November 9, 2016
days jewelers member spotlight
Day's Jewelers, family jewelers with jewelry stores throughout Maine and New Hampshire, has been in business for over 100 years. The growing company will be opening its seventh store in Augusta, Maine, later this month. Jeff Corey, Vice President of Marketing at Day's Jewelers, gave us a peek into what sets this jewelry chain apart, the jewelry trends New Englanders want and why Day's so deserves its 2016 “Retailer of the Year" distinction by the Retail Association of Maine.

How did you get your start in the jewelry industry?

My career in the jewelry began at age six when my Dad taught me how to engrave in our family jewelry store. I learned every aspect of the business until eventually managing the family business. My wife and I opened our own jewelry store and four years later purchased Day’s Jewelers. I’m very proud to be part of the jewelry business and do everything I can to help maintain the integrity of our industry.

JA helps people shop with confidence. What’s your top jewelry shopping tip?

There's an old saying: if you don't know jewelry, know your jeweler.  The JA Guide to Professional Jewelry Craftsmanship has been an exceptionally valuable tool in all of our stores. Illustrating to a guest exactly what will be done to repair their jewelry serves to remove some of the mystery about jewelry as well as helps enhance our professionalism. Also, our website has been an invaluable tool to help generate customers. The majority of our guests have shopped online before visiting our stores.

Why should customers trust your products and services? 

We have a core set of values by which we conduct our business. We call them our VOTS.
  • Value: We promise to provide the best value to our guests. Opportunity: We promise to provide the opportunity for everyone to own fine jewelry.
  • Trust: We promise to always do business in an environment of trust and transparency.
  • Sentimentality: We believe the true value of a piece of jewelry is not what it cost, but rather what it means to the person who wears it.
I am exceptionally proud to be a certified member of the Responsible Jewellery Council. Achieving RJC Certification is the most important initiative that we have accomplished to help our company stand the test of time. I highly encourage any company who is serious about being a professional jeweler to join RJC.


What do you look for in the merchandise you sell?

We are particularly attentive to sourcing responsibly from suppliers that adhere to the highest levels of social, ethical and environmental practices. Quality is first. Best value is a close second. Of course, without style, the sale won’t happen, so style is a given when selecting a piece of jewelry.

 

What are your bestsellers?

A few of our best sellers include classic pieces such as diamond stud earrings, yellow gold drop or hoop earrings, stackable bangles in all metal types, diamond pendants with simple but meaningful designs and “skinny” diamond wedding bands that tuck in close to the engagement ring. Geometric shaped jewelry and long lariats are also gaining in popularity. Our own Maine tourmaline jewelry creations are also great sellers. We do exceptionally well with our feature diamond brand, Forevermark.

What jewelry “trends” do you see most often in your area?

Many of our customers are pragmatic when selecting a piece of jewelry. They want a piece that is ageless in design and holds up to everyday wear. The quality and construction of the item is very important to them. Our younger customers, selecting their diamond engagement ring, are most savvy about current bridal trends.  Halo designs are still popular although we’re seeing strong trends toward vintage as well as solitaire designs with simple diamond details in the setting.  Fancy diamond shapes such as cushions and ovals continue to increase in popularity. 

 

days jewelers member spotlight


What on-site specialty services do you offer customers?

We really try hard never to say no to our guests. We offer appraisals, engraving, jewelry repairs, watch repairs, bead stringing, ear piercing, free gift mailing, and just about anything else possible to make the guest experience exceptional.  Our website features a “See In Store” option where the viewer is able to request to see an item in one of our stores.  When the viewer submits the request, we will ensure the item is set aside in that store for them to see with no obligation to buy. Our stores are very large (5,000 – 10,000 square feet) which offers our guests the opportunity to shop a huge selection in a roomy, comfortable environment.

What makes the staff in your stores special?

We assemble diverse teams so we feel we always have someone our guests feel comfortable shopping with. Our team gets as excited as our guests do about upcoming weddings, anniversaries, engagements and new babies.  Every day in our stores is like a family reunion. We invest a great deal of time and expense in continual training including our own 15 module Associate Development Program. Most all of our staff have completed DCA Diamonds and Colored Gemstone courses as well as JA Certified Sales and Management Certification.  Our company will also fund GIA and college courses for staff members. 

What is the most challenging parts of being a jeweler?

I view the jewelry business as a profession like a doctor, attorney or accountant. Unfortunately, there are many businesses who sell jewelry as a commodity at fictitious discounts. This has undermined the professional aspect of our industry. It has caused a customer perception that jewelry sellers are pushy sales clerks selling overpriced merchandise. We need more young people to visit our stores so we have the opportunity to create relationships, educate and inspire them to own a special piece of jewelry. We also need to attract more young people to lead the jewelry business. I’m proud to say that four of our seven Store Managers are 30 years old or younger.

What is the best part of being a jeweler? 

More and more today, people are busy and do not talk. Texting and email have taken the place of sitdown dinners. The best part for me is when I can encourage someone to slow down, find something perfect and help them arrange a moment of peace and quiet and re-connection with each other. Jewelry has a language all its own and it has been my pleasure to become somewhat fluent in that language.

More information on Day's Jewelers including their website and locations.

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