Study Looks Into Queen Kaahumanu Center as a Jewelry-Only Destination {NRL}

Noticing a unique Hawaiian shopping trend, the largest shopping center in Maui has commissioned a study to determine whether it's a good idea to convert the entire mall into an all-jewelry sales site.

Queen Kaahumanu Center in Kahului already has four fine jewelry stores lining its center court ~ including one at the top and the bottom of the escalators. Additionally, at least three other stores display jewelry as part of their sales offerings.

"We were already inching toward jewelry-only, if you haven't noticed," said Joanne Makeaka, assistant marketing coordinator at the center. "I mean, the jewelry stores have the center court market covered. What if every single store was a jewelry store? Wouldn't that be kind of cool?"

The center commissioned Hekster, Blough & Barkwill, a Southern California-based marketing research firm to spend six months studying every angle to a potential conversion.

"It might have legs, if you think about it," said H. Scott Blough, a partner with HBB. "If we made the Center jewelry only, it could become the Bling Hub of the central Pacific."

At the moment, only Zales, Kay Jewelers, Gold Mart, and the local Na Hoku stores focus on jewelry at the mall. In addition, other stores including Macy's, Claire's, and Young's Jade & Gift display jewelry as a part of the business.

Reception of the concept was mixed on Monday.

"We thought about it, and maybe we do add a jewelry counter with all that glass along the edges of the restaurant," said Ilene Makowiak, a manager at Fernando's Mexican Grill, located at the mall across from the cool Maui Friends of the Library bookstore. "As long as we could also still sell excellent Mexican dishes and drinks, who knows? It could take off."

Others were a tad skeptical. "Don't we already have too many jewelry stores on Maui?" asked Kevin Spreckles, 12, while carrying around a skate board on Sunday at the center. "Can we at least get an In-N-Out Burger?"

Starbucks quickly announced its new Diamond in the Rough Brew, available immediately in the Short, Tall, Grande, Venti sizes, along with the new 31-ounce Trenta, sized like a Big Gulp.