My Store: Stearns Jewellers

STORe: STEARNS JEWELLERS
 

Country: Australia

Name: Rick Stearns

Position: Managing director/ Master jeweller

When was the renovated space completed?

We moved to a larger site at Bendigo Marketplace [shopping centre] and fitted out the store in early December 2014.

Who is the target market and how did they influence the store design?

We targeted the bridal market and the guests looking for higher-end brands such as Swarovski and Pandora. One of our points of difference is our ‘diamond room’ – a consultation room that gives our bridal guests some privacy. We got our inspiration for the store’s exterior from some of the upmarket jewellery boutiques we visited in Hong Kong during the design process.

With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?

Having the diamond room gives us the ability to give our guests privacy when considering very important investments, and space for the design work that we also offer. With all the other stores in the centre showing their products over the counter we felt this would be a great point of difference, especially with the strong interest we are now having in custom designs.

What is the store design’s ‘wow factor’?

The store’s outside facade and the interior central wooden feature. It looks very upmarket and not something you would expect to see in the country.

What advice would you offer retailers wanting to revamp their jewellery store space?

Do your homework – a trip overseas can help with establishing a point of difference. Work with some of your key suppliers who may also be able to help with some of the design work.