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40 W W W.THEJEWELRYBOOK.COM Julie Ettinger, President and CEO of Ylang Ylang in St. Louis Missouri, knows that perfection cannot be rushed. So when their long-anticipated concept store took longer to perfect than expected, Ettinger happily awaited the fi nal results trusting completely in the motto she lives by, "Nothing happens to us, everything happens for us." After a year of planning and 6 months past the original opening date, Ylang Ylang's boutique opened last month in the newly redeveloped Colonial Marketplace where the unique array of shops have become a shopping destination. Ettinger, who recently took the reins of Ylang Ylang from her mother Lois Morganstern, decided to make the bold move of leaving their prime mall location after 29 years of business. "I knew in my heart that the days of shopping malls are not what they used to be," Ettinger says. "So we left the mall to embrace a more innovative shopping experience." Pouring her heart into the creation of a visionary jewelry store, Ettinger considered every small detail and nuance in order to design a welcoming oasis for loyal customers and new shoppers alike. "We deliberately made the showroom fl oor intimate," says Ettinger who devoted much of the extra square footage to thoughtful touches that enhance the overall shopping experience. One of Ettinger's favorites touches is what they've named 'The Blue Room," a secluded space for engagement couples to select their bridal sets in private. "There is even a little nook and bar where the guys can hang out and we serve cocktails, coffee and sweet custom cookies made by a local baker with our logo on them," explains Ettinger. Ettinger, who is married with two children says she "eats, sleeps, and breathes this business!" Her passion for the business is expressed not only in the fi ne details of the fi nished boutique – wallpaper with little glass beads, antique chandeliers, and mirrors and a French Contemporary design scheme – but they connect with their customers. "As my mom taught me, this business is really all about relationship building." Learning at her mother's side over the past three decades, Ettinger continues another Ylang Ylang tradition – giving back to the community. "We really believe in paying it forward," says Ettinger. "Any blessings with this new store will be a result of what we've done in the community and how much we appreciate our customers." She adds, "Yes, we have to pay our bills but it is also so much about an ongoing relationship." As for their selection of designers, Ettinger says that she and her mother share a gift for knowing just what their customer will want. "I couldn't teach it to someone or tell someone how Ylang Ylang opens their visionary boutique. By Brooke Conner Sevenau Gem of a Jewelry Store P R O F I L E R E TA I L E R

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