When was the renovated space completed?Our space is constantly evolving! The most recent configuration was completed between late 2018 and early 2019 with the addition of some custom-built furniture by a local maker, Nick Leong, and includes the addition of my studio to the front window. I previously had a separate space in the Melbourne CBD, but decided to consolidate and move into the store. Something that is really important to me is that the space can change as we need it to. There is nothing fixed to the ground – except my roller stand – and there is always the option to rotate furniture.
Who is the target market and how did they influence the store design?
Our target market is very broad, but the common factor is that they value handmade, quality pieces, along with our strong approach to customer care. We aim to create a warm, inviting and comfortable space; the use of lots of wood in our cabinets and also in our displays definitely helps with this. The addition of a working studio space to the store has been part of the customers feeling a connection – they don’t see the space as purely “sales” but also a place where pieces are produced.
With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?
Visual merchandising and our curation of the pieces in store. Each collection is a real standalone and fills a style within the greater picture. Recently we have been working closely with individual jewellers who are stocked in the store to make a cohesive and visually pleasing display, sometimes removing one piece that throws off the look of the collection. The results have been worth that extra effort.
What is the store design’s ‘wow factor’?
Our large pegboard is the most striking thing in the store as it allows us to display our leather goods, but also add some details like vintage tools to help tell the story of what we are about. |