issue feature
The Sole Adorned 

For Regina Sigman, fine jewelry is
a true expression of the individual
 

By Niki Sepsas 

Approaching a milestone birthday can inspire emotions ranging from panic and dread to blissful anticipation. Some schedule cosmetic surgery to fine tune certain areas of the body while others load up on Rogaine and Botox, begin updating retirement portfolios, join a fitness center or consider career changes.

For Regina Sigman, a milestone birthday led her to launch a business.
The New York native had moved to the Magic City in 1991 with her husband, Neil, who relocated here with his work in the publishing industry. While owning and operating her own business had been a glowing ember in the back of her mind for years, the birthday was the spark that ignited the flame. And fine jewelry would be the luxury that she decided to offer to the public.

"I would be marking a major birthday, celebrating a family wedding and welcoming my first grandchild all in the same year," Regina says, smiling. "I thought the only other thing that was needed to complete the picture would be to move forward with the dream I had of opening a business. Fine jewelry is something that nobody actually needs, but everybody wants. I wanted to open a store that would be known for offering unique, high quality items at affordable prices. The major question I had was whether it should be a free-standing operation or a location within an established business."

Her dilemma was solved when the management of Gus Mayer contacted Regina and proposed a leasing arrangement whereby she would operate her own jewelry business within their store. It proved to be the proverbial match made in heaven.

"The Gus Mayer name has been synonymous with elegance, high fashion and customer service," Regina notes. "The demographics of their shoppers fit perfectly the profile of the customers I wanted to attract. We inked the deal and I opened Regina Jewelry and Treasures located in Gus Mayer in 2004."

Regina's store-within-a-store is now a 350-square-foot dazzling display of fine jewelry and gift items in the heart of the Gus Mayer location in Colonial Brookwood Village. Her focus from the beginning was to color slightly outside the lines. Not wanting to compete with traditional jewelry stores, Regina features the works of nationally and internationally known designers who create truly unique pieces. She is proud of the fact that the necklaces, rings, bracelets, earrings and gift items she offers are one-of-a-kind pieces that the wearer will not see in most other stores.

"I've always been a spiritual person, and fine jewelry and accent pieces are spiritual in nature," Regina explains. "They are a true expression of the individual. I love being able to help women and men find just the right piece to complete their wardrobe and create the image they're projecting."

Neil finds time to infuse his marketing skills and experience into his wifeÕs business and offers assistance in getting the word out about Regina Jewelry and Treasures.

"What Regina has done here is to bring to Birmingham a new concept in this business," he adds. "She has a broad spectrum of styles and price points that appeal to a wide range of shoppers. A person can find items here ranging from $50 to those with five-figure price tags. And she's created a warm, relaxed atmosphere for browsing and selecting unique items that are different from what you'll find in most traditional jewelry stores."

Those items include fine jewelry from designers such as Beth Orduna, Anthony Nak, Shaill, Sarah Graham, Kitty White, Loree Rodkin, Mallory Marks and a host of others who specialize in one-of-a-kind pieces. Regina personally selects jewelry she finds in off-the-beaten-track markets and alternative shows normally missed by the traditional buyers. "It allows me to establish relationships with designers and craftspeople around the country who create some really wonderful pieces that my customers know are not in the window of every other jewelry store in this area," Regina states. "Some are exclusive with me."

The store's management has been equally excited about the association.

"Regina Jewelry joined the Gus Mayer family three years ago," states Herman Heinle, president of Gus Mayer. "She has built a tremendous following through unique merchandising and great service. We are proud to have her as a part of our store."

Her customer list now includes names with addresses from throughout the Southeastern states. People from across the country who are attending various functions in Birmingham have also put Regina's on their list of stops while in the Magic City. In addition, the miracle of e-commerce has brought Regina Jewelry and Treasures exposure through her website regina-jewelry.com. In the few years she's been open, sales have increased to the point where she has added two full-time and two part-time sales people to serve her customers.

Those customers, approximately 80 percent of whom are women, range in age from teenagers to seasoned citizens who realize value and uniqueness in a gift or a personal jewelry item. Regina's preference for identifying them as "relationships" rather than customers stems from her ability to get to know the people who shop with her - their personal tastes, style and the look they are trying to achieve. She has developed the gift of knowing when to contact them when a certain piece arrives that she believes is perfect for a particular customer. Additional exposure in the region will come from her planned periodic trunk shows that will feature a specific designer and from special presentations to groups.

"The greatest satisfaction I have gained from this is the feeling I get when one of my customers walks in here and tells me how many compliments they have received over a certain piece of jewelry they purchased here," Regina admits. "I realize that people are not going to buy something every time they come here. I enjoy seeing my customers and others who stop by whether they're seriously shopping for a particular item or just passing by for a chat. The passion and love I have for what I'm doing makes this a true joy rather than a job."

Bring on the next birthday.
November Birmingham, Alabama

  

 
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