Looking good

© Written by Rachael Taylor for Retail Jeweller 

Footfall on British high streets is in freefall while online sales continue to rise, so it’s little surprise that jewellery retailers are turning to the internet for inspiration on how to lure consumers back to bricks and mortar with clever merchandising strategies that mimic the best of digital.

“Our brief was simply to create something Instagrammable,” says Lloyd Blakey, creative director of Innovare Design, a retail design consultancy that has worked with jewellery retailers including Hugh Rice, Green + Benz and TH Baker. The client Blakey is referring to, however, is a gin brand called Sipsmith. It was a simple brief, and one that perfectly captures one of the key drivers of footfall today – shareable experiences.

The solution for this particular request was to install what Blakey refers to as a “tasting wall” in the west London distillery, an installation that charts the process of gin making. “It became a natural place to take a photo,” he says. “People gravitate towards it. There is that element of curiosity and intrigue.”…

This story was originally published in the November 2017 issue of Retail Jeweller magazine. Continue reading to see magazine layouts and download full-size PDFs. Main image: Luxe by Hugh Rice.

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Download PDF: 023-025_RJ1117_VisualMerchandising



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