Having a strategy to show off rocks, gems and minerals pays off for destination retailers.Many have dubbed Ohio Caverns in West Liberty, Ohio, as America’s most colorful caverns. “It’s very beautiful, naturally decorated,” says Ohio Caverns Manager JD Harshfield.
A gift shop is attached to the Ohio Caverns Visitor Center. Harshfield says rocks are one of the bigger souvenir categories in the store. Several tables and containers show off natural stones, gems and minerals for people to take home as mementos from their tour.
“Some people might be inspired by the awe of the cavern,” Harshfield says. “For the most part, people come here to see a natural attraction, and they want to take home something that’s natural like rocks, gems and minerals. That really goes hand in hand.”
Keepsakes for the kidsOne of the store’s largest rock presentations is geared toward the kids: a 4-foot by 8-foot table loaded with tumbled stones. The table has all kinds of stones, from standard quartz to amethyst and agates. Customers can fill small 3-inch by 4-inch or 2-inch by 3-inch bags with their favorites from the table for a reasonable price, making it a top souvenir for kids.
 Showcasing a wide variety of rocks and minerals keeps guests browsing at Big Mike’s Rock Shop.
“We sell bags of rocks and polished gems at the cart, and those are very popular among the kids,” says Retail Operations Manager Jeffrey White. “We have about 150 pounds of rocks in the cart at any given moment.”
Across the store, guests can find some other larger souvenir rocks and minerals, such as agate and amethyst.
From coast to coast, tourists enjoy souvenir rocks and minerals, but having a strong presentation of these rocky finds is the key to making it a top-selling category for destination retailers.
Something for everyoneSince decorating tastes differ, carrying a wide variety of souvenir rocks and minerals is crucial for retailers interested in delving into this category. In Cave City, Kentucky, rocks literally spill out of Big Mike’s Rock & Gift Shop, with a selection of stones available for customers to purchase scattered on tables outside and inside the gift shop. Manager Sarah Ray says it’s known as one of the largest rock shops in the state.
“The previous owner of the store promoted us as the largest rock shop in Kentucky, and while I can’t quantify that, we are one of the largest,” says Ray, whose parents purchased the store in 2015.
Ray adds that her father, Rob Ray, is impeccably detailed in his approach to managing the store’s variety of rocks. She says he keeps a detailed list of all the bestsellers each quarter.
 A large table encourages guests to browse for rocks and gems at the Ohio Caverns gift shop.
“We’re one of the few stores in the area that sell Kentucky agate, which is our state stone,” Ray says.
Having a variety of vendors has also helped White at the Arizona Museum of Natural History, who says he often turns to Silver Streak, Village Originals as well as some vendors he finds at the Tucson Gem and Mineral Show each year.
More to mine forVariety is also key for vendors in this category. Silver Streak, a wholesale vendor focused on jewelry and gemstones, has been focused on expanding its product line to appeal to retailers in this category.
“My wife and I bought this business a year and a half ago. For a few years before we purchased it, there had been nothing new introduced,” says Silver Streak owner Roger Booth. “What we’ve done the last eight months to a year is we have really focused on a couple of things to reinvigorate it — one of them is bringing in new products.”
The company has added 40 new products this year alone, including new gemstones for pets in its Pawparrazzi line. But the vendor says it’s keeping some of its timeless staples as well.
The tumbled stone mine shaft and break-open geodes are popular for Silver Streak, and Booth notes that it’s always important for retailers and vendors alike to play to their strengths.
“What happens a lot of times is people will try new things and kind of forget about things that sell well,” he explains. “Play to your strength and sell what’s selling well.”
Shiny examplesTo draw more customers into the rock category, some destination retailers have found that shining a light on their rocks and minerals can be helpful.
 At the Arizona Museum of Natural History, rocks, gems and fossils are featured on jewelry.
“Lighting can’t hurt!” says White.
Enlightening customers with more details about the gems and stones is also a selling tool for the Arizona Museum of Natural History gift shop. White adds that most of the store’s rocks and fossils will come with a free informational card to let people know more about the product.
Touch and feelGoing an extra step to invite customers to touch and feel the different rocks and gems has been the trick to boosting sales in this category for Big Mike’s Rock Shop. Ray says the store keeps some of the more fragile or high-priced gems and minerals in cases, but the majority of the products are available for customers to touch and feel.
“Most of our items are out on shelves that people can pick up and hold,” she says. “I think that really benefits our business because things are available. People can look at it, touch it, feel it. They don’t have to ask to have a case opened.”
It also helps to have staff members who are knowledgeable about the different rocks to answer customers’ questions. While Ray says she’s no geologist, she says she and her parents have learned a lot over the years running the store.
“When people ask if I’m a geologist, I tell them I’m simply self-taught!” she shares. “After I joined the store, I started reading what I could, studying rock accounts, books, and rock and gem publications. I stay up to date on what people are selling and liking.” |
