We wanted to create a jewelry store that offered an experience unlike any other
Milwaukee, WI (PRWEB) February 29, 2012
Important in this partnership was the choice to use RCS Innovations, based in Milwaukee, WI. With such big name clients as Harley Davidson and Apple, and a motivated slogan of “Consider it Done” the partnership ensued. Their mutual interests in environmentally responsible design aligned well with Diamond Nexus' mission to provide affordable eco-friendly diamond simulant jewelry, particularly affordable engagement rings.
Diamond Nexus launched the new store in November 2011 with a gala Grand Opening Event hosted by 2011 Miss USA, Alyssa Campanella, who is an official spokesperson for the company. The Grand Opening was attended by over 600 Diamond Nexus fans, local Chicago media and area celebrities, and it was a perfect venue to present the new store design to the public.
“We wanted to create a jewelry store that offered an experience unlike any other”, said Gary LaCourt, Diamond Nexus CEO. “The design directive that I gave for this project was to combine the customer-centric technology of an Apple store, the sleek, modern aesthetic of a Versace boutique, and the beautiful jewelry display of Tiffany or Cartier. I believe that the team of RCS Innovations and Aiello Architecture Design perfectly realized that vision”
“When you walk into our new store, you immediately feel like you have stepped into an extremely exclusive boutique, but the jewelry is accessible and our employees welcome everyone to have fun, take their time, and try on the elegant pieces, from pendants to rings,” commented Brianne Smith, Diamond Nexus Director of Retail. “Instead of the commonly used check out counters that most retailers use, our new store allows for private consultations. It keeps the store open and inviting."
"Our goal is less about selling things and more about providing a wonderfully fun and positive experience of the Diamond Nexus brand. With our cool customer-involving technology, our revolutionary products, and just the 21st century look of the store, it’s apparent to our customers that this is not just another mall jeweler," continued Smith.
The design of the space features smoothly polished black granite floors, minimalistic clean white casework and a spectacular lighting design. The center-piece of the store is a large free-form sculptural acrylic light fixture that was designed by The Nexus Design Studio, which is the in-house custom jewelry creation division of Diamond Nexus, and who also designed the current Miss Universe and Miss USA Crowns. The complex and highly iconoclastic light sculpture was fabricated by 3Form Material Solutions.
Conceptually, the store needed to have a maximum amount of display space, so the design team utilized vertical space in a partial wall, as well as emphasizing the feature walls located throughout the store. The products displayed throughout the store as objects d’ art capture the eye and the absence of shadow in the design plan allow for freeness of viewing.
For more information on Diamond Nexus new retail store at the Woodfield Mall, along with the store hours and directions, please visit this link: http://www.diamondnexus.com/customer-service-retail-locations.html
For the full article, please visit:http://www.ddionline.com/displayanddesignideas/galleries/non-apparel-specialty/Diamond-Nexus-Schaum-6247.htm
Diamond Nexus was founded in 2004 with the purpose of bringing to the public the powerful benefits of the lab-created diamond simulant revolution. They have over 250,000 customers worldwide that have awarded them an "A+" rating with the BBB, and are the ninth largest online jewelry retailer in America according to the 2011 IR500 list. For two years in a row brides from The Knot have selected them as their Best of Jeweler. Diamond Nexus currently has two retail locations: their flagship store at Woodfield Mall in suburban Chicago, Illinois, and a second store at Mayfair Mall in Milwaukee, Wisconsin. In 2009 the company was named the official jeweler and crown maker of the Miss Universe Organization as part of NBC/Universal’s “Green is Universal” environmental initiative.