HIGASHI JEWELRY & EYEWEAR
Situated in Lemoyne, Pennsylvania, Higashi derives its name from the Japanese word for “east.” Owner Susan Fotos chose this title after spending several years in Tokyo, where she learned about jewelry and pearls.
By Dan Scott
By Dan Scott
Higashi Jewelry & Eyewear was founded by a remarkable woman with a passion for jewelry. The store is located in the small town of Lemoyne, near Harrisburg, with a population of less than 5,000, about the same number of Facebook fans the store has.
Since opening the store eleven years ago, Fotos has expanded it over time so that it is now three times its original size. To what does she attribute her success?
The short answer is that she found a way to embrace her local customers in a unique manner and she continues to find innovative ways to cater to her local market.
Fotos started with—and maintains—a wide selection of merchandise that is global and yet very affordable.
She embraces all that is comfort, and selected her location above the farmer’s market with good reason. Everyone on her staff is as casual and welcoming as those who stop in. There is no feeling of pressure to buy. Regardless of price point or style, there is always something of interest.
Since opening the store eleven years ago, Fotos has expanded it over time so that it is now three times its original size. To what does she attribute her success?
The short answer is that she found a way to embrace her local customers in a unique manner and she continues to find innovative ways to cater to her local market.
Fotos started with—and maintains—a wide selection of merchandise that is global and yet very affordable.
She embraces all that is comfort, and selected her location above the farmer’s market with good reason. Everyone on her staff is as casual and welcoming as those who stop in. There is no feeling of pressure to buy. Regardless of price point or style, there is always something of interest.
Many of her clients are self-purchasers while others are seeking a special gift they won’t find anywhere else. Fotos travels the world to find jewelry collections that many would never experience, unless they are jetting off to countries like Ireland, Spain or France, among other, to find interesting hidden and affordable treasures.
As an example, Fotos was the first to bring Jorge Revilla’s jewelry to the United States, and also found the fun Paris Bracelet on a trip to France, for which she is now the U.S. distributor. But these activities are only one element of her success.
With an eye for the media, Fotos connected with a local TV affiliate and is a staple on shows such as Good Day PA. And, she understands that placing these shows on her website will remind those who saw its original broadcast what the store offers, as well as serving as an invitation to others who may have missed them.
One of the most intriguing aspects of Fotos’ business is her readiness to think outside of the jewelry box. When she adopted eyewear, she changed the name of her store to Higashi Jewelry and Eyewear.
As an example, Fotos was the first to bring Jorge Revilla’s jewelry to the United States, and also found the fun Paris Bracelet on a trip to France, for which she is now the U.S. distributor. But these activities are only one element of her success.
With an eye for the media, Fotos connected with a local TV affiliate and is a staple on shows such as Good Day PA. And, she understands that placing these shows on her website will remind those who saw its original broadcast what the store offers, as well as serving as an invitation to others who may have missed them.
One of the most intriguing aspects of Fotos’ business is her readiness to think outside of the jewelry box. When she adopted eyewear, she changed the name of her store to Higashi Jewelry and Eyewear.
Eyewear. It’s a fashion statement. “We introduced eyewear seven years ago because I had trouble finding glasses I liked and realized that this type of accessory was something missing in central Pennsylvania," she says. “We began by providing ‘readers’ as a service to our customers who might not have their reading glasses with them. Then, we decided to carry a few brands of ‘readers.’ Later, we branched into sunglasses and then prescription eyewear.”
The store now has a selection of over 1200 frames. Eyewear has worked so well that Fotos recently added an optometrist, who leases space in the store, to help customers update prescriptions. “She also brings in new business,” comments Fotos. On staff are two full-time opticians to help clients find just the right look and style.
The optical shop is connected to the jewelry store, but is arranged so that customers have to walk through the jewelry section to reach it. “The person who is interested in jewelry and fashion is also the customer who is interested in fashionable eyewear,” she notes, adding that sales have risen in both shops. Among the frames carried by Higashi are Tiffany and Bulgari.
“Our optical shop has increased our store revenue as a stand-alone category. It has been great. Eyewear is a purchase that is necessary as well as fashionable. Because customers need to update their eyewear and prescriptions fairly often, this is also a repeat business. We also have clients who just stop in to have their glasses adjusted and then look around the store,” she says.
The eyewear add-on has helped Higashi become more of a lifestyle store. “This category also attracts male shoppers because we have a strong collection of men’s eyewear, including in-demand sunglasses brands. Eyewear is a great accessory for guys, one they are comfortable with, even if they are not that interested in masculine jewelry.” www.higashijewelry.com
The store now has a selection of over 1200 frames. Eyewear has worked so well that Fotos recently added an optometrist, who leases space in the store, to help customers update prescriptions. “She also brings in new business,” comments Fotos. On staff are two full-time opticians to help clients find just the right look and style.
The optical shop is connected to the jewelry store, but is arranged so that customers have to walk through the jewelry section to reach it. “The person who is interested in jewelry and fashion is also the customer who is interested in fashionable eyewear,” she notes, adding that sales have risen in both shops. Among the frames carried by Higashi are Tiffany and Bulgari.
“Our optical shop has increased our store revenue as a stand-alone category. It has been great. Eyewear is a purchase that is necessary as well as fashionable. Because customers need to update their eyewear and prescriptions fairly often, this is also a repeat business. We also have clients who just stop in to have their glasses adjusted and then look around the store,” she says.
The eyewear add-on has helped Higashi become more of a lifestyle store. “This category also attracts male shoppers because we have a strong collection of men’s eyewear, including in-demand sunglasses brands. Eyewear is a great accessory for guys, one they are comfortable with, even if they are not that interested in masculine jewelry.” www.higashijewelry.com