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Enhance your customer experience at retail: Give ‘em a KISS!

By Dustin Lemick, Founder & CEO BriteCo

One of the most famous phrases in business is called KISS, or “Keep It Simple Stupid.”  It stems from a principle that applies doubly to the customer experience at the retail jewelry store these days.

Do you want fries with that? Insurance?

By Dustin Lemick, CEO and Founder BriteCo

I recently had an article published in an online insurance industry publication called Insurance Thought  I include the article here as a prime example of how BriteCo is helping to transform the jewelry appraisal and insurance process and enabling independent retail jewelers to deliver better service to their customers and a more positive instore experience.

To attract Millennials, retail jewelers can up their game with BriteCo technology

Despite the perception that millennials might prefer experiences over things, millennials still spend their money on jewelry. According to the Diamond Producers Association (DPA), millenial consumers spent $16 billion on diamonds in 2017, of which 50 percent was wedding and engagement jewelry.

Millennials represent an enormous market potential that retail jewelers need to understand and attract if they are to thrive in the years to come. Online retailers are already reaching out to millennial buyers by creating a tech-driven in-store experience. At the end of last year, for example, opened its first-ever brick-and-mortar location in the Georgetown area of Washington, D.C. Acquired last year by Signet Jewelers, the new store is designed to offer a unique experience that integrates the retailer’s digital platform and a physical shopping experience.

Insuring your engagement ring just got a whole lot faster and easier

BriteCo reduces nine “must-dos” to two simple steps and you’re covered

Brides online magazine recently published an article aimed at newly engaged couples entitled “How to get engagement ring insurance: 9 things you need to know.”  In more than 1,000 words, the authors explain what an engaged couple must do to properly insure their purchase.  The recommended steps include:

  1. Get Engagement Ring Insurance as Soon as Possible
  2. Choose a Coverage Provider
  3. Understand How the Price of Engagement Ring Insurance is Determined
  4. Ask the Right Questions
  5. Get an Appraisal
  6. Get a Diamond Certificate or Grading Report
  7. Make Sure Your Appraiser Has the Right Credentials
  8. Remember to Reappraise
  9. Reevaluate Your Overall Insurance Needs

Assuming a millennial, or anyone else, takes the time to read the entire article, the set of described tasks can be intimidating.  Does anyone really have the extra time and inclination to accomplish all nine things?  We suspect very few of us would actually be able to complete them all.

Why I Founded BriteCo

By Dustin Lemick, Founder & CEO BriteCo

Like a lot of jewelers, I was born into the business.  My grandfather started his jewelry retail store in 1958 in a northern suburb of Chicago.  After graduation from the University of Wisconsin, Madison, I joined the family business and soon got my Graduate Gemologist degree from the Gemological Institute of America (GIA).  I’ve spent 13 years selling jewelry and watches, working weekends and evenings, dealing with every aspect of the trade – including processing and handling jewelry claims for large primary insurance companies such as State Farm, Allstate, Chubb, and Farmers.   That in-store experience has given me an in-depth understanding of appraisal systems, diamond and gemstone markets, retail pricing models, insurance replacement models, and jewelry quotation pricing systems.


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Please see the Licenses section of this website for more information. All insurance policies underwritten and issued by HDI Global Insurance Company and administered by BriteCo.