Articles and News
MODERN REMODEL AMPS UP SALES FOR DESIGNER BOUTIQUE | March 20, 2013 (0 comments)
Boulder, CO—Designer Todd Reed, known for standing the idea of traditional fine jewelry on its head by using rough diamonds and blackening precious metals, is bringing that modern sensibility to the retail sales floor. The designer recently remodeled his 2-year-old eponymous retail boutique, attached to his workshop here. The overriding focus of the redesign was to make the jewelry buying experience relaxed, intimate, and not intimidating.
The core element of the redesign is a series of circular pods that accommodate one couple at a time, rather than traditional jewelry showcases with stations of chairs. The pods, which can be raised, lowered, and spun around, allow the sales team to interact with customers side by side, rather than from behind the counter. Each pod has a center display space that rotates like a lazy Susan, allowing associates to easily access anything in the case.
Reed says he’d always strived for that kind of intimacy in the sales process, but felt unable to achieve with a traditional store layout. While his vision is easier to achieve in a branded store than one where there are multiple vendors, he says any store can create intimacy by creating zones in the store.
"[Try] different areas that would give more specific attention to client or the experience. For example a couch and coffee table area is less intimidating in many ways than a jewelry counter," he told The Centurion.
In addition to the pods, the store also features lots of plants and big sofas for clients to lounge on with a glass of wine or champagne, a cup of chai, or even a beer. On a practical note, the pods are easily movable and adjustable—for example, raising up and serving as cocktail tables for in-store events—then reverting back down to showcase height for sales. The pods' warm swirled woods, combined with lush greenery and comfortable sofas, soften the high-ceilinged, somewhat industrial space that Reed's gallery occupies. It's a juxtaposition that clearly reflects Reed's jewelry aesthetic.
Todd Reed's boutique before the remodel, above, and after, below.
Naomi Brown, who handles public relations for the designer, told The Centurion, “Buying jewelry should be more of a relaxed experience, so people can feel comfortable taking their time to make a choice. We actually do quite a bit of business on the couches as well, and consider that another selling station.
“For instance, we had a guy propose last weekend in the store. She said ‘yes,’ and we sized the ring right then. The couple’s parents were waiting to come in after he popped the question, and they all sat on the couch eating chocolate and sipping champagne long after the ring was sized. They were there for over two hours and will always remember this experience.”
Todd Reed associates demonstrate the intimate setting of the pod-style showcases. The plants have been amped up, adding to the gallery's new warmth, and in the back, Reed's workshop is openly visible behind glass.
Even couples that don’t propose on the spot will remember buying the ring, says Brown. The designer was driven to amp up the romance because so many brides are involved in the ring purchase today, added Brown.
“It's a big purchase no matter the size of your wallet, and I think that's because it's such an emotional purchase. You get the ring that speaks to you or feels like her personality. We want the Todd Reed client to remember how great buying the ring was, and consider it a memory milestone.”
The design—deceptive in its simplicity—was created by Tres Birds Workshop of Denver, CO. Reed emphasized simplicity in the finished design, but the build was labor intensive, said Mike Moore, design principal and owner of Tres Birds Workshop. Each pod top was constructed from 108 pieces of individual layers of various wood species, in a process that took three months of daily laminating, clamping, adding resin, and curing. The laminated wooden tops are finished with juniper and pine tree resins and beeswax.
Advanced technology also enables each pod to be self-sufficient, with its own LED lighting and “invisible” security system, unconnected to the studio electrical system.
Sales numbers since the redesign have shown an increase, and feedback from customers is universally positive, says Brown.
At present, none of Reed’s retail accounts yet have a Todd Reed “shop in shop.” He offers gray suede custom in-case display props and a water laser steel sign (above), but he would love to influence display ideas among luxury jewelers. As he discovered when the public snapped up his rough-yet-precious designs, anything is possible.