‘The boutique’ by Goldsmiths to launch at Westfield Stratford City is set to challenge conventional jewellery retail experience

‘The boutique’ by Goldsmiths to launch at Westfield Stratford City is set to challenge conventional jewellery retail experience

Innovative jewellery fascia ‘the boutique’ from Goldsmiths is to debut at Westfield Stratford City.

The new fashion-jewellery and watch concept is designed to combine in-store experience with the latest electronic point-of-sale (EPoS) technology to challenge the conventional jewellery market. ‘The boutique’ will open on the centre’s opening day – September 13, 2011.

Luxury self-service opportunity

In a UK first, ‘the boutique’ will introduce autonomous retailing machines (ARMs) – vending machine technology that allows customers to purchase and watches without necessarily needing to enter the store, helping to extend its trading potential out of hours.

The 2,000-square-foot unit is located centrally in the scheme, on the first floor directly below the 17-screen VUE cinema. Features will include a unique seated ‘chill-out zone’ with Wi-Fi and drinks facilities, as well as iPads to browse available product ranges.

The new initiative targets a younger audience than Goldsmiths, predominantly 18 to 35-year-old fashion-driven, aspirational shoppers. According to the retailer, it seeks to challenge existing jewellery retail offerings, creating a faster moving retail trading environment without compromising on a “relaxing and interactive experience”. Product prices will range from £15-£300.

Bill Giouroukos, director of operations for Westfield UK, said: “Westfield Stratford City is a fantastic showcase for new concepts from established retailers keen to capitalise on the huge trading opportunity the centre offers. 'The boutique' by Goldsmiths is the perfect example of a traditional and tested shopping experience reinventing itself and adapting it to a new, younger audience. We are sure it will be a tremendous success.”

Challenging the status quo

Richard Gerrard, commercial director for Goldsmiths, said: “Goldsmiths is proud to be challenging the existing status quo in jewellery retailing with the launch of boutique. We have created an inspiring and interactive lifestyle-led environment, developed a distinctive sales mantra and engaged with technology in a way that appeals directly to our target customer – and this fresh and inventive approach cannot be rivalled elsewhere in the market.

“This is one of Goldsmith’s most exciting brand launches in our 230 year history and Westfield Stratford City, itself a pioneering retail venture, is the ideal location for launch. We look forward to opening our doors in September and are extremely optimistic about the future success of boutique, which we hope to roll out to new locations in 2012.”