Business Focus • 2015
Wilder’s:
On-trend jewelry and accessories
As most successful businesses do, Wilder’s Jewelry Store has transformed itself many times. Originating as a watchmaker’s shop in 1932, it has now blossomed into a very multifaceted storefront with everything from diamonds to handbags.
Owner Cathy Beaulieu has an eye for what her longtime customers will want … and she gets it. It’s not uncommon for Cathy to go to a show and see a ring that she knows one of her customers will love. But it doesn’t end there. She comes back to the store with the ring, necklace and earrings making it easier for the husband to buy gifts for the next three gift-giving occasions.
“That’s what keeps the same guys coming back year after year,” said Beaulieu. “That and we always gift wrap at no extra charge.”
The store had a much-needed facelift last year, so Wilder’s has been able to showcase all their hot new lines. Brighton jewelry and leather handbags have been strong additions to the diamonds and gold, and Wilder’s has had great success with its Vera Bradley line that has been a front-runner in the store for five years.
“The great thing about this line is that it appeals to ladies from the tender age of seven right on through to the grandmother of said child,” Beaulieu said. “Ladies love to come in every few months and check out the always changing patterns and styles put out by Vera. It’s a high quality, high fashion accessory without a high ticket price tag.”
Also successful is another Made in the USA with a touch of positive energy, Alex & Ani bracelets. Beaulieu states, “It’s been like Cabbage Patch Kids all over again.” Each bracelet is made of recycled product in Rhode Island. While it was a very big process and a big investment, Beaulieu says there is no turning back now. She anticipates the bracelets, which sell for under $30 each, to be the hot item this holiday season.
While handbags and bracelets are fun to dabble in, Beaulieu doesn’t lose sight of what makes Wilder’s Jewelry Store just that. The ladies at Wilder’s are often telling people that they’ve been making “men into heroes” since 1932. Both the gentlemen and their wives are very thankful for that!
