Parify Case Study - Restart or Refresh

27 Jul 2022

Judith Hart Jewellers

The thought of a full-on shop fit during the height of the Covid-19 pandemic was an idea that weighed heavy on Judith’s mind. Evaluating the cost of a complete restart amongst intermittent lockdowns combined with an uncertain global climate was a decision of serious importance.

Judith’s store had not seen a restart for well over a decade. The interior design was ageing, and the halogen lights were in need of a serious upgrade. Staying ahead of the curve and image is a big deal for any reputable jeweller. After some serious thought, in a bold but calculated move, Judith decided to proceed with a complete restart. It was time to offer the Derbion Centre and respective customers a brand-new store concept. Launching a new store is a great opportunity for any retailer to WOW existing customers and expand reach, delivering new sales and custom.

We were keen to get to work on designing a store environment that catered for all of Judith’s needs, from increased storage, additional consultation desks plus the inclusion of a piercing area, wrapping and goldsmith station, digital screens, window graphics and a champagne bar. Another item keen for a re-design was the company branding, which we welcomed with open arms and introduced both the icon and logomark into primary and secondary signage. The existing signage lacked impact, so we were under no doubt to backlit the updated sign and install behind the glazing for a fluid, composed finish.

As for materials, we carefully selected American Dark Walnut, brushed gold laminate, Dune Prima Corian and Westex supreme collection luxury carpet in Latte. This collection of materials allowed for a warm, clean, contemporary feel with a classic twist.

One of the main elements that made a significant difference was the lighting. A difference to not only the store but the real stars of the show - the jewellery!

Since launch, Judith has noticed a magnificent boost in consistent sales. Not only has the store been completely re-invigorated, but it has also gained significant interest and praise from the jewellery community. It’s safe to say the temporary closure was absolutely the right move to make.

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David Mellor Jewellers

It was a wonderful honour by the family to be given the opportunity for us to work with them again on another exciting retail project, this time in Eastleigh, Hampshire.

The Mellors were seeking a contemporary concept tailored towards a young, female demographic with hints of masculinity. So, reflecting on the design, we combined a mix of elegant swooping lines for the back wall in harmony with the floor and ceiling, angular geometrics for the unitary, allowing for a beautiful balance of male/female aesthetics. The family were keen to introduce a palette initially inspired by a mix of online collateral, grey, shell pink and emerald. This enabled us to refine and pinpoint which colours we should use for each element of the design and build. After collating the final mix of materials, fabrics etc, we knew the interior direction would be a bold, edgy, youthful but classy approach for the unit, something unusual to that of a typical jewellery store - exactly what the Mellors were seeking.

Delivering a concept like this would certainly gain local recognition and hopefully encourage a wider breadth of customer appeal by capturing the eye of passing footfall within the shopping centre.

We feel that the store is spacious and inviting, whilst our very own lighting adds the perfect ambience to the shop floor, consultation and window areas.

Since its completion, it has received a huge amount of love, likes and positivity both in-store and on social media. We are delighted and truly humbled; thank you!

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Source: Parify