Ernest Jones has unveiled a new store concept at Lakeside Shopping Centre in Thurrock, UK, designed by Briggs Hillier to rethink how customers navigate and experience its jewellery offer. The new format is organised around different customer missions, from browsing and discovery through to considered purchases and one-to-one consultation. The aim is to create clearer product zones, make categories easier to navigate and give greater prominence to the Ernest Jones Diamonds Collection

“Working closely with the Ernest Jones team, we applied our experience in retail strategy, customer experience and premium store design to develop a new concept that respects the heritage and recognition of the brand, while creating a more contemporary, engaging and elevated environment for today’s customer,” said a spokesperson at Briggs Hillier.

At the rear of the store, the Diamonds Collection becomes a focal point. A circular feature unit creates a 360° browsing experience, with a lowered ceiling, contrasting floor finish and statement circular light helping to distinguish the space from the rest of the store. The design introduces a complementary material palette to the Ernest Jones environment. Oak timber flooring, herringbone timber, seagrass wallcovering and textured solid surfaces are combined with brass and antique bronze accents.