Sparkle effect

Sparkle effect
Ross-Simons fits fine finishes in its latest jewelry store design

By Jenny S. Rebholz, Contributor
March 01, 2008

Brandon L. Jones Photography, Columbus, Ohio

Ross-Simons opened the doors to its first jewelry and luxury item retail store in 1952 and maintains a strong catalog, Web and QVC presence in the industry. While the company is no stranger to the business of selling fine jewelry, something seemed to be missing in its retail experience. "We wanted to grow the recognizable aspect of our retail business," explains Tracy Zaslow, director of store design and construction for Cranston, R.I.-based Ross-Simons. The jeweler re-evaluated its business model, revamped its brand and called upon Columbus, Ohio-based Chute Gerdeman Retail to translate its refreshed image into a prototype store at the Providence Place Mall in Providence, R.I.

"We had gone through shifts in our business model and dropped a major merchandise category, so we needed to re-think our use of space and our prototype store," Zaslow says. "We wanted to break away from the traditional, staid environment of a typical jewelry store. We wanted to be fresh and relevant without being intimidating; upscale yet friendly."

As part of its rebranding, the store was relocated from a 6,500-sq.-ft main-level location in the center of the mall to a 2,500-sq.-ft. corner unit with two sides of storefront windows.

The design team drew inspiration from the revamped Ross-Simons packaging, which included an elegant chocolate brown box with silver accents and a diminutive mint-green stripe and lining. "Opening this box is like opening a fantastic box of chocolates," describes Steve Calhoun, senior designer, environments for Chute Gerdeman. "We wanted to recreate that feeling—the process of buying fine chocolate is an indulgence similar to purchasing jewelry. We wanted to trigger that emotional connection with the customer." This inspiration was translated into the "oh, so delicious" design concept for the new prototype—a concept that was to be a complete sensory experience.

The new Ross-Simons journey begins with a glimpse through the storefront glass, revealing a unique display of "crazy leg" cases and the sparkle of the interior finishes. The 13-ft.-5-in.-high entry doors in a Wenge wood veneer infuse a sense of drama. When the doors are open, a signature mint-green header resembles the inside of the box with a view of an elegant chandelier. When closed, they are reminiscent of the elegant brown box with peek-a-boo windows to entice customers into the store.

Due to the long, narrow space, the store maintains an inherent linear effect; however, the design team balances the effect with organic shapes and numerous level changes. "Yes, it is a jewelry store, but we wanted to provide resting spots in the floorplan—breaks in the monotony," Zaslow describes. "We wanted to encourage meandering and a feeling of discovery—moving away from straight runs of showcases while still maximizing the space." Changes in fixture styles, breaks in the presentation, elevation changes from low to high cases and shifted positioning from forward to back create a sense of movement within the store.

The design team created unique areas, such as a Web desk, a Rolex watch bar, a sit-down bridal area and a lounge area, to encourage socialization and provide opportunities for employee interaction. "These areas create pause points and socialization areas," explains Bess Anderson, director, visual strategy for Chute Gerdeman.

The finishes selected for each area infuse sparkle and warmth to enhance the customer experience. "There is a lot of shimmer in the space in an understated way," Zaslow says. "It is a quiet sparkle."

The Rolex watch bar was repositioned from the back of the store to a high-profile location at the front. "Rolex has always been a strong brand for us, so we shifted this area forward to give it more prominence," Zaslow explains. "It has visual impact and creates a balance to the diamonds and women's jewelry; it is a strong presence at the front of the store." This is one example of a height change—48-in.-high compared to the standard 42-in.-high counter—in the merchandising space that includes bar stools to encourage socialization. This area is tailored to suit the male audience, with a henna-colored Hakatai mosaic tile wall as the backdrop, flanked by velvety chocolate draperies. The metallic veining in the tile adds a touch of sparkle, while the rich textural drapery fabric provides a warm, residential appeal.

The left side of the store features 52-in.-high "crazy leg" display cases that are visible from the mall. The unexpected curvilinear or "crazy leg" detail is achieved with a custom paint finish application on the wooden forms. The result is a mirrored finish that adds to the store's overall sparkle effect.

Curved soffits highlighting a central chandelier draw customers to the heart of the space, a trio of display cases and the sit-down bridal area. A brocade-patterned carpet with butterscotch and milk chocolate hues serves as the general carpet; however, this area is defined with an oval inset of a solid chocolate outlined by a caramel-colored border to mimic the lines of the soffit above. A curved 34-in.-high counter in the bridal area follows the curve of the soffit to create a sense of intimacy. A hand-applied Venetian plaster on the ceiling adds warmth, while lifestyle graphics on the wall tell a visual story—depicting the joys of engagement.

Adjacent to the bridal area and a focal point beneath the soffit and central chandelier are three distinct display cases. "Ross-Simons offers international merchandise, but the general customer is unaware of this," Anderson explains. "We created three different fixtures to communicate three different stories. These large vitrines provide a vertical element to help break up the space and are fitted with pearlescent hands and mannequin heads to add interest and an easy way to refresh displays."

The central vitrine is a 54-in.-high octagonal feature with two levels and a slow turntable in the center, and it is flanked by two 52-in.-high square showcases. A creamy white vinyl is used as the fittings in these displays, as well as throughout the majority of the store. However, chocolate suede in the cases at the sit-down bridal area adds a special touch. An intricate polished chrome moulding adds another level of detail to the showcase design.

Lighting helps to accentuate the sparkle effect of the materials while providing the proper illumination for viewing jewelry from a variety of locations and angles. The lighting plan incorporates a combination of metal halide and compact fluorescent lamps in recessed cans, as well as LEDs. The metal halide cans cast bright, crisp direct light on the showcases from above with a number of directional cans to illuminate focal elements and graphics. LEDs in the showcases highlight the merchandise, while compact fluorescents provide a nice general level of illumination with warm fluorescents to add to the warmth and residential appeal of the environment.

The suede, mosaic tiles, velvet draperies, wallcoverings and other textures provide a tactile experience that has an international flair. For sensory stimulation, the design team selected a signature scent for the store. "Scent is the No. 1 memory cue that evokes an emotional 'Hallmark type' connection," Anderson explains.

Ross-Simons reports that customer response to the new store has been tremendous. "We wanted to grow the recognizable aspect of our retail business, and the interior created by Chute Gerdeman is a reflection of our worldliness, the type of style and selection we bring to our clients," Zaslow says.