JCK Business Report

Store Design Profile: Affordable Panache Client: “Customers have to feel very comfortable when they come into our store,” says Howard A. Sherwood, co-president and owner of Daniel’s Jewelers, a 36-store chain in Southern California. “Our new design works almost like a vacuum cleaner raising their curiosity; and there’s no threshold they have to cross that makes them feel they’ve made some commitment. “The challenge for Ruth Mellergaard, the store designer, was to create a sense that this is a good, safe place to enter. Her design succeeded on these counts; it also was fresh and exciting, and created a sense of welcome.” Designer: “When most people buy jewelry, they’re very intimidated. 'You can make it happen’ is Daniel’s Jewelers’ tagline. And I feel that our design elements, which feature accessibility and openness, convey that theme,” says Mellergaard

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