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Precious, elegant jewellery requires an extraordinary staging. This is precisely what the new store concept for the young jewellery brand delivers. The collections take centre stage throughout, supported perfectly by the classy and subtle design of the store. With a clear and minimalistic style, DFROST has created a worthy stage for these fine gems. I.Ma.Gi.N. Jewels celebrated the successful opening of its new Antwerp store in July.

The jewellery brand hails from the city of diamonds and already operates seven own stores in Belgium. It was founded by the jewellery designer Margaux, who has been creating jewellery since the age of 16, and Gilles, whose background is in the diamond industry. The owners’ successful collection is timelessly elegant. The pair derives inspiration from precious, traditional jewellery and from their vision of merging classic, quality craftsmanship with innovative designs.

The 33-square-metre store, its design and its materials express the brand values and the DNA of the aspiring jewellery label’s outstanding collections perfectly. It prioritises storytelling with a focus on the three jewellery collections: gold, silver and charms. The metallic colours of the pieces are integrated into the concept to create delicate highlights. Combined with the sophisticated furniture, they draw attention to the fine products on offer. The new store is welcoming, inviting and flooded with light. A large table is positioned in the centre of the room to emphasise this friendly gesture. Rather than merely presenting the collections, it encourages customers to discover and experience the jewellery for themselves.

Customers entering the store immediately notice the “portfolio wall”, a prominent highlight. Its simple design and variable composition ensure that the jewellery skills of I.Ma.Gi.N. Jewels are presented perfectly to their audiences across all collections and campaigns. Clearly separated pieces of wall furniture with inset display cases draw an easily comprehensible distinction between the three individual collections. Vertical visual merchandising and the integration of images and communication elements visually emphasise the different ranges. The subtle interior elements and the bright, inviting atmosphere optimally showcase the precious pieces of jewellery and ensure a unique shopping experience for all customers.

Designed by DFROST Retail Identity
Photography by Patrick Tiedtke

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