Situated at the Americana Manhasset on Long Island, London Jewelers wanted a reimagined space that showcases the London Collection private brand, in addition to iconic brands such as Bvlgari, Chanel, Cartier, and David Yurman. Through a celebration of the London Collection's timeless elegance and history, the NELSON design team breathed life into the new space by creating brighter and more welcoming displays.
Industrial metals, reflective materials, and fixtures draw guests' attention to the merchandise, and statement chandeliers scattered throughout give off a more luxurious feel. The team also added wood flooring and other residential cues to bring warmth to the store - differentiating the experience from most other jewelry stores.
Straying away from traditional retail design, the store has no in-set carpet and instead incorporates more modern lifestyle rugs to keep the residential feel. They even added one-of-a-kind custom, framed mirrors with digital capabilities where employees can showcase product features and storytelling.
This reimagined London Jewelers location offers a balance between family-owned character and sophisticated elegance. It is a vibrant destination for guests looking for both high-end, brand name jewelry, and carefully curated private brand pieces.
Photography: Andrea Brizzi