b'THE STATE OF THE THE JEWELRY THE COLOREDMAJORS DIAMOND DESIGN STONE MARKETINDUSTRYBRINGING IT ALL HOME There is one element of modern retail, however, While making the rounds of other types of retailthat Roberts does not like to incorporate too much stores is a worthwhile exercise for jewelers, there areThere is oneof when designing jewelry storeselectronic screens. some design elements they cannot copy because ofelement ofHigh Roads Stone says the same about too much security concerns. modern retail,in-store technology, noting that it can be a nuisance Theres a very different relationship in the spaceto maintain.because from a design standpoint, you have to dealhowever, thatWhile technology is important behind the scenes with a lot of locked cases, FRCH Nelsons RobertsRoberts doesand for salespeople to have at their fingertips to says when asked about the challenges inherent in anot like toanswer technical and inventory questions, Roberts designing a fine jewelry store.incorporatebelieves jewelry stores dont need screens every-Also, jewelry shopping traditionally was fairlytoo much ofwhere. They also dont need to have the check-intimidating, he says. Its a big purchase, thereswhen designingout-and-go technology used at the Nike House of a lot of technical information. jewelry stores Innovation or at Amazon Go, the e-commerce But the fact merchandise needs to be securedelectronicgiants cashier-less grocery stores. and explained doesnt mean showcases have toscreens.In a luxury space, people still want more of a be a mile long and positioned in such a way that[sales associate-] involved experience, he says, par-staff and customers are separated.ticularly at the conclusion of their shopping venture. Roberts says in some recent jewelryThe final boxing, wrapping up and paying for store renovations, the firm incorporateda piece of jewelry should be special, something both 360-degree showcases (showcases that are freestanding andexecuted with a bit of ceremony. Its what the customer is looking for customer-facing on all sides) and single-sided showcases where cus- when she or he decides against an online purchase and chooses an tomer and associate are next to each other and can have what hein-store visit. calls a shoulder-to-shoulder relationship while looking at pieces.Customers walk in with a lot of technology in their pockets, This makes customers, including the growing number of women shop- Roberts says. They looked at screens before they come, and theyll ping for themselves, feel like its more of a partnership and less like theyrelook at screens when they leave. When they come to a store, theyre on the receiving end of a lecture being delivered at arms length. going there to talk to someone, to touch and to feel. 16 STATE OF THE MAJORS 2019'