When was the renovated space completed?We relocated to our current location in the trendy Braddon shopping district, Canberra in 2013.
Who is the target market and how did they influence the store design?
Our store is a destination for couples seeking high quality, unique engagement rings and mature career women who appreciate high end bespoke jewellery. We also have a strong clientele for remodelling existing jewellery. This is why having a visible workshop was such an important feature for us to include when we designed our current store.
With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?
Our showroom has a nice flow with an open space framed with display cabinets. The collections displayed in the cabinets are organised by gem colour and type, which allows our shoppers to search by their favourite gemstones. Our branding is continuously represented throughout the space with our colour scheme reflected in the grey carpet, paint and cabinets. We purposely decided against an industrial theme and aimed for a high quality ‘homey’ feeling with very high ceilings and luxurious thick carpet.
What is the store design’s ‘wow factor’?
With no street frontage, our store is definitely a destination rather than a location. Customers that seek us out are always impressed with the chandelier and bright lighting in the crisp white cabinets. Our unique one-off jewellery collections, wall of certificates and awards are a hot topic of conversation, along with our visible workshop and design space. |