The skeleton of any retail experience is constructed upon shop design. It sets the tone of the brand, backs the complete experience of the buyers, and guarantees the permanence of the company. This is mostly apparent injewellery business, a trade that orbits around aesthetics and one where purchases are deemed to be considerably large and significant. Store design has evolved from being just a style exercise to become a highly developed marketing tool which good retailers recognize as being essential element of brand strategy. It has become highly targeted to the customer base that the retailers want to attract and is critical to the profitability of their business. Good shop design makes the consumer feel special. Shopping, especially in the jewellery sector should be a highly gratifying experience and if the design of the shop augments their experience that it is worth every rupee that the retailer has spent on it, reports Priyanka Desai.%% Imagine you step in a space that tickles your fancy in an instant. It appeals to all your five senses and puts you in a peaceful set of mind. It encourages you to feel rejuvenated and makes you feel invited. Feels like stepping in a luxury spa, doesn’t it? But, what we are talking about is the latest trend of the jewellery retail segment— the jewellery lounge. Gone are the days when patrons would walk in a crowded, small space, stand across the counter and would be forced to make a decision of buying jewellery worth lacks in that uncomfortable ambience. The new mantra of jewellery shopping is comfort and luxury. Soft, plush carpets, enticing art pieces, ambient lighting, comfortable couches, portable massage machines and an exotic refreshment menu are just some of the features of the new age jewellery showroom. Jewellers are now spending big money on making their retail showroom one-of-a-kind that gives their patron an experience of a lifetime. Individualised shopping and customised ambiences are the new warriors to beat the competition. %% In the last few years the jewellers have comprehended the requirement for the retail brands to differentiate themselves in their physical shops on the wake of increasing competition from the Internet. The strongest topic in the retail is the luxury shopping experience and how to ensure that the physical shopping environment enhances it. The days of customers relying solely on the retail environment are in the past as we are now comparing services, product and price on our smart phones and tablets in addition to scouting for it in the physical shops. This where the independent jewellery retailers can make difference with their attentive and creative design that can make them standout from the crowded market place. In this age of evolved technology any one can buy or sell products using sites like eBay, Quikr, OLX, etc., this means that your client can become your competition too. In these times, retail design has become more important than ever where retailers have come up with retail destinations where the spaces are intimate, sleek and where the consumer can have the feel of the product, which is the most important in jewellery business where the products are of exorbitant prices. Today, we are seeing luxury as something fresh where the simplistic and minimalistic shop designs offer an image of wealth, luxury and indulgence. %%

Architect Aftab Saif Bandukwalais a well-known name in jewellery retail design. He is the man behind the luxury and innovation in Tanshiq stores and many other jewellery showrooms. We asked him to explain us what the architect has to keep in mind while designing a jewellery retail outlet. To this he shared, “Primarily the architect must understand the client's brand positioning, client base and product range. The design thought would need to cater to these. So to do an elaborate and extremely niche store for a jeweller whose product range is mid level or to do a completely modern concept with open retailing for a customer base that is largely elitist and require privacy as well as exclusivity would be folly. Besides this, the nature of the layout is also very crucial to the type of retailing the jeweller focuses on. While a more open layout with ample visibility works best for most jewellers who have a wider range of product and clientele, enclosure or more spaced out counters for customer privacy are a must for high-end jewelers. %% He further adds, “The nature of display varies from extremely minimalistic to full stock on display but we advice or clients to steer away from the latter as this kills the mystery and confuses the customer. Comfortable seating is very critical to a good sale. The customer has to be comfortable to be able to make a relaxed buy and chances of conversion in a sit down sale are exponentially higher.” %% When asked to share the difference between jewellery retail designsthan others, he opines, “Jewellery is a planned purchase and is perhaps only impulsive when it's a quick gift, which is rare and then of a negligible ticket size. What with the exorbitant and ever increasing price of precious metals, even the most basic buy is of a considerable value and the buyer demands a more refined experience. Besides, buying jewellery is a very personal and therefore personalised experience. Larger the value more applicable is this fact, often culminating in the owner or the store manager closing the deal. The nature of the transaction is therefore more intimate and the display systems, transaction points and overall interfacing furniture and fixtures must be conducive to this. Apart from the aesthetics and functionality, the product is high value in jewellery retailing and the design of security systems and BMS in general is very critical and has to be far more detailed and studied.” %% Speaking about the necessary architectural elements for jewellery retail design, he explains, “Different design concepts lean on different elements of design, but overall, luxury remains the catch word. I insist on complete focus on the product in the retailing areas and all my designs and the services are planned and worked around making the product the king. However, in non selling spaces such as entrances, lobbies and staircases I go all out on style and design as here there is no risk of distraction from the product and these spaces are ideal to make the statement the brand wishes to convey; be it of boldness or then of sheer opulence.” %%

Talking about the raging trend of ‘jewellery lounges’, he articulates, “The concept of lounge works very well particularly in the Indian context. Us Indians buy jewellery for occasions and on occasions. The most important such occasion of course being a wedding. Jewellery is an important part of the trousseau and is selected with much deliberation. The entire family participates in this shopping right from the bride to-be to the aunt. The wedding outfit is brought along to match the set, as are other outfits from the trousseau. Hours are spent and the jeweller is more than happy to indulge the party and throw in the meal as well lest it should disrupt the flow. Bridal lounges with full length mirrors and sometimes even dressing rooms work well to keep the group focused and also away from the main floor where business goes on as usual. We just did a store where a dedicated solitaire lounge has been provided for. Solitaire buying is the ultimate luxury experience and this space gives it it's due. The entire processing of the store along with the various aspects that define its quality are explained in detail through graphics and the customer leaves very reassured with their investment and utterly spoilt with the experience.” %% When asked if jewellers are ready to spend on refurbishing their old stores or invest in good design for their new stores, he answers, “Jewellers are increasingly seeing value in reviving their brand, the image and their space to go with it. With the steep escalation in the cost of the merchandise and with a whole new breed of world wise and discerning customers, there is much sense in investing in the selling space and experience. One of our clients was quick to realise that the geo-demographics of their locality had so drastically changed since their setting up shop that they were faced with a whole new breed of customers to cater to and a fresh look was more than the need of the hour. Even Tanishq, one of our corporate jeweller clients realised that trust and a sound product was not always enough to clinch the deal. When they approached us they were clear that they wanted to offer a five star buying experience. We worked out a concept and ensured its application across all their stores countrywide which has set a benchmark for jewellers all over.” %% Apart from architecture, the next important element of a retail design is the lightning. Lightning plays a pivotal role in jewellery stores, as only highly illuminating diamonds and gleaming gold can truly hold a patron’s gaze. This is not possible without the accurate lighting structure. Bandukwalaconcurs and adds, “After a sound design I think lighting is perhaps the next most important thing that can be done for the space. Correct lighting and accents can make the product jump out of its space compelling the shoppers' gaze and on closer look ensure that every facet of the stones and every nuance in its design have prominence. I have seen the most elaborate interiors with such pathetic lighting that in my opinion it's money down the drain because the raison d'etre has in fact been completely neglected.” %% When asked if multi-channel retailing works well for jewellery showrooms, he says. “If you mean cross merchandising associated luxury products within jewellery stores then, yes, I think it has worked very successfully in the recent years. We no longer shop for jewellery as assets alone, they are as much fashion statements and therefore it isn't rare to look at a high-end watch to go with the jewellery or to also buy the exclusive pen for the groom while one is at it. We even have clients who want to amalgamate designer outfits as a part of their offering. While if you mean jewellery being a part of a larger multi channel store then, yes, that works too, particularly for lower priced merchandise and gifts.” %%

