Just over two years ago, we were invited to be a part of an amazing project. A magnificent resort and convention center was under construction in Grapevine, between Dallas and Fort Worth area. It would have the largest, grandest ballroom in Texas, and would treat guests to the best of the Lone Star State, including the Riverwalk, the Alamo, and the finest dining and shopping experiences possible.

We saw this as a wonderful opportunity to showcase our collections in a location that draws conventioneers and tourists from across the country. From this experience we would learn what the consumer appreciates in our jewelry and the overall shopping experience.

This has been a fantastic experience; here are our secrets to success...

We have learned that our customers buy into a collection approach to designing and merchandising, with many matching and coordinating pieces to choose from. Whether they purchase them initially, or return for them on another visit.

We understand the importance of promotion. Depending on the season, the holiday, or the particular group coming to the Texan, we have been successful in promoting carefully selected items and collections.

We know the importance of keeping inventory on hand, having back-stock in the store so that we never miss a sale due to being out of stock. We reorder every week, so we always have our full collections on display.

We concentrate on creating a friendly, non-threatening, interactive environment within the store, with helpful Sales Specialists that love our jewelry. Customers are encouraged to walk among the wall cases, and to try the jewelry on.

Our customers are pleasantly surprised by our packaging, and walk proudly into the resort with their boxes, bags, and bows, perfect for gift giving and travel.

We do not rely on discounting to drive sales. We price our jewelry sold at the generally accepted mark-up used by our wholesale customers. And we have never heard a complaint about our pricing.

We are proud to say that we have consistently exceeded our sales goal, and that we are on track to sell over $2000 per square foot this year.

While the 75% of the merchandise selection is Relios jewelry, we also offer other prestigious brands which appeal to the Texan shopper.

Official DFW Dealers of:

For more information on the Gaylord Texan, visit www.gaylordhotels.com.