How to Design a Jewelry Showroom: James Allen Case Study
How to Design a Jewelry Showroom: James Allen Case Study
In 2015, we collaborated 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 us to design a jewelry store that would elevate the brand’s presence both online and offline.
Though James Allen specializes in fine jewelry, the company views itself as a technology venture: each diamond is meticulously rendered in three dimensions and uploaded to its website, giving customers a chance to explore engagement rings or diamonds before purchase. Until 2015, James Allen operated exclusively online, but, like Warby Parker and Indochino, Dean recognized the advantages of a physical showroom where people could see and handle the diamonds in person.
Dean believed that designing a jewelry store to complement James Allen’s digital platform would boost sales and enrich the customer experience. After discovering Sergio Mannino Studio, we discussed how to transform his vision of a luxury jewelry store designn into reality.
Challenges in Designing a Jewelry Store
A successful store is about more than just displaying products; it demands a coherent concept that embodies the brand’s core values. As experienced designers, we turn a company’s abstract ideas into an immersive retail experience. For this jewelry showroom design, we aimed to showcase the James Allen brand while addressing practical challenges like location, noise, and limited square footage.
Dean’s showroom is located within his Fifth Avenue office in a compact, somehow noisy room adjacent to a mechanical room. Our goal was to convert this unassuming space into a tranquil, sophisticated setting that felt reminiscent of an elegant jewelry box.
From Concept to Completion
We kicked off the process by reviewing competitor stores and analyzing key aspects of jewelry store design. Our findings guided the creation of CAD plans and schematic sketches to visualize how the space would take shape. We presented Dean with two distinct design directions—one straightforward and one more intricate—both aligned with his budget and vision.
Ultimately, we chose a minimalistic approach to designing a jewelry store that could be executed quickly and with a low budget. Instead of arranging symmetrical displays, we opted for a single large desk, a central display case, and a suspended screen—elements that delivered an airy, personal ambiance.
Showroom Aesthetics
Every detail was chosen to make clients feel as though they were stepping into a jewel box. Soft pink carpeting, subtly rounded furniture corners, and thoughtfully placed lighting all worked together to create a sense of exclusivity. Restricting the space to one client at a time promoted a personalized experience, ensuring each guest felt special when examining engagement rings or diamonds.
Construction and Final Results
Dean valued our architectural background combined with our expertise in designing a jewelry store. By collaborating closely throughout construction, we confirmed that each aspect reflected the intended look, feel, and function. The end result was a luxurious showroom that strengthened James Allen’s reputation, helping it stand among the most esteemed diamond retailers in the nation.
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.
