What are consumers seeking when they enter a jewellery store? Aside from the obvious assortment of product, consumers expect to enter an environment that reflects the attributes that the business ‘stands’ for. A combination of the look, feel and smell of a store arguably plays a large role in helping to make a customer feel comfortable and ultimately make a purchase. The word ‘experience’ is thrown around a lot but surely for good reason.
Kevin Linberg, head of design at global retail design agency Sheridan & Co, says telling the business’ story in a clear and compelling way is critical to making a solid first impression.
“Your brand needs to be reflected in the design and visual merchandising,” Linberg states. “A strong and inspired design language that considers the use of materials, motifs and lighting will establish what makes your brand unique and will communicate this to customers.”
Sheridan & Co retail strategist Alice Bodkin believes jewellers should factor in the important role emotion plays within the consumer journey.
“How does the brand want the consumer to feel? Excited, uplifted, educated?” Bodkin asks. “By reflecting upon this, the retail space can be created to achieve an emotive context that nurtures a memorable and lasting impression.”
Carol Bagaric, founder of visual merchandising consultancy Carol B, has similar sentiments. “As a jewellery purchase is often made with the heart and not the mind, it is imperative that the environment within a jewellery store speaks to this type of purchasing behaviour,” Bagaric says.
“Lighting, seating, ambience, store fit out, layout, graphics and signage – and staff! – should all be conducive to entertaining and indulging the customer as they make some of the biggest and most emotional purchases of their lives. It’s a special purchase and a very personal one; therefore, the store should reflect this type of environment.”
On that note, Jeweller has collated some of the world’s most intriguing jewellery stores and asked those involved in the design to shed light on how it has been used to create a shopping environment that leads to sales. Not all retailers will have the budget for a major store revamp; however, there is certainly value in gaining inspiration and analysing where potential improvements could be made, even if that simply means giving the walls a fresh coat of paint.
jewellery stores with the X factor
 Alessa Jewelry
Name: Alessandra Robles
Position: Designer and co-founder, Alessa Jewelry
Country: Guatemala
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 When did the store open?We opened our store in August 2015. Who is the target market and how did they influence the store design?The Alessa woman is curious, fashionable, vibrant and modern. She is worldly and connected and looks for great design and craftsmanship. Our purpose is to offer a luxury jewellery experience through minimal, versatile and modern designs that are key influencers seen through the design of the store. |
 With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?
The store has an airy aesthetic with pastel tones, soft curves and geometric golden features where the consumer can shop in a cosy environment. From custom-made wood furniture and cushioned seats to the beverages and surprises that we offer – the store ambience is a balance between minimalistic and edgy, achieved through a mix of organic and natural materials. We also have a customised bamboo store scent, which is reminiscent of a journey in paradise, a journey not to be easily forgotten. |
What is the store design’s ‘wow’ factor?The artisanal curtain made by local women from Guatemala. Alessa loves to empower underprivileged women and helps to provide better lives for them. What this rope curtain represents is the hard and creative work of artisanal women who Alessa values, admires and supports. |
 Andrés Gallardo
Name: Pablo Limón
Position: Director of architecture, Savvy Studio
Country: Spain
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 When did the store open?The store was inaugurated in May 2014. Who is the target market and how did they influence the store design?Andrés Gallardo is quite an established and well-known jewellery designer, so the target audience was for those who wanted to explore the brand in a more intimate setting. That is the reason we combined the showroom with the workshop – we wanted to create something experimental so we decided to really focus on creating a design that is mobile and flexible. |
  Creating modular pieces using materials such as marble and wood was a way to change the layout of the store easily and as often as desired.
With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?One of the main things we focused on was the use of strong materials to coincide with the bold aesthetic of the jewellery. The use of wood and marble against the jewellery is clear and to the point. |
The mobility and modular characteristics are a physical reflection within the store of the layers to the pieces created by Andrés. All small display pieces allow the jewellery to be displayed vertically and horizontally, creating a sense of flexibility in the way the jewellery is displayed. It is not only about displaying the jewellery but also activating the space. What is the store design’s ‘wow’ factor?The wooden boxes that can be pulled out were the key pieces for us. They are the most convivial and simple but the most impactful. They create a sense of unveiling for the customer. |
 Baccio Jewellers
Name: Rod Faucheux
Position: Director, Loopcreative Studio
Country: Australia
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 Who is the target market and how did they influence the store design?
