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Jewelers jump into their customers' shoes |
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The sign on the front of Frank and Kim Yanke's jewelry
store in Franklin refers to the community as "The Town That Time
Forgot." Indeed, the village of some 2,600 people is an oasis of
small-town charm in the midst of Oakland County's suburban sprawl.
Yanke Designs fits well in this small-town atmosphere.
The store looks like a house both inside and out, with a cheery fireplace
and large, airy windows. Almost all the jewelry sold at Yanke Designs is designed
and created on the premises by the Yankes and their employees. That personal
touch is what makes the store special, says Frank. "When customers come in, they're talking with the
owners and a small group of people who actually design and make the jewelry,"
he said. The Yankes strive to keep a hometown flavor in their dealings
with customers. Frank's motto is "Treat everybody like your mom,
because you don't want your mom mad at you." The Yankes believe the process of buying a beautiful,
unique piece of jewelry should be enjoyable for both the buyer and the
jeweler. Their philosophy is to help customers discover their own desires,
rather than to think of each transaction as merely an opportunity to make
a sale. They're always willing to go the extra mile to get a piece
just right. "When we're working on a custom piece for a client,
we don't let the bottom line dictate the outcome," said Frank. "Once
you start chasing the dollar, it takes the fun and creativity out of the
piece." Their approach involves taking time to understand what
the customer really wants - to "stand next to them," even to
"jump right in their shoes," as Frank puts it. They seek to
help customers relax and enjoy choosing the perfect ring or pendant instead
of worrying about the cost. "You have to get them off that defensive mode of
trying to get the best deal," said Frank.
"We make every effort to make sure they get what
they want," said Kim. "We get a lot of pleasure out of making
something for somebody and seeing their eyes light up." The Yankes have built up a following during their 20 years
in business by exhibiting their handcrafted jewelry at art fairs across
the state. At one time the Yankes exhibited at 15 to 20 shows a year,
working out of their home to craft the pieces. They cut back on the number
of shows when their two sons were small, but they eventually became so
busy that they opened the storefront in Franklin. Frank still goes to a few art fairs each year and says
working the same shows year after year forces them to continually come
up with original merchandise. "You constantly have to be working to create new
ideas and new designs to keep [the buyers] interested," he said. The Yankes' creative impulses also ensure a steady stream
of new ideas. Frank recalls a time when he "got lazy" and began
showing - and selling - the same ring design over and over. Finally, he
says, Kim got tired of making the same piece of jewelry repeatedly and
told him, "If you sell that ring again, you're going to make it!"
Kim has won numerous state and national awards for her
designs, most recently the prestigious Spectrum Award from the American
Gem Trade Association in 2001. Coming from a family of hands-on craftsmen (her father
was a tool-and-die maker, her brothers are finish carpenters), Kim found
her niche in the jewelry world while she was still in high school.
The Yankes' emphasis on unique designs, excellent
craftsmanship and fair prices keeps buyers coming back. Many of their
customers have become friends as well. "We have a great relationship with our customers,"
said Kim. "It doesn't end when we hand them the piece of jewelry.
We see their kids grow up. Some of the kids are even coming in and buying
engagement rings - which is kind of scary!" she added with a laugh. In addition to spending time with family, Kim and Frank
enjoy activities ranging from cooking to mountain biking. Frank serves
on the board of the Michigan Jewelers Association (a division of MRA)
and coordinates the judging for MJA's annual Jewelry Design Competition. Although they don't live in Franklin, the Yankes
are active in village events. Frank has chaired the annual Franklin Holly
Days festival for several years and serves on a task force working to
improve signage and other visual elements of the village. "This is our second home," he said. "We want to be involved." This article was written by Michigan Retailer staff writer Rachel Whitaker.
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The
Yanke's business, Yanke Designs (pronounced "Yankee"), is located
at one end of Franklin's one-block business district. Next door is the
stately United Methodist church where Frank and Kim were married. At the
other end of town is the Franklin Cider Mill, a historic gristmill built
in the early 1800s that draws customers from miles around during apple
season. 
Customers
at Yanke Designs can take a hands-on approach to finding just the right
piece of jewelry. In addition to the finished pieces on display in the
store, the Yankes have more than 2,000 wax models of previous pieces they
have created. They can spray-paint a model gold or silver and even place
loose gemstones in it to give customers a realistic view of what the completed
piece will look like.
"I
really think that making jewelry was my destiny," she said. "I
love what I do. I enjoy coming to work every day. And I'm still learning."