She Said Yes

How does a luxury jeweler attract younger generations of customers that mainly rely on multichannel shopping and not traditional brick-and-mortar retail? To answer this question, Two by London (Manhasset, N.Y.) called upon Callison (Seattle) to fashion the optimal retail vehicle to reach its desired demographic.

To engage younger shoppers, a large communal table in the center of the space facilitates groups – as well as couples – to easily browse or create items together, complemented by an optional champagne bar. Interactive stations dot the room, wherein customers can design their own ring and try on available settings. Because younger customers may not be as knowledgeable about engagement or wedding rings, niches around the store provide educational media on how gems are cut and how to identify a desirable or unsatisfactory diamond. A room toward the back of the space lets guests examine jewelry under specialized microscopes.

Aesthetically, the store flatters the array of jewels by basking them in blue light while gray hues and dark, wood floors add warmth.

“The experience is similar to buying technology or fashion,” Tom Pulk, director, Callison, says. “Customers should feel enlivened and engaged. The space is bright and active.”