Exciting times are afoot; always a fan of the beautifully presented window and in-store displays offered by international jewellery powerhouse, Tiffany, Design 4 Retail are pleased to hear that the established brand is moving in a less formal direction to engage a different type of consumer.
This new style is reflected in a new Tiffany store opening this month at University Village, Seattle. With doors constructed from glass rather than the formidable stainless steel monolithic entrances usually seen at Tiffany, the hope is that the relaxed retail environment will remove the intimidation some customers feel when entering the statuesque store.
The more casual approach is in tone with the change in sales technique Tiffany is experimenting with. Take for example their new tactic of displaying pieces on table tops, allowing customers to freely touch without asking permission, and their use of “organic” large sculptural figure displays to present their collection.
It’s leaps away from the fusty image of locked glass cabinets that used to come to mind when thinking of Tiffany jewellery. Fortunately, now the “look, don’t touch” attitude has disappeared to be replaced with a much more inviting “please look and feel free to touch”.
Retaining the upscale brand identity and achieving mass appeal as an approachable style house for fashionable jewellery can’t have been easy, but the retail design presentation now offered promises to clinch the deal for them.
It is expected that Tiffany will open as many as 70 stores in the style of Seattle’s University Village retail unit by 2020. If only there were a few more over in the UK!
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