The ABC of designing a retail jewellery store

Interior designer Farhan Sipai, of The Design Yard, who has been designing stores for legacy businesses, tells Sarojini Chatterjee what it takes to design a modern retail jewellery outlet, and the elements that need to come together for the final outcome to be in line with the brand's ethos.

- Sarojini Chatterjee

A well-designed store that communicates a strong brand message and provides customers with an enjoyable shopping experience is crucial for the long-term success of a retail jewellery business. The store’s floor plan, display fixtures, décor, and lighting are all important components of its identity. The first step in creating a cohesive finished product is to develop a central concept, with various elements working together to realize the vision of the store, and leave a lasting impression on customers.

DESIGNING A JEWELLERY STORE

For a jewellery retail business to thrive, the merchandise it offers is not all that’s needed. The right kind of a look, both in terms of the exterior and interior, is also essential. The objective of interior and architectural designers is to transform a company’s conceptual principles into physical designs that are perceptible and apparent. They must devise a vision for a showroom that encompasses all of this. To develop a distinct, captivating, yet functional, look, the designer and the client must have a shared understanding of the priorities and objectives of the business.

Explains Farhan Sipai, of The Design Yard, who has been integral in designing interiors for select legacy businesses, “Most clients who come to us are not very keen on the aesthetics. They are more interested in how the store should function. They are very open to the ideas that an architect or a designer presents. Their brief would mostly revolve around the number of counters, the staff area, and things like that. And what we have realised is that every store has a different way of functioning. Understanding this helps us understand client expectations and then we try to deliver appropriately.”