STORE FOCUS - Unleashing the Sparkle: Infusing Personality into Your Jewellery Store

A jewellery store is not just a brick-and-mortar structure selling expensive merchandise it is a space that tells the story of a brand, and talks about the personality of the people behind it, says Suneeta Kaul

- Suneeta Kaul

A jewellery store is a very personalized space – it is a reflection of the personality of the owners, an extension of who they are. The look and feel of the store are the first thing that strike customers as they walk in. Jewellery retailers put in a lot of effort to express themselves through their store, and, at the same time, make sure it stands out in the crowd. Infusing personality into a jewellery retail outlet is becoming increasingly important, and modern jewellers are taking it quite seriously.

THE DÉCOR DOES THE TALKING

The personality of the store is not just about opulence and grandeur; it is more about what the décor says about the owners. From the façade of the store, to its interiors, its colour scheme, the display area, the seating, the lighting, all factors tell the story of the brand, the promoters, and the ethos of the company.

“There are a lot of ways to make the store stand out from the rest,” says Shivom Simhal, Alankar Jewellers, Bhopal.

“In this era of increasing competition, one has to work extra hard, and think out of the box. In our case, what I relied on was the legacy of our company. Our business is more than a century old, with royal and nawabi roots.

“So, while doing up the store, we made sure to align the commercial aspect of the business with a premium look. But we have focused mainly on our exclusive and premier heritage. We have used light, soothing colours that go in accordance with Vastu Shastra. This has been a ritual of sorts in our family – we work according to vastu and do everything in good faith,” he adds.