My Store: The Wearer

STORe: THE WEARER
 

Country: London, UK

Name: Rachel Richards

Position: Owner

When was the renovated space completed?

Three years ago, in May 2016.

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

My customers tend to be those that really value independent design, so I wanted to create quite a minimal space and let the jewellery do the talking – although my limited budget had a lot to do with that choice too! I went for a very pared back look, using clean plywood tabletops and copper piping details. Jewellery is displayed on raw, cut marble blocks. It has quite a youthful appeal and the fit-out makes it a welcoming space where customers don’t feel too nervous to browse. Although some items are under glass, we leave a lot of our jewellery where it can be picked up and tried on. This made me feel anxious at first but it’s the easiest way to start a conversation and ultimately convert sales.

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

Because of the tiny size of the store, the ambience is really driven between the staff member and customer. There is always only one of us in at a time. Any more, and we wouldn’t fit the customers in too! The key thing is, we’re all jewellery addicts and can talk enthusiastically about each if the designers in the shop. I curated the selection myself and it’s important to me to have personal relationships with each of the designers we work with. Karina and Sarah, who work with me in the store, are designer-makers and we stock their designs. It really helps our customer fall in love with the product when you have that level of understanding of the creative process behind each piece.

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

The ‘wow’ factor is being discovered! The store is so teeny and we’re tucked away down a side street. Often a new customer will stumble across us by chance. It’s that palpable expression of delight that I love; their excitement at finding this little gem of a jewellery box!