Johnsons Jewellers completes significant expansion and makeover

Midlands retailer Johnsons Jewellers has completed a store refit and makeover, courtesy of Greenwich-based retail design consultants, Innovare Design.

The store has expanded into a neighbouring unit, which became available when the store that was there before closed. 

This has almost doubled the space for Johnsons Jewellers, which has now accommodated shop-in-shops for its Swiss watch brands, including Tudor, TAG Heuer, and Breitling.

“We pride ourselves on being a destination store in the region and want to keep it that way”, said Libby Johnson, who runs the family jeweller with her father, Robert Johnson. “With plenty of other regional competition, we need to give customers even more reason to choose us. Additionally, we hoped to take advantage of new footfall from the large retail & leisure park that recently opened opposite our store.”  

Innovare Design’s creative director, Lloyd Blakey, explained his company’s brief and what they’ve delivered. “The family wanted us to reflect ‘welcome and comfort’ in the expanded new space,” he said. “We were briefed to create a premium environment which placed the needs of their loyal customers at the heart of its warm and traditional service.”

The design consultants explained that Johnsons’ brand colours run throughout the scheme, with a herringbone timber floor running from the entrance through the watch gallery, paired with soft grey inset carpets in the jewellery and bridal rooms. 

“It’s been a lengthy phased process so that we could remain open for our loyal customers but Lloyd and the wider project team have more than fulfilled our vision,” concluded Libby Johnson. “We have had some wonderful feedback from our customers as well as the brands. The whole team love their new ‘home’ and are excited for our next chapter.”