“You have to have hustle,” says Jenny Caro, co-owner of Jewelry by Designs in Woodbridge, Virginia. She and her husband John opened their doors in Loroton, VA 28 years ago. They started from scratch and never looked back. Today they are the reigning king and queen of the jewelry game, voted Best of Prince William County six years in a row. The secret to their success? Going above and beyond when it comes to customer service and being sure to offer the top names customers demand. Enter INOX jewelry. Even before it was in the case, the product was selling fast. Within the first week five pieces had left the store and hit the streets. INOX encapsulates a range of styles from urban to classic and quite a bit in between. With offerings for men and women, INOX is truly a leader in the next wave of jewelry trends. While Jewelry by Designs has a good rate of customer loyalty, Caro explains, “Where we are is a very transitional neighborhood.” Much of the community is comprised of military and government workers so turnover is high. It is critical for the business to offer savvy designers in order to generate continued interest within the ever-changing community base. INOX fits the bill exactly with a broad range of styles and price points that cater to the needs of every client. Over the years, and the ever changing landscape of marketing strategies, Caro has learned a thing or two about what works and what doesn’t. “We do not do cold mailings,” she says with emphasis.
The company stays in touch with existing customers, reaching out via direct mail for birthdays and special occasions, but to bring in new foot traffic, Jewelry by Designs relies on the tried and true. “Our location and our signage,” Caro says, are key factors to getting people in the door. Cable TV ads and understanding the reach and strength of social media have also helped to keep the store at the top of the game. In the fast paced world of jewelry design, only those willing to keep up with what’s next will succeed. Jewelry by Designs has been keeping up for nearly three decades now, and their new partnership with INOX is just another step on their journey into a bright future. 2932 Prince William Parkway Woodbridge, VA 22192 (703) 988-6415 www.jewelrybydesigns.com
