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The Salina Journal...Salina, KS... July 17, 2005
a GEM of an idea
by Gary Demuth
There are hidden jewels in Downs---hundreds of them, all found in a shoe store. The store called SHOES etc. carries accessories, mostly for women---scarves, sashes, handbags, ponchos, custom-made perfumes and, especially, jewelry. Store owner Joni Heiland and manager Renee Paget handcraft every pendant, nacklace, bracelet and set of earrings they sell, all created from gemstones and sterling silver ordered from around the world.
"We started making jewelry about three-and-a half years ago to add something new to the store, and it's really taken off since then," Heiland said.
The Stonz Jewelry line has attracted customers to the store from throughout Kansas and Nebraska. In addition, they have taken their jewelry to craft shows across Kansas, including the annual See N' Sell Craft Show in Salina, and have displayed their wares at other retail stores like C.S. Post & Co. in Hays. They also sell from a Web site, www.stonzjewelry.com.
But Paget said most peple prefer making the trip to Downs.
"People who wouldn't ordinarily come to Downs, now go out of their way to come here," she said. "When it comes to jewelry, people like to be able to touch things and try them on. Some people will look at our stock online, and then come to the store to buy."
Bringing customers to Downs is not only good for business, Heiland said, but it is good for the city.
"It's also a way to show people what a nice town Downs is," she said. "We want to make this place a destination store, someplace you come to get something special---not like the malls, where everything looks the same."
Variations of stones
Heiland orders gemstones from Thailand, Bali, China and Indonesia. The stones range from the exotic---Peruvian opal, Botswana agate, purple jasper, blue quartz, rhodonite and pietersite---the more commonly recognized jade, amethyst, rose quartz, black onyx, coral and smoky quartz.
Brighter, bolder colors typically sell better during the summer, and darker colors are more in demand in fall and winter, Paget said.
Gemstones usually are delivered in long strands of already cut and polished stones, which the women separate, restring and re-fashion into bracelets, necklaces, pendants and earrings.
"We spend a lot of time looking for something different with them, like mix stones with leather material, separate them with Bali beads or put them inside a sterling pendant," Heiland said.
"Getting that unusual quality is important to us and to our customers, so we spend a long time experimenting."
It usually takes about 15 minutes to assemble a piece of jewelry. A typical bracelet costs $20 to $25, and a necklace might run $35 to $40.
"The price all depends on the stone," Heiland said. "A small crystal bracelet may only be $7, while a more exotic gemstone can be up to $129."
Paget said she can create custom pieces of jewelry for a customer based on what they say they can afford.
"Someone may bring a shirt in and say, 'I want a necklace to match this, but I only have $40 to spend,' so I'll make something for them for that price," she said. "We've also done wedding parties, where the bride wants jewelry that exactly matches her bridesmaids' dresses."
Paget said Stonz Jewelry customers typically are either subtle or flamboyant.
"We have to make sure we cater to people who like big, clunky jewelry, and those who like to go for more subtle stones that don't hang so large on the neck or wrist," she said.
Regular customer Roberta Schlaefli, Downs, prefers the subtle look.
"Joni and Renee give you a lot of personal attention and make sure you're aware of the latest colors, styles and trends," she said. "This store is one of the great things Downs has to offer."
Linda Borth drives from St. George, near Manhattan, every six months to buy pendants and matching necklaces, bracelets and earrings.
"I can never get out of there with just one thing," she said with a laugh. "I like them because they're good-quality stones, not artificial plastic, and they're set in ways I've never seen before."
Borth usually wears large, colorful stones, but "that doesn't mean I wouldn't get something smaller if I liked it," she said.
Out-of-town customers such as Borth are key to the store's survival.
"As great as Downs is, we probably can't afford to make a living on Downs customers alone, so we need people from outside the area to come in and shop," Heiland said. "We hope we're giving them a good reason to come here."
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| Press Release...Smoky Hills Public Television...March 4, 2005Bunker Hill, KS---Stonz Jewelry of Downs, Kansas, will be featured on the Smoky Hills Public Television program "Kansas Spotlight" this Thursday at 7:00 PM. Owner Joni Heiland and manager Renee Paget will discuss their exciting array of beads and charms from all around the world. "Stonz Jewelry is a locally-owned business with an international flavor," stated Jenna Miller, Producer and Director at Smoky Hill Public TV, who interviewed the two women. Miller and Mike Hesher at Smoky Hills Public TV are the co-hosts of "Kansas Spotlight," which recently celebrated its first anniversary. The program highlights interesting people, places and events in the station's broadcast area. SHPTV has a broadcast area of 64 counties in Kansas, as well as Dundy County, Nebraska, and includes the cities of Garden City, Hutchinson, and Wichita. SHPTV is available on 120 cable systems, by TV antenna, on DirecTV and will soon be available on the DISH network. SHPTV provides service to over 1,205,000 potential viewers. SHPTV is on-air twenty-four hours a day in most viewing areas, broadcasting programs such as Nightly Business Report, Masterpiece Theater, Maya and Miguel, Soundstage, Sesame Street, Frontline and NOVA, to name just a few.
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