My Store: Harriet Kelsall Bespoke Jewellery

When was the space completed?

2004.

Who is the target market and how did they influence the store design?

We pride ourselves on designing for the individual, making narrowing down a ‘target market’ a little tricky. As bespoke design specialists, our team have the privilege of capturing unique personal stories, with many one-off designs reflecting the diversity of the people who commission them.

The possibilities are truly endless and this concept flows through our store design. When you arrive at the studio, you will see our displays using real customer imagery – showcasing the unique and beautiful jewellery designs.

The designers’ desks hold sketchbooks, pencils and drawing boards on which we proudly display our customers’ thank-you cards, and we encourage discussion, through our displays and cabinets, on everything from computer-aided design to responsibly sourced gemstones to Fairtrade gold.

With the relationship between store ambience and consumer purchasing in mind, which features encourage sales?

We don’t employ salespeople; the studio is staffed by our designers who offer knowledge, experience, and a passion for individual design rather than a ‘hard sell’ and our customers value the relaxed atmosphere that we have cultivated over the years.

As an open, honest, and transparent business, we frequently hold meetings in our glass meeting room which sits on our shopfloor.

Our jewellery is also made by our team of goldsmiths in their fully equipped workshop, just downstairs from the design studio. We call it ‘the goldsmith’s bowl’ because of its glass sides for our customers to see them all hard at work!

What is the store design’s ‘wow factor’?

Our Jewellery Centre in Hall’s Green is an award-winning Tudor barn conversion set in rural Hertfordshire. At 3,500 sq ft, it’s an impressive space that houses our design studio, workshop and ready-to-wear collections!

The incredible space works as the main hub for our two other ‘High Street’ design studios which can be found in Cambridge and Primrose Hill in London.