Signet has launched a retail format blending its Jared and James Allen brands.
“This creates a new and richer omnichannel experience and a modern environment for jewelry shopping,” Bill Brace, chief marketing officer of Signet and executive general manager of Jared, told WWD.
The 4,245-square-foot store, which has both the Jared and James Allen names on the facade, is located in the Francis Scott Key Mall, 5617 Spectrum Drive, in Frederick, Md. The format reflects Signet’s efforts to gather “deep insights into today’s consumer habits — why they’re purchasing jewelry, what they’re purchasing and how they prefer to shop,” said Brace.
“The new Jared x James Allen concept store is a perfect example of the ‘pilot-and-learn’ mind-set. While e-commerce continues to grow in importance given its convenience and the ability to research, our data shows that 90 percent of our customers still prefer to purchase their jewelry in store. This is because people want to see and touch these expensive and meaningful products while getting expert advice from our jewelry consultants,” Brace said. “The Frederick store brings together the best of this online-offline experience, by breaking down the barrier and making jewelry shopping more accessible and personable.”
Jared is known for its diamond consultants and customer service. James Allen is a large online diamond and bridal jewelry retailer. Signet, which operates about 3,300 stores primarily under the names Kay Jewelers, Zales, Jared The Galleria of Jewelry, H. Samuel, Ernest Jones, Peoples, and Piercing Pagoda, purchased the James Allen brand in 2017.
Among the store’s services and features are a tactile “touch and try on” gathering table; a wide range of engagement ring samples as well as jewelry for those already married seeking updated looks, and an interactive display tool for customers to define their style preferences and access the James Allen Virtual Vault for 360-degree views of diamonds.
The store environment has an urban aura marked by exposed brick, neon and greenery. The furnishings are casual and residential. There’s a coffee bar and digital displays for targeted searches, as well as a design studio for custom design jewelry, cleaning, care and repairs.
Customers can get assistance from Jared jewelry consultants, or shop on their own and circle display cases for full views of the jewelry. According to the company, the experience “breaks down the barriers of a traditional jewelry store environment for greater flexibility and access.”