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Diamond | May 2019 | Fashion & Accessories | End to End
Diamond Exchange is famed for its alluring array of diamonds in both their flagship showrooms at the upmarket Collins Street in Melbourne and the iconic heritage Georges Building in Sydney. Less known, but equally impressive, is the retailer’s 125-year history spanning four generations which began in the Victorian town of Ballarat. Currently managed by brothers Jamie, Jeremy and Sam, Diamond Exchange was traditionally an online-only business model that operated successfully for over a decade.
In 2016, Diamond Exchange identified an opportunity for the business to make a transition to a physical entity. The Thomas family partnered with greater group and “The Lab”, our build arm to design and implement their first boutique in Melbourne which was followed by their second store in Sydney. Inside the walls of both spacious and light-filled boutiques bring a new type of luxury retail experience to life by combining traditional elements with modern design features.
In 2019, greater group’s latest project with Diamond Exchange features a refreshed design concept for its existing Melbourne store. Greater group began the design process by working with the jeweller to re-define their brand and identify the core customer, the Millennials. The store needs to feel luxurious and approachable at once – a perfect extension of Diamond Exchange’s jewellery.
The goal was to also develop an environment that reflected the craftsmanship of the handcrafted rings and the brand’s personality had to be brought to life in this space by reflecting the inner working of in-house diamond specialists.
Look and touch: In traditional settings, fine jewels have always been kept in well protected display cases — locked away from reach. But new-generation brides hoping to discover what ring styles pique their fancy — and how they look when worn — seek an atmosphere that encourages experimentation. The revamped space needs to create an inviting environment to encourage customers to try out different options.
With greater group’ end-to-end retail expertise, the cross-functional teams worked together seamlessly to overcome issues such as the main timber floor having inbuilt carpet zones that didn’t fit the new design and pendant lights imported from Los Angeles needing to be rewired and earthed to suit Australian standards.
Personal flair: At Diamond Exchange, shoppers can modify existing styles or have brand-new rings hand-sketched for a greater sense of uniqueness. In order to highlight this service, customers can sit down with designers to discuss the design of the ring of their dreams or watch them at work behind the open-view office connected to the showroom.
A hands-on experience: The new display showcases allow all products to be on display, so clients and staff to stay in the consult zone without anyone needing to leave to find products. To elevate the VIP experience further, customers can enjoy a glass of bubbly or two next to an opulent centrepiece display of Bollinger champagne bottles.
Diamond Exchange is a diamond trader owned by the Thomas family with over 100 years of experience in the diamond trade offering clients world class diamond rings and jewellery, handcrafted in Australia and supported by extensive knowledge, brilliant craftsmanship and excellent service. Located in the heart of Melbourne and Sydney, they launched the first e-commerce site for diamonds in Australia and thrives on continuing to bring customers innovation as well as classic diamond choices with the best value.