MThe owners of OST JEWELRY STORE don’t cite the tiara category as a quick seller. But for Anna Zuckerman, who opened her first Anna Zuckerman Luxury concept store in Boca Raton in February, tiaras are No.1.
Its customers buy them not only for weddings, but also as birthday and anniversary gifts, or to commemorate the birth of a child or to start a tradition and pass them on when their daughters get married. She believes their popularity is due in part to customers watching shows about the Royal Family. “People are getting acquainted with royalty, and why not feel that way? With this tiara, you never forget the queen who lives in you.
The tiaras, priced at just under $ 2,000, are sterling silver plated with gold or other precious metals and set with synthetic crystalline gemstones that she developed and deposited. Because it uses these materials, the average price for rings and other categories is $ 199, online or in store.
“No need for long-term wish lists or savings,” Zuckerman says. “Every woman deserves to shine now.”
Zuckerman had designed jewelry and sold his high-end jewelry at a traditional Wisconsin store before changing course. She had noticed a demand and market for affordable jewelry with a luxurious look, while fewer of her customers seemed ready to drop $ 10,000 on a statement gemstone piece, which was her specialty.
“If the market turns to synthetics, why not give that market an option by creating something that is unique, beautiful and yet extremely affordable? She started copying her own designs of silver gems and offering them at a fraction of the cost. Zuckerman also worked with engineers to create his trademark Diamond Crystalline, a synthetic carbon coating over high quality cubic zirconia. In 2017, she started producing her own finished products using the formula she calls her “secret sauce”. Prototypes were well received in 2019, it showcased the wholesale product line in 2020 and brought it to the trade show circuit this year.
During this time, she had also launched her website and shop for the retail market.
Zuckerman worked with her husband, Leonard Albanese, a residential designer, to create the prototype for the Boca Raton store, which she hopes will be the first of 50 stores in the country. “For the consumer, you need a store that’s going to be a ‘wow’ to match jewelry, which is also a ‘wow’. “
The store’s design is glitzy and eye-catching with chrome and gold finishes, black mirrored ceilings, and crystal chandeliers designed to resemble blocks of quartz. Each showcase was built by hand.
It’s a chic look in an affluent, busy neighborhood, but it’s designed to appeal to everyone. “No one is not a customer,” Zuckerman says. “We’ve made our jewelry accessible to all demographic groups, whether you’re a grandmother buying something for your grandchildren, or buying for yourself or for a bride, we’ve got it all. “
Zuckerman also has a showroom in West Hollywood, to cater to celebrity stylists, and his jewelry has been worn by Paula Abdul, Carrie Underwood, Megan Thee Stallion, and Lilly Singh, among other celebrities.
Q. Can you describe what you wanted the store to look like? Was the store’s design inspired by other luxury experiences? How did you get the most out of 900 square feet?
A. We were inspired by some of the best examples of customer emergence. Like Swarovski stores, we want the customer to marvel as they step into a new world. Like Louis Vuitton, we create a distinct environment that bridges luxury and everyday life. It’s upscale, while being accessible; unique while being very specific to the brand. This is the basis that we will use to expand our market presence across the country, our hopes being as soon as possible.
Q. How do you make sure your customers have a luxury experience? What does this mean to you?
A. Everyone who enters is treated like royalty! No one is in a hurry or forced to make a decision. They are encouraged to take their time with the product, to ensure that it suits them both physically and their personal style. Our sales team love the industry and the ability to make every customer look and feel glamorous!
Q. Who are your main clients? Are they self-purchasing women? Do you have married clients?
A. While the women who shop for travel and event jewelry are our primary customers, we pride ourselves on being a resource for men looking to make a good impression without breaking their bank accounts, grandmothers who want to make the most of it. Quinceanera for their memorable granddaughter, the Rotary clubs who want to make sure everyone shines at a special event. We have our share of brides who find affordable gifts for their entire wedding party, and we love that, but we also have the individual buyer who just wants to look fancy, but doesn’t have generational wealth on. which one to lean on. Our whole brand was really designed for them.