She’s Unique, Turning Ten, And Launching a Rewards Program, Too
Ten years in business – it still feels surreal when I say that number out loud. It’s hard to imagine that a decade flew by so quickly. And we’re talking a decade in retail – which is no easy feat. When I pause and really think about everything that went into building this business, I feel an overwhelming sense of pride. Being a part of this community for 10 years has been one of the biggest honors of my life.
My mom and I bought She’s Unique in 2012. At the time, She’s Unique had already existed in Old Town for over a decade, so we decided to keep the name. However, the name was the only thing that remained the same. Over the next few years, we embarked on a transformative journey to become the jewelry boutique you know today – a staple in the community as well as a destination shop for our Alexandria and online visitors.
I spent the first few years directing my attention and energy into our new vision for the store, the aesthetic redesign of the space, and research of new designers and styles I wanted to bring into our shop. I also listened closely to our customers and paid attention to what was resonating with them. I began curating dainty, minimal styles that were easily stacked or layered. I also introduced staples like the evil eye collection and brought in jewelry styles worn by bloggers and influencers (we were not using the word influencer back then just yet, but they were trend setters, and I was paying close attention). As we watched our sales double in just the first year, we knew we were onto something. The dainty, minimalistic jewelry model was working. Each year, I brought in new designer brands – most of which were smaller, independent, female-owned brands like THATCH Jewelry, Leah Alexandra, Colleen Mauer, Katie Waltman, Abacus Row, and Zoe Chicco. We fully embraced technology by focusing on our social media content and launching our Shopify website.
We also realized that the gap between expensive “special event” jewelry and fast fashion jewelry was closing, and we were on the forefront of that movement. Our price points were affordable and our selection was exciting. Year after year, we grew our loyal following because we cared about the quality and affordability of our products. Most importantly, we cared about our people. Internally, our team remained small, but mighty. Externally, we continued to grow our local and online customer base by offering superb customer service, styling advice, and fresh content on our social media platforms. We take extra special pride in our effort to stay relevant and in our ability to create a truly unique experience for our customers.
Thank you, Alexandria, for welcoming us with open arms and for giving us the space to grow and thrive. Earlier this month, to celebrate a decade in business and to show our immense gratitude to our loyal customers, we launched our new Rings Rewards Program. Rings allows shoppers to earn five percent back on every purchase and to redeem points for discounts, in-store or online. We believe that small businesses can do big things, and a rewards program is something we can all get behind. Head over to our website and sign up in two easy steps. We are rewarding all new members with a $10 sign-up bonus and other easy ways to earn even more!
