When was the renovated space completed?2014
Who is the target market and how did they influence the store design?
Penwarden Fine Jewellery serves a broad range of customers, from young couples looking for their first piece of bridal jewellery, to the neighbourhood mum looking for a gift, to the retired CEO looking for a piece to commemorate her milestones. Custom design is also a very large focus at Penwarden. The boutique’s design is eclectic, which reflects the many bespoke pieces that I have designed. One specific focus of ours is offering a very warm and relaxed style of service, and the aesthetic of the boutique reflects this mood as it is comfortable and not ‘fussy’. We have kept the store’s design quite simple, using a monochrome colour palette of black, white, and grey to keep the focus on the exclusive designs that we offer. There is a private area in the back of the store where a lot of design concepts get started, and a special wedding ring area where customers are welcome to sit down and try on rings.
With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?
With the relationship between store ambience and consumer purchasing in mind, which features encourage sales? We believe that – apart from our stellar service – the relaxed, chic ambience of the boutique puts our customers at ease, which encourages sales. Our busy studio workshop is on the second floor and because of that, we are able to re-size and repair pieces very quickly. Our customers value knowing that we take care of their pieces after purchase. What is the store design’s ‘wow factor’?I believe that the store’s ‘wow’ factor is actually the custom- made security grille in the front window! With its sweeping lines, it reflects my jewellery’s unique, clean, organic style. |