Benchmarks

Private Spaces Put Engagement Ring Shoppers at Ease

WHETHER ENGAGEMENT RING shoppers know exactly what they want, have no earthly idea, or want to begin a complex custom-design process, a comfortable environment can put them at ease when they show up at your door and cross your threshold. Anything from showcase seating at a bridal counter to a full-on lounge can work to break the ice and create a VIP experience, depending on the style and vibe of the store. Here are six stunning examples for inspiration.

Sleek Seating

A stylish seating area, distinctive cases by JMJ Showcases, and wedding-appropriate signage all set the tone at Powell Jewelry’s elegant bridal counter, which is rendered in black and white with brushed gold accents that contrast with Italian marble floors. Leslie McGwire designed the Wichita, KS, store, which is owned by Dan and Lynn Hernandez.

Customer-Centric

I W Marks prides itself on creating a relaxed, approachable setting in which customers feel like they’re shopping with close friends. Owner Brad Marks took that customer-centric approach to heart when renovating the Houston store. The project included added a private viewing area near the bar and new showcases that encourage side-by-side selling.

Sweetly Discreet

The newest location of Bailey’s Fine Jewelry in Cary, NC, features a private space with its own entrance to allow for a discreet shopping experience, as well as intimate parties and VIP client showings. With the touch of a button, the glass entrance door frosts, adding to the private experience. The store is owned by the Bailey family: Clyde, Jane, Trey and Marci. Marci and COO Blair Jones designed the interior in collaboration with Artco and 310 Architecture + Interiors.

Intimate Setting

Tapper’s newest store in Novi, MI, includes an upstairs Diamond Loft, which is a full floor dedicated to all things engagement and bridal. It provides an intimate setting for guests to shop away from the distractions of the main floor. If that’s not intimate enough, Tapper’s has multiple private shopping lounges so that guests can shop in a way that’s most comfortable to them. Tapper’s is owned by Mark Tapper, Leora Tapper and Marla Tapper Young. JGA designed the space.

Upstairs Oasis

Schwanke-Kasten’s owner, Thomas Dixon, dreamed up an entire second floor and had it built on top of the previous roof to create a comfortable spot for intimate events and appointments in his Milwaukee store. It includes a full bar, lounge area, dining room, kitchen and outdoor patio. It’s been used for engagement ring designing, bridal parties, intimate client dinners and trunk shows. The area was designed by LA Dallman and ICON Architecture and Fabrication.

Heart of Hospitality

The heart of de Boulle’s recently expanded Houston store is a shared hospitality lounge, which connects the different spaces and features a double-height stone-clad wall with an emerald-cut illuminated ceiling where clients can enjoy a drink and be welcomed in a beautiful environment and friendly manner. Denis and Karen Boulle own de Boulle, and Lucid Architecture designed the space.

Eileen McClelland

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.