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My Store: DNS Jewellers

DNS JEWELLERS says its eye-catching display cabinet that showcases its higher-end rings entices customers to come in and shop.

Country: Australia

Name: Dean and Nic Sumner

Position: Co-owners

When was the renovated space completed?

Originally established in 1960 as Penshurst Jewellers, we relocated to Mortdale [Sydney] and opened in January 2018.

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

I don’t think we have a target market; generations of families have been coming to us including grandparents, their children and grandchildren.

When we decided to make the move it was very important to maintain our customer base but also attract new clientele with a fresh new look. We set out to go for a modern boutique style incorporating a ‘lux’ jewellery feel. We want our style to feel comfortable and inviting, with the right look, feel and layout.

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

Our main focus is manufacturing and repairs but we feel we have the right balance of the jewellery basics that people are after such as chains, earrings and watches, along with custom makes.

From the street we have an eye-catching display cabinet that showcases our higher-end rings. This placement was important to the shop lay out, as it catches the customers eye at street level but visually allows a clear view of our cabinets inside that we feel entices customers to come in and shop.

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

We like the flow of the shop and the visual concept from the outside in. The shop takes in lots of natural light, which makes the white cabinets and jewellery reflect brilliantly.

We also love our back gold wall that reflects gemstone cuts. Our logo is prominently displayed and our large double-sided mirror ties in with the shop but is also fully functional for our workshop out the back.





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Friday, 06 December, 2019 12:34pm
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