Location, location, location
The old adage, location is everything, is critical to the success of a retail store, especially one like Nash Jewellers with deep ties to the community and a stellar reputation to uphold.
“We needed to have a piece of land that could be our own and stand out.” Nash said of the site selection process, which meant finding a location with high
traffic visibility.
“Many of our customers come from all around the region so accommodating them was key,” Nash added. In the end, they settled on a spot in a newly-redeveloped, busy retail area at the intersection of Wonderland Road and Oxford Street, with easy access to highways 401 and 402.
The new face of success
The new, 483-m2 (5300-sf) store is ultra-modern, spacious, and bright—a big change from the previous locations. “At first we thought we could squeeze some [physical] history into the store,” Nash explained, “but it was too difficult with a modern store like this.” So, many of the old fixtures that defined Nash Jewellers for so many decades were left behind, however, one store heirloom—the original 1918 cash register—moved to the new location.
The new store oozes sophistication and elegance.
“I want people to walk through the doors and say ‘wow.’ Then I want them to be relaxed and comfortable,” Nash says, although he is quick to note it takes more than just style and glitz to be successful in this business.
“Our focus is on creating a memorable experience for our customers,” he adds. “I’m still a face-to-face, shaking-hands, people-person. My father always said, “It’s not a one-time sale; it’s for the next 60 years.”
On the shelves
That said, carrying in-demand products and showcasing the hottest designs are key to getting customers through the door, and coming back time and again. “The strategy for me is fast turn over,” Nash says. “I want to carry the pieces people are consistently searching for, along with stocking unique items not usually seen in this area, including high-end brand names.”
From big brands to wedding bands and everything in between, Nash Jewellers is committed to product excellence, superior craftsmanship, and exceptional customer service. “You have to keep in mind that whether it’s sizing a ring or soldering a necklace, you are working on people’s most prized possessions,” Nash says. “Admittedly, sometimes things go wrong; but it’s how we handle the matter that keeps us in business. We endeavour to correct our mistakes and make sure our customers are completely satisfied.”
The next 100
With their 98th anniversary and the new store’s grand opening behind them, Nash Jewellers is looking ahead to their centennial celebrations and the next 100 years.
“I can’t imagine ever selling the store or going out of business,” Nash says of the future. “One of my brothers [there are five] is working with me now so he can carry on once I retire. I also have 12 grandchildren and nine of them are girls, so I am sure we won’t have trouble finding another family member that shares my passion for the business.”
