BIG COOL NO. 1 de Boulle Diamond & Jewelry
A hand-cast brass divid- ing wall that is one of the store’s standout features cost $100,000.
52 INSTOREMAG.COM AUGUST 2016 STARTING FRESH WITH DISTINCTIVE INVENTORY OPENING A SECOND STORE has been not only a crea- tive outlet, but also an opportunity to start fresh, to get back onto the sales floor and talk to people. Denis enjoys personally greeting everyone who walks in the door. Although custom design is an option, the Boulles say that the pieces on display are so distinctive and unique that most shoppers find something they can’t resist waiting for them in the boutique’s custom cases. They also carry estate watches, and take jewelry and 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 how much trading we do. We looked at a beautiful 55-carat aqua- marine this morning.” Although the Boulles recognize the rivalry between Houston and Dallas and don’t want to take sides, they have been pleasantly surprised at how quickly Houston 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 good ethics and the store creates something of a swagger, then Houston people will give you a try. It’s very open, surprisingly so.” They are also enjoying the international nature of the city. who can’t quite put their finger on why exactly the space is so warm. “It’s been really amazing to watch people come in and hear them say, ‘It just feels so wonderful in here. Something is so special,’” Pope-Westerman says. The wall color is a carefully crafted blend of warm and cool gray tones, combining residential warmth and modern crispness. While the palette is simple and neutral, the variety of texture and patina adds interest. A rich marble half wall separates the lounge area from the Patek boutique in the back of the store. A big budget-busting splurge for the Boulles is a two-panel logo divider wall designed by a local artisan. Each of the plates within the screen is hand-cast and set within a framework that divides the front retail portion from that of the lounge space. Because it’s intricately fashioned out of solid brass, the initial price estimate was $100,000 per panel. But by making the framework a little more airy, that expenditure was toned down to a more manageable $100,000 for both panels. The DEB logo on the screen also makes an appearance on the base of store fixtures. A hand-cast brass divid- ing wall that is one of the store’s standout features cost $100,000. “It’s very subtle,” Pope-Westerman says. “It’s not in-your-face. It’s almost like when you’re looking for a brand name on a piece of jewelry. It subtly signifies that it’s quality.” They commute regularly between the two locations. “In Dallas we see locals and regular customers and there’s a loyal following,” Denis says. “Here, it’s the United Nations. Every day. We love that aspect of it.” “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 how much trading we do. We looked at a beautiful 55-carat aqua- marine this morning.” STARTING FRESH WITH DISTINCTIVE INVENTORY OPENING A SECOND STORE has been not only a crea- tive outlet, but also an opportunity to start fresh, to get back onto the sales floor and talk to people. Denis enjoys personally greeting everyone who walks in the door. Although custom design is an option, the Boulles say that the pieces on display are so distinctive and unique that most shoppers find something they can’t resist waiting for them in the boutique’s custom cases. They also carry estate watches, and take jewelry and watches in trade.
A bold display draws attention to deBoulle’s distinctive selection of jewelry, which is sourced from around the world.
A hand-cast brass divid- ing wall that is one of the store’s standout features cost $100,000.
Brand Power 5 De Boulle relies on brands to differ- entiate itself in a crowded luxury market.
A hand-cast brass divid- ing wall that is one of the store’s standout features cost $100,000.
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 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 STARTING FRESH WITH DISTINCTIVE INVENTORY OPENING A SECOND STORE has been not only a crea- tive outlet, but also an opportunity to start fresh, to get back onto the sales floor and talk to people. Denis enjoys personally greeting everyone who walks in the door. Although custom design is an option, the Boulles say that the pieces on display are so distinctive and unique that most shoppers find something they can’t resist waiting for them in the boutique’s custom cases. They also carry estate watches, and take jewelry and 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 how much trading we do. We looked at a beautiful 55-carat aqua- marine this morning.” Although the Boulles recognize the rivalry between Houston and Dallas and don’t want to take sides, they have been pleasantly surprised at how quickly Houston 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 good ethics and the store creates something of a swagger, then Houston people will give you a try. It’s very open, surprisingly so.” They are also enjoying the international nature of the city. They commute regularly between the two locations. “In Dallas we see locals and regular customers and there’s a loyal following,” Denis says. “Here, it’s the United Nations. Every day. We love that aspect of it.”
who can’t quite put their finger on why exactly the space is so warm. “It’s been really amazing to watch people come in and hear them say, ‘It just feels so wonderful in here. Something is so special,’” Pope-Westerman says. The wall color is a carefully crafted blend of warm and cool gray tones, combining residential warmth and modern crispness. While the palette is simple and neutral, the variety of texture and patina adds interest. A rich marble half wall separates the lounge area from the Patek boutique in the back of the store. A big budget-busting splurge for the Boulles is a two-panel logo divider wall designed by a local artisan. Each of the plates within the screen is hand-cast and set within a framework that divides the front retail portion from that of the lounge space. Because it’s intricately fashioned out of solid brass, the initial price estimate was $100,000 per panel. But by making the framework a little more airy, that expenditure was toned down to a more manageable $100,000 for both panels. The DEB logo on the screen also makes an appearance on the base of store fixtures. “It’s very subtle,” Pope-Westerman says. “It’s not in-your-face. It’s almost like when you’re looking for a brand name on a piece of jewelry. It subtly signifies that it’s quality.”
Brand Power 5 De Boulle relies on brands to differ- entiate itself in a crowded luxury market.
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
deBoulle.com OPENING A SECOND STORE has been not only a crea- tive outlet, but also an opportunity to start fresh, to get back onto the sales floor and talk to people. Denis enjoys personally greeting everyone who walks in the door. Although custom design is an option, the Boulles say that the pieces on display are so distinctive and unique that most shoppers find something they can’t resist waiting for them in the boutique’s custom cases. 52 INSTOREMAG.COM AUGUST 2016 STARTING FRESH WITH DISTINCTIVE INVENTORY
Although the Boulles recognize the rivalry between Houston and Dallas and don’t want to take sides, they have been pleasantly surprised at how quickly Houston 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 good ethics and the store creates something of a swagger, then Houston people will give you a try. It’s very open, surprisingly so.” They are also enjoying the international nature of
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