London Jewelers, Manhasset, N.Y.

BEFORE THE EVENTS OF 2020, the jewelry industry was estimated to reach a market size of $480 billion by 2025. While the past year has presented challenges, creativity in the way jewelers showcase collections has stepped outside the box, keeping the industry on track to shine.

Inpsired by a Parisian luxury apartment, yet aiming to be approachable, London Jewelers incorporates a subtle mix of high-end materials.

For Manhasset-based, family-owned London Jewelers, the goal in renovating was to share in that success, primarily by creating a space that offers customers a personal experience in luxurious surroundings. Managed by Nelson Worldwide (Minneapolis), the new design harkens back to the Paris of years gone by.

“London Jewelers is a throwback to another age, where jewelry purchases were considered a special event. We wanted to create an environment that is luxurious but also welcoming, while displaying the family-owned story and their commitment to each customer,” says Germana Gioglio, Senior Technical Designer, Nelson Worldwide. “The renovated space will showcase the London Collection, alongside other iconic brands. The store also needed to accommodate special events as well as more intimate, customized shopping experiences.”

“The project kicked off with a shopping trip to Paris for inspiration,” explains Gioglio. “The overall design aesthetic is inspired by a luxurious Parisian apartment, filled with an eclectic mix of art and objects, plush textures and sparkling finishes, and layers of light and shimmery warm silvers and golds.”

Custom-made artisan furniture, rugs and artworks adorn the space, giving the store a residential feel. Early 20th century touches are everywhere – from pastel walls and art deco-inspired metallics to chandeliers and geometric display cases. Mirrors double as digital screens, utilized for product features and storytelling.

The store is set in a high-end retail landscape. “Surrounded by world-class brands, we set out to create an environment that would stand out as luxurious and unique. Honoring the three generations that have built London Jewelers, the boutique had to express the family’s style and not feel like a branch of a global brand,” says Gioglio.

Within the luxury retail environment, hospitality continues to trend. “We elevated the customer experience by adding a concierge station to direct customers and a VIP room for more intimate jewelry consultations and high-end customizations, with refreshments. The center focal point of the store is a flexible lounge space meant for shoppers to relax and take their time. Furniture is modular and can be rearranged or moved for programming and occasions.”

As independent brands begin to dominate the industry as a result of reduced footfall and consumer uncertainty for high-street retailers, enriched storytelling and personalized shopping experiences will be key to capturing customers. London Jewelers has played the winning hand. — Georgia Mizen

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