Asheville jewelry store receives recognition from trade magazine

From a press release:


Boutique awarded national honor after first year in business

Asheville, North Carolina, USA–July 24, 2013–Mora. Mora, an independent boutique for designer jewelry, has been named one of “America’s Coolest Jewelry Stores” by INSTORE, the magazine for retail jewelry-store owners.

The 12th annual “America’s Coolest Jewelry Store” contest highlights the best examples of independent jewelry retailers in North America. Stores are judged on exterior appearance, interior appearance, store biography, advertising, website, and overall individuality. The two categories judged are “Big Cool” for stores with six or more full-time employees and “Small Cool” for stores with five or fewer. Mora won fifth place in the “Small Cool” category and has a six-page feature article in the August issue of INSTORE and at

“Every year we feel privileged to bring our readers the best of the best in our industry,” said Ralf Kircher, INSTORE’s executive editor. “From its charming appearance to its impressive product lineup, Mora easily falls into that category. But a store wouldn’t really fit our ‘cool’ criteria if it weren’t for such aspects as innovative marketing and creative retail environment.”

Owners Joanna Gollberg and Marthe Le Van had a decade of creative collaboration to their credit before starting Mora. Their strong and well-balanced partnership fits well into Asheville’s do-it-yourself, creative entrepreneurial community. “Being named one of ‘America’s Coolest Jewelry Stores’ is an incredible honor, especially because INSTORE is such a driving force in the jewelry industry and Mora is such a young store with a unique retail model,” said Gollberg. “We’ve only been open a year and a half. We have big dreams for Mora and set high goals for ourselves. It’s amazing, flattering, and very encouraging to be recognized.”


One thing that struck us immediately was the logo and packaging. Those were both done very well. The metal showcases give it a decidedly “cool” look.
Grey Gallery

This store embodies the unique and personal aesthetic that so many jewelers have lost. The owners make it a point to stay true to their jewelry. From the one-of-a-kind display cases to the bold wall colors, the store atmosphere is one that embraces art and comfort. The fact that the jewelry is made in-house ensures that the customer will get knowledgeable and quick service.
Danielle Pelletiere

The most compelling thing about Mora is the story of Joanna and Marthe. Their lives dedicated to the art of jewelry design has culminated in designing, building and opening their own store. Like many of this year’s Coolest Store entries, Mora is really more of a gallery than a store, where in this case, less is truly more-or should I say mora?
Bruce Freshley

I am a sucker for hardwood and exposed brick! It is an inviting store, from the painted wall colors, to the robin’s egg blue display colors. These are very talented women, and
it shows.
Julie Romanenko

The store’s textures and colors give off a very warm, non-intimidating feel. The color palette and design elements are supportive of each other, creating a very comfortable vibe. SOHO transplanted to North Carolina.
Gerry Gonda

READ Chris Burslem’s INSTORE article at


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