Ernest Jones has introduced a new store format at Lakeside Shopping Centre, bringing together clearer product navigation, dedicated consultation spaces and a more prominent destination for its Diamonds Collection.
Ernest Jones has unveiled a new store concept at Lakeside Shopping Centre in Thurrock, introducing a clearer approach to product navigation, consultation and the presentation of its jewellery and watch offer.
Designed by Briggs Hillier, the store is organised around different customer missions, from browsing and discovery through to considered purchases and one-to-one consultation. Product areas have been arranged to make categories easier to navigate, while the Ernest Jones Diamonds Collection has been given greater prominence, particularly for customers shopping around occasions such as engagements and weddings.
The concept has also been developed with smaller-footprint stores in mind, combining the presentation of the range with practical requirements for colleagues.
“Working closely with the Ernest Jones team, we applied our experience in retail strategy, customer experience and premium store design to develop a new concept that respects the heritage and recognition of the brand, while creating a more contemporary, engaging and elevated environment for today’s customer,”
The layout has been developed around customer flow, with relationships between departments, sightlines and key touchpoints considered as part of the overall journey.
Watches sit to the left as customers approach the Diamonds Collection, while jewellery is positioned to the right, creating identifiable areas within the wider store.
At the rear, the Diamonds Collection forms a distinct destination. A circular feature unit allows customers to browse the collection from all sides, while a lowered ceiling, contrasting floor finish and circular light help differentiate the area from surrounding categories.
The store also introduces oak timber flooring, herringbone timber, seagrass wallcovering and textured solid surfaces, complemented by brass and antique bronze accents.
Consultation And Customer Service
Greater emphasis has been placed on one-to-one consultation, with dedicated modules giving colleagues spaces for advice and service. These areas incorporate bookcases and decorative elements alongside opportunities for customer communication.
Product storytelling runs throughout the store, with lifestyle imagery presenting jewellery and watches in relevant contexts. Hero brands are supported by in-cabinet signage and dedicated display areas to help customers navigate the wider offer.
Angled screens with integrated digital elements guide customers towards the Diamonds Collection while providing additional privacy around consultation spaces. They also help conceal payment and transaction points from the main customer journey.
Furniture has been developed to combine product presentation with practical storage, with much of the display density and storage positioned around the perimeter of the store.
The Lakeside opening introduces a new direction for the Ernest Jones store environment, centred on clearer navigation, customer service and the presentation of key product categories. The Diamonds Collection sits at the heart of the format as a more clearly defined destination within the wider jewellery offer.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
