BY MARY BEVANS GILLETT
Special to the Record-Eagle
— TRAVERSE CITY — Sister businesses CC Jewelers and Coins & Collectibles are thriving in expanded facilities at Garfield and Carver.
Owner David Croad said a December move to the building previously occupied by Lauren Hanna Interiors from their previous Cherryland Center location made way for expanding staffing, services and selection as well as physical separation of the two businesses. Employees have gone from six to nine, including the addition of an in-store jewelry design and repair person. Most significant is the introduction of new jewelry lines, broader selection and an emphasis on the bridal market.
“The move has been phenomenal … we are excited to be able to be here,” Croad said, noting he had pursued the site for over a year. “Ease of access was a major factor … the location, the visibility and the beauty of the building were good and (allowed us) to separate the businesses for our customers.”
Coins and Collectibles has been operating in the region for more than 50 years, with prior locations on State Street in downtown Traverse City as well as the Cherryland Center storefront. Croad already had a 13-year career in jewelry when he purchased the business in 1993, and began adding jewelry into the collectibles lineup. CC Jewelers was established as a separate business with the move to Cherryland Center in 2005.
The latest relocation provides both businesses with expanded space as well as separate identities. The 6,000-square-foot facility is almost triple the Cherryland size and was extensively remodeled into two showrooms, each with separate entrances and display areas. Although there is access between the two shops, the layout, ambiance, staff and services of each is distinct. CC Jewelers is occupying 4,000 square feet, while Coins & Collectibles uses the rest.
Croad said sales at both businesses have increased. Economic uncertainty has helped fuel renewed interest in coin collecting, investing in gold and silver bullion and resale of unwanted gold jewelry, he said. And he hopes to establish CC Jewelers as a bridal destination store by tripling his inventory of bridal jewelry as well as lines of diamond earrings, pendants, watches and semiprecious stones.
Meanwhile, neighbors credit the stores with bringing renewed retail energy to the corner.
“We are extremely excited to have CC Jewelers as our neighbor,” said Dave Sutton, co-owner of Carpet Galleria located next door. “They have a strong presence on the corner and pull in a lot of traffic. Our businesses complement each other nicely.”
Sutton noted the stores are designed to adhere to the city’s master plan calling for “smart growth” that promotes traffic calming, protects pedestrian access and flows between commercial and residential use. CC Jewelers, Coins & Collectibles and Carpet Galleria are situated close to Garfield, with windows along the street and shared parking behind the buildings to provide a “downtown-like” feel.