Knowing that the experience of entering a traditional fine jewelry store can be intimidating to young shoppers, Birks designed its newest concept store in Toronto with a focus on catering to the Millennial shopper.
Most fine jewelry stores adopt a U-shaped layout, which has counters follow the perimeters of the store, effectively putting a barrier between staff and shoppers. This new concept jewelry store adopts a more flexible and less formal design that features many small islands that float throughout the space. One of the standout stations of the space is the Bridal Bar, which features space for couples to sit or stand, alongside others who are browsing for rings to create a sense of community.
This new design takes cues from companies like Apple, which have revolutionized the relationships between employees and customers by having them stand side-by-side.