There is no particular age demographic; however, the clientele shopping at Baccio come seeking pieces that are both timelessly modernistic and individualised. We needed to design a space offering a unique setting where those ideals and characteristics could be easily seen. Baccio has been in business for more than 40 years so we needed to make sure the new store design felt natural to existing clientele, whilst still inviting new shoppers to discover the brand. With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?Baccio specialises in bespoke jewellery and engagement rings, so it’s only natural that we should design an interior that is sensitive to what is being created inside the space. A potential consumer feels immediately confident approaching the store, viewing the beautiful jewellery-like façade, brass cantilevered counters and Italian marble flooring. |
The customer can immediately sense that the materials are stylish, contemporary and impeccable in quality. The store itself is a crafted, unique piece of art, just as the handmade jewellery it retails. What is the store design’s ‘wow’ factor?The shop front façade is the element that really draws you in with its dramatic, iconic and elegant appeal. The façade concept was influenced by a necklace that the owner, Mario Zamel, had in the store. |
We mimicked the geometric shape of the necklace throughout the steel work and suede-lined display boxes in the shop front. The metal mesh curtain layered behind the contrasting framework feels like the skin behind the necklace and warms up the visual hardness that the steel work implies. |
 Butani
Name: Stefano Tordiglione
Position: Creative director, Stefano Tordiglione Design
Country: Hong Kong
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 When was the renovated space completed?The space was renovated in 2015. Who is the target market and how did they influence the store design?The Peninsula is one of the top luxury hotels in Hong Kong. The visitors and guests are affluent with fine taste of quality; they travel a lot and have a good understanding and exposure to luxury life. |
 The aim is to make an elegant and high-end boutique to attract these customers.
With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?As most of the customers are women (obviously), it was important to create a warm and welcoming space so customers could relax. The overall brown/beige colour is comfortable in leather, wood and metal. A large piece of marble is used at the façade to highlight the luxury of space. The secret of making the space comfortable also lies in the use of thick carpet – every woman knows how good it feels to walk on thick carpet after a long day of shopping. |
What is the store design’s ‘wow’ factor?The use of mirror and reflective materials; the shape of our boutique is narrow and long, which made the design challenging. We have incorporated mirror and mirrored-finished materials to enlarge the space. |
 Caroline Néron
Name: Caroline Néron
Position: founder, Caroline Néron
Country: Canada
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 When was the renovated space completed?
Our flagship store was renovated in April 2015. Who is the target market and how did they influence the store design?Our target market is the young and young at heart. The ever-evolving Millennial consumer’s lifestyle and experience of having visual access and catering to instant gratification through a shopping experience made us realise that our space needed to be not only welcoming but also easy to navigate. |
With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?We made sure that our store not only had a closed-in showcase that represented our stories and lifestyles correctly but that consumers also had access to our product through the tangible runway in the centre of our store – consumers can gather to complete their shopping experience through touch and trial as if they were in their own closets, all with the helpful guidance of our sales associates. |
What is the store design’s ‘wow’ factor?Our ‘wow’ factor is obviously our centre runway platform, which exudes the vision of our company, “Glamour with a bohemian spirit.” |
 Denovo Diamonds
Name: Caryll Martinez
Position: Creative director, Denovo Diamonds
Country: Philippines
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 When did the store open?
The Denovo Diamonds flagship store opened in June 2016. Who is the target market and how did they influence the store design?Our target market is men. Specifically, men who buy jewellery for women, whether it is for proposals, weddings or anniversaries. Denovo Diamonds developed a unique store design that is sleek and architectural so that men passing by would gravitate towards our store and would not feel intimidated when they walked in. We don’t want just to sell product; we want consumers to have a memorable experience. |
With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?Denovo’s store design deviates from the natural norm of a jewellery store where one would find its staff behind glass counters. This little change allows more interaction between the customer and our jewellery consultants, making the sales process less overwhelming. There is a consultation area at the back of the store where clients can sit in privacy. We also see diamond jewellery as comparable to art in that the jewellery is displayed and laid-out in a way that resembles an art gallery, contributing to our very unique and luxurious store ambience. What is the store design’s ‘wow’ factor?The definite ‘wow’ factor in our store is the three-dimensional walls that have black glass mounting with white, triangular light boxes. These resemble the facets of a diamond and the black glass accents the white showcases to draw the consumer’s eye to the products. |
 Hirsch Jewellery
Name: Lone Visby Olsen
Position: Co-owner, Ehlers & Visby Metal Design Studio
Country: Denmark
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 When did the store open?Hirsch Jewellery opened its doors in September 2015. Since then, we [myself and husband and co-owner Jan Ehlers] have continued cooperating with the business whenever new needs or ideas arise. It is definitely an on-going collaboration. Who is the target market and how did they influence the store design?Hirsch Jewellery is mainly aimed at people looking for a piece of jewellery that matters and will last forever. Customers are inspired by creative, innovative design. They demand jewellery made of honest and exclusive materials. |
  They perceive themselves as unique, creative and interested in design and the décor should reflect this. Ehlers & Visby specialises in contemporary retail design, handmade from luxury-recycled materials, primarily consisting of naturally-patinated iron and metals with rough, textured surfaces.
