upscale look. The understated elegance
communicates the brand’s commitment to
handcrafted details, emphasizes an interactive consumer experience, and appeals to
the younger generation.
A widened storefront draws passersby
inside, where “shops” group similar prod-
ucts together to encourage discovery. For
example, the Milestone Creations section
features wedding bands, confirmation-
related pieces, and other spiritual accesso-
ries, while the Charm Bar highlights charm
bracelet offerings and includes displays
showing how to wear them.
“When there are hundreds of very little
things that you sell, every piece has a story.
The challenge is how to create an appropriate amount of ‘stickiness’ to help organize
that product,” Nisch says. Without that
stickiness—or near-field interaction to
encourage lingering, people will just browse
around. Within the Charm Bar shop, a fixture allows the sales associate to demo how
to create and curate a charm bracelet.
A number of products have been freed
from their protective glass cases, instead
displayed on accessory forms and merchandisers throughout the store. Items that
need a tad more security, such as rings, are
still in glass cases but are adjacent to carved
wood neck forms highlighting complementary (and less expensive) necklaces.
“The mixture of touch and try is a balance of operational sensibilities and letting
the customer experience things,” Nisch
says. Unlike the previous prototype, the
Vibrant large-format lifestyle graphics
highlight the retailer’s new target customer.
The brand’s commitment to handcrafted details and natural materials is communicated via wood neck forms displaying necklaces.
More expensive items are displayed in glass cases alongside complementary merchandise on the wood neck forms.