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My Store: The Diamond Shop

The Diamond Shop's striking light designs throughout the showroom capture many visitors’ attention.

Country: Auckland, New Zealand

Name: Jemma Smith

Position: Marketing manager

When was the renovated space completed?

May 2018.

Who is the target market?

The Diamond Shop’s target market varies greatly, from young women approaching milestones such as birthdays or graduation, to older couples looking for meaningful anniversary gifts for their significant other.

The store interior is modern and minimal, which was influenced by our younger customers.

However, it is also comfortable and welcoming; like stepping into someone’s home, you can happily stay for an extended visit and share a coffee or tea with us in our lounge area. This aspect greatly appeals to our customers who belong to older generations.

Which features encourage sales?

The minimal colour palette complements our products yet is subtle enough to truly let the jewellery and diamonds shine.

The amount of space and lack of clutter allows the customer to really focus on the jewellery. The home-like feel also allows visitors to feel welcome and special.

Meanwhile, the lounge area is a place where we can comfortably have in-depth conversations and gain our customers’ trust, which often progresses into a friendship.

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

The striking light designs throughout the showroom capture many visitors’ attention.

Their modern and minimal design represents The Diamond Shop conceptually, and they are the perfect cherry on the cake of our stunning space.











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