This month we are taking a look at 17 inspiring jewellery shop designs, in the first of a new series of blog posts exploring how different retail sectors use distinct strategies in both their retail interiors and their approach to customer experience design. We’ve included links to virtual tours of the stores where possible so you can take a nose around and explore them without getting out of your seat. We were inspired to start with jewellery store design following a fascinating panel discussion at the IJL (International Jewellery London) trade show at Olympia recently.
What makes these jewellery store designs successful?
According to the IJL panel, jewellery stores should be investing in getting to know their own brand, their customers and the things that make them stand out from the crowd. Differentiation is critical for retail brands and as you will see from our contrasting list here, there are plenty of different ways for jewellery stores to express themselves and their brand message, with authentic stories expressed through both their interior and customer experience design.
It is important for brands to be consistent in their approach, generate desire for their products and share their passion (and their ‘why’) for what they do. It is also really important to be able to listen and respond to customers in order to drive innovations that satisfy their needs or wants.
Customers should feel that the brands trust them. They should feel a connection and be able to engage with their retail environment. The process of buying certain products – and jewellery in particular – can sometimes be a ritual. Heirlooms and engagement rings are clearly much more than physical objects and positive in store experiences help to strengthen this bond.
1. Pandora, Marble Arch, London and Bullring, Birmingham
Known for their range of customisable, hand-finished charm bracelets made from gold, silver and precious stones. Pandora are also renowned for their innovative approach to jewellery shop design, both inside and outside their stores, as you can see from this picture of their Marble Arch store front adorned with a selection of huge gold flower charms and spring flowers.
Pandora are currently working on a global brand relaunch which will be rolling out across the UK, starting with their newly-refurbished Birmingham store in the Bullring shopping centre.
The new store is decorated in a soft ‘Pandora’ pin, with on-trend neon signage used to create a welcoming and interactive environment and a ‘charm bar’ where shoppers are encouraged to touch and feel the products.
2. Swatch Store, Carnaby Street, London
Another store which takes it’s design inspiration directly from it’s products, Swatch has over 3,000 stores worldwide, with 63 stores and concessions in the UK.
The Swatch store on Carnaby Street takes it’s design inspiration both from the bold colours of the watches themselves and its iconic shopping location on one of the world’s most famous streets.
The contrasting colour blocks and exposed brickwork along with strong brand messages appeal to the Swiss watchmakers tribe of fans and – like Pandora – encourage them to have a go at creating their own customised design, or browse and try on the products, with bold seating and customer service assistants on hand to help at every stage of their retail journey.
3. Watchfinder Boutique, Royal Exchange, London
Sticking with watches, but moving upmarket, earlier this year Pre-owned watch specialist Watchfinder & Co reopened their refurbished Royal Exchange boutique in London.
Situated in the courtyard of The Royal Exchange, the newly refurbished flagship store contains a selection of fine watches from over 50 brands.
This retail design exudes class, with grey slate flooring and leather and brass fittings. Despite the traditional high-end feel, the design also integrates cutting-edge retail technology. American black walnut counters throughout the store are fitted with embedded touchscreens, enabling shoppers to browse the complete on-site collection and get a really good idea of what is on offer before trying them on for size, without sending retail assistants scuttling back and forth to fetch different pieces.
4. Rolex, Old Bond Street, London
We can’t mention watches without mentioning this brand. The Rolex boutique in Old Bond Street, Mayfair.
This particular store is renowned for it’s colourful window displays, crafted in multi-coloured vinyl to reflect different seasons and themes. Pictured here is a timeless dazzling green deco display which looks as though it has been engraved onto the glass. The window has also sported colourful hot air balloons, etched glass effect elephants, jungle foliage and watch cogs – all without blocking the view of the merchandise on display.
5. Georg Jensen, London
A little further down the street, Danish design house George Jensen opened their flagship boutique back in 2015.
This stunning jewellery store interior design is spread over two floors and was created by Danish interior architecture practice, Studio David Thulstrup.
The store features a series of defined spaces, with a unique atmosphere for each type of product. Recessed into the walls on the ground floor, the display boxes are designed to highlight the delicate details of the Georg Jensen’s silver and gold jewellery pieces with striking Art Deco inspired arches providing a visual break as they guiding the customer through the store.
