50 Jewelers/50 States: Missouri

Kansas City, Mo.--In 50 Jewelers/50 States, National Jeweler interviews one retailer in each of the 50 U.S. states to find out how they are meeting the challenges of the changing retail environment.

Kansas City, Missouri-based Tivol opened in 1910. Charles Tivol, who was a bench jeweler by trade, began creating one-of-a-kind pieces for the customers in the city.

Business grew even more under his son, Harold, who passed away last summer, and the 107-year-old retailer now has two stores--the flagship at Kansas City’s Country Club Plaza and one across the state line in Overland Park, Kansas.

It is helmed by third-generation owner Cathy Tivol and has 55 employees between its two locations.

Hunter Tivol McGrath, fourth-generation Tivol and the company’s vice president, shared with National Jeweler the digital projects they are working on to reach more consumers, building the customer experience and the importance of learning from mistakes.

NJ: What’s the biggest challenge your store is facing?

Hunter Tivol McGrath: I don’t like facing challenges; I like figuring out how to maximize opportunities that others see as obstacles.

Right now, we are actively engaged in new digital endeavors to reach a young, knowledgeable, value proposition-based client who still sees the value in building lasting relationships with experienced professionals.

We are focusing on digital marketing campaigns, with a strong attention to SEO (search engine optimization) and SEM (search engine marketing) while maintaining our brand image.

NJ: What’s the top-selling category and brand at your store?

HTM: We are well diversified in our categories, with a good mix between fine timepieces, fashion and bridal. We do not have one specific category that is leaps and bounds above another.

We are lucky enough to represent many of the finest brands in the world. Some of these brands include Rolex, Patek Philippe, Cartier, Jaeger-LeCoultre, Panerai, TAG Heuer, David Yurman, Roberto Coin, Steven Lagos, Penny Preville, Carelle, Rahaminov and Kwiat.

NJ: Describe your regional customer.

HTM: With our rich history, we have clients all over the country and even the world. Our clients are knowledgeable, engaging, savvy individuals who appreciate the value of luxury jewelry and what it represents.

NJ: What’s the most popular style of engagement ring with your clientele now?

HTM: Our clients’ style ranges from fashion-forward to traditional. We see quite a few solitaires and halo style rings right now.