K. Fines has opened its doors on 51 Bridlesmith Gate in Nottingham city centre.
The jewellers is the sister company of Keishi Jewellery also based in the city, and will occupy the former Moda in Pelle footwear store which closed down last year.
According to a news report by West Bridgford Wire, the new concept store is part of a business plan focused on enhancing the customer experience.
The store will also aim to bring bespoke and branded pieces together along with showcasing both national and international jewellery brands all under one roof.
An in-store digital wish-list system will also be in operation as part of the new-look brand, a move which hopes to give customers the opportunity to find exactly what they are looking for.
Keishi was founded by local mum of three Katie Freely.