While talking about the latest design trend for jewellery lounges, he explains, “It's something like Chinese restaurants no longer have dimly lit interiors with the essential lanterns and dragon motifs set in a predominantly gold and red theme, so also jewellery stores no longer aspire to look like the TajMahal. Simplicity of design and quiet elegance are the call of the hour and make a subtle yet classy canvas for very evolved merchandise.” %% Bandukwala has a smile on his face when asked for his tips to jewellers. While sharing a laugh, he says lightheartedly, “I love this question. My tips are: 1. You have hired a professional; now leave him to do his job 2. No, you can't come back each time from Hong Kong and try to incorporate another detail that you liked at Louis Vuitton. 3. You absolutely cannot go desion my creation. You cannot have bare foot employees, they cannot be devouring vadapau at their counter, and the store cannot smell of heavily perfumed incense sticks... But jokes apart, my single most important tip to all my dear clients and their brethren is to take pride in their work and help us create an ideal setting for it. From the store design to the way the staff presents themselves, from the Visual Merchandising to the aroma and from the impact of the facade to the luxurious rest room; all of these go together to speak one language. The language of refinement. The message that you have arrived.” %% Architect SeemaPuri along with her husband ZarirMullan too has been a celebrated couple when it comes to retail design. Together they have designed stores and lounges for BatukbhaiJewellers, Mahesh Notandass and designing process is underway for RasiklalSakalchandJewellers. We requested Ar. SeemaPuri to share her insights about jewellery retail design. “The trend of jewellery lounges started a long time back in India. It works very well with jewellers having a niche clientele. The ambience for such lounges is very exclusive and casual, where the patrons can spend time at leisure and make their decisions of purchase. But, such lounges work only if you have a bigger area and have two to three seating arrangements, just to avoid the crowd if more than one client walks in at the same time. Though the possibility for this to happen is very low here as most jewellery lounges work on appointment basis.” %% Speaking about the important elements of jewellery lounges, she opines, “The lounge has to have a very luxe, soft and high-end look. It should be quiet with soothing music in the background and not any additional sounds. A plush carpet is a necessity, which instantly exudes a look of opulence and luxury. The showroom/lounge has to say, ‘You are the most important’, to every client that walks in. Lighting is of very high importance too. Most jewellers believe in halogen lights that flood the entire space but fancy light fittings are the right ones that complement the luxe ambience. Pendant lightings, LED Envelopes, etc work very well for jewellery lounges while highlighting the jewellery to the optimum.” %%

When asked to share the trend of the season for jewellery interiors, she shares, “I think minimalistic designs are gradually moving out now and embellishments are coming in. Patterns are in trend now. Wall vinyl, art work, textures, ornate mirrors, accessories all are parts of embellishments that help give a space a classier look.” %% When asked to give quick tips to make a present store have a feel of a lounge, she says, “The jewellers should ensure that the lighting is apt in their stores and should not underestimate the fancy lights and their illuminating power. Adding the right kind of colour to the store is also very vital. Colours like Champagne, Silver Grey, and shades of Gold add coziness to the ambience and complement the jewellery. It is also necessary to accessorise the store in such a way that it appeals to the feminine side. The jewellery store has to be delicate and soft and not rugged and masculine like for example an Audi showroom. One can always add or subtract elements for a fresher look such as a throw on the couch or artwork on the walls. And, finally ensure that your display is very specific and not too cluttered.” %% After understanding the architects’ point of view and suggestions we scouted the country for some of the best jewellerylounges. There was no dearth of high-end jewellery lounges but there are top four from different parts of the country that we have chosen that are exemplary in design, architecture, service and displays. The top four are: Zoya by Tanishq in Delhi, SawansukaJewellers in Kolkata, Rose Salon in Mumbai, Love is For Ever (LIFE) by Diatrends in Bengaluru. %% {{Zoya by Tanishq}}$$ ArifSaleemPadiath, Brand Head, Zoya gives us a tour of the jewellery lounge and to our amazement the showroom resembles an art gallery to the hilt. Luxury and opulence engulf you as you step in and the courteous staff makes you feel like the most important person. Talking about the special features of the lounge, Padiath shares, “We have a detailed refreshment menu that includes veg and non veg platters, mocktails, etc. These include kebabs, quiches, crostini, tartlets, etc. We also have a dessert platter that includes mini cheesecakes, tarts, pastries, etc. We have the world-class décor at our showrooms with chandeliers with Swarovski crystals and cutting-edge visual merchandising. We also have special viewing area for high value customers.It’s not just a showroom, it’s almost a gallery of fine art.” %% He further adds, “We at Zoya believe that architecture and interior design play a very important role in jewellery retail segment since it is a major differentiating factor between a run of the mill store and a super premium brand such as Zoya. Opulent interiors are almost a sine qua non for a luxury brand. In the jewellery industry, wherein aesthetics and visual appeal plays a large role, it is absolutely essential to have luxuriant interiors for our evolved clients. We also have a lounging area for our customers. A lounging area enables our clients to relax and unwind, as our highly trained staff immerses them in the magic of Zoyajewellery. Since our policy in Zoya is never to push our clients to make a purchase, a lounging area lends the proceedings an air of informality.” %% But when asked if fancy lounge-like atmosphere intimidate clients, making them think that his store is 'too expensive' for them? He says, “Well, it does in the first place but our staff has been trained to be warm an cordial irrespective of appearances. In fact, there are French luxury masons, who practice an all-inclusive approach to greeting customers.However, if it does intimidate them, then it would perhaps act as a filter, since our typical client is quite comfortable in a luxury environment. He/she does not feel stifled by it, instead they expect to be pampered and be taken care of and they thrive in it.” %%

When requested to give a message to the old-school jewellers who are not keen on refurbishing their store. He says very confidently, “Evolve or become redundant. The Indian shopper’s sensibilities and expectations are growing and growing fast and therefore if you cannot incorporate these elements in your store design you will be left in the dust.” %% {{SawansukhaJewellers}} $$ SiddharthaSawansukha is a young personality who has already made a mark in the jewellery retail segment of Kolkata. SawansukhaJewellers has a century old history of being in this glittering trade. They have certainly seen the industry evolve and grow from strength to strength and have kept in step with the changing trends. Naturally, they have one of the most luxurious jewellery lounges in the city and we asked Siddhartha to share his inputs. Speaking about the exclusive features of their lounge he shares, “The motto of our store is to provide customers with convenience and comfort. For browsing convenience the showroom features separate sections with gold, kundan, diamond necklaces, arm wear, pendants and smaller jewels arranged systematically along the walls, with chains forming an island in the centre. Storage units are kept below the counter for easy retrieval and displays are placed in ascending order of value. Counters are defined in a manner where customers can be sure of their buying decisions being private. The colour combinations and use of furniture provide a very modern look to the store yet retain a homely feel. Lastly, the directors’ personal attention to customers ensures a special experience.” %% When asked if the fancy lounge-like atmosphere intimidate clients, making them think that their store is 'too expensive' for them, he answers truthfully, “It can certainly inhibit certain kinds of customers, particularly the less educated and sophisticated. The inhibition is not only on grounds of expense but also because a fancy environment makes them uncomfortable and out of place. Such customers prefer a more conservative atmosphere where they can feel at home. Speaking about our clients, the modern and sophisticated customers are happy with this change, the traditional ones are yet to accept it fully, which is only to be expected.” %% So, does he still think it has been worth taking the risk of investing in high-end architecture and interiors was our next question? He shares, “Jewellery is largely valued for its visual appeal. Architecture and interior design has taken a front seat in the jewellery retail industry because it enhances the aesthetics of the jewellery display. In our store, the design has followed a simple yet sophisticated composition that carefully avoids competing with the goods on display but highlight them instead.” When asked for a message to the old-school jewellers who are not keen on refurbishing their store, he states factually, “I hope you know what you are doing – or rather, not doing!” %%

{{Biren Vaidya’s The Rose Salon}} $$ Biren Vaidya is an artist in true nature. His jewels are masterpieces that have been deemed as art pieces. He stumbled upon jewellery business as an accident and fell in love with the trade. He has carved a niche for himself and his Rose Salon is one of our favourite jewellery lounges of India. When requested to share the special features of Rose Salon, Biren Vaidya says, “The Rose Salon was a dream made to reality, from my earlier designing days for Rose. I have always dreamt and shared my desire to have a symbol that stands for essence in exclusivity, the epitome of personalised selling and a sign of status. The indulgence at Rose started with The Rose Salon in 2004 that is truly a unique experience in itself. The salon exudes class in a discrete yet welcoming manner. It is set in colours of pastel green and white to soothe and relax your being. Also called Center Stage, the Rose Salon is branded by the five senses of sight, smell, sound, taste and touch, five senses which the almighty has blessed each one of us with to differentiate the good from the bad and luxury from the ordinary. The subtle lights and wall hues along with the soothing music further enhance this scintillating experience. At the The Rose Salon, we believe in offering our patrons an exquisite and inimitable experience.” %% Speaking about the position of architecture and interior design in jewellery retail segment, he opines, “In my opinion it plays a very key role. At Rose we believe in offering wholesome and unmatched experiences; these can be given a cent percent justification only if the space it is offered in matches up to the products at display. Rose stands for the true essence of luxury possession signifying status, power and royalty. This remains a constant in all our offerings, be it our jewellery or our concept store, The Rose Salon. The state-of-the-art decor, a majestic ambience and a welcoming host only compliment this memorable experience that keeps the patrons returning for more.” %% Talking about his customer base and their reaction to Rose Salon, he articulates, “The patron base at The Rose Salon constitutes of the top Indian families of the new age maharajas and maharanis, who are accustomed to be served in their kingdom or domain, for any possession be it cars, collectibles, trousseau or jewellery. In fact, one of our main aims while conceptualizing The Rose Salon was to create an experience which would make the new age royalty to indulge in an experience, making The Rose Salon a one stop luxury destination.” %%

