No matter what you may think of his ubiquitous radio and TV ads, his voice is as familiar as your father’s. After graduating from the University of Colorado, Shane opened his first jewelry store in 1971, when he was only 22 years old. Now, he operates 23 stores in 12 states from his Englewood headquarters. When we reached him, Shane was in Thailand, rooting about in ruby mines, but he took some time to chat with us about his multifaceted life, including his cheeky ad campaign that describes him thusly: “He’s dull, but he’s brilliant.” – Vicky Uhland, Special to The Denver Post
Thirty-five years is a long time to be our friend in the diamond business. What changes have you seen in the jewelry world since you started? I have seen a huge change in the playing field. There are fewer jewelers today, and the profitability of the industry is challenged. It is harder for the chains, as well as the small shops to make a decent living. There is more competition in terms of diamond prices, due to the perception that diamonds are a commodity. People rely less on the jeweler’s reputation or opinion and more on the certificate. It is less personal than it was, but overall, consumers are getting a better value today.
How do you feel when people on the street recognize you or your voice? The lack of privacy is a real issue, and one that I don’t truly like. I am frequently recognized, and that is the price I must pay to conduct the type of marketing campaign that I do.
Are you really as dull as your new ads say you are? After all, you do go to Bangkok, which sounds like fun. I think the reality of the “boring” issue is that our marketing people felt that our ads, in their former format, were effective but boring. That translated to my being boring somehow! Regardless, Bangkok is fun although hard work, as well.
What’s the hot jewelry choice this Valentine’s Day? While I should answer it from the perspective of the lady receiving it, I will take the more direct answer, which is from the perspective of the giver. Men love to give pendants; they don’t have to worry about the size being wrong! Anything with a ruby is particularly hot, and the best of both worlds is a ruby cut into the shape of a heart. The model that I use to instruct our cutters here in Bangkok actually comes from our Valentine’s Day cards. Each year, we run low or completely out of this item, and I spend an entire year trying to build up the supply for next Valentine’s Day.
What are you giving your significant other for Valentine’s Day? I haven’t decided yet, which makes me more typical than boring.
