b'RETAIL IN DEPTHTHE PERFECT PRESENTOur warmestCongratulations and Best Wishes traditional notions of, this is fine, or this is fashion, or this is highmeaning that it has to people, Bridge says. How do we grow the jewelry. We believe those boundaries are really fuzzy and customerspie? How do we give people permission to play in our space for events to the 2021 National Jewelerplay in a lot of different sandboxes.that are not just the kind of check-the-box events?Retailer Hall of Fame inductees.At press time, the At Present site had, for example, a sterling silverIt also helps explain the sites name, so chosen to help emphasize Faye bracelet from Mandy Reid for $50, as well as a 22-karat goldthe partners belief that life isnt just about the highs, but also about Horus Will Be King cuff from Loren Nicole for $46,700.celebrating where you are right now. Bridge says they are also building their business by focusing on buy- If youre constantly waiting for the perfect moment, youre going ing occasions outside of the traditional jewelry gifting experiences. to be disappointed. At Present is really grounded in this notion that Weve really leaned into thesewhere you are is exactly where other events and marking momentsyoure supposed to be, and its worth in your life that are not necessarilyWomen do buy jewelry forcelebrating, says Bridge.Dan and Hope Wixon the high points along the way.A wedding, an anniversary, athemselves around key occasions,LESSONS: PAST AND PRESENTWixon Jewelers round number birthdaythosebut theyre not the traditional onesEven with the launch coming at a Minneapolis are obvious occasions to mark with awe think about.time when all eyes were on the inter-nice piece of jewelry.net, the business has still grown more But At Present customers are alsoMonica Chambersquickly than the team imagined. buying themselves jewelry to mark,At Present started out with 25 for example, finalizing divorces anddesigners but had close to 40 at press starting new chapters in their lives, which often means closing thetime, and its team has grown from two to six, having just added Rachel Terry Betteridgebook on tough times. Goldberger, former vice president at Neiman Marcus, to build sales At Present had a customer who bought herself and her daughtersand styling operations. (It also has two advisors: Karen Katz, former Betteridge Jewelers matching gold pendants to celebrate making it through 2020, a giftCEO of Neiman Marcus, and David Rogier, founder and CEO of everyone deserves. Masterclass.)Greenwich, CT; Palm Beach, FL; and Vail and Aspen, CO I really think [jewelry] has a much smaller share of the consum- The partners are constantly moving their sales goalposts as ers wallet than it should, based on the nature of the product and thethey expand, Bridge says, adding that one of the most rewarding Marie Helene MorrowReinhold JewelersSan Juan and Ponce, Puerto RicoSince 2005, The Edge has been the industry leader in applying technology to offer a holistic approach to managing jewelry stores. The Edge software sets the standard for functionality, ease of use, innovation, development platform, and management tools.1-855-TRY-EDGEwww.theedgeforjewelers.omA total solution for retail jewelry stores.Point of SalelInventorylCustomersServiceslReportslValue-added Partners + BenetsNATIONAL JEWELER 35'