Jeweller - October 2019
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MY STORE<br />
ARBOR<br />
BRUNSWICK<br />
LOCATION: Melbourne, Australia<br />
NAME: Ellinor Mazza<br />
POSITION: Owner<br />
When was the space completed? Our<br />
space is constantly evolving! The most<br />
recent configuration was completed<br />
between late 2018 and early <strong>2019</strong> with the<br />
addition of some custom-built furniture<br />
by a local maker, Nick Leong, and includes<br />
the addition of my studio to the front<br />
window. I previously had a separate space<br />
in the Melbourne CBD, but decided to<br />
consolidate and move into the store.<br />
Something that is really important to me<br />
is that the space can change as we need<br />
it to. There is nothing fixed to the ground<br />
– except my roller stand – and there is<br />
always the option to rotate furniture.<br />
Who is the target market and how<br />
did they influence the store design?<br />
Our target market is very broad, but<br />
the common factor is that they value<br />
handmade, quality pieces, along with our<br />
strong approach to customer care. We aim<br />
to create a warm, inviting and comfortable<br />
space; the use of lots of wood in our<br />
cabinets and also in our displays definitely<br />
helps with this. The addition of a working<br />
studio space to the store has been part of<br />
the customers feeling a connection – they<br />
don’t see the space as purely “sales” but<br />
also a place where pieces are produced.<br />
With the relationship between store<br />
ambience and consumer purchasing<br />
in mind, which features in the store<br />
encourage sales? Visual merchandising<br />
and our curation of the pieces in store.<br />
Each collection is a real standalone and fills<br />
a style within the greater picture. Recently<br />
we have been working closely with<br />
individual jewellers who are stocked in<br />
the store to make a cohesive and visually<br />
pleasing display, sometimes removing<br />
one piece that throws off the look of the<br />
collection. The results have been worth<br />
that extra effort.<br />
What is the store design’s ‘wow factor’?<br />
Our large pegboard is the most striking<br />
thing in the store as it allows us to display<br />
our leather goods, but also add some<br />
details like vintage tools to help tell the<br />
story of what we are about. i<br />
<strong>October</strong> <strong>2019</strong> <strong>Jeweller</strong> 45
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