Jewelry

Regional Family-Owned Jewelry Company Expands Presence in New Hampshire - INSTORE MAG

Day’s Jewelers, Nashua, NH

OWNERS: Jeff & Kathy Corey; URL:daysjewelers.com; FOUNDED: 1914; OPENED FEATURED LOCATION: 2018; ARCHITECT AND DESIGN FIRMS: Ron Gay, YCC Jewelry Store Designs; Fulcrum, Ouellet Construction and Guy Labrecque Jr., architect from CWS; EMPLOYEES: 130 total; 13 in this location ; AREA: 6,000 square feet total; 5,000-square-foot showroom; TOP BRANDS: Forevermark, Martin Flyer, Gabriel & Co., Frieda Rothman; TOTAL NUMBER OF LOCATIONS: 8; BUILDOUT COST: $1.4 million

ON JEFF COREY’S FIRST date with future wife Kathy, the couple not only talked about getting married and having kids, they also dreamed of opening a jewelry store together. “Why not multiple jewelry stores?” they mused. The possibilities opened up before them.

“It’s always been our vision to provide opportunities to others,” Kathy says. “Having multiple locations has always been our vision, right from the start.”

Years later, they were operating one store — Jeffrey’s Fine Jewelers in Waterfield, ME — when they received a serendipitous phone call.

At one time, Day’s was the largest jewelry retailer in New England with 22 stores, but by the time the owners, brothers David and Sidney Davidson, were in their 80s and ready to retire, they could not find a buyer to sell the company intact. They were forced to sell their legacy piecemeal for the value of the real estate.

When they had just one remaining store, the brothers called the Coreys. The Davidsons had known Jeff’s dad, who got his start with Day’s. “He said my brother and I want to retire, but don’t want to see the name Day’s die,” Jeff recalls.

“We’d like you to buy the company from us and revive Day’s.”

What could have been the end for Day’s turned into a new beginning. The Coreys did buy the last Day’s. Soon there were two Day’s locations when they changed the name of Jeffrey’s Fine Jewelers to Day’s and began rebuilding the brand. Now there are eight.

The grand opening of Day’s Jewelers in Nashua, NH, celebrated the beginning of a new era for the Coreys. It is the first store they built from the ground up.

The Nashua Chapter

The Coreys built their first New Hampshire store in Manchester in 2003, but knew that in order to have a strong presence in that state, they’d need another location. So when the Nashua location became available in a desirable, high-traffic area, they were beyond ready. This buildout would be their first from the ground up, giving them a chance to modernize their look and branding.

“We were looking for a store that was more engaging, that allowed the comfort and freedom to walk around without shoppers feeling they were being observed or pressured to buy,” Kathy says.

A circular design sets the stage for a natural traffic flow that draws shoppers throughout the space while maximizing linear display space. The two-story entryway has a glass wall along its curved exterior, creating space for advertising display opportunities both inside and out, and establishing an interior theme that carries through to casework and ceiling. The circular design creates an open lounge area in the center for customers to settle in, enjoy a beverage and watch TV, creating the feeling they had walked into a home.

Black brick around the building’s perimeter establishes a solid base for the lighter exterior finish system above. The finishes selected for the window systems, canopy and awnings are a play on metal work and fabrication. The exterior is a modern interpretation of traditional detailing and material use while maintaining strict regulations for energy conservation and sustainable design practices. As with the exterior, materials selected for the interior represent the display of fine jewelry in a modern, sleek, but accessible fashion.

Kathy considers the Forevermark bridal enclave to be the crown jewel of the store with its custom-built benches and furniture, as well as the story of Forevermark playing on a continuous loop.

The Virtual Diamond Boutique allows shoppers to view and virtually try on exceptional loose diamonds, most of which can be ordered for viewing in store the next day.

Standing the Test of Time

From the beginning, Kathy and Jeff were determined to have a long-range vision. “We’ve resisted the temptation to hold sales, for one example,” Kathy says. “ It’s a matter of integrity — and of doing things for the long term.”

