Project Overview
Thomas Jewellers has been an integral part of regional jewellery retail since 1896 and is currently owned by the fourth generation of the Thomas family. The stores are in the initial stages of a major brand transformation, starting with the Warrnambool store. Bringing a new perspective to the retail space and incorporating elements to engage the senses, this launch of the all-new Thomas brand was unveiled in March 2017.
Project Commissioner
Project Creator
Project Brief
Relaunching this heritage brand required close consideration as the local audience had turned to Thomas Jewellers for their gift giving and homeware needs for years.
Thomas had to appeal to the younger demographic while holding on to their existing client base and increasing brand perception.
Project Innovation/Need
By collaborating with award winning store designers, the old and dated Thomas Jewellers store was reimagined with cutting edge product merchandising, digital displays and a state of the art lighting system.
A multi-layered custom fragrance incorporating cinnamon, jasmine, sandalwood and white musk was created to filter throughout the store and create a sensory atmosphere. Also, a bespoke music channel was created via music system QSIC. The combination of visual interest, scent and audio, that appeals to the customer demographic, has elevated the brand in consumers' mind.
Design Challenge
The main challenge was to create a modern retail experience, introducing new brands and showcasing Thomas as the destination for diamonds while still maintaining a link with the brand's past. The brand positioning had to be elevated and attract a new audience, shifting it from the staple of country jeweller to the regional locals to an exciting destination in world renown name brand jewellery.
Future Impact
The new look Thomas store engages the customer with a multi-sensory experience. The jewellery is the hero, artistically displayed in custom built counters, organised by brand and style. The new layout makes the user experience more enjoyable as the product is easy to find and pricing is clear.
The diamond consultation areas allow customers to view engagement rings in an intimate area where they can discuss their options and learn about the different styles and grades of diamonds.
Service - Retail
This award celebrates creative and innovative design in the retail environment. Consideration given to attracting, engaging and motivating customers to make purchases, the use of colour, lighting, space, product information, sensory inputs (smell, touch, sound) as well as technologies such as digital displays and interactive installations.
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