Niche Making (Instore Magazine)

With so many retail jewelers in today's market, it is easy to fall into the trap of becoming just another jewelry store. To avoid this trap, jewelers need to identify their strengths and capitalize on a specialization, like pearls and watches or market to the to-be-weds. Jewelers need to leverage their specializations to help reinvent their stores and stand out in a cluttered marketplace.

In this feature article, Andy Malis, president of MGH, offered his marketing expertise on how retail jewelers can differentiate themselves from the competition by finding a niche and reinventing their stores. Andy tells InStore Magazine, "If you become known for something in the jewelry world, people still assume you are a jewelry store. So to differentiate yourself as a leader in one particular area does not preclude you from selling different types of merchandise but it does help you to stand out from the crowd — from everybody else who wants to be a generalist."

Read the full article at http://www.instoremag.com/instore/store-advice/leads-and-features/3809-niche-making