50 Jewelers/50 States: Vermont

We’re not a branded store. We sell branded watches like TAG Heuer and Swatch but we’re pretty much an independent where we choose more what we like than an actual designer. If it happens to be from a designer though, that’s great. We sell mostly under private label and then we have certain brands like Lika Behar, but the majority is from different lines we pick up and we don’t advertise it as such.

NJ: Describe your regional customer.

BG: We are very, very eclectic. Burlington is a college town. It has several colleges. We started out as a watch store so we do lots and lots of watch batteries in addition to antique jewelry and custom, things like that.

When I was trying to hire one of my employees many years ago, she said, “What’s your customer, client base like?” I said, “We really don’t have a particular (client). It really runs the gamut from young to old, from men to women, low income, higher income.”

She actually took the job and it’s been 15 years and every once in a while I’ll say to her, “What’s our customer base?” And she laughs and says, “You were right, you really can’t say what it is.”

We have doctors and lawyers and farmers from the outskirts so it’s very eclectic.

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

BG: I’m seeing a lot of people liking the antique or estate (styles), vintage, Art Deco, that sort of a look.

They’re still looking at halos but those are kind of going by the wayside a little bit. Simple and classic (is dominating).

NJ: Which social media accounts are important to your stores?

BG: We do Facebook and Instagram.   

NJ: Do you have e-commerce? 

BG: We do not.

It’s probably not the best fit for us. It’s sort of another thing to add that I just don’t want to learn and don’t have time for.

NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler? 

BG: Don’t worry about what your competitors are doing. You have to pay attention to yourself. Focus on what you do.

Also, if you’re not making a profit, don’t do it. It’s not worth doing.  

NJ: What’s a fun fact about you we can share with our readers?

BG: My father is a watchmaker. From 1946 through the 1960s, the store was mostly watch sales, then we sort of gravitated to a jewelry store.

The funny thing is that I really can’t tell time and I don’t wear a watch. I saw my first-grade teacher the other day and she said, “Did you learn to tell time yet?” and I said, “No, not really.”