Downstairs in the lower basement, semi-transparent slats give a nod to Jensen’s Nordic sensibility, with a bespoke wooden table by artist Laura Bergsø presenting a warm and comfortable space.
You can take a virtual tour of this store with Google Street view and see more pictures in this article on Architonic.
6. Fope, Bond Street, London and Venice
Italian fine jewellery brand Fope are preparing to open their first UK store as part of their 90th anniversary celebrations, with a London flagship on Bond Street later this month. This pic shows their flagship store in Venice which features some wonderful on-trend features with geometeric lines and patterns, octagonal display cabinets and copper tones – which although modern – work well to compliment the merchandise and their historic setting in the Italian town.
Italian architect Flavio Albanese of Asastudio has been commissioned to design the new London store which will feature all the elements of Fope’s brand identity. The new jewellery store design is expected to feature sharp lines and soft tones of green, reflecting the brand’s colour palette.
7. Cartier, New Bond Street, London
Staying in Mayfair, Cartier’s jewellery shop interior design is totally on-brand, classic and timeless, with prominent lighting and a classic gold and white palette with a hint of red. Although the design at Cartier’s stores varies they always have the same theme running through them – keeping a consistent brand experience that their devoted followers will love.
In recent years Cartier have had some inspiring store design collaborations with French interior designer Tristan Auer but this particular London store is also well known for it’s exterior dressing – like the giant Pandora charms featured in our first item – the store exterior has been decorated with giant parcels and a giant four-storey gift ribbon criss-crossing the building as part of their Christmas display
8. Diamond Heaven, Hatton Garden, London
We move now from Mayfair to London’s famous Diamond District (and star of several heist movies) Hatton Garden. Whilst many of the stores here have been here for years and take a traditional approach to their jewellery shop design, one brand is bucking the trend.
Diamond Heaven is a relative newcomer to the area, originally launched in Birmingham’s Jewellery Quarter in 2004, the store offers a mixture of online shopping with bricks and mortar consultancy and viewing in their 5 UK stores.
The Hatton garden store opened in 2014 and has a real lounge feel, with soft greys and comfy seating designed to enrich the experience of buying diamond jewellery, where customers enjoy every step of the process.
9. Ora Pearls, London
Moving from diamonds to pearls now with British cultured pearl jewellery brand Ora Pearls who have just opened their first store on Fulham Road in Chelsea.
The store design and interiors reflect the brand’s identity as a young, fashion-focused pearl brand. The brainchild of designer and pearl expert, Bibi Southwell, this small jewellery shop design is the first stand alone store for Bibi, who views Ora as a ‘quintessentially Chelsea brand’ and is delighted to be opening her first store in her home borough, which is also where she hand crafts her designs.
The new jewellery store design echoes the products, with pearl hues, stylised coral stands and ceiling decorations and a string of pearl lights along the front of the shop.
10. Alexis Dove Jewellery, High Street, Lewes
Heading South, out of London now with another independent small jewellery shop design, the Alexis Dove store in Lewes features a classy mix of modern and vintage, with statement lighting, antique cabinets and exposed brickwork with hints of gold. The slate grey paintwork contrasts beautifully with the wood, brick and white surfaces, interspersed with kitsch ornaments, collected from flea markets and fashionable potted plants dotted throughout the store – reflecting and connecting with the taste of this vibrant British designer’s millennial customer base.
This pic doesn’t really show off the splendour of this small jewellery shop interior design but you can take a virtual tour of the store on Google Maps.
11. Baroque Bespoke, Union Street, Brighton
Down the road in Brighton. It is easy to see why Dove’s contemporaries Baroque Bespoke have won Boutique Retailer of the Year twice.
This small jewellery shop design synonymises their eclectic brand. With a modern-day twist on the sumptuous colours of baroque splendour: rich purples, maroons and golds. Like Alexis Dove they also have vintage wooden cabinets with curved glass, feathers, statement lighting and some truly opulent wallpaper. The theme here is darker though – with a hint of Victorian curiosity shop – reflecting their customer base and emphasising why they are different from other boutique brands. It feels more like a lounge bar than a jewellery store design – making customers feel comfortable enough to linger and enjoy their surroundings.
