Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    The Story Behind the Stone: Ancient Provenance
    King Jewelers staying in the ‘loupe’ since 1912
    The Story Behind the Stone: Ancient Provenance
    Sell jewelry the way you cook
    Quality Gold previewing new HERCO products at JCK Las Vegas
    Pretty much perfect retailing for Wyoming couple
    Pretty much perfect retailing for Wyoming couple
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Quality Gold previewing new HERCO products at JCK Las Vegas
    ChatGPT. Your secret edge?
    IGI certifies largest lab grown diamond to date: 35.00 carats
    Hoover & Strong welcomes two new members to National Sales Team
    Hoover & Strong welcomes two new members to National Sales Team
  • Podcast
    Inspiring Tales of Mentorship and Growth
    Episode 32 – Matthew Gross, Inspiring Tales of Mentorship and Growth 
    Behind the Success of running a jewelry trade shop
    Episode 31 – Ross Wesdorp, Behind the Success of Running a Jewelry Trade Shop
    Downsizing positioned Butler Diamonds for success
    Episode 30 – Doris Butler, Downsizing positioned Butler Diamonds for success
    Inside the United Precious Metal Refining
    Episode 29 – David Siminski, Inside the United Precious Metal Refining
    Episode 28 – John Bruggemann, Secure Your Financial Future by Diversifying
    Episode 28 – John Bruggemann, Secure Your Financial Future by Diversifying
    Darling of the Industry Konrad Darling of Darling Imports
    Episode 27 – The Darling of the Industry: Konrad Darling of Darling Imports
    Success in Jewelry and Writing
    Episode 26 – Success in Jewelry and Writing. Chuck Koehler of Anthony Jewelers
    Permanent Jewelry How Sunstone is Changing the Game
    Episode 25 – David Holloway, Permanent Jewelry: How Sunstone is Changing the Game
    Jewelry-Store.-Mark-Priest-of-Legend-Jewelers
    Episode 24 – From Bordello to Jewelry Store. Mark Priest of Legend Jewelers
  • Columnists
    Image of Chuck Koehler
    The Retailer’s Perspective: Things That Haven’t Changed
    2,000 year old Roman intaglio ring. Photo Fellows Auctioneers
    The Story Behind the Stone: Ancient Provenance
    ChatGPT. Your secret edge?
    Applied Marketing 101: The Next Big Thing
    Applied Marketing 101: The View from Surat
    International School of Gemology Education Series: The Story of Anthill Garnets
    Making decisions work for you
    Making decisions work for you
    3 digital marketing lessons from great jewelry radio ads
    Joel McFadden Fine Jewelry
    Successful Custom: The Silent Selling Tool
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • Digital Magazine
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archive
No Result
View All Result
Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    The Story Behind the Stone: Ancient Provenance
    King Jewelers staying in the ‘loupe’ since 1912
    The Story Behind the Stone: Ancient Provenance
    Sell jewelry the way you cook
    Quality Gold previewing new HERCO products at JCK Las Vegas
    Pretty much perfect retailing for Wyoming couple
    Pretty much perfect retailing for Wyoming couple
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Quality Gold previewing new HERCO products at JCK Las Vegas
    ChatGPT. Your secret edge?
    IGI certifies largest lab grown diamond to date: 35.00 carats
    Hoover & Strong welcomes two new members to National Sales Team
    Hoover & Strong welcomes two new members to National Sales Team
  • Podcast
    Inspiring Tales of Mentorship and Growth
    Episode 32 – Matthew Gross, Inspiring Tales of Mentorship and Growth 
    Behind the Success of running a jewelry trade shop
    Episode 31 – Ross Wesdorp, Behind the Success of Running a Jewelry Trade Shop
    Downsizing positioned Butler Diamonds for success
    Episode 30 – Doris Butler, Downsizing positioned Butler Diamonds for success
    Inside the United Precious Metal Refining
    Episode 29 – David Siminski, Inside the United Precious Metal Refining
    Episode 28 – John Bruggemann, Secure Your Financial Future by Diversifying
    Episode 28 – John Bruggemann, Secure Your Financial Future by Diversifying
    Darling of the Industry Konrad Darling of Darling Imports
    Episode 27 – The Darling of the Industry: Konrad Darling of Darling Imports
    Success in Jewelry and Writing
    Episode 26 – Success in Jewelry and Writing. Chuck Koehler of Anthony Jewelers
    Permanent Jewelry How Sunstone is Changing the Game
    Episode 25 – David Holloway, Permanent Jewelry: How Sunstone is Changing the Game
    Jewelry-Store.-Mark-Priest-of-Legend-Jewelers
    Episode 24 – From Bordello to Jewelry Store. Mark Priest of Legend Jewelers
  • Columnists
    Image of Chuck Koehler
    The Retailer’s Perspective: Things That Haven’t Changed
    2,000 year old Roman intaglio ring. Photo Fellows Auctioneers
    The Story Behind the Stone: Ancient Provenance
    ChatGPT. Your secret edge?
    Applied Marketing 101: The Next Big Thing
    Applied Marketing 101: The View from Surat
    International School of Gemology Education Series: The Story of Anthill Garnets
    Making decisions work for you
    Making decisions work for you
    3 digital marketing lessons from great jewelry radio ads
    Joel McFadden Fine Jewelry
    Successful Custom: The Silent Selling Tool
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • Digital Magazine
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archive
No Result
View All Result
Southern Jewelry News
No Result
View All Result
Home Featured Articles

