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Photo via WWD
The new 2,600-square-foot Tiffany & Co. concept store at Americana at Brand is going for a decidedly different shopping experience than the usual ultra-high-end locked-case affair associated with the luxe retailer.
WWD reports: "Customers are encouraged to try on the jewelry, with entry and middle price points ranging from $80 to $42,000 and averaging $200 to $5,000. Engagement rings and statement pieces, the steepest-priced category, aren’t available." Employees are trained as "jewelry stylists" and in contrast to lock-and-key cases, "Jewelry is openly exhibited on mountings, under glass that’s not fully enclosed and in drawers that customers are invited to open" for a jewelry box effect.
And there are more concept stores like this to come: "Tiffany has identified 70 potential locations and has outlined plans to open three to five of the new concept stores annually," anticipating two more to open in 2009, and three or four in 2010.
· Tiffany's Unveils New Store Concept at Americana at Brand [WWD, subscription req]
· Tiffany & Co at Americana at Brand Opens Friday [Racked]