LIFE by Diatrends Love Is For Ever (LIFE) is a new age jewellery brand with traditional values and experience of 75 years. They come to you from the house of Diatrends Jewellery Pvt. Ltd. The collection can be viewed at their studio in Bengaluru. Kunal Mehta, CEO, LIFE takes us through the making of the most cutting edge jewellery lounge of Bengaluru. “Before our lounge was created, the client's knowledge of our brand was conveyed only through our products that we sold through exhibitions and events, especially for those clients who never visited our facility in Mumbai. However, now with the establishment of our first ever lounge; our clients have become more aware about what our brand is all about, hence further reassuring their trust and faith in us. Also, now our clients have a permanent establishment to come back to whenever they want to purchase jewellery, in fact some clients just come back casually with no intention to purchase anything, but just to enjoy being in the store, and eventually land up buying something.” %% Sharing more about the exclusive feature of the lounge, he explains in depth, “As the name suggests, it's a jewellery lounge. A lounge in general is a personal and intimate space where one can relax, unwind and simply enjoy the experience of being there. Hence we've tried to incorporate this atmosphere in our store, because we strongly believe that jewellery shopping is a very personal and intimate activity, and the client should feel completely relaxed and should enjoy the experience. The traditional counter and salesman concept has been done away with completely. The merchandise is displayed at a level where it invites the customer to touch and feel or simply admire the products without being intimidated by an inquisitive or pushy sales person. The sales lounge offers both, the client and sales person, a space where inhibitions can be lowered and a sale can be completed in a very private, intimate and relaxed atmosphere.” %% He further adds, “The entire layout has been designed to maximize interaction. The exhibition space is the first element a visitor encounters. Here, the season's collection is displayed and the ambience is that of an art gallery or museum. Once a guest has chosen what she likes, she moves into the design studio. Here we discuss with her what she has selected, and in case a custom piece needs to be made, we can help her browse through both trend books and an electronic catalogue with a senior consultant. Further in the store is another, even more private lounge where longer, more extensive design sessions are conducted. So a very special feature of our lounge is our custom made jewellery section, where we have a professional designer as well as a CAD (computer aided designing) operator, who has one on one interactive session with clients to offer them design solutions for their custom made pieces. Our lounge also has a workshop where with the help of a skilled goldsmith as well as machineries, we can offer services like sizing jewellery pieces, setting stones and polishing and cleaning as well, whether they are our jewellery pieces or a client's own.” %%

Such a wholesome experience of jewellery shopping is very rare and is highly appreciated by most patrons but we inquired if it also hampers their image by being portrayed as “too exorbitant”. To this Mehta has a different take then most jewellers and says, “No we don't think so. We have today swanky looking retail stores in India with lavish interiors and even multi storied, and they are not intimidating or communicating that they are expensive. According to us it's not the interiors of the stores that would intimidate clients, but the reputation of the brand. For e.g. people would get intimidated to enter a Bvlgari or Cartier store because of the image of these brands, and not because of how fancy their stores are. So irrespective of the look of the store, if we are able to give them a warm and enjoyable shopping experience and even more importantly, communicate to them that we are not just a retailer but also a manufacturer, they would not be intimidated or perceive the brand as being ‘too exorbitant’.” %% When asked if they personally think that most jewellers are not ready to invest in good shop design, which keeps them behind in the competition? Mehta expresses, “This is a very personal issue and not something that we can make any judgment on. In jewellery retail, trust is a key factor, and we have more than 100 year old establishments with very conventional shop design, still doing phenomenal business. However, if along with establishing trust, if you're also able to offer a unique and enjoyable shopping experience, it is definitely an added advantage, especially for the younger generation. It is very important though that the shop design must reflect and communicate the characteristics of the brand.” %% To this DiptiSathe, COO, LIFE who is also an architect and interior designer shares, “From an interior designer's point of view a ‘Good shop-Design’ - that's the key term!! Most designs are great 'Solutions'. The key to a great 'Solution' lies in firstly understanding the 'Problem'. How well this is done is entirely dependent upon the Owners assessment/effort/understanding of his wants, etc. Interior designers come after that and help analyse, rationalise and realise the 'Solution'. This is often a culmination of a great working relationship between the Owners and the Architect. The Owners therefore must have/see a need to go into the aspect of ‘good shop design’ and be in a position to work with the architect in a honest and open minded capacity.” %% As a concluding message to the jewellers who do not believe in importance of shop design, she articulates, “‘Trust’ in a jeweller is still of utmost importance for clients, and if the clients continue to patronise a jeweller simply because of the comfort level and the relationship they share with the jeweller, irrespective of the store design, why would the jeweller care? However, we personally believe that though traditional knowledge, wisdom and trust is priceless, jewellers must adapt to changing social trends and consumer needs for continuous growth.” %%

The skeleton of any retail experience is constructed upon shop design. It sets the tone of the brand, backs the complete experience of the buyers, and guarantees the permanence of the company. This is mostly apparent injewellery business, a trade that orbits around aesthetics and one where purchases are deemed to be considerably large and significant. Store design has evolved from being just a style exercise to become a highly developed marketing tool which good retailers recognize as being essential element of brand strategy. It has become highly targeted to the customer base that the retailers want to attract and is critical to the profitability of their business. Good shop design makes the consumer feel special. Shopping, especially in the jewellery sector should be a highly gratifying experience and if the design of the shop augments their experience that it is worth every rupee that the retailer has spent on it, reports Priyanka Desai.%% Imagine you step in a space that tickles your fancy in an instant. It appeals to all your five senses and puts you in a peaceful set of mind. It encourages you to feel rejuvenated and makes you feel invited. Feels like stepping in a luxury spa, doesn’t it? But, what we are talking about is the latest trend of the jewellery retail segment— the jewellery lounge. Gone are the days when patrons would walk in a crowded, small space, stand across the counter and would be forced to make a decision of buying jewellery worth lacks in that uncomfortable ambience. The new mantra of jewellery shopping is comfort and luxury. Soft, plush carpets, enticing art pieces, ambient lighting, comfortable couches, portable massage machines and an exotic refreshment menu are just some of the features of the new age jewellery showroom. Jewellers are now spending big money on making their retail showroom one-of-a-kind that gives their patron an experience of a lifetime. Individualised shopping and customised ambiences are the new warriors to beat the competition. %% In the last few years the jewellers have comprehended the requirement for the retail brands to differentiate themselves in their physical shops on the wake of increasing competition from the Internet. The strongest topic in the retail is the luxury shopping experience and how to ensure that the physical shopping environment enhances it. The days of customers relying solely on the retail environment are in the past as we are now comparing services, product and price on our smart phones and tablets in addition to scouting for it in the physical shops. This where the independent jewellery retailers can make difference with their attentive and creative design that can make them standout from the crowded market place. In this age of evolved technology any one can buy or sell products using sites like eBay, Quikr, OLX, etc., this means that your client can become your competition too. In these times, retail design has become more important than ever where retailers have come up with retail destinations where the spaces are intimate, sleek and where the consumer can have the feel of the product, which is the most important in jewellery business where the products are of exorbitant prices. Today, we are seeing luxury as something fresh where the simplistic and minimalistic shop designs offer an image of wealth, luxury and indulgence. %%

