jackie abraham

8/9/2019 Jackie Abraham

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Im not araId to put out Into the

world Ideas or thoughts about

busIness or lIe, the ourth-generation

jeweler says. What Ive learned is, when you put

it out there, youre one step closer to making things happen. Ateryears spent traveling around the world or his amilys jewelry and gem

company, the New York native settled in Miami in 1993. A ew years

later, he took what hed learned about estate jewelry and set up shop

in a booth in nearby Aventuras International Jewelers Exchange. He

made his rst mark on the city by mounting a major advertising cam-

paign. Everybody was saying, Why are you spending all this money?

Youre just bringing people to the exchange they might not buy rom

you! Abraham says. But I knew I was going to have my own store, so I

wanted to be established within the community. In 2007, he did move

out, ater securing space or a

store in Bay Harbor Islands,the neighborhood where he

lives with his wie and our

children. The look he imple-

mented there edgy, clean

and striking came together

just in time or Christmas

2008. Now, Abraham is ocus-

ing on improving the stores

marketing and looking or

opportunities to promote his

brand through public speak-

ing. Ive never done it, he

says, but Im putting it out

there. And thatll take me one

step closer to doing it.

Jackie Abraham isnt scared o putting himsel out there.

PLACE

jackieabraham

125AUGUST 2010

BY JOSH WIMMER

Johana and Jackie Abraham:Putting it out there.


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AUGUST 2010126

jackieabraham

fi

iWe went with an in-

dustrial exterior un-

nished concrete, Abraham

says. All my neighbors were say-

ing, When are you going to paint

that wall? And I said, Im just

going to leave it. Dont worry

its going to be great. The rough

shell makes or a contrast with

the neighboring storeronts.

shoptalk

\do\ . 1. a i

iy. The

concept was introduced

to me by one o my stamembers. On the home

page o our website,

we have a message that

encapsulates it: Be

yoursel, be unique, be

beautiul. JacKie

aBRaHam

f ii Within, the stores gray-scale palette gives it a

crisp, modern ambi-

ence. A curtain sepa-

rates a back room rom

the ront, adding a touch o

mystique. People kind o get

the eeling you have to be in-

vited back there, Abraham says.

Showcases in the back room

are wall-mounted so that theydont come between sta and

clients, and a comortable, el-

egant couch invites guests to sit.

cicWe cant wait until

a client has to go to the

bathroom, Abraham says. Dark

brown velvet wallpaper with

a oral paisley pattern covers


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the walls, highlighting an ultra-

modern sink with sharp lines.

When you give extra attention

to a detail like the restroom,

it has a compounding eect.

ci Every other week, top

Miami orist Karla

Conceptual Event Ex-periences delivers resh ow-

ers or the store to display. Its

more o a nuance, Abraham

says. It gives you an idea that

were always looking or resh.

iWe oer clients the op-

portunity to have a ring

custom-created based on

their own pet. They give us a pic-

ture, and we create the ring rom

carved agate, Abraham says.

The result is a bold piece o jew-

elry. Its really or very outspo-

ken individuals, but it gets a lot

o attention. And it gives people

other ideas. They say, I they can

do that, I wonder i they can do

this?

The stores color palette givesit a crisp, modern ambience.

Store ads in sleek ramesprovide color on the walls.

Large mirrors invite custom-ers to try on pieces.


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MIAMI HEAT Jackie Abrahamspromotions and events live up to thesexy mystique of Miami.

Events at the store drawstylish crowds.

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jackieabraham


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: I adore the large exteriorwindows to this petite storeront, allowing cus-

tomers and passersby to admire the entire store

rom the outside. The store glows at night like a

brilliant diamond ring!

: Jackie Abraham Jewelers justspeaksMiami. The cool, white interior, ac-

cented with touches o snakeskin, is just like the

denizens o Miami: stylish with a touch o glam.

y : The modern interiordesign o Jackie Abraham Jewelers caught my

eye immediately. Its chic, sophisticated and el-

egant, and it looks like a comortable living area.Id like to sit here and sip cocktails with my

good riends while determining the next piece

Id like to add to my collection.

j ii i:This storeimmediately conjures the elegant modern

cool o Miami both exterior and interiors

are clean, sharp and cool, with a look o steel

against whites and dark grays, with eective use

o exotic plants and owers or color make oran interior that speaks o modern, understated

elegance. The eective use o mirrors urther

enhances a sensation o space a space that re-

ally is modern cool.

cy :The interiordesign is the star o this store.

They have converted a storeront

with a clean, crisp, contemporary

look that uses the white theme

to make the store cool in several

dierent ways. The hip styling o

the store is carried through both

their marketing and event pro-

motions as a way to draw trafc

to an emerging retail area. They

are clearly ollowing the celebrity

market and want to keep the store

looking like the cutting edge.

what thejudges say

stORy

inteRiOR

eXteRiOR

maRKeting

weBsite

indiVidUaLity

OVeRaLL scORe

68.8%

77.5%

71.3%

72.5%

67.5%

78.3%

74.3%

scorecard

- i. We didnt go with the conventionaljewelry store aesthetic, with wall cases behind the counters

cluttered with items that clients couldnt even touch, Abraham

says. Instead, we put huge mirrors up to open up the space on

each side o the store. We have three massive foor-to-ceiling

mirrors so that clients can see themselves in the jewelry ull-body,

as opposed to countertop or hand mirrors that just show your ace.

We eel it opens up the shopping experience or them.

trythis

ey y contributes to the aurathat its a place youd want to sip cocktails with

riends while shopping.

jackie abraham

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