Full Circle: Kirk Jewelers
Kirk Jewelers has been family owned and operated in downtown Miami for over 70 years since Julian Kirk Sr. decided to expand his family’s diamond wholesale business from New York City to Miami in 1947. Four generations later, the store offers a luxury buying experience and first-class watchmaker facilities in its new boutique at Brickell City Centre.
We spoke with the store’s President and founder Julian Kirk’s granddaughter, Allison Strongin, to learn more about the store’s history, how they’re overcoming challenged of the COVID-19 pandemic, how she makes purchasing decisions and more.
What is your background in the jewelry industry and how did you get your start?
I was very fortunate to grow up in the business. My grandfather established Kirk Jewelers in 1947 and was later joined by my father. Growing up, I never officially worked in the store. However, the store was always a large part of my childhood. Every night, my father would come home and we would sit around the dinner table discussing the day’s events. I learned a lot about jewelry and watches, but more importantly, the ins and outs of being a business owner. I started going to the jewelry shows pretty young and always enjoyed going into the store for the holidays to help out. After college and a few years working on other endeavors, my brother and I stepped into the business and have been operating the store for many years now.
How would you describe your store using only three words?
Elegant, welcoming, home.
How has the COVID-19 pandemic affected your business and, from your perspective, the jewelry industry?
COVID-19 has shaken up our industry just as it has the world. We had to close our doors for a couple months. After that, we had another few months of opening and closings, but with a little creativity and a lot of determination, we were able to work through it. We operated for a while by appointment only which ended up working out really well. Clients were able to make private appointments which felt a lot safer than going into a busy store. We are now operating at a partially reduced schedule but every month that passes, business has picked up and we expect to be at full capacity within the next few months.
Our customer base has shifted slightly because of the closures. We traditionally have a large tourism business with South Americans and Europeans. With the travel bans, this part of our business is very quiet. However, we have seen an increase in American tourism. Along with other jewelers I have spoken with, our bridal sales have increased, especially the average price point. Customers want to celebrate special occasions and jewelry and watches is a wonderful way to do so.
How have you been continuing to connect with your customers during times of social distancing, and how has the reopening of the economy and stores gone for you so far?
We have managed to work very well even with the social distancing. The nature of what we do lends itself to a more one-on-one personal experience. We are lucky in how our store is designed. We have many private spaces and can work with customers separately if that is what they prefer. We feel very fortunate that our customers have still shown a strong interest in the merchandise we offer so we should have a strong year, despite all the ups and downs.
How much do you rely on social media and other digital platforms to connect to your customers, and how do you do so?
In the last year, we have really made a large effort to increase our customer awareness on our social platforms. We had kicked off new initiatives before COVID began but really leaned into them once our traditional forms of outreach were no longer viable. It was a wonderful way of staying connected with our clients while we were closed and just as important now that we are back open.
Can you give us a glimpse into your process when purchasing pieces to include in your store collection and your decision-making strategies?
I always start my purchasing process with the most important question of all, “Who is my client?” There are so many brands out there it is overwhelming. The best place to start is knowing who you are buying for. For many years, our clientele was predominantly men. Our jewelry purchases were mostly in a “gift” price point and were made by boyfriends and husbands. I would go to the jewelry shows and see they most amazing pieces but realized early on, that choosing a piece for yourself is very different than choosing a gift for someone else.
Our clients tended to make very safe, and traditional purchases. If I brought in pieces that were too “funky,” they would sit for years. Luckily, we just moved our jewelry store, and our jewelry clients are vastly different than they used to be. We now have many women clients who are self-purchasers. We have also developed clients that are interested in making more of an investment in their jewelry collections, allowing us to merchandise larger, more important pieces than before.
What is one piece of advice you would give someone who is just starting out in the industry?
Look around at the people you work with and determine who is successful. Spend time listening to what they are saying to clients. How do they utilize their time? How do they represent themselves? You can also learn just as much by paying attention to those around you who are struggling. Ask yourself the same questions. Let the people around you be your teachers.
What is your favorite JCK memory?
I think the best part of going to JCK is spending time face-to-face with friends in the industry. We speak all the time on the phone with our brand representatives and other jewelers but once a year, it is great getting to see familiar faces and reinforcing those relationships.
Learn more about Kirk Jewelers.
Save the date! Pre-register today for the JCK 2021 Show, taking place June 4-7, 2021 at Sands Expo & The Venetian.