Architect Aftab Saif Bandukwalais a well-known name in jewellery retail design. He is the man behind the luxury and innovation in Tanshiq stores and many other jewellery showrooms. We asked him to explain us what the architect has to keep in mind while designing a jewellery retail outlet. To this he shared, “Primarily the architect must understand the client's brand positioning, client base and product range. The design thought would need to cater to these. So to do an elaborate and extremely niche store for a jeweller whose product range is mid level or to do a completely modern concept with open retailing for a customer base that is largely elitist and require privacy as well as exclusivity would be folly. Besides this, the nature of the layout is also very crucial to the type of retailing the jeweller focuses on. While a more open layout with ample visibility works best for most jewellers who have a wider range of product and clientele, enclosure or more spaced out counters for customer privacy are a must for high-end jewelers. %% He further adds, “The nature of display varies from extremely minimalistic to full stock on display but we advice or clients to steer away from the latter as this kills the mystery and confuses the customer. Comfortable seating is very critical to a good sale. The customer has to be comfortable to be able to make a relaxed buy and chances of conversion in a sit down sale are exponentially higher.” %% When asked to share the difference between jewellery retail designsthan others, he opines, “Jewellery is a planned purchase and is perhaps only impulsive when it's a quick gift, which is rare and then of a negligible ticket size. What with the exorbitant and ever increasing price of precious metals, even the most basic buy is of a considerable value and the buyer demands a more refined experience. Besides, buying jewellery is a very personal and therefore personalised experience. Larger the value more applicable is this fact, often culminating in the owner or the store manager closing the deal. The nature of the transaction is therefore more intimate and the display systems, transaction points and overall interfacing furniture and fixtures must be conducive to this. Apart from the aesthetics and functionality, the product is high value in jewellery retailing and the design of security systems and BMS in general is very critical and has to be far more detailed and studied.” %% Speaking about the necessary architectural elements for jewellery retail design, he explains, “Different design concepts lean on different elements of design, but overall, luxury remains the catch word. I insist on complete focus on the product in the retailing areas and all my designs and the services are planned and worked around making the product the king. However, in non selling spaces such as entrances, lobbies and staircases I go all out on style and design as here there is no risk of distraction from the product and these spaces are ideal to make the statement the brand wishes to convey; be it of boldness or then of sheer opulence.” %%

Talking about the raging trend of ‘jewellery lounges’, he articulates, “The concept of lounge works very well particularly in the Indian context. Us Indians buy jewellery for occasions and on occasions. The most important such occasion of course being a wedding. Jewellery is an important part of the trousseau and is selected with much deliberation. The entire family participates in this shopping right from the bride to-be to the aunt. The wedding outfit is brought along to match the set, as are other outfits from the trousseau. Hours are spent and the jeweller is more than happy to indulge the party and throw in the meal as well lest it should disrupt the flow. Bridal lounges with full length mirrors and sometimes even dressing rooms work well to keep the group focused and also away from the main floor where business goes on as usual. We just did a store where a dedicated solitaire lounge has been provided for. Solitaire buying is the ultimate luxury experience and this space gives it it's due. The entire processing of the store along with the various aspects that define its quality are explained in detail through graphics and the customer leaves very reassured with their investment and utterly spoilt with the experience.” %% When asked if jewellers are ready to spend on refurbishing their old stores or invest in good design for their new stores, he answers, “Jewellers are increasingly seeing value in reviving their brand, the image and their space to go with it. With the steep escalation in the cost of the merchandise and with a whole new breed of world wise and discerning customers, there is much sense in investing in the selling space and experience. One of our clients was quick to realise that the geo-demographics of their locality had so drastically changed since their setting up shop that they were faced with a whole new breed of customers to cater to and a fresh look was more than the need of the hour. Even Tanishq, one of our corporate jeweller clients realised that trust and a sound product was not always enough to clinch the deal. When they approached us they were clear that they wanted to offer a five star buying experience. We worked out a concept and ensured its application across all their stores countrywide which has set a benchmark for jewellers all over.” %% Apart from architecture, the next important element of a retail design is the lightning. Lightning plays a pivotal role in jewellery stores, as only highly illuminating diamonds and gleaming gold can truly hold a patron’s gaze. This is not possible without the accurate lighting structure. Bandukwalaconcurs and adds, “After a sound design I think lighting is perhaps the next most important thing that can be done for the space. Correct lighting and accents can make the product jump out of its space compelling the shoppers' gaze and on closer look ensure that every facet of the stones and every nuance in its design have prominence. I have seen the most elaborate interiors with such pathetic lighting that in my opinion it's money down the drain because the raison d'etre has in fact been completely neglected.” %% When asked if multi-channel retailing works well for jewellery showrooms, he says. “If you mean cross merchandising associated luxury products within jewellery stores then, yes, I think it has worked very successfully in the recent years. We no longer shop for jewellery as assets alone, they are as much fashion statements and therefore it isn't rare to look at a high-end watch to go with the jewellery or to also buy the exclusive pen for the groom while one is at it. We even have clients who want to amalgamate designer outfits as a part of their offering. While if you mean jewellery being a part of a larger multi channel store then, yes, that works too, particularly for lower priced merchandise and gifts.” %%

While talking about the latest design trend for jewellery lounges, he explains, “It's something like Chinese restaurants no longer have dimly lit interiors with the essential lanterns and dragon motifs set in a predominantly gold and red theme, so also jewellery stores no longer aspire to look like the TajMahal. Simplicity of design and quiet elegance are the call of the hour and make a subtle yet classy canvas for very evolved merchandise.” %% Bandukwala has a smile on his face when asked for his tips to jewellers. While sharing a laugh, he says lightheartedly, “I love this question. My tips are: 1. You have hired a professional; now leave him to do his job 2. No, you can't come back each time from Hong Kong and try to incorporate another detail that you liked at Louis Vuitton. 3. You absolutely cannot go desion my creation. You cannot have bare foot employees, they cannot be devouring vadapau at their counter, and the store cannot smell of heavily perfumed incense sticks... But jokes apart, my single most important tip to all my dear clients and their brethren is to take pride in their work and help us create an ideal setting for it. From the store design to the way the staff presents themselves, from the Visual Merchandising to the aroma and from the impact of the facade to the luxurious rest room; all of these go together to speak one language. The language of refinement. The message that you have arrived.” %% Architect SeemaPuri along with her husband ZarirMullan too has been a celebrated couple when it comes to retail design. Together they have designed stores and lounges for BatukbhaiJewellers, Mahesh Notandass and designing process is underway for RasiklalSakalchandJewellers. We requested Ar. SeemaPuri to share her insights about jewellery retail design. “The trend of jewellery lounges started a long time back in India. It works very well with jewellers having a niche clientele. The ambience for such lounges is very exclusive and casual, where the patrons can spend time at leisure and make their decisions of purchase. But, such lounges work only if you have a bigger area and have two to three seating arrangements, just to avoid the crowd if more than one client walks in at the same time. Though the possibility for this to happen is very low here as most jewellery lounges work on appointment basis.” %% Speaking about the important elements of jewellery lounges, she opines, “The lounge has to have a very luxe, soft and high-end look. It should be quiet with soothing music in the background and not any additional sounds. A plush carpet is a necessity, which instantly exudes a look of opulence and luxury. The showroom/lounge has to say, ‘You are the most important’, to every client that walks in. Lighting is of very high importance too. Most jewellers believe in halogen lights that flood the entire space but fancy light fittings are the right ones that complement the luxe ambience. Pendant lightings, LED Envelopes, etc work very well for jewellery lounges while highlighting the jewellery to the optimum.” %%