Bill Spencer talks jewelry, family and the secret to a successful 3rd generation family business

Amy Minnick by Amy Minnick
March 1, 2017
Share on FacebookShare on Twitter
Reading Time: 7 minutes

Seventy three years and three generations is a long time to operate a jewelry store. Especially when, according to a Jewelers Board of Trade statistic, over 1,500 jewelry business owners ceased operating in 2016. Yes, that includes wholesalers, manufacturers and Canadian businesses, but surviving in today’s retail environment where competition is both around the corner and around the world pits independent jewelers against almost insurmountable odds. 

Spencer family March
The Spencers in their family-run jewelry store: (l-r) Bill, Chris, Kim & Ann, (front) Champ and Remington.
But Bill Spencer, second generation owner of Spencer’s Jewelers in Athens, Georgia, sticks to his father’s decades-old business approach: “Quality is your best value.” He, like his dad, believes in the basics of business, including providing good service and high quality products at a fair price. Call it simple, even old-fashioned, but Bill knows word of mouth advertising is the best there is and, like his dad, he wants every customer to tell their friends about the positive experience they’ve had in his store.

And there’s no denying his approach works. Spencer’s proudly welcomes 3rd generation customers whose grandparents tell stories of buying jewelry from Jewel (yes, you read that right) and Eva Spencer, founders of the store back in 1944. The two met while working at Fickett’s Jewelry Store in Athens, GA in the early 1940s. He was a war veteran hired to manage the store where she worked. The two bought the store from the original owners and opened their own store in 1944 as business partners and subsequently married in 1949.

Like so many multi-generation business families, Bill grew up in the store, dressed in his best coat and tie helping customers. At age eight he may have needed help calculating sales tax, but he was never told he was too young to work in the store. In fact, he remembers making the two-block walk to the local post office carrying merchandise to ship out, something unheard of today.

Today his son and daughter have joined the business. Chris and his dog Champ, now the store mascot, help manage the day-to-day business alongside Bill’s daughter, Kim, who designs jewelry.

“Having this third generation helping to run the business brings a new flavor to our store,” explains Bill. “Chris brought Champ to work a few times and now people stop in just to see him. And Kim’s designs were different than any other line we carried, yet it sells well and customers love it. I’m proud to work alongside my children and my wife and make a living with my family.”

