H Samuel is opening the first of its “next generation” of stores in Leeds’ White Rose shopping centre and Westfield Stratford in East London this week.

A third new concept store opens in Westquay in Southampton later this month.

The refurbishments come with a new marketing slogan for H Samuel, likely to feature in pre-Christmas advertising.

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‘Style to Make you Smile’ describes a fresh focus on jewellery and watches as fashion fixes for customers.

“These new concept stores are designed specifically around our fashion-loving customers, providing an immersive brand experience that delivers on our new brand promise ‘Style to make you Smile’,” Signet Jewelers said.

It shows a much-reduced volume of product on display and a more open-plan design where customers and shop staff will typically be on the same side of the cabinets.

“I am very excited about the opening of our new H Samuel stores,” said Signet UK and Ireland managing director, Neil Old. “The pandemic has changed the way people shop, forever, and these next generation stores not only reflect our customers’ changing shopping preferences, but they are also a place to have fun and be inspired, engaging customers with the H Samuel brand to provide an immersive and memorable brand experience.

“We’ve come a long way since Harriet Samuel opened her first store in 1890, but with her customer-focused approach and appreciation of the value of jewellery, we think she’d approve.”