When was the renovated space completed?June 2021.
Who is the target market and how did they influence the store design?
Anybody who wants bespoke jewellery design, whether it be jewellery remodelling, diamond engagement rings, antique jewellery restoration etcetera. We tend to attract the customers who have the wildest ideas and the most challenging jobs that other jewellers might not take. Specifically, our customers appreciate quality, design, honesty and integrity. This is reflected in the store – we are always striving for the best, constantly updating and making changes to our showroom, and are currently renovating our workshop too.
With the relationship between store ambience and consumer purchasing in mind, which features encourage sales?
Our focus isn’t to encourage sales, as such – 90 per cent of our customers find us through word- of-mouth – but rather to allow the customer to be comfortable enough to purchase and to help them make an informed decision about their special piece. I strive to educate the customer first, so they know exactly what they’re purchasing – allowing them to view, try and hold. Providing 3D CAD and/or 3D resin printing on-site also gives our customers reassurance, allowing them to get a clearer idea of the final product.
What is the store design’s ‘wow factor’?
It is definitely our custom indoor and outdoor signage, which reflects the new name and branding of the store. As the store is located in the basement of a heritage-listed building on Melbourne’s iconic Hardware Lane, we couldn’t change the exterior. Instead, we invested in an amazing custom-made bronze sign which helps us stand out and attracts shoppers downstairs to our store. |