brief: interior design consultancy for a jewellery store

Background to the project

When Silverleaf Jewellery opened their third shop in Thurrock Lakeside, they did so without the aid of external consultants. With a strong background in design and an independent spirit the company put together a professional looking shop filled with great products. Jewellery is a sector in which design and positioning are crucial elements of the marketing mix and although the shop traded well, Silverleaf instinctively felt something was missing and subsequently contacted Design CLD for fresh ideas.

We found that they had great products, well displayed and yet the shop looked bland and uninviting. The shop front lacked impact and a clear identity. Internally, the dark back wall and logo needed additional lights to bring them to life while the sidewalls above the jewellery display felt empty and drew focus away from the products on offer.

Bringing the store to life

The way forward was simple if not obvious.

For the shop front we recommended a new halo illuminated fascia sign designed and positioned to be clearly visible from a distance. This combined with a redesigned window display made all the difference to the visual impact of the store.

Inside, we focused attention on the jewellery displays by adding strong colours to the high walls. We designed two new display units and redeployed existing units to better effect. For extra glamour, sparkly pendant lights were also introduced highlighting the new display units.

The changes were instrumental in creating a whole new look for the shop although they amounted to a fraction of the cost of a complete refit. As the before and after photo’s shown below demonstrate we made a tangible improvement.

Before the re-design

After the re-design

Top: the store front and interior after the re-design process.
Below: detail from the backlit fascia sign and display cabinets which have more impact against the coloured wall.