My Store: Diamond Exchange

STORe: DIAMOND EXCHANGE
 

Country: Australia

Name: Laura Howard

Position: Senior diamond specialist

When was the renovated space completed?

After almost two years finding the perfect space, carefully planning the layout and fine tuning the design to provide the perfect balance of luxury and comfort, we finally opened our doors in November 2016.

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

Diamond Exchange is there for people who are soon to be or newly engaged and looking for their dream ring/s. Our clients appreciate the value we offer combined with our focus on quality, design and luxury. The idea around our showroom was to use the design and furnishings to create a romantic and elegant space to fit with the creation of precious moments and memories.

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

Our showroom is designed to help us support customers with the information they need while making them feel comfortable and special! We also wanted to demonstrate our commitment to being there for our clients in the long term. In keeping with our sales philosophy, the showroom is not designed for the ‘hard sell’; it really is there to make people realise they are in the right place.

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

That would have to be the champagne wall! It is situated right in the middle of the showroom, and is there to represent the excitement and celebration that comes with getting engaged. With glass dividers in to the showroom, it really opens up the space and allows the natural light to flow through. The light fittings are personally my favourite part of the design.