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Arthur’s Jewelry in Bedford, VA, is a true gem in the community. Celebrating 133 years of business, the store is owned by Jim Messier, who started working there as a teenager and eventually took over the business.
Under Jim’s leadership, Arthur’s Jewelry has embraced modern technology while staying true to its small-town roots. In this Q&A, Jim shares how adapting to new tools has kept the store thriving, from early computer systems to AI-driven clienteling.
Q: Tell us a bit about Arthur’s Jewelry and how you got started
Arthur’s Jewelry has been around for 133 years, and I’ve been part of it since I was 15. It started as my after-school job, and when I went to college, I’d come back to help during holidays and summers. Eventually, I realized jewelry was the path I wanted to take, and I made a handshake deal with the previous owner to buy the store when he was ready to retire. That happened in 1992. Back then, there were no computers in the store. My boss’s wife used to say the day a computer came in would be the day she left—and she did! We’ve come a long way since then.
Q: How has technology played a role in the growth of your store?
When I took over, we started using an early computer program for inventory, but it was cumbersome. Around 2001, we adopted a program called GIA Arms, which allowed us to network and manage data better. Later, we integrated more advanced systems, and now we rely on tools like Clientbook.
We started using Clientbook just before COVID hit, which was a lifesaver. When people couldn’t come into the store, we could still connect through texts, photos, and wishlists. It kept us going and even helped us conduct most of our business remotely.
Q: What has been your approach to modernizing marketing efforts?
Thirty years ago, our marketing was all about newspaper ads and AM radio. Now, it’s a mix of traditional and digital. We’re active on Facebook, Instagram, and even TikTok. One of our TikToks, where I cut a wedding band off a customer’s finger, went viral with 7.2 million views!
We also still do traditional TV and radio, but we combine that with targeted streaming ads. The goal is to reach people where they are—whether it’s social media, local radio, or streaming platforms.
Q: How do you see AI fitting into your business?
AI has been a game-changer. Through Clientbook, we use AI to draft messages, which saves a ton of time. I always read them out loud to make sure they still sound like me, but having that starting point is a huge help. It’s not about replacing human interaction—it’s about enhancing it.
One of our partners even uses AI for diamond grading, which was a bit of a mindset shift for me. I prefer to think of it as “advanced intelligence” rather than “artificial intelligence” because it’s really about making our processes smarter.
Q: Some jewelers are hesitant to embrace new tech… why do you think that is?
Some jewelers are hesitant because the industry is so rooted in tradition. We’ve always done things a certain way, and that’s hard to change. But you don’t have to know how every piece of tech works—you just have to see that it works. I’ve learned to surround myself with smart people and partners who can help navigate the changes. The biggest mistake is being afraid to try something new just because it’s unfamiliar.
Q: Looking ahead, what role do you see technology playing in jewelry retail?
Communication is key. It’s not just about the tech itself—it’s how it helps us stay connected with customers. I’d love to see more seamless tracking for inventory, but ultimately, technology should make us work smarter, not just faster. The goal is to use modern tools to maintain that personal touch.
Q: Any advice for fellow jewelers looking to modernize their business?
Don’t be intimidated. You don’t have to be an expert to use good tools. Focus on finding tech that actually makes your day-to-day easier. You might be surprised at how much time you save and how much closer you stay to your clients.
Conclusion
Jim Messier’s approach to blending tradition with technology has helped Arthur’s Jewelry stay relevant in a rapidly changing retail environment. By embracing modern tools without losing his commitment to personalized service, Jim has kept his store thriving while others struggle to adapt.
