Diva

What began as a handful of costume jewelry shops in the U.K. is now a brigade of boutiques advancing across the globe, adding a few hundred more links to its chain. Diva’s aggressive expansion tactics have successfully created a niche for its moderately priced baubles in Australia, Russia and Israel.

Now the fashionable retailer has set out to conquer another continent. Enlisting Ruscio Studio Inc. (Montreal) as its design firm, Diva has opened two stores in Canada – in Montreal and Pointe-Claire, Que.

Though modest in size (a typical store is less than 1000 square feet), the name Diva suggests something grander. It articulates a playful hauteur and commands attention with its bright lighting and even brighter pink palette. Sugary-pink signage and fuchsia hearts are the storefront’s only elements. And according to the Ruscio team, a bare window draws shoppers to the merchandise.

Inside, a clean, uncluttered layout makes finding the latest female accoutrements simple. For this, designers concentrated on an overall neutral backdrop and fixture plan with touches of Diva’s signature color and hearts. White, freestanding displays organize product and punctuate the center of the store, giving the small space an airy, navigable feel. A soft glow radiates from backlit acrylic wall panels and perimeter coves to add a little sparkle.

A molded marquee of international cities pays tribute to Diva’s worldliness. As for its next territorial expansion – it’s keeping wall space primed for several U.S. locales.

Client: Diva, Essex, U.K.

Design/Architecture: Ruscio Studio Inc., Montreal

Robert Ruscio, president and principal designer; Pierre Bernard, senior designer; Shelley Saffin, administration

General Contractor: Dama Construction, Dorval, Que.

Fixtures: Agenco, Montreal

Flooring/Wallcoverings: Olympia Tiles, Montreal

Metro Wallcoverings Inc., Montreal

Ceiling: Dama Construction, Dorval, Que.

Lighting: Futura Lighting, Sainte-Therese, Que.

Signage/Graphics: Mediamodul Enseignes, Saint-Mathias-sur-Richelieu, Que.

Photography: Yvan Dubé Photo, Longueuil, Que.