When asked to share the trend of the season for jewellery interiors, she shares, “I think minimalistic designs are gradually moving out now and embellishments are coming in. Patterns are in trend now. Wall vinyl, art work, textures, ornate mirrors, accessories all are parts of embellishments that help give a space a classier look.” %% When asked to give quick tips to make a present store have a feel of a lounge, she says, “The jewellers should ensure that the lighting is apt in their stores and should not underestimate the fancy lights and their illuminating power. Adding the right kind of colour to the store is also very vital. Colours like Champagne, Silver Grey, and shades of Gold add coziness to the ambience and complement the jewellery. It is also necessary to accessorise the store in such a way that it appeals to the feminine side. The jewellery store has to be delicate and soft and not rugged and masculine like for example an Audi showroom. One can always add or subtract elements for a fresher look such as a throw on the couch or artwork on the walls. And, finally ensure that your display is very specific and not too cluttered.” %% After understanding the architects’ point of view and suggestions we scouted the country for some of the best jewellerylounges. There was no dearth of high-end jewellery lounges but there are top four from different parts of the country that we have chosen that are exemplary in design, architecture, service and displays. The top four are: Zoya by Tanishq in Delhi, SawansukaJewellers in Kolkata, Rose Salon in Mumbai, Love is For Ever (LIFE) by Diatrends in Bengaluru. %% {{Zoya by Tanishq}}$$ ArifSaleemPadiath, Brand Head, Zoya gives us a tour of the jewellery lounge and to our amazement the showroom resembles an art gallery to the hilt. Luxury and opulence engulf you as you step in and the courteous staff makes you feel like the most important person. Talking about the special features of the lounge, Padiath shares, “We have a detailed refreshment menu that includes veg and non veg platters, mocktails, etc. These include kebabs, quiches, crostini, tartlets, etc. We also have a dessert platter that includes mini cheesecakes, tarts, pastries, etc. We have the world-class décor at our showrooms with chandeliers with Swarovski crystals and cutting-edge visual merchandising. We also have special viewing area for high value customers.It’s not just a showroom, it’s almost a gallery of fine art.” %% He further adds, “We at Zoya believe that architecture and interior design play a very important role in jewellery retail segment since it is a major differentiating factor between a run of the mill store and a super premium brand such as Zoya. Opulent interiors are almost a sine qua non for a luxury brand. In the jewellery industry, wherein aesthetics and visual appeal plays a large role, it is absolutely essential to have luxuriant interiors for our evolved clients. We also have a lounging area for our customers. A lounging area enables our clients to relax and unwind, as our highly trained staff immerses them in the magic of Zoyajewellery. Since our policy in Zoya is never to push our clients to make a purchase, a lounging area lends the proceedings an air of informality.” %% But when asked if fancy lounge-like atmosphere intimidate clients, making them think that his store is 'too expensive' for them? He says, “Well, it does in the first place but our staff has been trained to be warm an cordial irrespective of appearances. In fact, there are French luxury masons, who practice an all-inclusive approach to greeting customers.However, if it does intimidate them, then it would perhaps act as a filter, since our typical client is quite comfortable in a luxury environment. He/she does not feel stifled by it, instead they expect to be pampered and be taken care of and they thrive in it.” %%

When requested to give a message to the old-school jewellers who are not keen on refurbishing their store. He says very confidently, “Evolve or become redundant. The Indian shopper’s sensibilities and expectations are growing and growing fast and therefore if you cannot incorporate these elements in your store design you will be left in the dust.” %% {{SawansukhaJewellers}} $$ SiddharthaSawansukha is a young personality who has already made a mark in the jewellery retail segment of Kolkata. SawansukhaJewellers has a century old history of being in this glittering trade. They have certainly seen the industry evolve and grow from strength to strength and have kept in step with the changing trends. Naturally, they have one of the most luxurious jewellery lounges in the city and we asked Siddhartha to share his inputs. Speaking about the exclusive features of their lounge he shares, “The motto of our store is to provide customers with convenience and comfort. For browsing convenience the showroom features separate sections with gold, kundan, diamond necklaces, arm wear, pendants and smaller jewels arranged systematically along the walls, with chains forming an island in the centre. Storage units are kept below the counter for easy retrieval and displays are placed in ascending order of value. Counters are defined in a manner where customers can be sure of their buying decisions being private. The colour combinations and use of furniture provide a very modern look to the store yet retain a homely feel. Lastly, the directors’ personal attention to customers ensures a special experience.” %% When asked if the fancy lounge-like atmosphere intimidate clients, making them think that their store is 'too expensive' for them, he answers truthfully, “It can certainly inhibit certain kinds of customers, particularly the less educated and sophisticated. The inhibition is not only on grounds of expense but also because a fancy environment makes them uncomfortable and out of place. Such customers prefer a more conservative atmosphere where they can feel at home. Speaking about our clients, the modern and sophisticated customers are happy with this change, the traditional ones are yet to accept it fully, which is only to be expected.” %% So, does he still think it has been worth taking the risk of investing in high-end architecture and interiors was our next question? He shares, “Jewellery is largely valued for its visual appeal. Architecture and interior design has taken a front seat in the jewellery retail industry because it enhances the aesthetics of the jewellery display. In our store, the design has followed a simple yet sophisticated composition that carefully avoids competing with the goods on display but highlight them instead.” When asked for a message to the old-school jewellers who are not keen on refurbishing their store, he states factually, “I hope you know what you are doing – or rather, not doing!” %%

{{Biren Vaidya’s The Rose Salon}} $$ Biren Vaidya is an artist in true nature. His jewels are masterpieces that have been deemed as art pieces. He stumbled upon jewellery business as an accident and fell in love with the trade. He has carved a niche for himself and his Rose Salon is one of our favourite jewellery lounges of India. When requested to share the special features of Rose Salon, Biren Vaidya says, “The Rose Salon was a dream made to reality, from my earlier designing days for Rose. I have always dreamt and shared my desire to have a symbol that stands for essence in exclusivity, the epitome of personalised selling and a sign of status. The indulgence at Rose started with The Rose Salon in 2004 that is truly a unique experience in itself. The salon exudes class in a discrete yet welcoming manner. It is set in colours of pastel green and white to soothe and relax your being. Also called Center Stage, the Rose Salon is branded by the five senses of sight, smell, sound, taste and touch, five senses which the almighty has blessed each one of us with to differentiate the good from the bad and luxury from the ordinary. The subtle lights and wall hues along with the soothing music further enhance this scintillating experience. At the The Rose Salon, we believe in offering our patrons an exquisite and inimitable experience.” %% Speaking about the position of architecture and interior design in jewellery retail segment, he opines, “In my opinion it plays a very key role. At Rose we believe in offering wholesome and unmatched experiences; these can be given a cent percent justification only if the space it is offered in matches up to the products at display. Rose stands for the true essence of luxury possession signifying status, power and royalty. This remains a constant in all our offerings, be it our jewellery or our concept store, The Rose Salon. The state-of-the-art decor, a majestic ambience and a welcoming host only compliment this memorable experience that keeps the patrons returning for more.” %% Talking about his customer base and their reaction to Rose Salon, he articulates, “The patron base at The Rose Salon constitutes of the top Indian families of the new age maharajas and maharanis, who are accustomed to be served in their kingdom or domain, for any possession be it cars, collectibles, trousseau or jewellery. In fact, one of our main aims while conceptualizing The Rose Salon was to create an experience which would make the new age royalty to indulge in an experience, making The Rose Salon a one stop luxury destination.” %%

LIFE by Diatrends Love Is For Ever (LIFE) is a new age jewellery brand with traditional values and experience of 75 years. They come to you from the house of Diatrends Jewellery Pvt. Ltd. The collection can be viewed at their studio in Bengaluru. Kunal Mehta, CEO, LIFE takes us through the making of the most cutting edge jewellery lounge of Bengaluru. “Before our lounge was created, the client's knowledge of our brand was conveyed only through our products that we sold through exhibitions and events, especially for those clients who never visited our facility in Mumbai. However, now with the establishment of our first ever lounge; our clients have become more aware about what our brand is all about, hence further reassuring their trust and faith in us. Also, now our clients have a permanent establishment to come back to whenever they want to purchase jewellery, in fact some clients just come back casually with no intention to purchase anything, but just to enjoy being in the store, and eventually land up buying something.” %% Sharing more about the exclusive feature of the lounge, he explains in depth, “As the name suggests, it's a jewellery lounge. A lounge in general is a personal and intimate space where one can relax, unwind and simply enjoy the experience of being there. Hence we've tried to incorporate this atmosphere in our store, because we strongly believe that jewellery shopping is a very personal and intimate activity, and the client should feel completely relaxed and should enjoy the experience. The traditional counter and salesman concept has been done away with completely. The merchandise is displayed at a level where it invites the customer to touch and feel or simply admire the products without being intimidated by an inquisitive or pushy sales person. The sales lounge offers both, the client and sales person, a space where inhibitions can be lowered and a sale can be completed in a very private, intimate and relaxed atmosphere.” %% He further adds, “The entire layout has been designed to maximize interaction. The exhibition space is the first element a visitor encounters. Here, the season's collection is displayed and the ambience is that of an art gallery or museum. Once a guest has chosen what she likes, she moves into the design studio. Here we discuss with her what she has selected, and in case a custom piece needs to be made, we can help her browse through both trend books and an electronic catalogue with a senior consultant. Further in the store is another, even more private lounge where longer, more extensive design sessions are conducted. So a very special feature of our lounge is our custom made jewellery section, where we have a professional designer as well as a CAD (computer aided designing) operator, who has one on one interactive session with clients to offer them design solutions for their custom made pieces. Our lounge also has a workshop where with the help of a skilled goldsmith as well as machineries, we can offer services like sizing jewellery pieces, setting stones and polishing and cleaning as well, whether they are our jewellery pieces or a client's own.” %%