Looking back on his four decades in the business Bill makes note of an important shift: “Today, more than ever, you can’t pressure a customer when they walk in the door. We educate our customers, especially when they’re shopping price. They often don’t realize what they’re looking at in our case is not the same as what they found on the web. That’s the sticky wicket. We want to make sure they’re comparing apples to apples. Customers, in general, are loyal, but I’m not sure that customer loyalty is as strong as it used to be.”

Bill’s right. Customer loyalty is shifting sand, especially when your store is only a few miles from the famed arches of the University of Georgia. College towns are transient communities, and yet Spencer’s continues to succeed in spite of the revolving student and faculty population by serving the Greek community and the student body, many of whom come back to purchase engagement rings from him.

Spencer dogs March

Perhaps Spencer’s possesses that unique ability to make every customer feel special. “Whether it’s a former local celebrity like Mrs. Kenny Rogers, a family friend, or a UGA graduate who’s come back to make a purchase, we want to make every customer feel special, even the ones who graduated from Georgia Tech.”

Leading the Georgia Jewelers Association

Currently Bill Spencer, is serving as the president of the Georgia Jewelers Association (GJA); a state professional jewelers organization that promotes the jewelry industry through continuing education and the practice of  high ethical standards. This non-profit organization promotes and protects the welfare of retail jewelers across the state making their collective efforts reap greater benefits than could be achieved individually. Their upcoming annual convention, co-hosted with the Alabama Jewelers Association, is scheduled for March 31 – April 2 at the Marriott Grand National Resort in Opelika, Alabama.

Judy Lince, GJA executive director, remarks on Bill’s contribution to GJA saying: “Bill has worked hard to ensure the vitality of GJA not only promoting a reception at the Belgium government’s consulate in Atlanta, but also encouraging participation in the Antwerp World Diamond Center (AWDC) inaugural trip to Belgium in September. He has also visited retail stores inviting them to join GIA, as well as spearheading phone drives reaching out to current members. All of that while he’s busy helping coordinate plans for our annual convention.”

GJA also advocates for the highest ethical standards for all members and promotes professional business practices. For more information about GJA, including membership information, please visit georgiajewelers.org or call 770-367-2809.

 

Amy Minnick

Amy Minnick

Related Posts

The Story Behind the Stone: Ancient Provenance

King Jewelers staying in the ‘loupe’ since 1912

June 1, 2023
The Story Behind the Stone: Ancient Provenance

Sell jewelry the way you cook

June 1, 2023

Quality Gold previewing new HERCO products at JCK Las Vegas

May 31, 2023
Pretty much perfect retailing for Wyoming couple

Pretty much perfect retailing for Wyoming couple

May 1, 2023

Latest News

Featured

Sell jewelry the way you cook

June 1, 2023
Featured

King Jewelers staying in the ‘loupe’ since 1912

June 1, 2023
Columnists

The Retailer’s Perspective: Things That Haven’t Changed

June 1, 2023

Other News

The Story Behind the Stone: Ancient Provenance

Quality Gold previewing new HERCO products at JCK Las Vegas

ChatGPT. Your secret edge?

IGI certifies largest lab grown diamond to date: 35.00 carats

Hoover & Strong welcomes two new members to National Sales Team

Natural Diamond Council forges strategic partnership with leading diamond manufacturers

Southern Jewelry News

© 2023 Southern Jewelry News.

Additional Information

  • About
  • 2023 Jewelry Trade Shows & Events
  • Media Kit
  • Contact
  • Sitemap
  • Newsletter Signup

Get Social with Us

No Result
View All Result
  • Featured Articles
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Supplier Spotlight
    • Sponsored Content
  • Latest News
    • What’s New
    • Industry Events
    • Tradeshow News
    • On The Move
    • Other News
    • Furry Friends
  • Podcast
  • Columnists
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • DIGITAL MAGAZINE
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archives

© 2023 Southern Jewelry News.