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 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.” STARTING FRESH WITH DISTINCTIVE INVENTORY OPENING A 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.” whocan’tquiteputtheirfingeronwhy exactly thespace is so warm. “It’s been really amazing to watch people come inandhear themsay, ‘It just feels sowonderful 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 andmodern crispness. While the palette is simple and neutral, the variety of texture andpatina adds interest. Arichmarblehalfwallseparatestheloungeareafrom 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. Eachoftheplateswithinthescreenishand-castandset withinaframeworkthatdividesthefrontretailportion 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 bymaking the framework a littlemoreairy, that expenditurewas toneddown toa moremanageable $100,000 for both panels. TheDEBlogoonthescreenalsomakesanappearance 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.” A hand-cast brass divid- ing wall that is one of the store’s standout features cost $100,000. 54 INSTOREMAG.COM AUGUST 2016
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 “The barrier to entry here is a lot lower,”Denis s ys. “Dallas will watch you more before they accept you. If you come to Houston, and you are hard working with goodet icsandthestorecreatessomethingofaswagger, thenHouston people will give you a try. It’s very open, surprisi gly so.” They are also enjoying the international nature of the city. Theycommuteregularlybetwe nthetwolocati ns. “In Dallas we se locals and r gular cust mers and there’saloyalfollowing,”Denissays.“Here,it’stheUnited Nations. Every day. We love that asp ct of it.” STARTING FRESH WITH DISTINCTIVE INVENTORY OPENING A SECOND STORE has be nnot 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 th y 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 th rivalry between Houston and Dallas and don’t want to take sides, they havebee pleasantlysurprisedathowquicklyHouston has embraced them, at how receptive and welcoming and diverse its residents are.
whocan’tquiteputtheirfingeronwhy exactly thespace is so warm. “It’s been really amazing to watch people come inandhear themsay, ‘It just feels sowonderful 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 andmodern crispness. While the palette is simple and neutral, the variety of texture andpatina adds interest. Arichmarblehalfwallseparatestheloungeareafrom 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. Eachoftheplateswithinthescreenishand-castandset withinaframeworkthatdividesthefrontretailportion 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 bymaking the framework a littlemoreairy, that expenditurewas toneddown toa moremanageable $100,000 for both panels. TheDEBlogoonthescreenalsomakesanappearance 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 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 5-STAR GOOGLE REVIEW 5 MAY 2016: “B st of the best i Dallas and Houston! Owners and staff treat you like one of their own.” — Bo Zhou c 52 INSTOREMAG.COM AUGUST 2016 STARTING FRESH WITH DISTINCTIVE INVENTORY
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