Last updateWed, 27 May 2020 11pm

Joel McFadden

The opposite of branding

I once worked with a jeweler who built a grand staircase in the middle of his store. It ate up a lot of his space but actually went nowhere. He felt that this was branding. In a way, it was. Imagine people talking about the jewelry store dominated by the huge stairway.

Let your expertise and personality define your brand

McFaddenJoel McFaddenJoel McFadden sees bright future for independent jewelers

I grew up in Charleston, South Carolina in the ‘60s and ‘70s. In those days, there were no malls or chain jewelry stores, certainly no online shopping! We had several jewelers on the main drag, King Street, and on the side streets. Each store was unique, and its specialty and image was built around the owner or expert within the store.