NATIONAL JEWELER 19 After graduating from college, Tivol went to work at the store, which, at the time, was owned by her father Harold and his brother, Jack. As a crash course, the brothers had the young woman spend a few months working in each of the store’s departments, from accounting to marketing, inventory, repair and back office. “Looking back, I think this was so smart,” she says. She found that “doing a job, rather than observing, is the best way to learn.” Tivol hasn’t stopped learning since. With her signature humility and candor, she recalls a mistake she made years ago that she now uses to educate her sales staff. “I’ve made countless mistakes, too many to remember,” she says. “Many years ago, a man came into the store wanting to spend $10,000 on an upgrade for his wife’s original diamond ring. This was a guy I knew personally, and I knew that he was very wealthy. I tried to convince him to spend more by showing him larger, more expensive diamonds. He ended up walking, and buying some- where else. Big mistake on my part; I didn’t listen. “There’s nothing wrong with trying to upsell, but I should have also shown him stones in his requested price range. This has become a great example in our sales training of what not to do.” Tivol’s major takeaway from that expe- rience: Always tell the truth. And admit when a mistake has been made. FULFILLING A FAMILIAL LEGACY Cathy Tivol officially joined the man- agement team of her family’s Kansas City, Missouri, store in 1978, and 2018 marks her 40th year with the company. In 2005, she stepped into the role of CEO. Tivol President Brian Butler, who began his career with the store as a salesperson in 1998, says that her management style is to lead by example, providing a hard-working, calm and composed role model for her staff. “Her work ethic and willingness to do whatever needs to be done set a great example for others in a male-dominated industry,” he explains, noting that it’s common to see Tivol in the store six days a week. “At the same time, while having the drive and persistence of a savvy business woman, she is compassionate and accepting.” Several people interviewed for this story noted that Tivol’s em- phasis on personal connections stretches far beyond the boundaries of customer service or business relationships. Butler continues, “You couldn’t ask for a better friend, confi- dant or sympathetic ear. She’s the first to bring food at the loss of a family member and there’s enough food for the entire extended family.  She has a fun and witty side that makes me smile just thinking about it.”  Tivol’s son, Hunter Tivol Mc- Grath, adds, “She has a way of re- lating to our staff and clients that is in our DNA from my grandfa- ther, Harold Tivol. She is a smart, savvy businesswoman dominating her role in an industry with many men at the helm.” After so many years in the family business, Tivol says continuing her grand- father’s legacy is what she’s most proud of, though she doesn’t credit herself with the full weight of that achievement. “[The fact] that Tivol is still here after 108 years is probably my big- gest accomplishment, although I’ve only had a few years at the helm,” she says. “Frankly though, our longevity is due much more to our staff than to me. The fact that we have many employees who have been here for more than 15 years has allowed customers to form true relationships with our sales staff. Custom- ers come in and see familiar faces, many of whom have become friends.” The store’s century-plus in business sets it apart—particularly at a time when so many independent jewelers are closing. Tivol says it hopefully sends a message of stability to the community. “The Tivol brand is strong, and we’ve remained true to it throughout the years. Integrity, value, and quality are living words to us,” she says. “We’ve also become known over the years as risk-tak- ers for our humorous marketing and advertising campaigns.” Tivol is referring to the store’s marketing campaign that began in the 1980s and last- ed for nearly 20 years. It featured her father Harold, who passed away in 2016 at the age of 92, in funny print and television ads. A STORE THAT FEELS LIKE HOME Tivol is also known for fostering a welcoming environment in her stores that extends to the designers she works with. Geri Bondanza, a partner at Michael Bondanza, recalls meeting Cathy Tivol and her father in the late 1980s at a time when many retailers weren’t interested in promoting design. “They started to realize that American jewelry designers should be recognized. They were really one of the leaders in giving designers a name in the stores,” Bondanza says. “Our longevity is due much more to our staff than to me. Customers come in and see familiar faces, many of whom have become friends.” – Cathy Tivol Cathy Tivol with Brian Butler, company president Continued on page 22