Rogers Jewelers

As a mall-based jeweler, Rogers faced significant challenges. Mall traffic was lessening. Its brand was virtually indistinguishable from the competition. Free-standing off-mall jewelers had more credibility. And Rogers lacked fresh shopper insights needed to enhance the shopping experience.

Interbrand Design Forum’s research discovered the ideal customer experience and wrapped a design around it. The result is a warm and inviting atmosphere reminiscent of armoires and jewelry boxes, but with visual inspiration from nature.

The most radical change was in fixturing and merchandising. The yards of single-height counters that kept the associate away from the customer were replaced with islands and fixtures of varying height and style, putting the sales associates in a closer relationship with the customer.

Rogers’ dramatic and emotionally different image gives it distinction, invites traffic and puts the customers at ease. It also offers the sales associate a more personal selling opportunity. The concept, designed to retrofit existing mall stores, will also fulfill the brand in its plans for free-standing stores.