Fred Meyer Jewelers

There are few things as precious as fine jewelry, and few things as annoying as purchasing it. Cutthroat competitors offering shady deals line the halls of the malls, their slick salespeople doing anything they can to get you to buy before you fly. And the companies themselves have to spend ever-more on advertising and price promotion just to stay alive. Not a good context in which to build a trusted brand.

Fred Meyer Jewelers spotted an opportunity to reinvent its own industry by opening well-lit, friendly showrooms in Marketplace stores owned by its parent company, Kroger. Shopping for diamonds in a grocery store may seem a little odd at first, but FMJ’s fresh approach is changing the way fine jewelry is marketed, merchandized and sold. And judging by the results, the brand’s new fans find it as pleasant as it is convenient.