Luxury boutique Harvey Nichols has increased the average price point of the jewellery stocked in its new and improved designer jewellery room.
Alongside adding new brand concessions and transforming the look and feel of the space, now dubbed the ‘Jewellery Destination’, Harvey Nichols has pushed the jewellery price point up.
While consumers can still shop lower entry points in the jewellery section on the third floor, the average starting price point of the jewels located in the Jewellery Destination in £2,000.
Discussing the new space and what the store was looking for in its new jewellery brands, head of concessions buying for Harvey Nichols, Jo Osborne, shared: “It was about really pushing that price point up. We’ve still got amazing jewellery brands, that are entry price, but they sit on our third floor. So we still have that element but this [in the Jewellery Destination] is that real jewellery that we think we are proud to shout about and do really special things with them.”
Seven new brands joined the Harvey Nichols designer jewellery room when it reopened last year at the beginning of December – just before the lucrative trading period.
Harvey Nichols scooped exclusive contracts with fine jewellery brand Ortaea and pearl brand Taskia. Other additions include Ara Vartanian, Kojis, Mozafarian, Niquesa and Selim. These brands sit alongside Annoushka, Marco Bicego and Talisman Gallery.
“One element that we were really keen to implement, is that when the customer walks in, they walk into Harvey Nichols and find amazing brands,” Osborne continued. “I think when you look at what is was before to what it is now, it’s honestly a complete change.”
“We are calling it internally ‘The Jewellery Box’, so you walk up and it’s like a real find when you go into each area. Every day when I go in I discover a new piece. They [the brands] are also able to create bespoke pieces. That for us is really special and unique, that the brands want to give customers something they didn’t even know they wanted when they came in. You wouldn’t have felt that from the old builds.”
Read Professional Jeweller’s full interview with Jo Osborne in the January 2017 issue.