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Federico’s changes location, updates look |
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George Wildman knew he would be a jeweler at a young age. Immediately after high school, he began his studies with the Gemological Institute of America. He then apprenticed at Standt’s Jewelers in Anderson, Indiana.
“I learned from my stepfather the values of integrity, knowledge and relations of trust forged with fellow jewelers and clients,” Wildman said. Federico, who worked in the jewelry trade for 40 years, taught him the value of a good reputation. So when Wildman opened his jewelry store in his home town of Traverse City in 1986, he named it Federico’s Design Jewelers. After success with his Traverse City store, Wildman opened a second location in Bay Harbor in 1999 to serve the Charlevoix and Petoskey areas, where some of his customers lived or vacationed. Then, in May 2003, Wildman relocated his Traverse City store to an historical 1908 bank building in the heart of downtown Traverse City. “I thoroughly enjoyed the task of remodeling this space for my store. I like the creativity involved with all aspects of my business, from jewelry design to store design and presentation,” Wildman said. Despite locating his store in an historic building and claiming traditional values as the basis of his retail philosophy, Wildman is hardly old-fashioned. “In retail, and especially in fine jewelry, your credibility comes from your presentation,” said Wildman. Presentation in both locations of Federico’s Design Jewelers is elegant, artistic and comfortable—and very modern. Wildman’s careful attention to presentation is clear. The Traverse City store evokes comfortable elegance. The focal point is a granite fountain, suggesting the beauty of the region. Inviting chairs, an eclectic mix of music and a flat-screen television create a relaxed but upbeat atmosphere. On the walls are the award-winning abstract oil paintings of Traverse City artist Pier Wright; abstract sculptures by David Huffman—Federico’s master jeweler—punctuate the space as well. The Bay Harbor location, in the Marine District, has a more contemporary feel. The intriguing paintings by Pier Wright complement the store’s striking new architecture and give the space the ambiance of a modern art gallery. The store also offers a breathtaking view of Lake Michigan.
Part of excellent presentation is attention to customer’s needs and desires, an aspect of retail that Wildman takes very seriously. In fact, one of his favorite aspects of the work is watching the sometimes long process of satisfying, or better yet, thrilling, customers with the perfect final product. “I like watching projects progress start to finish, from working with the customer to discover their wants and needs to delivering the final creation and seeing their reaction,” he explained. Wildman hopes to continue to raise the bar in terms of quality and artistry in the jewelry he offers. He plans to expand his bridal line and to carry more of the prestigious lines that sell well at Federico’s. He started with costume jewelry back in 1986, but he and his product lines have advanced over the years. “I grew with my clientele. When I started in 1986, I was twenty-something. My clientele, some of whom were friends and acquaintances, were not yet in the market for high-end jewelry. Now we have all grown, and my clientele is ready for more upscale, unique designer jewelry.” A favorite method of promoting his store is to do co-op advertising with prestigious product lines such as Rolex. “They have incredible marketing resources, and I’m happy to ride on their coattails whenever possible,” he said. Wildman and his wife, Laurie, a co-owner of Federico’s, love living in Traverse City with their four-year-old son. Laurie is a retailer in her own right, as owner and manager of two upscale women’s shoe stores: Fetish in Traverse City and La Fetiche in Chicago. For one who loves golf, snow skiing and water skiing, as Wildman does, Traverse City is perfect. He also loves the retail climate there. “I couldn’t be more proud of my city and what it has done to stay vibrant and fun and active. Traverse City is doing better than ever,” he remarked. Buying for his Bay Harbor store can be a challenge, however, since the selling season there is so short and focused on the summer months. It’s hard to get a full season of jewelry in front of his clients there in that time. July and August are his strongest months at the Bay Harbor location. The Traverse City location has no such seasonal limitations, however, and Wildman expects the upcoming holiday season to be strong. He will continue strategies that have worked in the past, such as his annual Christmas party, where his store hosts 400 to 600 guests and works with local charities to keep the Christmas spirit alive. This year he will also showcase his new store with its total remodel. Wildman’s deep involvement in his trade and his community becomes clear only after some prodding. He has been on the board of Michigan Jewelers Association for two years and is active with the Traverse City Rotary. He contributes to Munson Medical Center’s Hospitality House, a “home away from home” for out-of-town family members of patients. In addition, he serves on the scholarship committee for Northwestern Michigan College and donates to the Traverse City Symphony, Dennos Museum and Northern Michigan Hospital. Wildman is not one to speak badly of anyone or to dwell on negatives like a weak economy. He believes in positive attitudes and in plain old “staying power” when it comes to successful retail. He knows his goals and his strengths, something he considers a valuable trait in retail. His business philosophy reflects this attitude. “I think jewelers, and retailers in general, need to concentrate on their own business instead of watching others constantly for the latest trends or for competition. If you stick with your concept and find your niche, you can concentrate on becoming your best and reaching your own goals. “Some stores try to be everything to everyone, and often, that just doesn’t work. It’s wise to be informed and watch trends, but it’s more important to excel at your own unique strengths.” This article was written by Amy Buttery, Michigan Retailer staff writer. |
But
he credits his four years on the road with his stepfather, Anthony Federico,
a jewelry sales representative, with giving him a deep understanding of
the values of the jewelry trade. 
“Our
custom designs are cutting edge, very progressive in style. And as I buy
merchandise, I seek out young designers or those with a fresh, surprising
style.”