Jack Lewis Jewelers was opened by Jack Lewis in 1927 at the onset of the Great Depression. After mastering his trade as a watchmaker and hand-engraver, he opened a store in downtown Bloomington, which was a busy stop on the way to Chicago at the time.
In 1973, at 16-years-old, John Carter was hired at the store to take care of small tasks like mail and trash. Fast-forward to today, and Carter is now the owner of the store, which he purchased in 2011. Upon becoming CEO, he wasted no time making significant changes for the better. He changed the name from Jack Lewis Fine Jewelry to Jack Lewis Jewelers and adopted a cleaner, more modern logo and shifted the store’s vision to a diamond engagement ring destination for all of Central Illinois.
To keep the store unique and exciting, Carter has implemented a number of different features and events to customers, not to mention its exceptionally thoughtful customer service. In addition to events, the store focuses on being fun and educational as well as making customers feel comfortable. Upon entrance, everyone is offered a drink – from very fine whiskey to bottled water. The staff makes it a point to not be pushy or make customers feel rushed. This is the type of experience they create through their interactions with visitors as well as a number of other offerings.
Check out just a few ways Jack Lewis Jewelers goes above and beyond for its customers:
Loyalty and Special Events
Like many luxury retailers, Jack Lewis honors birthdays and anniversaries by sending gift cards and other small gifts, but its main vehicle to remain in our clients’ thoughts is through special events. The store hosts anywhere from 1-5 events per month. The events widely vary – from cocktail parties to raise money for a charitable cause to a promotional sale – and the staff sees its regular customers very regularly!
Wedding Ring Playground
One of the main ways Jack Lewis attracts clients is its Wedding Ring Playground, in which hundreds of alloy sample rings are displayed out in the open for customers to try on. If that doesn’t sound enticing enough already, after having the term “Wedding Ring Playground” trademarked, the store was able to create a street sign that allows it to stand out and invite customers over for some fun trying on jewelry.
Jack Lewis’ Wedding Ring Playground is a unique experience that helps combat the store’s unwanted image of being an unapproachable fine jewelry store, and it’s certainly a creative and fun way to lead customers into the store.
In addition to regular offerings to make customers comfortable and fun try-on events, the store also hosts its bi-annual Blingfest event that involves bringing in extra loose diamonds, bridal rings, wedding bands and engagement rings and offers extended financing. During the event, the store displays fun parody videos and has everyone in town singing its signature “Come to Blingfest” song.
We are thrilled Jack Lewis Jewelers decided to share with us in our Spotlight On: Retail Experience journey to highlight all the amazing things they do to create such a special experience for customers. If you are a Luxury retailer that does something similar, even if it’s just offering coffee or hosting VIP events, let us know! Learn more and submit your store details here for a chance to have the spotlight on your retail experience.
Learn more about Jack Lewis Jewelers here.