Jeweller makes finalists for store design award with Lumsden Design.

Hertfordshire business Harriet Kelsall Bespoke Jewellery has made the shortlist for the Retail Week Interior Awards for its innovative store space featuring a cafe, themed garden and workshop.

The business’ barn space was redesigned in partnership with retail design company Lumsden Design last year. Harriet Kelsall has been shortlisted in the non-food design category, with the winner of the award due to be announced at a ceremony at London’s Hilton Park Lane in October.


Harriet Kelsall Bespoke Jewellery commissioned Lumsden Design to create its flagship studio and workspace in 2012 after Lumsden also carried out an award-winning transformation of its Cambridge jewellery studio.

The Herfordshire barn space is dubbed "an experiential retail environment", complete with jewellery-themed garden, customer coffee shop, jewellery making areas, goldsmiths’ viewing area and retail displays complete with sketchbooks and back stories from bespoke designs.

The business’ eponymous founder and director of Harriet Kelsall said: “We are delighted that we’ve been shortlisted for a Retail Week Interiors Award. The end result is absolutely stunning and we really feel as though we have created something very special here.

“I don’t know of anywhere else in the UK where people can come in off the street and browse beautiful jewellery, consult with designers on creating a bespoke piece, watch goldsmiths making designs a reality, and even make their own pieces, as well as have a cup of coffee or some lunch and then have a stroll in our jewellery-themed garden. Our new Jewellery Centre is something we are very proud of indeed.”

Retail design company Lumsden Design specialises in experiential and destination retail marketing. Its founder Callum Lumsden said that retailers today have to work increasingly hard to attract customers into stores and this applies across every sector.

“When l was approached by Harriet Kelsall Bespoke Jewellery back in 2010 to design a new concept for their Cambridge studio l jumped at the chance, not least because they aren’t a typical jeweller. They specialise in bespoke jewellery design, by experienced designers who sketch their ideas by hand, with on-site goldsmiths who produce every single design.

“Tackling the Hertfordshire studio was a huge challenge. Previously, materials like sketchbooks, gems, precious stones and metals were hidden away in storerooms. We decided to open this all up to the customer so they can get a real feel for what goes in to true bespoke jewellery design. Now, everything is on show and the designers can show customers there and then the different stones and metals."

Other finalists at this year’s awards include Fraser Hart, which is shortlisted for the Bridgford Interiors Best Large Format Store of the Year for its Milton Keynes store, designed by Studio db.

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