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ISLAND LIFE: CONGRESS JEWELERS MAKES A YEAR’S WORTH OF SALES IN THREE MONTHS | April 03, 2013 (0 comments)
Sanibel Island, FL—If you're a prestige jeweler in most parts of the United States, you plan, buy, and promote to generate sales for most of the 365 days in a year, perhaps with an emphasis on November and December.
But what would happen if your selling season were only 100 days? And you still were open year round? 100 days!?
You might plan, buy, and promote a little differently. Or a lot differently! The Centurion spoke with Leon Benzrihem of Congress Jewelers in Sanibel Island, FL to find out how he and his partner Scot Congress make it work—and work well. Leon (L) and Scot (R) are pictured at left.
The Congress Jewelers story began more than 30 years ago. Started by Larry Congress, Scot Congress' dad, the company expanded to five stores between 1999 and 2005. In 2006, the company was sold to what was then Finlay Enterprises, Inc. Benzrihem and Congress bought back the Sanibel location in 2009.
Today, Congress Jewelers is again an independent prestige jeweler, and a member of the American Gem Society. The store stocks many well-known luxury brands, including Roberto Coin, Yvel, Chimento, Norman Silverman, and of course Rolex, among others. But what sets Congress Jewelers apart is something that is born of its island location: an extensive line of its own manufactured nautical jewelry, called Sealife by Congress. The Sealife line is so popular the jewelers not only wholesale it to other retailers, but they also recently opened a separate boutique for the line, under the same name. Both stores are housed in the same upscale shopping center on Sanibel Island, the Periwinkle Place Shops.
At left, the logo for Congress Jewelers' main store; at right, the logo for its Sealife by Congress boutique.
"We make the Sealife collection all ourselves," says Benzrihem. "We have over 1,100 differenet SKUs and we wholesale through retailers in the Carribean. We're looking to expand to the eastern seaboard and the rest of the country."
The history of the collection is explained on the Sealife by Congress website: In 1982, Larry Congress turned a perfect Olive shell to gold as a gift for his wife, Dee. Today the Sealife by Congress Collection is inspired by those perfect shells found on the beautiful beaches of Sanibel & Captiva Island.
Above, sea creatures from the Sealife by Congress collection; below, also from the collection, what would a beach experience be without flipflops?
The global brands are carried in the main Congress Jewelers location (below, top). Congress does very little bridal, although they do larger remounts, anniversary, and milestone events in bridal. "It Is not your typical engagement ring store due to our older demographic," explained Benzrihem. Diamond fashion used to be a big part of Congress Jewelers' business, but today it's the watches that are getting the attention. "Our watch business is on fire," says Benzrihem. "It's an important part of our overall business. In other categories, we do business with few vendors. If we believe in the product, we'll carry a large part of the brand, a comprehensive selection."
Interior of Congress Jewelers, above, and the Sealife by Congress boutique, below.
Three kinds of customers: Along with knowing what type of jewelry his customers want, Benzrihem always knows his own unique customer classifications. "We have three distinct types of customers. One, the full-time resident. There are about 5,500 of them on the Island. They are generally mid 50s and up and fairly wealthy. Two, the seasonal customer. We see them generally in February and March. They cover a wide range of ages, and they are very important to the Sealife collection business. They can buy a $25 item as a souvenir. Then, three, there's the tourist. They are year around. The winter ones are more affluent since hotels are more expensive then than the summer."
While it's a challenge to market to three different customer types, being on an island does have its advantages. "There's one way on [to the island] and one way off—and we have three billboards coming onto the Island," says Benzrihem.
Of course, the jewelers don’t rely well-placed billboards alone to reach his various customers. Benzrihem and Congress are heavily involved in the community. "Scot is the current Rotary President and I'm involved in the Chamber of Commerce," he says. "Plus we're in the busiest shopping center on the island. We also advertise in in-room hotel magazines along with lots of direct marking to full-time and part-time residents. We advertise in a tourist guide where we have several pages featuring Rolex and the Sealife Collection." Along with specific products, Benzrihem also advertises his outstanding customer service. "Our whole philosophy is a high level of customer service. We promote service as much as we promote product."
Congress Jewelers does two or three special events a year. "We do a three day event (party) that's open to the public," says Benzrihem. "Our themes change. A few years ago, it was a Mardi Gras theme. Last year, it was 'Magic In The Air,' featuring magicians."
The website at Congress Jewelers showcases the company's offerings. The company does sell over the web, with a separate site planned for the Sealife by Congress collection. "Yes, we sell online," says Benzrihem. "Is it a substantial part of our business? Not at all. We don't put enough emphasis on it. That's something we'll be working on." Here's the homepage:
All the marketing and community involvement pay off year around, although Benzrihem says the bulk of his selling season is a lot more limited. "We have 100 days where we'll do 75% of our year in sales. We really have to maximize every single day we can. Our events are during that time frame. Our watch and Sealife sales are still good all year around but the rest of the business drops off."
Staffing could be an ongoing challenge for a '100 day' business. At Congress Jewelers, Benzrihem says his associates are "high-caliber sales professionals. It would be hard to let them go for six months then try to hire them back." So he doesn't. His staff of six stays on all year around, even though the population doesn’t. In season, the population climbs from 5,500 to almost 30,000. "It's a pretty drastic change," he admits. Congress Jewelers also employs an in-house jeweler and watchmaker (who is Rolex and Breitling trained).
Benzrihem says his sales associates are customer service experts. "We can't afford to have one misstep," he says. "We have to be perfect every time. Everyone knows each other on the island. We offer a full bar, cappuccinos, and free batteries. Service is a huge part of our business. All our associates have been on board for over 10 years, with only one new hire. Some have 15 years with us, some 20. Our philosophy is that 'the customer is right every time.' We've done exchanges for pieces up to ten years old. Our customers are demanding, wealthy customers. They can buy jewelry anywhere they choose. They chose us. We are privileged."
So between all the merchandising, marketing and managing, how do Benzrihem and Congress split the never-ending duties? "We do everything together, we discuss everything, we're both here every day," says Benzrihem. "We spend lots of time together." Their titles? They don't really claim any. "Our business cards just say our names. We all wear many hats, from marketing to sales and we both have clients. If we're not doing that, we're working on a marketing plan or merchandising and we have fun doing it."
So what's the hardest part of a 100-day business? "Everything!" says Benzrihem. "We have to stay open year around. We can't give up the billboards for the summer. Cash flow is always a challenge. Keeping our sales people motivated when business is slow is another."
Despite the challenges, one gets the feeling that Benzrihem loves his job, his business and his island, challenges and all.