My Store: Jessica De Lotz Jewellery

STORe: JESSICA DE LOTZ JEWELLERY
 

Country: London, UK

Name: Jessica de Lotz

Position: Owner and jewellery designer

When was the space completed?

In 2016. I didn’t waste any time; within a month and a half of starting refurbishments, I opened up. I wanted to launch on Valentine’s Day, which speaks volumes about my brand: romantic and nostalgic.

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

My audience is very broad, but I also have loyal families that come back to me for every celebration. My jewellery has a big heart and, I like to think, a soul! I really wanted that spirit to be felt upon entering the shop – not like some other jewellery stores, which can be slightly intimidating with everything underneath glass. I have lots of the pieces resting on the cabinet and I encourage people to pick them up and try them on. I want the environment to be friendly and my collection of antique displays make you reflect on the past.

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

I have a wish list/love letter wall, for which I have printed tiny vintage telegram notes. I encourage my customers to write a little message noting an item they have their eye on, important dates coming up, and whom they may like to give a gift to. I then send an email to that person suggesting some pieces based on their note. On my website this service is called ‘Drop A Hint’.

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

I have a partition wall with an adorable ‘peep hole’ which is surrounded by my fob-shaped logo and behind it is my workshop. Visitors really enjoy seeing ‘my world’ and asking questions. I also have some pretty bizarre display items, like giant enamel 1930s glasses that suspend from the wall! They make people smile and add a flurry of colour. They’re the best thing I ever brought home from Canada, other than my husband!