Such a wholesome experience of jewellery shopping is very rare and is highly appreciated by most patrons but we inquired if it also hampers their image by being portrayed as “too exorbitant”. To this Mehta has a different take then most jewellers and says, “No we don't think so. We have today swanky looking retail stores in India with lavish interiors and even multi storied, and they are not intimidating or communicating that they are expensive. According to us it's not the interiors of the stores that would intimidate clients, but the reputation of the brand. For e.g. people would get intimidated to enter a Bvlgari or Cartier store because of the image of these brands, and not because of how fancy their stores are. So irrespective of the look of the store, if we are able to give them a warm and enjoyable shopping experience and even more importantly, communicate to them that we are not just a retailer but also a manufacturer, they would not be intimidated or perceive the brand as being ‘too exorbitant’.” %% When asked if they personally think that most jewellers are not ready to invest in good shop design, which keeps them behind in the competition? Mehta expresses, “This is a very personal issue and not something that we can make any judgment on. In jewellery retail, trust is a key factor, and we have more than 100 year old establishments with very conventional shop design, still doing phenomenal business. However, if along with establishing trust, if you're also able to offer a unique and enjoyable shopping experience, it is definitely an added advantage, especially for the younger generation. It is very important though that the shop design must reflect and communicate the characteristics of the brand.” %% To this DiptiSathe, COO, LIFE who is also an architect and interior designer shares, “From an interior designer's point of view a ‘Good shop-Design’ - that's the key term!! Most designs are great 'Solutions'. The key to a great 'Solution' lies in firstly understanding the 'Problem'. How well this is done is entirely dependent upon the Owners assessment/effort/understanding of his wants, etc. Interior designers come after that and help analyse, rationalise and realise the 'Solution'. This is often a culmination of a great working relationship between the Owners and the Architect. The Owners therefore must have/see a need to go into the aspect of ‘good shop design’ and be in a position to work with the architect in a honest and open minded capacity.” %% As a concluding message to the jewellers who do not believe in importance of shop design, she articulates, “‘Trust’ in a jeweller is still of utmost importance for clients, and if the clients continue to patronise a jeweller simply because of the comfort level and the relationship they share with the jeweller, irrespective of the store design, why would the jeweller care? However, we personally believe that though traditional knowledge, wisdom and trust is priceless, jewellers must adapt to changing social trends and consumer needs for continuous growth.” %%

The skeleton of any retail experience is constructed upon shop design. It sets the tone of the brand, backs the complete experience of the buyers, and guarantees the permanence of the company. This is mostly apparent injewellery business, a trade that orbits around aesthetics and one where purchases are deemed to be considerably large and significant. Store design has evolved from being just a style exercise to become a highly developed marketing tool which good retailers recognize as being essential element of brand strategy. It has become highly targeted to the customer base that the retailers want to attract and is critical to the profitability of their business. Good shop design makes the consumer feel special. Shopping, especially in the jewellery sector should be a highly gratifying experience and if the design of the shop augments their experience that it is worth every rupee that the retailer has spent on it, reports Priyanka Desai.%% Imagine you step in a space that tickles your fancy in an instant. It appeals to all your five senses and puts you in a peaceful set of mind. It encourages you to feel rejuvenated and makes you feel invited. Feels like stepping in a luxury spa, doesn’t it? But, what we are talking about is the latest trend of the jewellery retail segment— the jewellery lounge. Gone are the days when patrons would walk in a crowded, small space, stand across the counter and would be forced to make a decision of buying jewellery worth lacks in that uncomfortable ambience. The new mantra of jewellery shopping is comfort and luxury. Soft, plush carpets, enticing art pieces, ambient lighting, comfortable couches, portable massage machines and an exotic refreshment menu are just some of the features of the new age jewellery showroom. Jewellers are now spending big money on making their retail showroom one-of-a-kind that gives their patron an experience of a lifetime. Individualised shopping and customised ambiences are the new warriors to beat the competition. %% In the last few years the jewellers have comprehended the requirement for the retail brands to differentiate themselves in their physical shops on the wake of increasing competition from the Internet. The strongest topic in the retail is the luxury shopping experience and how to ensure that the physical shopping environment enhances it. The days of customers relying solely on the retail environment are in the past as we are now comparing services, product and price on our smart phones and tablets in addition to scouting for it in the physical shops. This where the independent jewellery retailers can make difference with their attentive and creative design that can make them standout from the crowded market place. In this age of evolved technology any one can buy or sell products using sites like eBay, Quikr, OLX, etc., this means that your client can become your competition too. In these times, retail design has become more important than ever where retailers have come up with retail destinations where the spaces are intimate, sleek and where the consumer can have the feel of the product, which is the most important in jewellery business where the products are of exorbitant prices. Today, we are seeing luxury as something fresh where the simplistic and minimalistic shop designs offer an image of wealth, luxury and indulgence. %%

Architect Aftab Saif Bandukwalais a well-known name in jewellery retail design. He is the man behind the luxury and innovation in Tanshiq stores and many other jewellery showrooms. We asked him to explain us what the architect has to keep in mind while designing a jewellery retail outlet. To this he shared, “Primarily the architect must understand the client's brand positioning, client base and product range. The design thought would need to cater to these. So to do an elaborate and extremely niche store for a jeweller whose product range is mid level or to do a completely modern concept with open retailing for a customer base that is largely elitist and require privacy as well as exclusivity would be folly. Besides this, the nature of the layout is also very crucial to the type of retailing the jeweller focuses on. While a more open layout with ample visibility works best for most jewellers who have a wider range of product and clientele, enclosure or more spaced out counters for customer privacy are a must for high-end jewelers. %% He further adds, “The nature of display varies from extremely minimalistic to full stock on display but we advice or clients to steer away from the latter as this kills the mystery and confuses the customer. Comfortable seating is very critical to a good sale. The customer has to be comfortable to be able to make a relaxed buy and chances of conversion in a sit down sale are exponentially higher.” %% When asked to share the difference between jewellery retail designsthan others, he opines, “Jewellery is a planned purchase and is perhaps only impulsive when it's a quick gift, which is rare and then of a negligible ticket size. What with the exorbitant and ever increasing price of precious metals, even the most basic buy is of a considerable value and the buyer demands a more refined experience. Besides, buying jewellery is a very personal and therefore personalised experience. Larger the value more applicable is this fact, often culminating in the owner or the store manager closing the deal. The nature of the transaction is therefore more intimate and the display systems, transaction points and overall interfacing furniture and fixtures must be conducive to this. Apart from the aesthetics and functionality, the product is high value in jewellery retailing and the design of security systems and BMS in general is very critical and has to be far more detailed and studied.” %% Speaking about the necessary architectural elements for jewellery retail design, he explains, “Different design concepts lean on different elements of design, but overall, luxury remains the catch word. I insist on complete focus on the product in the retailing areas and all my designs and the services are planned and worked around making the product the king. However, in non selling spaces such as entrances, lobbies and staircases I go all out on style and design as here there is no risk of distraction from the product and these spaces are ideal to make the statement the brand wishes to convey; be it of boldness or then of sheer opulence.” %%

