Jared Jewelers is marking its 30th anniversary with a bold transformation aimed at redefining the fine jewelry shopping experience. The company, long known for its accessible luxury, has begun renovating its stores to create a more inviting, modern atmosphere. The changes include lighter, more open spaces, with freestanding vitrines replacing traditional glass display cases to encourage closer interactions between customers and staff.
Claudia Cividino, President of Jared, described the store redesign as part of an effort to evolve the brand’s approach to customer service. “We’re creating a sense of intimacy,” she explained. “We are evolving our way of selling to be more modern.” The new layout aims to make customers feel more at ease, particularly in bridal areas where engagement ring purchases often involve long, thoughtful discussions. “Many of our jewelry consultants have been invited to our customers’ weddings,” Cividino said, highlighting the close relationships forged during these experiences.
Renovations also include a fresh color palette, transitioning from dark woods to vibrant tones like tourmaline, sunstone, and topaz. Accent walls in gold and blue add a touch of elegance, while newly installed carpeting in bridal areas further enhances the atmosphere.
The company’s commitment to quality extends to its jewelry. Cividino showcased a range of pieces, including a delicate $1,300 Italo D’Oro necklace and a luxurious $55,000 Zydo sparkle bracelet with handset diamonds. She emphasized the importance of craftsmanship, noting that all of Jared’s stores feature a design and service center staffed by skilled jewelers who offer personalized services like repairs and custom designs.
Jared’s dedication to offering high-quality products and exceptional service is also evident in its Rare Bond men’s band collection, which allows for customization in materials, finishes, and engravings. This level of personalization has become a key part of the brand’s offering.
Reflecting on Jared’s history, Cividino noted that the brand’s early success stemmed from its disruption of the jewelry industry when it first launched in the Midwest. Now, with 223 locations nationwide, Jared has dropped the “Galleria” from its name to further modernize the brand’s image. “We are a destination jeweler,” Cividino said, emphasizing Jared’s independent, freestanding store locations, which average nearly 5,000 square feet and offer convenient parking.
As part of its continued growth, Jared has introduced a new premium assortment, including Italian 18-karat gold jewelry from Crivelli and pearls from Yoko of London. Cividino also pointed out that Jared’s price range has shifted upward, with most pieces now starting at around $300. The brand’s move to elevate its offerings has been well-received, contributing to its strong sales growth.
Cividino, a former CEO at Loro Piana North America, brought her luxury experience to Jared when she joined the company in January 2023. She emphasized that the key to Jared’s success lies in democratizing luxury. “Our spaces are designed to feel luxurious and special, yet completely unintimidating,” she explained.
Jared’s recent success has been recognized with multiple industry awards, including “Retailer of the Year” from the Accessories Council Excellence (ACE) and a “Best Service” award from Forbes. The company’s three-year strategy, which emphasizes accessible luxury, has already proven effective, according to Cividino, and is being shaped further by Signet Jewelers’ new CEO, J.K. Symancyk.
The rise of e-commerce has also played a significant role in Jared’s evolution. Cividino revealed that over 80% of Jared’s customers discover the brand online before visiting a store. As a result, Jared has expanded its online presence, offering a broader assortment than what is available in-store. “Our website dwarfs the assortment we can offer in a store,” Cividino said. Most online orders are picked up at Jared stores, helping bridge the gap between online and in-store experiences.
In addition to its new offerings, Jared is seeing growing interest in both women’s and men’s jewelry. Cividino noted that gold jewelry, particularly necklaces and chains, is performing strongly, while men’s jewelry, especially bracelets and necklaces, is also on the rise. “Men are more interested in jewelry than ever before,” she said.
Looking ahead, Jared’s holiday collections, such as the Unspoken collection featuring diamond jewelry in gold settings, are expected to take center stage. Cividino also highlighted the brand’s ongoing partnership with Le Vian, offering a range of bridal rings and fine jewelry at various price points.
With a focus on premium product, personalized service, and a seamless online-to-offline shopping experience, Jared Jewelers is poised for continued growth as it celebrates three decades in the industry.
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