Perhaps the Talisman Collection shop model would not be successful in Europe. But we cannot ignore it: perhaps a jewelry store, one of those that sell medium-value objects, can be different from the ones we are used to. Maybe you meet someone playing a guitar. While in Europe a jewelry store is a church for rings, earrings and necklaces, in California it is something different. The idea was Andrea Riso, a woman who says she has always loved jewelry and studied gemology. Andrea Riso opened Talisman Collection in El Dorado Hills at the end of 2013. She has always had a passion for gems, but she did not like traditional jewelry stores. Talisman, in fact, is something completely different: a space of 3,000 square meters in which, next to the jewelry, there are guitars hanging on the walls, an iPad dock, beanbag chairs for children, and a kind of bar with men’s jewelry, a flat-screen TV. “When I was in college I was going to open a jewelry store that had live music and food and an art gallery atmosphere. Instead I got my master’s in communications and change management. Then I thought, ‘God, I hate what I’m doing, a lot of money, but I hate my life,’” Andrea Riso told Jck. In 2011 she decided to open “a crazy store. I saw a picture of jewelry from the Minyon atelier and I said to myself, ‘I want to buy my first collection for my store that has yet to exist.’” The store also has huge jars of candy and a lot of technology: it’s used to attract male customers, Riso explains.
