Jewelry

Making Personal Connections

In Fall 2015, Adele Diamond opened in one of Virginia Beach’s high-traffic locations. Today, Chris and Ashley Lyons report that their business thrives as walk-ins and referrals abound, Its youthful owners and welcoming interior lend additional appeal.

When Ashley started the business, she concentrated on bridal, not just because it is a pivotal sale in establishing a strong customer bond, but because she and Chris believe in the nobility of marriage. In French, the name "Adele" means "noble." Chris says, "We wanted a name with meaning. We wanted to sell something we believed in.

The store's interactive bridal bar plays a central role. Stocked with ever&ever and other prototype options, customers freely explore many different styles on their own terms.

"We see the prototypes as central to removing barriers between our customers and us," Chris says. "Customers feel relaxed as they shop, and we let them know we can order any ring they choose to meet their specific needs. We have live product for those last-minute sales, but six out of ten bridal customers want to customize their rings. Giving them options helps close the sale.