Zorell's Jewelry Reopens - KFYR-TV
BISMARCK, ND - Zorell's Jewelry has been open for 14 years. In 2019, the owners decided it was time for a major upgrade.
For the past year, Zorell's jewelry was undergoing a change that the owners say was meant to add to the customer experience in the store. At the end of October, the shop had reopened in its old location.. with a brand new look.
"We've been planning and designing for about four years now. Ad the property that was next door to us became available and so that's when we decided to make the change," Owner Tim Ell says.
Glitz and glamour have always been at the heart of this shop, but now the store features even more.
The owners tripled the size of the building, added classic, 1940s inspired decor, redid the walls and hired an award winning interior designer to get the aesthetics just right.
On top of that, Ell installed grand crystal chandeliers and a special spot for customers to grab a glass of wine and relax.
"You buy a ring. You come in every six months or so and you get a free clean and check. And it's pretty universal. But I wanted Zorell's to be more of an experience for our clients. So, the "wine and shine," I trademarked that-- that is exclusive to Zorell's jewelry. So, our ladies don't come back for a clean and check. They come back for a "wine and shine," Ell says.
Ell says the transition was hectic, but the outcome was everything he could have hoped for.
“I just love everything about it. You know, we spent so many years imagining it. We designed every wall, even the drop ceilings. To be able to walk around and see it, rather than just on a piece of flat paper, is pretty amazing,” Ell says
The owners hope these changes make coming to Zorell's more than just a shopping trip, but an event that brightens their day.
On top of the physical changes, Zorell's now offers more brands and jewelry than ever before.
