LIGHT FANTASTIC: Harvey Nichols has completed phase one of its ground-floor refurbishment, and has given the jewelry area a fresh look. The space is bright, airy and filled with direct sunlight from Sloane Street and Knightsbridge following a refurbishment over the summer.
The space has an arty feel, with jewelry on display in long counters under glass, like a lineup of glittery museum pieces or a precious collection of butterflies.
The jewelry is located in “125,” a destination at the center of the Knightsbridge store’s ground floor, with brands from around the world including Hoorsenbuhs, Marisa Klass, Elhanati, Ina Beissner and Ileana Makri.
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Kate Benson, chief merchant, said the space reflects customers’ changing attitudes to jewelry.
“Jewelry has shed its identity as a mere signifier of status and become the ultimate mode of self-expression. It’s a deeply personal purchase and without it, no outfit is complete. We are excited to be able to bring our unique point of view to the category,” she said.
Julia Goddard, chief executive officer, added jewelry is the first category customers see when they enter Harvey Nichols in London “and it conveys the same sense of discovery and excitement we want to project across the rest of the store.”
As part of the refurbishment, Harvey Nichols opened up the windows, which means passersby can look straight into the jewelry area, with its Lego-bright counters, sculptures and chairs.
As reported, the store is undergoing a three-year transformation program aimed at reestablishing it “as a British icon and flagship destination,” fueling growth and returning to profitability.
The space has been designed to meet the “shifting expectations” of today’s shopper, according to Harvey Nichols, and will bring together globally recognized designers, emerging talent and one-of-a-kind objects, “all within an environment that encourages creativity, individuality and discovery.”
The jewelry edit is meant to serve as an anchor for the space, where there will also be a selection of homeware and gifting, ranging from lifestyle design and decor to artisan candles, sculptural vases, tabletop objects and books-as-art.
The new space will have adaptable, movable fixtures to allow for evolving brand collaborations and “seasonal storytelling.” Harvey Nichols said the prominent corner window at the junction of Knightsbridge and Sloane Street will become a “dynamic pop-up space” to spotlight exclusive brand moments and launches.