Talking about the raging trend of ‘jewellery lounges’, he articulates, “The concept of lounge works very well particularly in the Indian context. Us Indians buy jewellery for occasions and on occasions. The most important such occasion of course being a wedding. Jewellery is an important part of the trousseau and is selected with much deliberation. The entire family participates in this shopping right from the bride to-be to the aunt. The wedding outfit is brought along to match the set, as are other outfits from the trousseau. Hours are spent and the jeweller is more than happy to indulge the party and throw in the meal as well lest it should disrupt the flow. Bridal lounges with full length mirrors and sometimes even dressing rooms work well to keep the group focused and also away from the main floor where business goes on as usual. We just did a store where a dedicated solitaire lounge has been provided for. Solitaire buying is the ultimate luxury experience and this space gives it it's due. The entire processing of the store along with the various aspects that define its quality are explained in detail through graphics and the customer leaves very reassured with their investment and utterly spoilt with the experience.” %% When asked if jewellers are ready to spend on refurbishing their old stores or invest in good design for their new stores, he answers, “Jewellers are increasingly seeing value in reviving their brand, the image and their space to go with it. With the steep escalation in the cost of the merchandise and with a whole new breed of world wise and discerning customers, there is much sense in investing in the selling space and experience. One of our clients was quick to realise that the geo-demographics of their locality had so drastically changed since their setting up shop that they were faced with a whole new breed of customers to cater to and a fresh look was more than the need of the hour. Even Tanishq, one of our corporate jeweller clients realised that trust and a sound product was not always enough to clinch the deal. When they approached us they were clear that they wanted to offer a five star buying experience. We worked out a concept and ensured its application across all their stores countrywide which has set a benchmark for jewellers all over.” %% Apart from architecture, the next important element of a retail design is the lightning. Lightning plays a pivotal role in jewellery stores, as only highly illuminating diamonds and gleaming gold can truly hold a patron’s gaze. This is not possible without the accurate lighting structure. Bandukwalaconcurs and adds, “After a sound design I think lighting is perhaps the next most important thing that can be done for the space. Correct lighting and accents can make the product jump out of its space compelling the shoppers' gaze and on closer look ensure that every facet of the stones and every nuance in its design have prominence. I have seen the most elaborate interiors with such pathetic lighting that in my opinion it's money down the drain because the raison d'etre has in fact been completely neglected.” %% When asked if multi-channel retailing works well for jewellery showrooms, he says. “If you mean cross merchandising associated luxury products within jewellery stores then, yes, I think it has worked very successfully in the recent years. We no longer shop for jewellery as assets alone, they are as much fashion statements and therefore it isn't rare to look at a high-end watch to go with the jewellery or to also buy the exclusive pen for the groom while one is at it. We even have clients who want to amalgamate designer outfits as a part of their offering. While if you mean jewellery being a part of a larger multi channel store then, yes, that works too, particularly for lower priced merchandise and gifts.” %%

While talking about the latest design trend for jewellery lounges, he explains, “It's something like Chinese restaurants no longer have dimly lit interiors with the essential lanterns and dragon motifs set in a predominantly gold and red theme, so also jewellery stores no longer aspire to look like the TajMahal. Simplicity of design and quiet elegance are the call of the hour and make a subtle yet classy canvas for very evolved merchandise.” %% Bandukwala has a smile on his face when asked for his tips to jewellers. While sharing a laugh, he says lightheartedly, “I love this question. My tips are: 1. You have hired a professional; now leave him to do his job 2. No, you can't come back each time from Hong Kong and try to incorporate another detail that you liked at Louis Vuitton. 3. You absolutely cannot go desion my creation. You cannot have bare foot employees, they cannot be devouring vadapau at their counter, and the store cannot smell of heavily perfumed incense sticks... But jokes apart, my single most important tip to all my dear clients and their brethren is to take pride in their work and help us create an ideal setting for it. From the store design to the way the staff presents themselves, from the Visual Merchandising to the aroma and from the impact of the facade to the luxurious rest room; all of these go together to speak one language. The language of refinement. The message that you have arrived.” %% Architect SeemaPuri along with her husband ZarirMullan too has been a celebrated couple when it comes to retail design. Together they have designed stores and lounges for BatukbhaiJewellers, Mahesh Notandass and designing process is underway for RasiklalSakalchandJewellers. We requested Ar. SeemaPuri to share her insights about jewellery retail design. “The trend of jewellery lounges started a long time back in India. It works very well with jewellers having a niche clientele. The ambience for such lounges is very exclusive and casual, where the patrons can spend time at leisure and make their decisions of purchase. But, such lounges work only if you have a bigger area and have two to three seating arrangements, just to avoid the crowd if more than one client walks in at the same time. Though the possibility for this to happen is very low here as most jewellery lounges work on appointment basis.” %% Speaking about the important elements of jewellery lounges, she opines, “The lounge has to have a very luxe, soft and high-end look. It should be quiet with soothing music in the background and not any additional sounds. A plush carpet is a necessity, which instantly exudes a look of opulence and luxury. The showroom/lounge has to say, ‘You are the most important’, to every client that walks in. Lighting is of very high importance too. Most jewellers believe in halogen lights that flood the entire space but fancy light fittings are the right ones that complement the luxe ambience. Pendant lightings, LED Envelopes, etc work very well for jewellery lounges while highlighting the jewellery to the optimum.” %%

When asked to share the trend of the season for jewellery interiors, she shares, “I think minimalistic designs are gradually moving out now and embellishments are coming in. Patterns are in trend now. Wall vinyl, art work, textures, ornate mirrors, accessories all are parts of embellishments that help give a space a classier look.” %% When asked to give quick tips to make a present store have a feel of a lounge, she says, “The jewellers should ensure that the lighting is apt in their stores and should not underestimate the fancy lights and their illuminating power. Adding the right kind of colour to the store is also very vital. Colours like Champagne, Silver Grey, and shades of Gold add coziness to the ambience and complement the jewellery. It is also necessary to accessorise the store in such a way that it appeals to the feminine side. The jewellery store has to be delicate and soft and not rugged and masculine like for example an Audi showroom. One can always add or subtract elements for a fresher look such as a throw on the couch or artwork on the walls. And, finally ensure that your display is very specific and not too cluttered.” %% After understanding the architects’ point of view and suggestions we scouted the country for some of the best jewellerylounges. There was no dearth of high-end jewellery lounges but there are top four from different parts of the country that we have chosen that are exemplary in design, architecture, service and displays. The top four are: Zoya by Tanishq in Delhi, SawansukaJewellers in Kolkata, Rose Salon in Mumbai, Love is For Ever (LIFE) by Diatrends in Bengaluru. %% {{Zoya by Tanishq}}$$ ArifSaleemPadiath, Brand Head, Zoya gives us a tour of the jewellery lounge and to our amazement the showroom resembles an art gallery to the hilt. Luxury and opulence engulf you as you step in and the courteous staff makes you feel like the most important person. Talking about the special features of the lounge, Padiath shares, “We have a detailed refreshment menu that includes veg and non veg platters, mocktails, etc. These include kebabs, quiches, crostini, tartlets, etc. We also have a dessert platter that includes mini cheesecakes, tarts, pastries, etc. We have the world-class décor at our showrooms with chandeliers with Swarovski crystals and cutting-edge visual merchandising. We also have special viewing area for high value customers.It’s not just a showroom, it’s almost a gallery of fine art.” %% He further adds, “We at Zoya believe that architecture and interior design play a very important role in jewellery retail segment since it is a major differentiating factor between a run of the mill store and a super premium brand such as Zoya. Opulent interiors are almost a sine qua non for a luxury brand. In the jewellery industry, wherein aesthetics and visual appeal plays a large role, it is absolutely essential to have luxuriant interiors for our evolved clients. We also have a lounging area for our customers. A lounging area enables our clients to relax and unwind, as our highly trained staff immerses them in the magic of Zoyajewellery. Since our policy in Zoya is never to push our clients to make a purchase, a lounging area lends the proceedings an air of informality.” %% But when asked if fancy lounge-like atmosphere intimidate clients, making them think that his store is 'too expensive' for them? He says, “Well, it does in the first place but our staff has been trained to be warm an cordial irrespective of appearances. In fact, there are French luxury masons, who practice an all-inclusive approach to greeting customers.However, if it does intimidate them, then it would perhaps act as a filter, since our typical client is quite comfortable in a luxury environment. He/she does not feel stifled by it, instead they expect to be pampered and be taken care of and they thrive in it.” %%

