# Millennial Jewelry Shops Birks' Newest Fine Jewelery Store Caters to a New Generation of Shoppers By Laura McQuarrie | Published 2017-03-24 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/fine-jewelry-store References: [business.financialpost](http://business.financialpost.com/news/retail-marketing/birks-courts-millennials-with-new-concept-store-in-torontos-yorkdale-mall) & [yorkdale](http://www.yorkdale.com/stores/birks/) Knowing that the experience of entering a traditional fine jewelry store can be intimidating to young shoppers, [Birks](https://www.trendhunter.com/trends/birks-for-bees) 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](https://www.trendhunter.com/trends/2025-engagement-ring), 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](https://www.trendhunter.com/trends/apple-upgrade), which have revolutionized the relationships between employees and customers by having them stand side-by-side. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 93% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Flexible Store Layouts:** Exploring flexible store layouts that remove barriers between staff and shoppers to create a more inviting and inclusive environment. - **Community-based Shopping Experiences:** Developing community-based shopping experiences that foster a sense of inclusivity and belonging among shoppers. - **Innovative Bridal Retail Spaces:** Creating innovative bridal retail spaces that combine seating areas with browsing stations to enhance the shopping experience and encourage interaction. ### Where This Applies - **Fine Jewelry Retail:** Incorporating flexible store layouts and community-focused elements in traditional fine jewelry stores to attract and cater to Millennial shoppers. - **Retail Design:** Offering retail design services specialized in creating inviting and inclusive store layouts that maximize customer engagement and comfort. - **Bridal Retail:** Revamping bridal retail spaces by integrating community-oriented areas to enhance the overall shopping experience and foster a sense of camaraderie among couples and other customers. ## Related on Trend Hunter - [Bridal-Focused Retail Concepts](https://www.trendhunter.com/trends/bridal-shopping.md) - [Jewelry Retail Expansions](https://www.trendhunter.com/trends/mejuri-square-one.md) - [Storytelling Jewelry Stores](https://www.trendhunter.com/trends/the-edit-by-zales.md) - [Refined Modern Boutique Designs](https://www.trendhunter.com/trends/modern-boutique.md) - [Luxury Jeweler Boutiques](https://www.trendhunter.com/trends/luxury-jeweler.md) - [Fine Jewellery Flagships](https://www.trendhunter.com/trends/peoples-jewellers.md) - [Boutique Jewelry Concepts](https://www.trendhunter.com/trends/boutique-jewelry-concept.md) - [Fine Jewelry Boutique Openings](https://www.trendhunter.com/trends/ecksand-yorkville.md) - [Geometric Jewelry Architecture](https://www.trendhunter.com/trends/nikos-koulis-boutique.md)