Traditional values, modern hurdles
Not every aspect of Kronis’s business strategy originates from her background outside the industry. On the contrary, she says the principles forming the foundation of her approach are also recognized as fundamentals of more traditional family-run jewellery businesses.
“Relationships, trust, honesty, integrity, honour, dedication, and generosity—all of those things are principles that are still alive and well in the industry despite the challenges of the digital age,” she says.
Of course, this doesn’t mean such modern-day challenges can be ignored. As concerns spread over customers’ use of the Internet for shopping versus brick-and-mortar stores, it is important for retailers to consider their strategies. For Kronis, this means differentiating the experience of visiting Studio1098 from the more sterile online environment, drawing customers by fostering a personal connection.
“The thing the Internet can’t provide is a warm, generous, interesting experience,” she says. “I think there are websites that do a better and worse job at being approachable, but the Internet doesn’t smile at you. It doesn’t really look at you and say: I know this is hard. I know you’ve got a lot of questions. I’m happy to answer them in any order you want to deal with them.”
She goes on to say people who continue to seek out physical shopping experiences, rather than virtual, are those “who want to do more than stop on the way home for a present or an engagement ring the way that they would for a quart of milk.”
What’s next?
An eye to the future is critical in any business, but for Studio1098, even this depends on perpetuating the creativity and customer-focused values that drive the store.
“I don’t worry as much about the future as I do about making sure we get it right and do a spectacular job for every single client who comes through the door in the studio,” says Kronis. “One of the best things I found in getting into this industry is this is not a shallow pursuit. This is something where you are helping people communicate in their relationships, and that is a privilege. It’s an honour. The idea that I get to help people celebrate the happy occasions in their lives is so fulfilling that I come to work happy every day.”
