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With New Parent, Florida Jeweler Mayors Sets Next Phase

MIAMI — Having serviced multigenerational Southern families for fine jewelry and luxury watches since 1910, Mayors is now paying particularly close attention to Millennials.
The Fort Lauderdale, Fla.-based specialty chain with 16 stores in Florida and Georgia is in the midst of a two-phase reinvention that will affect every facet of its image, assortment and retail experience, including store redesign and sometimes relocation. The overhaul comes a year after its acquisition by the Watches of Switzerland Group. Parent company Aurum Holdings successfully completed a similar project for its Mappin & Webb stores in London, according to Watches of Switzerland chief executive officer Brian Duffy. He compares Mayors to Mappin & Webb five years ago and said both luxury markets share similar robustness, challenges and consumer demand.
“The U.K. is our blueprint, like we applied lessons from redesigning Mappin & Webb’s web site,” said Duffy, of Mayors’ new web site, which went live in October and will be fully transactional by the holidays. “The younger market hears about brands digitally — over 90 percent of luxury purchases start with online research — and then affirms it by coming into stores.”
Building upon SAP software analytics, digital upgrades translate to brick-and-mortar. Microsoft Surface screens allow

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Via:: https://wwd.com/accessories-news/jewelry/with-new-parent-florida-jeweler-mayors-sets-next-phase-1202905339/