With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?Storeowner Susanne Rosenberg agrees that it is a combination of the surroundings, good service and, of course, the jewellery. If she had to choose a décor detail that encourages consumers to make a purchase, it would be the vitrine consoles that exude exclusivity and good craftsmanship. |
What is the store design’s ‘wow’ factor?We asked the storeowner to nominate one ‘wow’ factor and she promptly said: “The vitrine consoles and, in a sharp second-place, the new outdoor landmark sign.” It is our prime task to make bespoke furniture that the customer desires so, for our own sake and for the sake of the company, this is the furniture of which we are most proud. |
 Hugh Rice Jewellers
Name: Lloyd Blakey
Position: Founder and creative director, Innovare Design
Country: England
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 When did the store open?The store was completed in October 2016. Who is the target market and how did they influence the store design?Buyers of fine jewellery and Swiss watches who are predominantly local to the East Yorkshire region. The market is discerning and demands high service levels as well as un-rushed private consultation. This drove the store layout and we opened up the space to allow for more discreet consultations and to facilitate a high-end boutique feel. With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?The store design needed to provide the perfect showcase for the luxury jewellery and watches on display. We opened sight lines by removing walls and accentuating the new spacious feel with a lime-washed oak herringbone plank floor bordered by a sumptuous silver-grey carpet. |
Lighting plays an important part in creating the right ambience – we introduced dramatic, glittering chandeliers in the entrance atrium to herald a sense of arrival. Elsewhere, delicate cut-glass pendants provide focus and intimacy over private consultation desks. |
What is the store design’s ‘wow’ factor?It’s difficult to extract one element as everything is designed to work together; however, with high levels of service at the heart of Hugh Rice’s success, I think the private-consultation areas are a favourite of mine – the luxury detailing, the warm light from the cut-glass pendants and the modular wall-panel display that accommodates key promotions and hero pieces all come together beautifully. |
 e.g etal
Name: Emma Goodsir
Position: Director, e.g.etal
Country: Australia
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 When was the renovated space completed?The space in Flinders Lane, Melbourne was renovated with a new design in 2013. Who is the target market and how did they influence the store design?Our clients seek unique, handmade pieces with a strong connection to the maker so our gallery layout is designed to facilitate and enhance a personal relationship with our artists and their work. We also have a dedicated exhibition space in our gallery that houses a series of jewellery installations throughout the year. There is always something new, interesting and challenging for our clients to engage. |
With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?The interior design creates continuity and flow with a focus on the neutral flooring that wraps up the walls and ends as a stylised city-scape horizon. The perimeter display is the central focus, leading customers through the space so they can examine each artist’s work as they walk around the gallery and discover which designs speak to them. A section of the gallery is devoted to precious wedding and engagement rings with a central seating area where we offer warm, attentive, one-on-one consultations. |
What is the store design’s ‘wow factor’?We're often considered one of Melbourne’s hidden gems. Tucked away in one of the city's hippest laneways, we are located below street level. When our customers descend the stairs for the first time, they are greeted with a space that is unexpectedly light, sophisticated and inviting. We’ve enhanced that sense of discovery by appealing to all the senses: clean, contemporary design, warm lighting, lots of greenery and lovely scents. |
BONUS TIP
What advice do you have for retailers looking to revamp their jewellery store?
“It starts with windows; first impressions count,” Carol Bagaric says, founder of Carol B. “A lot of shopping, browsing and even purchasing occurs from outside a jewellery store.
Retailers should therefore make sure their windows always look the part. There is nothing more that customers love – women especially –than have a quick browse of a jewellery store’s window display so make it worth their while.
“Always work from the front of the store first. Retailers who have a limited budget should make sure they prioritise the areas of their retail space that deliver the most dollars.”