A Lush Experience

Jewellery store design has for many years been predictable. Few new designs in Australia capture the excitement of the jewellery product adequately and only in Europe and Asia are some new ideas evolving.

That is all changing however as 2008 heralds the opening of the new Trewarne Fine Jewellery store in South Melbourne. Jewellery designer and Diamond Guild representative Travis Trewarne has given architect and interior designer Miriam Fanning, from design firm Mim Design, a fresh canvas for which to work her design flair and ideas.

“We basically took our 70 years of jewellery retailing experience and constructed a platform from which a design could be overlayed” says Travis Trewarne.

“Using the experience of operating four stores we were able to determine what works and what doesn’t as far as the nuts and bolts go.

The team at Mim Design also took the Trewarne customer psychographic profile into account and designed a boutique store especially to appeal to this profile. This involved creating a retail environment that was modern and relevant whilst still incorporating the heritage of the Trewarne brand.

The result is a breathtaking design space where contemporary luxury jewellery products are displayed in an ideal environment condusive to slow browsing, romance and wonder.

The new Trewarne brand imaging and logo fit in seamlessly with the new store design and from early accounts the customers love the new location. “I always felt welcomed and comfortable in the old store,’ says one customer, “but the new design makes me want to stay and browse, in fact, I have to remind myself to leave!”

Sounds like a positive outcome all round. Located at 253 Clarendon Street, call (03) 9690 4007 for further information.