Newspaper article THE JOURNAL RECORD

Peacock Jewelers Expects Exposure from Name Change

Newspaper article THE JOURNAL RECORD

Peacock Jewelers Expects Exposure from Name Change

Article excerpt

Jewelers' five Oklahoma City stores will provide greater national exposure, boosting the jewelers reputation, said Peacock Jewelers group sales manager Greg Waggoner.

Bailey, Banks & Biddle will soon become the new name for the five stores, which employ about 35, as part of a planned consolidation to further stengthen the retailer's national image.

"The name change won't have anything but a good effect," Waggoner said. "Customers will find the same friendly faces and the same commitment to quality and service inside each Peacock store."

The five Peacock Jewelers should receive new "Bailey, Banks & Biddle" signs within about a week, said Renee Hoke, director of corporate communications for Zale Corp. of Irving, Texas. But the Peacock name will remain on a storefront window with a slogan saying that Peacock Jewelers shares the heritage with Bailey, Banks & Biddle, she said.

Peacock credit cards will be honored, but new customers will receive newly issued Bailey, Banks & Biddle credit cards, Hoke said.

Bailey, Banks & Biddle is an operating division of Zale Corp. with 300 stores in 37 states throughout the U.S. and Guam. Zale posted annual sales of $1.1 million in the fiscal year ended March 31, 1986. Sales figures have not been released since it became a privately-held company through a leveraged buyout by People's Jewelers of Canada later in 1986.

Peacock Jewelers and 23 other regional jewelers from across the nation became part of the exclusive Bailey, Banks & Biddle group of fine jewelers about four years ago, Waggoner said.

"Through the Bailey Banks & Biddle linkage, our Peacock's stores became part of a growing national presence in jewelry retailing," said Patti Rakolta, vice president of marketing and advertising.

"We have enhanced every aspect of our business from merchandising and credit to marketing and advertising. The benefits for our customers have been many, including improved merchandise assortments, more credit options and increased customer communication. …

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