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Mountz Jewelers Delivers A Truly “Capitol” Retail Experience | March 19, 2014 (0 comments)
Carlisle, PA—Mountz Jewelers is a family owned and operated business with three locations in central Pennsylvania: Carlisle, Camp Hill, and the Colonial Park section of Harrisburg, the state capitol. But oddly, Mountz Jewelers came to the state capitol, rather than expanding out from it. An American Gem Society member store, the sibling team of Tonia Ulsh, chief operations officer and Ronald M. Leitzel, president and CEO (both, left) oversee the three locales. The Centurion asked Tonia Ulsh about the company.
"The Mountz Jewelers’ story is built on a tradition in retail," said Ulsh. In 1949, the siblings’ uncle opened Leitzel’s Jewelry and Gifts in Millersburg, Pa, a small town along the Susquehanna River north of Harrisburg. In 1967, their father purchased the store and her brother Ron joined the firm. In 1979 her brother and father bought the Mountz Jewelers store in downtown Carlisle, Pa., some 45 miles farther south in the state.
In the late 1980s, Mountz Jewelers expanded east from its Carlisle location to serve a larger population of capitol-area residents. Ulsh joined the Mountz Jewelers team in 1989 after graduating from GIA as a sales associate and appraiser, becoming co-owner of the business in 2000.
Mountz's Carlisle store, above. Below middle, Camp Hill; below bottom, Colonial Park/Harrisburg.
According to Ulsh, the company's inventory offers quite a variety of jewelry and price-ranges. "Our products range from bridal to Swiss timepieces, to diamond and high fashion jewelry to price point charms. We strive to offer something for everyone – the woman self-purchaser, the college graduate who is getting engaged, through to the executive who is looking for a timepiece to celebrate his promotion." Mountz Jewelers also markets to students, in part by carrying Penn State watches. "One of our locations (Carlisle) is located in a college town (home of Dickinson College.) We are always looking to reach out to college-aged students."
Below, interior views from the Camp Hill location:
While maintaining a broad inventory, Ulsh focuses on bridal and diamonds, as well as fashion designer lines. Bridal is the best selling product category and Ulsh expects to expand that department in the near future. "Mountz is known as the authority on diamonds. We have four Certified Gemologist Appraisers on staff who hand-select each diamond based on past client demand. "Along with an excellent diamond selection, Mountz hosts an annual signature diamond event for their clients.
Mountz's official “Ring Bearer” shirts come in small sizes for children and are offered free with wedding band purchase at selected special events.
Brands are a mainstay at Mountz Jewelers. The company carries A. Jaffe, Alex and Ani, Artcarved, Charles Krypell, Diana, Hearts On Fire, Heather Moore, Henri Daussi, Honora, Ippolita, J. B. Star, John Hardy, Metalsmiths, Michele Watch, Pandora, Raymond Weil, Rembrandt, Roberto Coin, Rolex, Scott Kay, Simon G., Tacori, Tag Heuer, and William Henry.
When a store has such various types of customers, it's prudent to market and advertise to them through various channels. Mountz's marketing and advertising outreach does just that. "Our marketing is targeted demographically based on brand or category. We have a strong share of voice on outdoor billboards which is seen by all demographics. To target the self-purchaser, we advertise in traditional print media through local lifestyle magazines and arts publications. And in the past two years, we’ve taken a focus on digital efforts including an overhaul of our website, a focus on Adword campaigns and remarketing efforts, as well as a strong presence on social sites, mainly Facebook," says Ulsh.
"We have a presence on Facebook, Twitter, Instagram, Pinterest, YouTube, and Foursquare, though our main focus remains Facebook. This is where we have the most interaction and can gain the most insight as to what our customers are interested in and sharing. We feel that Instagram will have the largest growth this year. Our tone is lighthearted and informative. Social sites have proven to be an effective platform for us because of the visual nature of our product."
Mountz Jewelers has a trained and ready staff at each location to handle the variety of customers they count as clients. They are, in fact, award winning. At the 2013 Centurion Show, Mountz Jewelers tied to win the inaugural Vendor's Choice Retail Award for Best Retail Sales Associate.
So how does Mountz Jewelers train its staff? "Sales trainings happen monthly within each of our three locations. Our designer brand representatives come to our stores to inform our team of product updates and refresher courses. We have quarterly sales training, and our employees have the opportunity to take the initiative and pursue their learning outside of work," says Ulsh.
Considering the store's tradition in retail, it's no surprise that Mountz's customer-centric Mission Statement is posted clearly on their website, showcasing the company's strong commitment to their customers:
"Mountz Jewelers stands for an extraordinary jewelry experience; in terms of product, service, value, and the customer's in-store experience.
We will offer the finest quality for the money, the most knowledgeable and friendly service, and the most modern exciting showrooms in the market.
We believe in treating our customers to the most incredible jewelry shopping experience they've ever had.
We achieve our goals by listening to our customers and employees, caring about their concerns and working for improvement.
When people become Mountz customers, we want them to remain customers for life."
Mountz Jewelers' homepage.