Ring Bearers
Some would-be grooms need a little direction in finding the perfect diamond. Here come the guides.
Vital Stats:
Skip Robbins, 52, and Steve Robbins, 49, of Robbins Bros.
Company:
jeweler; also known as "World's Biggest Engagement Ring
Store"
2004 Projected
Sales: approximately $80 million
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Ring
Reinvention: When the brothers saw a multitude of mall
jewelry stores crop up, they decided to take their family-owned
William Pitt Jewelers out of the malls, change their image and
become Robbins Bros., focusing exclusively on engagement rings.
Their first free-standing store opened in 1995. "There was no
going back," recalls Steve. "We had to convince the bank
and vendors. Everyone thought we were crazy."
Building
Blocks: Converted bank buildings became Robbins Bros.
stores, featuring friendly sales associates, on-site computers with
information on choosing diamonds and access to the Robbins Bros.
Web site with 3,000 ring combinations, and a
"de-stressing" room with soda, coffee and ESPN. Customers
can also get an up-close look at their diamonds in offices equipped
for gemology.
"We think of ourselves as a company devoted to
couples in love, at a key time in their lives."
Radio Heads:
Any Southern California radio listener knows Skip and Steve's
spots, featuring humorous discussions between the two.
"It's lighthearted. We're not hawking a product,"
says Steve, who plays the silly one against Skip's straight
man. "And we're cheap talent."
New Additions:
Their new division, World Class Weddings, creates Web sites
announcing engagements, complete with the couple's photo;
offers a wedding planner guide; and sends out automatic e-mails.
Offering these services for free, Steve says, is "'good
karma marketing.' Do nice things for people; they appreciate
it."
Holding 22 percent of their market, Robbins Bros. is gearing up
to expand from seven Southern California stores to 12 or more
nationwide by 2008.