Fashion-forward jewellery retailer boutique.Goldsmiths has launched a new design concept in six of its prime locations around the UK.

Partnering with retail design consultancy Green Room, Aurum Holdings has further emphasised  boutique.Goldsmiths’ place as a trend-driven jewellery store with a new desin that puts younger, fashion-conscious consumers centre stage.

In an attempt to bridge the gap between fashion and luxury, the new concept has been designed to give customers both an inspirational and glamorous retail experience.


The growing male interest in lifestyle accessories and insights into how couples shop together helped form the rationale behind the repositioning to be modern, inclusive and gender neutral. As such, the new boutique.Goldsmiths design embodies a monochrome colour palette and glossy aesthetic.

Green Room chief creative officer, Mike Roberts, comments: “Our redesign of the trend-driven, fashion jewellery boutique.Goldsmiths is stylish, luxurious and works to seed a love of watch and jewellery purchasing amongst a younger target audience.”

To accommodate different brands side-by-side, a flexible, modular layout with distinctive lighting has been designed. Free-standing bespoke display cases also enable brands to be relocated in-store with ease, supporting flexible content curation around new releases or latest trends.

Previous articleLeicester City FC support helped jeweller open store
Next articleQ&A: Designer Stuart McGrath on how sculpting informs jewellery design
Editor, Professional Jeweller