In addition to a new logo and tagline “Feel Fabulous”, the retailer plans to enhance the instore shopping experience with a fresh colour scheme and design. Stores will have a streamlined layout and offer a greater selection of diamonds as well as jewellery and watches and a much-reduced emphasis on giftware.
“Our new logo showcases an evolution of the ‘Love Bevilles’ heart, a signature which has been with us for many years, and the faceted design brings diamonds into focus,” Bevilles CEO Michelle Beville said. “The beautiful blue colour palette is a softer, more modern and welcoming feel for our stores.”
As part of the retail chain’s effort to improve customer experience, stores will have a new self-serve area, in-store diamond specialists, increased unique jewellery ranges, iPad kiosks where consumers can browse the latest designs and build their own jewellery, along with LCD screens and electronic light boxes to showcase promotions.
Beville told Jeweller that the decision to introduce the overhaul came about after research revealed that customer’s expectations had changed in the jewellery industry and the retailer’s stores were looking dated.
A tactile experience
The self-serve option allows customers to hold and try on the retail chain’s silver jewellery ranges; helping to speed up the buying process while also allowing customers to browse at their own pace.
When asked whether the set-up would pose any security threats, Beville explained that staff would be situated within the areas and that the chain had been trialling the initiative for the past couple of months and had not experienced any major concerns.
Bevilles will also begin phasing out its giftware offering – a big decision considering the business initially first commenced selling homewares in 1934, before introducing jewellery and diamonds in the late 1950s.
“We have a long history in giftware and the decision to move away from this part of our business was not taken lightly. We made the decision to ensure the business can focus on what it does best – beautiful quality jewellery, watches and diamonds at affordable prices,” Beville said.
Beville is the granddaughter of Bevilles’ founders Leo and Rae, who opened their first store in Melbourne’s Bourke Street Mall in 1934.
The first stores to receive a complete makeover with a sole focus on jewellery and watches will be the Liverpool site in NSW, due to open on 23 October, followed by the Highpoint store in Victoria, which will open mid-November.
Beville added that a hybrid version of the makeover had already been completed in most stores.
“This includes a partial sell-down of our giftware offerings, an introduction of our new self-serve jewellery offer and a signage change with the new branding. A full refresh will take some time and we expect this program to be completed by 2016,” she said.
Building alliances
The rebranding comes on the back of a “strategic alliance” with Indian jewellery company, Tara Jewels.
As previously reported by Jeweller, Bevilles announced the “alliance” with the jewellery giant earlier this year. While Beville was not available for comment at the time regarding the term “alliance”, sources familiar with the agreement said it meant that the Indian company had acquired a stake in the local business.
The deal was also said to result in a number of local store closures, reducing its retail sites from 29 to 23. Beville confirmed to Jeweller that the retail chain currently operated 28 stores across Australia.
More reading: