RAPAPORT… In 2009, retailer Corey Miller, owner of Leighton’s Jewelers of Merced, California, was honored by the Independent Jewelers Organization (IJO) for his Superior Customer Service. But he says it’s just the way he was taught to do business and he’s always willing to go the extra mile for his customers, even if it means servicing them after they move away.
For example, Miller says, it’s not unusual for him to send a few pieces of jewelry to a customer who has moved out of state to allow the client to select the item he or she wants. Other services include upgrades for diamonds, restyling of old pieces and appraisals, as well as what he terms “a big business” in custom design.
Leighton’s is not in the estate business, says Miller, and he does not buy pieces from his customers. “We will restyle an old piece or appraise it,” he says, “but we stay out of the estate market so there is no appearance of ulterior motive.” The jeweler does offer diamond trade-ups, but these stones generally do not come from engagement rings. Most of the diamonds to be restyled are from pieces with less sentimental value, such as anniversary rings or earrings.
Miller hosts several in-store events that customers have enjoyed over the years.
Some of the more popular are Ladies Night, held just after Thanksgiving, a diamond trunk show, colored gemstone events, Wine Stroll — a wine tasting done in conjunction with other local businesses — and an open-air sidewalk sale where jewelry is displayed on tables outside the store. The latter two events are in support of charities, the Red Cross and the local Art Guild.
Still at the Counter
Leighton’s Jewelers was founded by Leighton Miller in Madera, California, in1956, and both of his sons, Chris and Corey, grew up in the business. Even though the family business was taken over by his sons in 1980, Leighton, who retired in 2006 at the age of 80, can still be seen behind the counter on occasion. In 2001, the brothers separated to run their own stores, with Chris taking over the original Madera store and Corey moving 35 miles northwest to open a business he named Leighton’s Jewelers of Merced. The stores are separately owned and operated entities but the brothers do advertise and stage some promotions jointly.
The town of Merced, named for the river that runs through the majestic Yosemite National Park, is located about 75 to 80 miles from the park. In recent years, efforts have been made to redevelop and revitalize the downtown area and today, there are newly built condos with businesses on the ground floors and a number of newly opened shops and restaurants.
Like many other areas of the country, Merced is in a region that is feeling the pain of the recession. Miller says unemployment is at 21 percent and the agriculture business that was once the area’s dominant industry is not as strong as it once was. That downturn reflects on other occupations such as contractors, real estate brokers and bankers, some of whom have gone out of business.
Miller’s first store was a 500-square-foot storefront purchased from a local Merced businessman. “We had three cases and a wall unit,” he says. Eventually, he doubled the size of the store and moved to another building around the corner.
Diamond Earrings Number One
Most of Leighton’s customers are professional women in their early thirties who opt for more unusual jewelry. They don’t buy diamonds on a regular basis, he says, although diamond earrings are his number-one best-selling category. Other popular items include silver and colored gemstone pieces from brands such as Elle, Marco Polo, Pandora and Lorenzo. Miller says his store caters to a niche clientele of about 3,000 customers.
Diamonds must be eye-clean, with brilliant color and a good cut, says Miller, ranging from E to H in color, with SI or higher clarity. Diamond engagement rings for younger customers are not a major part of the business, but diamonds for second marriages are strong. Overall, 1-carat diamonds in round, princess and cushion cuts are the most popular size. Best-selling jewelry items include diamond cocktail rings with multiple stones from Gabriel & Co., New York, and high-fashion three-stone rings from Leddel International, San Mateo, California.
Like many independent retailers who are members of IJO, Miller is enthusiastic about the organization. “It’s a wonderful group,” he says. “Members talk and support each other.” The twice-yearly trade shows offer seminars and educational events as well as buying opportunities. Professional training is important to this retailer. Staff members include a Gemological Institute of America (GIA) graduate who has been with the store for 21 years; another longtime employee has more than ten years’ experience in the jewelry industry. The youngest member, who joined the store just after high school, is one course away from her Graduate Gemologist (GG) degree. Miller himself comes from a business background but has also taken a number of GIA diamond courses.
In a small community, it’s important to know your customers and to “do right by your people,” Miller says. When clients all know each other, it’s not good business to sell the same thing to two people. “Jewelry reflects your style; it must be something different,” he tells clients. The retailer cites an example of a ring he made for one customer with a 2.25-carat center diamond. A friend admired the ring and came in to order one for herself, but said, “Don’t make it too similar.”
