Jewellery and watch retailer Goldsmiths is looking to rejuvenate the British high street with the redesign of its stores.
From October, the newly revamped Goldsmiths stores will begin to appear all over the UK.
The fine jewellery offering will include two exclusive collections, the Watches of Switzerland Group retailer said, as well as a curated collection of higher-carat diamond jewellery and a new limited-edition suite of white gold and diamond pieces.
There will also be a focus on customer experience centered around VIP rooms, luxury hospitality and digital browsing tools, Goldsmiths clarified.
The primary change the retailer seems to be focusing on, however, is an increased emphasis on watches.
The stores will now include dedicated areas for brands Rolex, Omega, Cartier, Tag Heuer, Breitling and Tudor.
Its jewellery brands, like Fope, Gucci, Roberto Coin and Mappin & Webb, will be situated at the rear of the stores.
Another feature will be an open, flexible layout with VIP areas and hospitality bars.
Speaking at a press event during which he unveiled the new store concept, Craig Bolton, executive director of the Watches of Switzerland Group, said that he hopes the sites will bring an ambience that makes them “somewhere you would like to hang out”.
In a press release he commented: “This is a significant milestone for Goldsmiths, which has a well-earned reputation for offering UK customers trusted expert service and a fabulous presentation of brands.
“Luxury today has become far more relaxed, inclusive and experiential, so while we are elevating the Goldsmiths brand position, our goal is to make everyone feel valued and at home when visiting our stores.
“Our ambition is for all to have a memorable luxury experience long after they’ve made their purchase.
“We believe the repositioning and new store concept will transform not just the Goldsmiths profile and experience, but also brings some fresh life to our high streets.”
The concept will initially be debuted in retail hubs like Cribbs Causeway in Bristol and Meadowhall in Sheffield. Further regional stores will also benefit from the new concept, starting with Canterbury on 1 October through to Brighton, Reading and Leicester at the end of November.
View a series of concept images of the new store designs as well as Goldsmiths product images below: