No gimmicks — that’s not the Welling & Co. style. It’s all about being genuine. And that has been the constant thread that links generations of jewelers and customers to the West Chester, Ohio, store that first opened its doors in 1920. “It’s who we are and it’s what keeps us relevant — even as tastes change and the way people shop has dramatically altered the retail landscape,” says Daniel Welling, the fourth generation to join the family business.
“The challenges we face now couldn’t even have been imagined a generation ago. With online sales, we’re competing with people from across the world — not just our local market anymore. Lab-grown diamonds are also getting to be a big concern,” he continues.
He constantly asks his father, William (Bill) Welling Jr., for advice, which revolves around thinking creatively and being open to trying new things. “Adapting to change is something that I continue to learn from him, as he did from his own father, [my grandfather] William Welling Sr.,” says the younger Welling.
No pressure
Welling stresses that the store’s customer-centric approach has been a cornerstone of its success. “You can’t tell customers what they should or shouldn’t buy,” he says. “We’re here to help and direct them, whether they want something traditional or a piece of jewelry that we might consider odd. We listen and make suggestions so that they can make the right choice for themselves. And if they come in for a gift, we hope they remember us when they make a larger purchase. ”
This low-pressure attitude has been a plus. Welling likes to point out that his store is frequently praised in online reviews for “not being pushy.”
Educating the customer is another aspect Welling emphasizes. “We know that the first time a guy comes in, he wants to learn about the diamond. If we treat him right and educate him, he’ll come back,” he says. However, he cautions, “you have to be careful about overwhelming the customer with too much information that can become confusing.”
While there is a diamond-education component on the recently redesigned website, Welling is not convinced people come to the site to be educated. “It’s a reference point, but I’m okay with our educating them in the store by showing them our diamonds. Most of the time, they just Google it.”
Reviews vs. likes
While women self-purchasers aged 40 to 60 are the company’s largest customer base, Welling notes that the focus is on driving the bridal business, which means attracting the ever-elusive millennials. Online reviews are an important factor in drawing millennials to the store, which is about 20 miles north of Cincinnati, he says.
“Those in their early 20s, at the younger end of that demographic, want to shop local and support local businesses. Having online reviews really impacts them,” he explains. However, he believes that millennials in their 30s, the older segment of that group, are more likely to buy on Amazon.
The hope of favorable reviews has also spurred Welling to increase his use of social media, a task that falls more to him than to his father. “Social media is a really big deal,” he says. Welling used to get frustrated when his posts only received a few likes, but his attitude changed once he realized people were seeing the posts even if they weren’t necessarily reacting to them. His proof? People would come into the store and ask for a piece of jewelry they had seen online, or he would receive a phone call about an Instagram post. “So the fact that they weren’t commenting didn’t really matter that much anymore,” relates Welling, who continues to post two to three times a week.
Cool and new
Millennials are not alone in being attracted to Welling & Co.’s ambience, which “blows everyone away,” according to Welling. Until three years ago, the store was in a strip mall. But a move to a converted 1940s airplane hangar presented an opportunity to create a “cool” setting that combined old and new. The Wellings retained the original brick walls as a backdrop to frame étagères and randomly arranged display cases that sit atop recycled-walnut wood tables.
Custom represents about 30% to 40% of the store’s business, Welling estimates. Sylvie is a leader in the bridal category, while Christopher Designs is popular for both bridal and fashion. Sterling is strong, especially the designs by Frédéric Duclos. Welling tries for exclusives in the market to avoid overlapping with other stores.
He has observed a preference for yellow gold rather than rose gold in bridal. He also sees a move toward stackable rings, with the wedding band not necessarily matching the engagement ring.
Looking into his crystal ball for 2019, he believes demand for ovals and rounds will continue. Solitaires are coming back, but he is getting increasing requests for thin bands — the thinner the better (though he cautions customers that there’s such a thing as “too thin”). “Change is an ongoing process,” he says. “In this business, you have to be a chameleon. You have to roll with the punches, but remain true to your values. ”
Image: Welling & Co., West Chester, OhioArticle from the Rapaport Magazine - January 2019. To subscribe click here.