In conversation at the 2024 National Retail Federation Big Show, Jenna Suhl of RetailNext hosted David Sherwood, CEO of Daniel’s Jewelers, to discuss the brand’s remarkable 76-year legacy and its embrace of cutting-edge analytics to stay competitive.

Founded in the 1950s in Bell Gardens, California, Daniel’s Jewelers began as a small family business. Over the decades, it has grown to over 100 locations across seven states. Despite demographic shifts in its customer base, the company has remained true to its mission: celebrating milestones with value and accessible credit. Sherwood attributes this enduring success to adapting operations while preserving the company’s DNA.

One of the pivotal tools enabling this adaptation is RetailNext, a platform that provides granular insights into store traffic and shopper behavior. Before 2020, Daniel’s Jewelers relied on sales metrics to gauge performance. Today, traffic analytics allow the company to measure conversion rates more accurately, optimize staffing, and even refine visual merchandising. Sherwood shared an example of how Sunday traffic patterns challenged long-standing assumptions about scheduling, leading to better resource allocation.

The platform’s versatility extends beyond operational efficiency. For example, traffic cameras have aided in loss prevention, providing detailed insights during incidents such as smash-and-grabs. Additionally, the ability to remotely monitor stores in real-time helps district managers maintain accountability and ensure adherence to visual merchandising standards.

Looking ahead, Sherwood emphasized the importance of integrating raw data into proprietary analytics systems, allowing Daniel’s Jewelers to tailor metrics like credit application rates and group-based conversion tracking. This fusion of legacy values and data-driven innovation exemplifies how heritage retailers can thrive in today’s challenging retail environment.

This discussion highlights how businesses like Daniel’s Jewelers leverage technology not just to adapt, but to lead, ensuring a customer-first approach remains central to their strategy.

READ THE CASE STUDY: How A Legacy Jeweler Measures Success