When was the renovated space completed?2021.
Who is the target market and how did they influence the store design?
The contemporary fine jewellery customer spans a wide range. I wanted to create a store that welcomed not only more seasoned collectors, but also younger clientele who are starting to learn about fine jewellery and expressing interest in investing in the category. The location in Brentwood, Los Angeles also plays a huge role – it’s a great community of local businesses with people out and about all day. I’m so thrilled to be part of that mix.
With the relationship between store ambience and consumer purchasing in mind, which features encourage sales?
I’ve always found the ambiance of the store really important to a customer’s experience, ultimately helping to influence a purchase. When designing the new location, I thought about my favourite in-store experiences and set out to create an environment that is welcoming and luxurious at once. Shopping for fine jewellery can often be intimidating, and that’s the opposite of how I want our customers or passers-by to feel when they see the store. Incorporating the lifestyle aspect with a curation of home goods and other items from Mexico City and Paris – representing my own heritage – ‘diffuses’ the jewellery a bit and gives the store a more relaxed feel. The extended product offering also gives visitors the opportunity to find something at a range of price points. They may come in to see the jewellery, but they can also walk out with a backgammon set!
What is the store design’s ‘wow factor’?
The centrepiece is a beautiful velvet-like marble that is featured throughout the store. It has a gorgeous mix of lavender, pale pink and blues that brings the whole space together. That, coupled with our herringbone floors and the gorgeous light flowing in, makes the space feel very reminiscent of a contemporary Parisian apartment. |