London – The bespoke diamond jeweller is placing the customer centre-stage at its new boutique housed within Selfridges department store London.
With glass walls providing passers-by with a clear view into the space, customers are encouraged to directly participate in the creation of a piece of diamond jewellery, with VASHI allowing them to be involved from the initial design of a piece, through to the diamond selection and stone setting. Jewellery workbenches are positioned in the centre of the boutique to give customers insight into how a diamond ring is made, while display units allow them to explore various styles, finishes and metals and hand-pick loose diamonds. VASHI craftsmen, known as Alchemists, will be on site to make pieces or live or undertake resizing of jewellery for customers to take away.
This open approach to fine jewellery retail comes at a time when luxury brands are exploring concepts focused on exploration and personalisation, as exemplified by Tiffany & Co.’s recently-opened Covent Garden boutique in London, which features an on-the-spot jewellery engraving and leather embossing bar.