12. Rox, Assembly Rooms, Edinburgh and Peter’s Lane, Liverpool
Sticking with boutiques now, we travel around the coast to Liverpool where jewellery retailer Rox have just launched a new boutique store. Pictured here is the Rox store in Edinburgh and the new store design will take a similar approach – mirroring the look and feel of Rox’s 5 other UK stores. The Liverpool store will feature a smaller jewellery store design, with an intimate, boutique feel.
Fitting with the brand’s tag line ‘diamonds and thrills’ the new store will contain a “Thrill Room” featuring a Moët & Chandon Champagne bar and private lounge, with a Hublot luxury watch brand concession opening within the store later in 2020.
We imagine that this second own-branded boutique is going to be very popular amongst Liverpool’s wag community who frequent this fashionable Peter’s Lane location.
13. Hill & Hill, Shaws Road, Atrincham
Another store popular with wags is Hill & Hill the Jewellers, which opened in Altrincham with a special VIP launch event last month
Like the other small jewellery shop designs featured in our round up, this store interior also contains wooden cabinets, pot plants, statement lighting with tones of navy and copper and some vintage rugs. Another eclectic design – that is already proving a hit. Initial sales at this debut store for the fledgling brand are already exceeding their expectations. With stores like this and Rox, the location of the store can play quite a part in their success – it’s not all down to the jewellery shop design.
14. ChloBo Concession, Mococo Liverpool
Back to Liverpool, where rising fashion jewellery brand ChloBo have just rebooted their concession design within Mococo stores in Liverpool (pictured), Chester and Wrexham.
The space has been expanded significantly to provide clear signage and brand identity, stock presentation and customer experience. And is part of ChloBos ongoing brand elevation strategy.
Simple white cabinets teamed with warm grey walls, soft lighting and gold accents focus attention on the jewellery items on display with no distractions.
15. Daniella Draper pop up Leeds
From concessions to pop-ups: independent jewellery designer Daniella Draper clearly has her finger on the pulse when it comes to presenting her wares, having recently won Best Independent Marketing Campaign of the Year at the 2019 Retail Jeweller Inspiring Independent Awards.
With 4 independent stores in Lincoln, Beverley, Bowness and Cleethorpes, Daniella has decided to take the plunge with a pop up jewellery store which will remain open until mid-January 2020 in the Victoria Gate Shopping Centre in
All of Daniella’s products are crafted in the UK from recycled gold, silver and responsibly sourced gemstones. This pop-up small jewellery shop interior design features wooden display cabinets with curved glass, ceramic shells and Daniella’s iconic logo emblazoned in silver on the back wall of the store.
16. Clogau, Catherine Street, Carmarthen
Award-winning Welsh jewellery company Clogau have just opened their 7th stand-alone store in Carmarthen. Clogau have a great team behind them when it comes to jewellery shop interior design and customer experience design, which was until recently lead by Sonia Menezes, an expert on the panel at IJL who has just moved onto pastures new after 10 years with the brand.
As a Welsh business, brand heritage and identity are at the heart of everything that Clogau do. They work in Welsh gold and are keen to expand their offer in Wales, supporting local economies and helping bring jobs back to the high street. As you can see from the store design pictured, the brand uses a classic, well lit space with a slate grey and a mountain motif repeated throughout the design.
17. Tiffany and Co, Covent Garden, London
More fun than the traditional store designs in Old Bond Street and Old Brompton Road. The Tiffany Store in Covent Garden plays to its strengths to suit its location, and a younger audience with bright playful colours which are frequently updated to reflect the changing mood of their fans.
That’s the end of our round up for this month – an inspiring and contrasting collection of jewellery store design ideas that are clearly playing to the strengths of their brand, with customer-focused, consistent messages designed to create positive connections and customer experiences in this unique market sector.
Looking for someone to design your jewellery store? Let’s have a chat to see if Barber Design are the right fit for you. Drop us an email to firstname.lastname@example.org or call us on +44 (0)20 7731 2001 and we’ll take it from there.