{igallery id=4610|cid=617|pid=6|type=category|children=0|showmenu=0|tags=|limit=0}FIVE COOL THINGS1. HANDS-ON WITH RINGS – “There are many engagement rings and wedding bands in open ring displays that customers can interact with before they even talk with our sales associates,” Scott says. “They can have fun with it, figuring out if they like a thin or wide band, a certain cut or carat size, maybe a halo.” 2. LEARNING AT EVERY TURN – The Udells hired their own production company to create short tutorials on topics like diamond cutting and mining and platinum and gold melting. These play on flat screens throughout the store and can be called up on in-store computer monitors. 3. “PRECIOUS” PICK-ME-UPS – Cushion? Princess? Maybe a marquise? TWO had paperweight-size crystals made, which are scattered all through the store. “The crystals replicate the different important diamond cuts, so that a customer can pick one up and easily see the symmetry and proportion of the pear, oval, or whatever, without having to squint through the scope to see the faceting,” Scott says. 4. SKETCHERS OR CAD, ANYONE? – “Design bars” get people involved in custom designing their rings. Customers can work with CAD or sketch artists who are also gemologists. “Many customers want simple but with a unique twist, and our sketchers can very quickly show them details like engraving or different textures,” Scott says. 5. SLEEK SPACE – With a cool color palette — particularly whites, grays and blues — and modern materials like chrome, glass and marble, the whole store is highly designed yet clean-lined and contemporary, says interior designer Tom Pulk. “I actually think of the entire space as very futuristic, but the round diamond viewing room in the back is especially so.” For that room, they chose strong modern pieces, like the dramatic oblong chandelier and the Philippe Starck transparent ghost chairs. WHAT THE JUDGES SAYJim Rosenheim: I love this concept. It speaks to the couples getting engaged in a like manner that Apple speaks to them about electronics. It is the aesthetic of this younger generation. Their use of the phrase “a new way to engage,” along with this aesthetic speaks volumes as to who they are. Harry Friedman: Having customers engage with open cases is just terrific. And the ability to customize in a setting that is built to sell engagement rings, rings my bell. Pam Levine: I love the bold, dynamic and beautifully designed exterior light wall — an entertaining attractive storefront. The store is elegant and cool and a bit space-age. Interior space is light and modern and welcoming. Although it runs the risk of appearing a bit stark and high tech, TWO is clearly a jewelry bridal destination that respects retail design and creativity with the young couple’s experience in mind. Lori Wegman: The store is contemporary, young, hip and modern. The all-white minimalist design is actually very inviting and energetic, not sterile or cold. The store supports the promise of helping couples find the perfect ring through an open, transparent and educational process. Love the exterior metal panels and signage/logo application both architecturally and in print. |
Josh WImmer has been a contributor to INSTORE since 2006. He has coordinated the annual America's Coolest Stores contest for several years. The job mostly involves pestering jewelry store owners to start their contest entries, pestering jewelry store owners to finish their contest entries, and figuring out computer problems over the phone from hundreds of miles away.
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