Jeweller - August Issue 2018

MY STORE
DNS JEWELLERS
COUNTRY: Australia
NAME: Dean and Nic Sumner
POSITION: Co-owners
When was the renovated space
completed?
Originally established in 1960 as
Penshurst Jewellers, we relocated to
Mortdale [Sydney] and opened in
January 2018.
Who is the target market and how did
they influence the store design?
I don’t think we have a target market;
generations of families have been
coming to us including grandparents,
their children and grandchildren. When
we decided to make the move it was
very important to maintain our customer
base but also attract new clientele with
a fresh new look. We set out to go for a
modern boutique style incorporating a
‘lux’ jewellery feel. We want our style to
feel comfortable and inviting, with the
right look, feel and layout.
With the relationship between store
ambience and consumer purchasing
in mind, which features in the store
encourage sales?
Our main focus is manufacturing and
repairs but we feel we have the right
balance of the jewellery basics that
people are after such as chains, earrings
and watches, along with custom makes.
From the street we have an eye-catching
display cabinet that showcases our
higher-end rings. This placement was
important to the shop lay out, as it
catches the customers eye at street
level but visually allows a clear view of
our cabinets inside that we feel entices
customers to come in and shop.
What is the store design’s ‘wow factor’?
We like the flow of the shop and the
visual concept from the outside in.
The shop takes in lots of natural light,
which makes the white cabinets and
jewellery reflect brilliantly. We also
love our back gold wall that reflects
gemstone cuts. Our logo is prominently
displayed and our large doublesided
mirror ties in with the shop but is
also fully functional for our workshop
out the back. i
August 2018 Jeweller 57