When was the renovated space completed?July 2019.
Who is the target market and how did they influence the store design?
Wrights Jewellers is a long-established family business, first opening in Pukekohe, Auckland, in 1912, so we have a very broad customer base. Some families have shopped with us for generations and others are new to the area and discovering our store for the first time. Our target market is lovers of high-quality fine jewellery – ‘forever’ pieces which are different from mass-produced jewellery that you would find in a chain store. Timber joinery and polished brass accents are used to reflect our store’s history, paired with a soft colour palette to create a fresh, stylish, and inviting setting – traditional, yet modern. We wanted our customers to know that they were somewhere special and unique, and the store design reflects this. It was also important that the look of the store suggested the high quality of our products.
With the relationship between store ambience and consumer purchasing in mind, which features encourage sales?
The warm, soft hues of the interior create a relaxing environment for our customers to take their time when they visit us. We have jazz music playing softly in the background to encourage customers to feel at home. Jewellery display counters are designed open underneath to increase the sense of space in the store while decreasing the separation between staff and customer. The clean, open store layout is easy for customers to navigate, and the cabinets have been designed to display the product in a way which really highlights it and draws the customer in. A seating area provides an intimate space for consultations, and highlights the customer experience by making them feel special, cared for, and knowing that they have our full attention.
What is the store design’s ‘wow factor’?
Hopefully the overall feel you get when you walk in the store! Particular favourites are our dried flower installations and the brass cabinetry. |