My watch stopped working, and replacing the battery had been sitting on my to-do list. I normally…read moretrek out to SouthPark Mall, but I wasn't looking forward to making that drive just for a watch battery. I searched Yelp for watch repair and discovered Bailey's Fine Jewelry on Providence Road, just a few miles from Uptown.
What a wonderful discovery.
From the moment I walked in, this felt different from your typical jewelry store. Bailey's is a beautiful, spacious, family-owned jeweler, but what impressed me most was how welcoming and comfortable the experience felt. Bailey's has been locally owned in North Carolina since 1948, and the Charlotte location carries on the legacy of longtime Charlotte jeweler Morrison Smith.
I was greeted immediately and escorted to the watch counter. The associate taking care of me offered coffee, tea, a soft drink or sparkling water while I waited. I chose sparkling water and was handed a glass bottle of Perrier tucked into a black Bailey's koozie.
Now that is a nice touch.
While they worked on my watch, I wandered around. The store is gorgeous and much larger than I expected, with fine jewelry alongside beautiful gifts, frames, crystal, jewelry boxes and other pieces. I also appreciated being able to browse without feeling followed or pressured.
The clientele was equally welcoming and refreshingly diverse--different ages, backgrounds and styles. Nobody needed to look a certain way to belong there. For a high-end jewelry store, I found that especially refreshing.
You can also see into the watchmaking/work area through glass, which I loved. Everything looked immaculate and organized, and being able to see the professionals at work added a sense of transparency.
Eventually I settled into one of the big club chairs by the windows with my Perrier and a jewelry magazine. A gentleman brought my finished watch directly to me on a little velvet tray. Such an elegant touch for something as simple as replacing a battery.
Then came the biggest surprise.
I walked over to pay, and the associate told me there was no charge for the battery replacement. Instead, Bailey's asks customers to make a donation to a local charity.
How fantastic is that?
I later looked it up because I wanted to understand the program. Bailey's calls it "A Time to Give." Rather than charging customers for watch-battery replacement, Bailey's absorbs most of the cost and asks for a charitable donation instead. Each store selects organizations to support, and Bailey's says the program has now donated more than $1 million to the communities it serves.
I happily donated $20.
As I was leaving, I tried to return the Bailey's koozie and just take my Perrier. Nope. She told me to keep the koozie, too.
From a customer-service and branding perspective, somebody at Bailey's understands hospitality. That little black Bailey's koozie is coming home with me, and every time I use it, I'll remember this experience. That's how you create a customer--and perhaps an accidental brand ambassador.
My only caution is parking. The Charlotte store is directly on Providence Road, and the front parking area is tight. Pulling back into fast-moving traffic requires patience, so take your time. I'm going to investigate whether there's another parking option for my next visit.
And there will be a next visit.
I went to Bailey's Fine Jewelry because I needed a watch battery. I left wanting to come back and explore the store. That says a lot.
So if your watch has stopped ticking, don't automatically head to the mall. Bailey's offers watch-battery replacement, and that simple errand supports something much bigger in the community.
Life is too short not to sleep well, eat well, travel well--and now I'm adding shop well.
Bailey's Fine Jewelry, you've officially made the list.
