My Store: Mclean & Co Jewellers

STORe: MCLEAN & CO JEWELLERS
 

Country: Australia

Name: Stuart McLean

Position: Director

When was the renovated space completed?

Our space was completed in 2014.

Who is the target market and how did they influence the store design?

Our target market is clients who seek high quality, custom made, unique jewellery that is available for immediate sale. Our demographic for one off designs from the window is the over-45s market. The store’s marble and stainless steel façade was designed to create a classic jewellery store front, that assures all customers of our quality.

With the relationship between store ambience and consumer purchasing in mind, which features in the store encourage sales?

Our mounted television display that scrolls through our current designs certainly encourages sales. Our large ‘observation windows’ enable customers to see the manufacturing jewellers at work, and bring them into the store to see what it’s all about.

What is the store design’s ‘wow factor’?

Our marble shop front and steel curtains are certainly the most admired features of the store. Creating a look that customers might expect to see on a high street rather than a shopping centre certainly makes us stand out, in a centre with six national jewellery retailers, and at least 30 fashion retailers. Our look needed to say ‘wow’ while making the statement we are a quality, traditional style jeweller.

What advice would you offer retailers wanting to revamp their jewellery store space?

Look to promote your own products within the store. Heavily promoting ‘brands’ that are available in other stores and online have the potential to work for others. If you are looking at revamping, ditch the brands and make your retail space all about you!