French’s Jewellery of Alberta named as one of North America’s “coolest” stores


After French’s Jewellery was featured in Canadian Jeweller Magazine amongst big household names like Tiffany & Co. and Birks, owner Laurelle Giesbrecht was encouraged to enter an Instore magazine contest.

Now, Instore has named French’s Jewellery, based in Wetaskiwin, Alberta, as one of the coolest stores in North America. The magazine’s annual listing includes the coolest jewellery stores in the U.S., Canada, and the Caribbean.

The contest judges the participants based on factors including overall coolness of the store, the look, exterior and interior design, and social media presence.

“A lot of people have come in and said it feels like a store that should be in New York,” Giesbrecht told Wetaskiwin Times. “You need to really pull (from outside populations), but we’ve been really fortunate. The majority of our clientele is from Wetaskiwin because we’ve been here since 1912.” The store features a lot of Canadian-made and Canadian-designed products featuring Canadian diamonds. French’s Jewellery is the first Canadian name to make Instore’s list. CJ