A hand-cast brass divid- ing wall that is one of the store’s standout features cost $100,000.
STARTING FRESH WITH DISTINCTIVE INVENTORY OPENINGA SECOND STORE has beennot only a crea- tive outlet, but also anopportunity to start fresh, to get backontothesalesfloorandtalktopeople.Denisenjoys personally greeting everyone whowalks in the door. Althoughcustomdesignisanoption,theBoullessay that the pieces ondisplay are so distinctive andunique that most shoppers find something they can’t resist waiting for them in the boutique’s customcases. Theyalsocarryestatewatches, and take jewelryand watches in trade. “We can value a piece of jewelry that someone isn’t wearing, and they can trade it for a Patek or for a new piece of jewelry,” Denis says. “It’s amazing howmuch trading we do. We looked at a beautiful 55-carat aqua- marine thismorning.” Although the Boulles recognize the rivalry between Houston and Dallas and don’t want to take sides, they havebeenpleasantlysurprisedathowquicklyHouston has embraced them, at how receptive and welcoming and diverse its residents are. “The barrier to entry here is a lot lower,”Denis says. “Dallas will watch you more before they accept you. If you come to Houston, and you are hard working with goodethicsandthestorecreatessomethingofaswagger, thenHouston people will give you a try. It’s very open, surprisingly so.” They are also enjoying the international nature of the city. Theycommuteregularlybetweenthetwolocations. “In Dallas we see locals and regular customers and there’saloyalfollowing,”Denissays.“Here,it’stheUnited Nations. Every day. We love that aspect of it.”
5-STAR FACEBOOK REVIEW 5 MAY 21: “They had a water bowl outside and gave me a treat while I was walking by their Houston shop! I hope someday they sell doggie collars.” —Molly McKinney 5-STAR GOOGLE REVIEW 5 MAY 2016: “Best of the best in Dallas and Houston! Owners and staff treat you like one of their own.” — Bo Zhou
54 INSTOREMAG.COM AUGUST 2016
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