While the store merchandises bridal by shape rather than brand to make it easier for the customer, it displays fashion in cases by brand.

Southern hospitality

Although the Louisiana economy is subject to the vagaries of the oil and gas industry, Fakier remains optimistic for a good holiday season. “The local area business is still spotty, but we’re appreciative for our current uptrend.”

Supporting the community is another important aspect of their company. Taking a cue from their museum theme, the Fakiers participate in the local “Art After Dark” initiative, in which artists display their work inside and outside the store. Jewelry and art are set up in tents to encourage people to browse and buy. Fakier has also implemented a “Text Club,” a list of customers who receive text invitations to come in for a free jewelry cleaning each month. The event offers participants a chance to meet up with friends, helping instill a feeling of camaraderie, he explains.

From their warm and inviting environment to the care they show clients and the community, the Fakiers exemplify their store’s mission: “creating friendships with each customer.”

Making it memorable

Greg and Manon Fakier, co-owners of Fakier Jewelers in Houma, Louisiana, take a creative approach to the customer experience

Listen and learn

“There is art in our cases,” says Greg, pointing out that the store’s environment lends itself to a popular museum feature — the audio tour. Customers don’t need to download an app to take it; from their phones, they simply go to the company website while in the shop and press a button to begin.

The audio tour is a win-win for shoppers and salespeople alike. All the content is created by the Fakiers, so they can adapt it to changing priorities. And the tour increases customers’ knowledge, optimizes their waiting time while a gift is being wrapped, and gives them a little extra while they’re browsing.

A lock on love

One of the store’s most popular features is the pergola, an outdoor lattice structure to which engaged couples can attach (store-provided) locks and then toss the key into the bayou as a symbol of their union.

“It was our accidental star,” says Greg. “It was clearly a dead area that we thought to use as a green space or an employee park. And then we came upon the idea of putting a fence around it.”

The pergola is modeled after the Pont des Arts, a bridge in Paris where lovers attach a lock to the railing and throw the key into the Seine.

Fakier is also attempting to locate former customers from the store’s previous location to give them that same opportunity. “It is a real joy seeing a couple that has been married 50 years putting up a lock. It is as sentimental for us as it is for them.”

fakier.com

Image: Fakier Jewelers in Houma, Louisiana.

Article from the Rapaport Magazine - December 2018. To subscribe click here.