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SISTER ACT: BEST FRIENDS AND SIBLINGS MAKE MARSHALL’S JEWELERS A SUCCESS | May 31, 2012 (0 comments)
Tucson, AZ--Rita Marshall and Victoria Marshall are the third generation to run Marshall’s Jewelers. Started in 1923 by their grandfather, the store was originally in Idaho Falls, Idaho. Their father began working for his father when he was 12 years old. The family eventually traveled to Tucson, Arizona, in 1970, where their father opened a store called Artistry in Gold. In 1989, the sisters bought him out so he could retire, and changed the name of the store back to Marshall’s Jewelers, the original name their grandfather used.
Today, Rita (right) and Victoria are 50/50 partners. The duo has successfully worked together for 28 years. “Through a few coaches, we've learned to realize and understand our different communication styles so we can discuss things with respect and admiration for each other,” says Rita.
The two don’t just work together, they also live on a 3+ acre ‘family compound,’ complete with Victoria’s two teenagers and Rita and Victoria’s mom. The sisters also vacation together.
When divvying up the workload, Rita works the floor, handles the in-house shop, coordinates advertising/marketing, and handles merchandising and display. Victoria handles the financial ends; i.e. banking, leases, payables, etc. They two work together when buying merchandise.
The sisters' third-generation family store in Tucson.
“We had grown from making 85% of our inventory to carrying mostly designer brands,” said Rita. “During the last few years, that has changed, and we’ve been looking at lines that are different and unique, ones that are not common in Tucson. We’re bringing back in the individuality we felt we’d lost.”
Rita’s and Victoria's focus today is on removing old merchandise and bringing in new items, along with a focus on bridal. Another focus is purely physical, updating the store’s look and attracting new categories of shoppers. The undertaking includes remodeling, new carpet/paint/interior decorating as well as landscaping. As for the look and feel inside the store, the sisters are hoping to appeal to a younger crowd, the soon-to-be-engaged crowd. “We also have a great selection for those on their 2nd marriages who are in their 40s and 50s,” said Rita. Bridal is most of Marshall’s business and currently takes up 50% of showcase space.
One specific look that’s leaving Marshall’s is micropave. “We’re micropaved to death,” laughed Rita. “We pulled out the older pieces and gave them to an overstock program."
The sisters appreciate a less crowded look in the showcases, feeling that their customers value choices but don’t want to be overwhelmed with them. She’s also added a number of bridal ring models with CZs that look great from A. Jaffe and Valina. Since most rings are made to size, the customers' rings are ordered anyway, even when the showcase goods are live. “We’re striving to be Tucson’s engagement and wedding ring headquarters. We also want to take down the intimidation factor for the guys. We want the store to feel more hip and inviting, comfortable yet fun.”
Marshall’s carries a number of specific diamonds. Hearts on Fire is one. Another is Caro 74, which “with the extra 16 facets on the pavilion does well,” said Rita, who at first thought the extra facets were a marketing gimmick. But they do sell because customers notice that “it sparkles more” even with a lower color and clarity than Marshall’s Jewelers has traditionally carried. The color and clarity combination currently has the right price point for their customers. Another is the Marshall’s HeartStar Diamond (their own Hearts and Arrows brand), which hits their store’s price points with great value very well.
And how does Marshall’s reach their customers? They don’t use TV and not much print or billboards. They’ve done some direct mail and just got going on Facebook a year ago. Radio is where they’ve spent the bulk of their budget for the last 17 years, but it doesn’t seem to be the traffic builder it was for so long.
Targeting couples to become Tucson's premier engagement ring destination.
So what does work? Banners on their building. “We’re in a very central location,” said Rita. “Banners are the least expensive thing we can do and they bring people in off the street. It's amazing!" Marshall’s is away from malls, in a free-standing 3,500 square foot building on one of the busiest intersections in Tucson. Simply putting a banner outside can drive traffic, a dream advertising plan for most jewelers that actually works for Marshall’s.
Overall, Marshall’s is revamping their image, doing some spring cleaning of old merchandise and revitalizing their bridal category. The sisters continue to work together, solidifying the third generation of Marshall’s to sell jewelry. Rita and Victoria have a great time together, in business and in life, in a time where many families in business may be having a hard time making it work.
“We’re best friends,” says Rita simply. Turns out, that’s one secret of Marshall’s Jewelers' success.