Swag moves to larger Staines premises

Swag moves to larger Staines premises and unveils new look.

UK independent jeweller Swag has moved to a larger store in the town of Staines, reopened to shoppers on January 6.

After more than 25 years in the Surrey town, Swag has moved to a larger 1,500sq ft space, unveiling a brand new retail shopfit that merges modern elements with 1930s glamour.

The new-look store design will be rolled out to other Swag stores in 2016. Managing director Edward Ferris comments: “The new Swag Staines boutique incorporates contemporary elements, yet has a somewhat glamorous 1930s feel. We wanted to create a luxurious, sophisticated space which was still warm and welcoming for our customers, so the new shop is bright and inviting; an abundance of mirrors reflect the ambient light which streams in from the ample display windows.”

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Working with Mark Giddings of store design specialists Giddings, the new layout features tall metal frames and sparkling gold walls to create visual impact, while flashes of eye-catching rich orange highlight a plush seating area at the back of the store.

The space also takes its inspiration from museum design, with moveable elements and cases that create an ever-evolving visual experience for customers. The store has an openness that flows from the window display into the wider store space, showcasing new Swag graphics, signage and brand colours. Shop floor serving tables have also been discarded to open the space, while an intimate seating area has been created at the back of the store.

Ferris adds: “Mark Giddings and his team translated our ideas and vision into reality perfectly and the shop, as well as having a luxurious feel to it, also strongly echoes Swag’s unique and contemporary personality.”

The store will also feature a selection of pre-owned watch brands including Rolex, Cartier and Breitling.

Swag will host an official opening evening for customers on February 11, with champagne and canapés on the night.

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