How to Design a Jewelry Showroom: James Allen Case Study

In 2015, we worked with Dean Lederman, founder and COO of the jewelry design brand James Allen in New York, to create a private jewelry showroom for their customers. Dean wanted a small but sophisticated jewelry store design that would enhance brand perception both online and in the physical retail space.

Though its specialty is jewelry, James Allen considers itself a technology company: each diamond is precisely rendered in three-dimensional space and uploaded onto its website. Customers can browse the jewelry catalog and select the perfect engagement ring or diamond. Before 2015, James Allen operated solely online, but like Warby Parker and Indochino, Dean saw the benefits of a physical jewelry showroom where customers could see and feel the diamonds in person.

Dean knew that converting James Allen's digital presence into a physical jewelry showroom would improve sales and enhance customer experience. After finding Sergio Mannino Studio online, we discussed how to bring his vision of a luxury jewelry store design to life.

Jewelry Store Design Challenges

A successful jewelry store requires more than just products; it needs a strong design vision that reflects the jewelry brand’s identity. As experienced designers, we translate a company’s conceptual values into tangible store design that enhances the customer experience. For this jewelry showroom, we focused on creating a space that would elevate the James Allen brand while overcoming the unique challenges of location, noise, and space limitations.

Dean’s jewelry showroom was part of his Fifth Avenue office, a small, noisy room adjacent to a mechanical studio and a busy kitchen. Our goal was to transform this space into an elegant, serene environment that felt like stepping inside a luxurious jewelry box.

Designing the Jewelry Showroom

We began with competitor research and jewelry store design analysis to better understand James Allen’s position in the market. From there, we produced CAD plans and schematic designs to visualize the layout. We presented Dean with two design options—one simple and one more complex—both tailored to his budget and vision.

Ultimately, we chose a simple, streamlined jewelry store design that could be completed quickly and maintain a focus on customer experience. Instead of symmetrical furniture, we opted for a single large desk, a central display cabinet, and a screen above, creating a spacious yet intimate atmosphere.

Showroom Aesthetics

Our goal was to make the customer feel like they were stepping into a jewelry box. The soft pink carpet, rounded edges on furniture, and elegant lighting all contributed to this effect, creating a sense of intimacy and exclusivity. By limiting the space to one customer at a time, we ensured that each client would feel special and receive personalized attention, enhancing their experience with diamonds and engagement rings.

Construction and Final Results

Dean appreciated our architectural knowledge combined with design expertise. We collaborated closely throughout the construction process, ensuring every detail aligned with the jewelry showroom design vision. The result was a luxury jewelry store that elevated the James Allen brand and helped establish it as one of the most respected diamond retailers in the country.

We are an Architectural Branding Agency envisioning interiors and furniture for private and commercial environments. We are a team of architects, product and graphic designers, branding strategists, writers, and dreamers. We are creative and pragmatic. We look into the present to imagine a better future.