Day’s point of differentiation in its markets is partly a result of the size of its stores, which are all between 5,000 and 10,000 square feet. “The selection we offer our customers is hugely more vast than other stores,” Kathy says. “We also pride ourselves on services, engraving, goldsmith, pearl stringing, appraisals, gemologists, and ear piercing. We do hundreds of ear piercings a year. We do all of this with that hometown comfortable feel without being perceived as a big box.”

Day’s is one of five independent retail jewelers to be certified by the Responsible Jewelry Council as the result of a third-party audit. “RJC has given us an opportunity to evaluate long-term structural, strategic initiatives that help businesses survive the times.”

In maintaining the company’s family jeweler tradition, Jeff and Kathy’s son Joe, along with two nephews, have begun to assume leadership roles in the company.

Their long-term view also means they take time to hire and then invest in employee growth. Their 25-page hiring handbook is informed by experts in the field, including Kate Peterson and Peter Smith. “We clearly define skills, experiences and talents that are necessary to succeed at a particular job. We use screening tools to determine if a candidate fits the profile.”

They ensure that every new hire feels a sense of empowerment and has the knowledge and education to make independent decisions in the best interest of the company and customers. “We want our employees to feel that this is a career, not just a job,” Jeff says. “They have to feel like they’re learning and growing all the time. So we invest in training and career advancement, including college courses.”

Everyone learns that the customer is the boss. “If you ask any one of our 130 employees, they will tell you that,” Jeff says. “Google reviews and Facebook reviews tell that story quite clearly.”

They also work hard to find good leaders and facilitate strong communication. It’s working: a statewide survey has deemed Day’s one of the best places to work in Maine based on employee responses to questions about company culture, leadership, their level of satisfaction and a variety of HR-related criteria.

Ensuring employee satisfaction ultimately leads to customer satisfaction.

At the Nashua store, buying jewelry is absolutely fun, the Coreys say, thanks to their enthusiastic team. “They bring an energy to buying jewelry that is like none other,” they say. “Bring your dog to Day’s, bring your baby, have a beer, kick your feet up, relax. You’ll become part of our family the minute you walk into our store.”

PHOTO GALLERY (8 IMAGES)

Five Cool Things About Day’s Jewelers

1. The Bridal Box. Whenever Day’s sells a diamond engagement ring, the engaged couple receives a large gift-wrapped box that includes a bottle of champagne, a jewelry gift, promotions for wedding rings and bridal attendant gifts, toasting flutes and a certificate for a free engraved cake knife. Day’s has partnered with a local photographer, formalwear provider, and other bridal-related businesses; each includes a gift or coupon in the box.

2. Core values. Stationed high above the entrance on the copper trim at the building’s pinnacle is the company’s signature emblem, each point of which represents one of Day’s Jewelers four core differentiating values that have guided the company for more than 100 years. “Value: We promise to always provide the best value to our customersin our goods and services. Opportunity: We promise to provide everyone with the opportunity to own and enjoy fine jewelry. Trust: We promise to always do business in an environment of trust and transparency. Sentiment: We believe the true value of a piece of jewelry is not in how much it costs, but what it means to the person who wears it.”

3. Enchanting the children. A graphics product called Visual Magnetics adds interactive scenery to the children’s play area. Magnetic paint is applied under the store’s color paint, turning its walls into magnets. Then thin, high-resolution images can be rolled directly onto the wall. The first layer is a colorful, under-the-sea background. The second layer is cut-outs of sea life that children can move around to create their own customized seascape.

4. The media mix. “I find marketing to be very exciting today,” Jeff says. “It’s so much easier to hypter-target the market with the proper message.” While social media has become a very important part of the ad mix, Day’s has found value in everything from TV and radio to cinema ads and airport billboards. Even newspaper advertising has its place as a way to reach the over 50, more affluent demographic. Having a team of eight people on staff in the marketing department, including graphic designers, a videographer/photographer and a copywriter allows most of the work to be done in house.

5. Philanthropy. In 2014, to celebrate 100 years in business, Day’s set a goal of raising $100,000 for Jewelers for Children. Day’s 138 employees were invited to participate voluntarily, primarily through weekly payroll deduction. With generous contributions and hard work from employees, customers and suppliers, the firm contributed $102,000 to JFC in January 2015.