Birks launches new concept store

Canadian jeweller Birks has unveiled a new concept store marking a subtle move in the customer experience from traditional to modern, while maintaining the DNA of the luxury retailer. The store opened at Yorkdale Shopping Centre in Toronto, on Tuesday.

The new concept store was designed with the objective of targeting younger customers, including a bridal section geared at pleasing Millennials.

The new store experience is brighter, more casual and offers an overall less intimidating environment. The new store layout works around glass jewellery cases, replacing the traditional formality of a counter and eliminating the barrier between salesperson and customer. A number of seated areas have also been added to offer a more intimate and comfortable environment.

The store’s bridal area offers a high counter with bar stools for small groups and couples to access a space where they can gather comfortably and discuss the styles they like.

The store will act as a prototype for future Birks store renovations.

Birks is headquartered in Montreal.

Birks launches new concept store

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