de Boulle INSTORE ACS Aug16

BIG COOL NO. 1 deBoulle Diamond & Jewelry

SCORE CARD

Karen Boulle is responsible for finding or creating the stunning jew- elry on display in de Boulle’s ads and in its cases.

Story Interior Exterior Individuality Marketing Online

73 % 89 % 79 % 82 % 76 % 81 % 81 % OVERALL SCORE

5 COOL THINGS

Debbie Fox: Their minimalist look with clean lines, light wood casework and open floor plan gives an upscale, but comfort- able, feeling. Keeping the color palette to three neutral colors allows them to add interesting patterns and pops of color to draw the eye where they see fit. Blending their passion for race cars brings that demographic into their business and garners ad- ditional publicity. Becky Stone: De Boulle has a particularly good Instagram presence — the photos are all appealingly composed, in-focus and on brand. They clearly have a better understanding of Insta- gram than many others in the industry. Todd Reed: De Boulle has a aesthetic that is elegant and refined at every turn, and they do the things from basic to complex that make one want to trust them and get into their world. Brandee Dallow: The coolest thing about de Boulle is its amazing and elegant Patek Philippe showroom and the fact that it was the first official Patek Philippe Showroom in the world! WHAT THE JUDGES SAY

1. DISTINCTIVE DESIGNS de Boulle Diamond & Jewelry has distinguished itself through Karen Boulle’s eye for luxury and talent for design. The de Boulle Collection is inspired by Karen Boulle’s childhood spent traveling the world — England, Singapore and elsewhere in the Far East — when her father was in the diplomatic service. 2. AWARD-WINNING ENVIRONS The location isn’t just cool in the jewelry world. It has won two awards for excellence in design: First Place in Retail Design Institute Hard Line Specialty Store Category from the Retail Design Institute and a Silver Finalist at the 2016 Association of Retail Environments Design Awards in the Hardline Specialty Store up to 3,000 square feet category.

4. SUCCESS IS IN THE AIR The store has a subtle, custom- designed scent that is light and clean and spa-like and contributes to the overall comfortable, special feeling. 5. DRIVING AMBITION de Boulle has a racing team that participates in amateur and pro- fessional races. Denis’ son, Nick Boulle, was sponsored by de Boulle Motorsports and Vista del Mar of Perdido Key, FL, in the 2016 Rolex 24 Hours of Daytona where his team finished second. Through events, press and social media, this kind of national publicity and marketing exercise has created local buzz for de Boulle, and its partners in their motorsports endeavors.

3. EXPERTS IN THE HOUSE

De Boulle’s versatile staff are experts on both fine jewelry and Patek Philippe watches, and have been trained in Switzerland. The Houston staff also spent four months training in Dallas before the new store debuted.

56 INSTOREMAG.COM AUGUST 2016

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