When requested to give a message to the old-school jewellers who are not keen on refurbishing their store. He says very confidently, “Evolve or become redundant. The Indian shopper’s sensibilities and expectations are growing and growing fast and therefore if you cannot incorporate these elements in your store design you will be left in the dust.” %% {{SawansukhaJewellers}} $$ SiddharthaSawansukha is a young personality who has already made a mark in the jewellery retail segment of Kolkata. SawansukhaJewellers has a century old history of being in this glittering trade. They have certainly seen the industry evolve and grow from strength to strength and have kept in step with the changing trends. Naturally, they have one of the most luxurious jewellery lounges in the city and we asked Siddhartha to share his inputs. Speaking about the exclusive features of their lounge he shares, “The motto of our store is to provide customers with convenience and comfort. For browsing convenience the showroom features separate sections with gold, kundan, diamond necklaces, arm wear, pendants and smaller jewels arranged systematically along the walls, with chains forming an island in the centre. Storage units are kept below the counter for easy retrieval and displays are placed in ascending order of value. Counters are defined in a manner where customers can be sure of their buying decisions being private. The colour combinations and use of furniture provide a very modern look to the store yet retain a homely feel. Lastly, the directors’ personal attention to customers ensures a special experience.” %% When asked if the fancy lounge-like atmosphere intimidate clients, making them think that their store is 'too expensive' for them, he answers truthfully, “It can certainly inhibit certain kinds of customers, particularly the less educated and sophisticated. The inhibition is not only on grounds of expense but also because a fancy environment makes them uncomfortable and out of place. Such customers prefer a more conservative atmosphere where they can feel at home. Speaking about our clients, the modern and sophisticated customers are happy with this change, the traditional ones are yet to accept it fully, which is only to be expected.” %% So, does he still think it has been worth taking the risk of investing in high-end architecture and interiors was our next question? He shares, “Jewellery is largely valued for its visual appeal. Architecture and interior design has taken a front seat in the jewellery retail industry because it enhances the aesthetics of the jewellery display. In our store, the design has followed a simple yet sophisticated composition that carefully avoids competing with the goods on display but highlight them instead.” When asked for a message to the old-school jewellers who are not keen on refurbishing their store, he states factually, “I hope you know what you are doing – or rather, not doing!” %%

{{Biren Vaidya’s The Rose Salon}} $$ Biren Vaidya is an artist in true nature. His jewels are masterpieces that have been deemed as art pieces. He stumbled upon jewellery business as an accident and fell in love with the trade. He has carved a niche for himself and his Rose Salon is one of our favourite jewellery lounges of India. When requested to share the special features of Rose Salon, Biren Vaidya says, “The Rose Salon was a dream made to reality, from my earlier designing days for Rose. I have always dreamt and shared my desire to have a symbol that stands for essence in exclusivity, the epitome of personalised selling and a sign of status. The indulgence at Rose started with The Rose Salon in 2004 that is truly a unique experience in itself. The salon exudes class in a discrete yet welcoming manner. It is set in colours of pastel green and white to soothe and relax your being. Also called Center Stage, the Rose Salon is branded by the five senses of sight, smell, sound, taste and touch, five senses which the almighty has blessed each one of us with to differentiate the good from the bad and luxury from the ordinary. The subtle lights and wall hues along with the soothing music further enhance this scintillating experience. At the The Rose Salon, we believe in offering our patrons an exquisite and inimitable experience.” %% Speaking about the position of architecture and interior design in jewellery retail segment, he opines, “In my opinion it plays a very key role. At Rose we believe in offering wholesome and unmatched experiences; these can be given a cent percent justification only if the space it is offered in matches up to the products at display. Rose stands for the true essence of luxury possession signifying status, power and royalty. This remains a constant in all our offerings, be it our jewellery or our concept store, The Rose Salon. The state-of-the-art decor, a majestic ambience and a welcoming host only compliment this memorable experience that keeps the patrons returning for more.” %% Talking about his customer base and their reaction to Rose Salon, he articulates, “The patron base at The Rose Salon constitutes of the top Indian families of the new age maharajas and maharanis, who are accustomed to be served in their kingdom or domain, for any possession be it cars, collectibles, trousseau or jewellery. In fact, one of our main aims while conceptualizing The Rose Salon was to create an experience which would make the new age royalty to indulge in an experience, making The Rose Salon a one stop luxury destination.” %%

LIFE by Diatrends Love Is For Ever (LIFE) is a new age jewellery brand with traditional values and experience of 75 years. They come to you from the house of Diatrends Jewellery Pvt. Ltd. The collection can be viewed at their studio in Bengaluru. Kunal Mehta, CEO, LIFE takes us through the making of the most cutting edge jewellery lounge of Bengaluru. “Before our lounge was created, the client's knowledge of our brand was conveyed only through our products that we sold through exhibitions and events, especially for those clients who never visited our facility in Mumbai. However, now with the establishment of our first ever lounge; our clients have become more aware about what our brand is all about, hence further reassuring their trust and faith in us. Also, now our clients have a permanent establishment to come back to whenever they want to purchase jewellery, in fact some clients just come back casually with no intention to purchase anything, but just to enjoy being in the store, and eventually land up buying something.” %% Sharing more about the exclusive feature of the lounge, he explains in depth, “As the name suggests, it's a jewellery lounge. A lounge in general is a personal and intimate space where one can relax, unwind and simply enjoy the experience of being there. Hence we've tried to incorporate this atmosphere in our store, because we strongly believe that jewellery shopping is a very personal and intimate activity, and the client should feel completely relaxed and should enjoy the experience. The traditional counter and salesman concept has been done away with completely. The merchandise is displayed at a level where it invites the customer to touch and feel or simply admire the products without being intimidated by an inquisitive or pushy sales person. The sales lounge offers both, the client and sales person, a space where inhibitions can be lowered and a sale can be completed in a very private, intimate and relaxed atmosphere.” %% He further adds, “The entire layout has been designed to maximize interaction. The exhibition space is the first element a visitor encounters. Here, the season's collection is displayed and the ambience is that of an art gallery or museum. Once a guest has chosen what she likes, she moves into the design studio. Here we discuss with her what she has selected, and in case a custom piece needs to be made, we can help her browse through both trend books and an electronic catalogue with a senior consultant. Further in the store is another, even more private lounge where longer, more extensive design sessions are conducted. So a very special feature of our lounge is our custom made jewellery section, where we have a professional designer as well as a CAD (computer aided designing) operator, who has one on one interactive session with clients to offer them design solutions for their custom made pieces. Our lounge also has a workshop where with the help of a skilled goldsmith as well as machineries, we can offer services like sizing jewellery pieces, setting stones and polishing and cleaning as well, whether they are our jewellery pieces or a client's own.” %%

Such a wholesome experience of jewellery shopping is very rare and is highly appreciated by most patrons but we inquired if it also hampers their image by being portrayed as “too exorbitant”. To this Mehta has a different take then most jewellers and says, “No we don't think so. We have today swanky looking retail stores in India with lavish interiors and even multi storied, and they are not intimidating or communicating that they are expensive. According to us it's not the interiors of the stores that would intimidate clients, but the reputation of the brand. For e.g. people would get intimidated to enter a Bvlgari or Cartier store because of the image of these brands, and not because of how fancy their stores are. So irrespective of the look of the store, if we are able to give them a warm and enjoyable shopping experience and even more importantly, communicate to them that we are not just a retailer but also a manufacturer, they would not be intimidated or perceive the brand as being ‘too exorbitant’.” %% When asked if they personally think that most jewellers are not ready to invest in good shop design, which keeps them behind in the competition? Mehta expresses, “This is a very personal issue and not something that we can make any judgment on. In jewellery retail, trust is a key factor, and we have more than 100 year old establishments with very conventional shop design, still doing phenomenal business. However, if along with establishing trust, if you're also able to offer a unique and enjoyable shopping experience, it is definitely an added advantage, especially for the younger generation. It is very important though that the shop design must reflect and communicate the characteristics of the brand.” %% To this DiptiSathe, COO, LIFE who is also an architect and interior designer shares, “From an interior designer's point of view a ‘Good shop-Design’ - that's the key term!! Most designs are great 'Solutions'. The key to a great 'Solution' lies in firstly understanding the 'Problem'. How well this is done is entirely dependent upon the Owners assessment/effort/understanding of his wants, etc. Interior designers come after that and help analyse, rationalise and realise the 'Solution'. This is often a culmination of a great working relationship between the Owners and the Architect. The Owners therefore must have/see a need to go into the aspect of ‘good shop design’ and be in a position to work with the architect in a honest and open minded capacity.” %% As a concluding message to the jewellers who do not believe in importance of shop design, she articulates, “‘Trust’ in a jeweller is still of utmost importance for clients, and if the clients continue to patronise a jeweller simply because of the comfort level and the relationship they share with the jeweller, irrespective of the store design, why would the jeweller care? However, we personally believe that though traditional knowledge, wisdom and trust is priceless, jewellers must adapt to changing social trends and consumer needs for continuous growth.” %%