As well as offering customers the chance to meet with qualified designers to create bespoke pieces of jewellery, the store will stock a small selection of the Harriet Kelsall’s off-the-shelf creations.
With the design of the store created by Callum Lumsden, the 47 square metre space acts as both a retail environment and a working design studio.
Customers are encouraged to interact with “discovery drawers” mounted on the wall, each of which contains a themed mood board to inspire creative thoughts and ideas.
The brand also has showrooms in Hertfordshire and Cambridge.
Harriet Kelsall said: “We love the creativity of Lumsden Design and the team’s ability to stretch our thinking in new directions. It’s important to us that all three of our locations are unified as a brand, yet also retain their own personalities, which reflect the local feel, community and environment.
Lumsden also worked closely with creative agency Onthree to refine the jeweller’s branding to instil a more welcoming tone of voice. Central to the store design is a five-metre feature wall of formed concrete into which a visual play on the words in the brand statement has been cut.
