The world of jewellery retail is evolving, driven by a younger, more fashion-conscious customer wanting to engage with exciting new products in a modern, service-led environment. We worked with renowned jewellery retailer, Goldsmiths to update their boutique retail proposition, designing a new store design format, layout and fresh interior.
boutique.Goldsmiths are the cooler, younger sibling of the established jewellery retailer, Goldsmiths, part of the Aurum group. Their re-branded proposition required a fresh and individual approach to retail.
Young, trend-driven consumers are at the heart of the repositioning. A target customer group looking for an aspirational and stylish retail experience; one that is modern in its appeal, fusing both fashion and luxury. We were tasked with mapping this shopper’s typical journey and meeting their aspirations at retail.
In order to encourage affiliation and build loyalty to the Goldsmiths family of brands amongst this younger target audience, the retail experience had to be exclusive and high-end- even though the fashion jewellery did not carry a premium price tag.
A shift in fashion jewellery purchasers is taking place; a rise of the metrosexual male and their interest in investing in their appearance means that both men and women now seek out jewellery in equal measure. Our first priority was to understand this neutral gender customer’s path to purchase, identifying the highs and lows of the experience, before considering our approach to appealing to all.
Our new boutique.Goldsmiths design was rolled out in six prime retail locations across the UK, embodying the more modern monochrome, architectural colour palette of the re-brand, to ensure inclusivity across the genders. Click here to experience the inside of the store in our 360° render.
The customer experience is designed to deliver the drama and glamour of a luxury jewellery purchase, but with relaxed ease. The customer service element is dialled up in-store with retail staff on-hand to unlock display cases, carry the selected merchandise to the trial area and assist with the decision-making process. Their role is that of a personal shopper rather than a sales assistant, encouraging purchase decisions by putting people at the heart of the experience.
Within the boutique, brands such as Swarovski, Michael Kors and Hugo Boss vie for premium space. In response, a flexible, modular layout has been designed. Each brand has a distinct area, while being enveloped into the overall experience of the boutique. The dynamic, changeable display cases also enable brands to be relocated in-store with ease, supporting flexible content curation based on new releases or latest trends. Digital screens at the entrance and accompanying the dynamic display cases allow each brand to extend their offering by showing the additional catalogue information which would accompany an equivalent e-tail shopping experience.