My Store: My Jewellery Shop

STORE: MY JEWELLERY SHOP
 

Location: Gold Coast, Queensland

Name: Catherine Pevy-Trewartha

Position: Owner

When was the space completed?

In 2012 we relocated from a shopping centre to a strip shop in Nobby Beach on the Gold Coast.

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

Our target market is predominantly women over 25 so we chose a position near the beach, surrounded by restaurants and cafés as well as yoga and Pilates studios. We often get groups of ladies who are out for a coffee or lunch. We designed a space where our clients would enjoy staying longer and being able to touch and feel the stock, as well as try on pieces in a very relaxed atmosphere. It is normal for our clients to stay for at least half an hour.

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

We have a very open, spacious showroom to ensure that our clients have the freedom to view all the stock. As a lot of the jewellery and watches are displayed on open tables rather than cabinets, the clients can pick pieces up and view them in full-length mirrors without needing assistance. We have a designated design area where our clients can sit down with our design specialists in privacy. We have soft, calming music playing and a nice candle burning to play on our clients’ sense of sound and smell.

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

As soon as the clients open the front door, they are impressed with the beautiful crystal chandeliers. The large glass windows let a lot of natural light in which works well with the white cabinets and ensures the store is always bright. The front door is locked so the clients buzz to come in, and once they enter it’s like Aladdin’s cave! The overall design gives a feeling of elegance without being too upmarket, attracting a variety of clients. We have our own private parking for customers right outside our store too.