Our website uses cookies

Cookies enable us to provide the best experience possible and help us understand how visitors use our website. By browsing Retail Design World, you agree to our use of cookies.

Okay, I understand Learn more

Design showcase: A new store format for Rocks Jewellers

Rocks Jewellers, a family-owned Irish retailer, has refurbished its flagship store on Grafton Street in Dublin and its original store in Stillorgan, which has been trading for more than 40 years. Both stores have been designed by Innovare Design.

“We’ve a well-established and successful business and we’ve achieved this through a genuine love for what we do and by listening to what our customers want,” says Rocks MD, Robert Rock. “But we are in a highly competitive and challenging retail market so when the new owners of the Stillorgan Shopping Centre told us about their plans to redevelop the site, we took the opportunity to invest in the expansion of our store and a full redesign of not only our Stillorgan store but our central Dublin flagship.”

Innovare was appointed to conduct an initial design review and feasibility study of the two stores. Innovare creative director Lloyd Blakey says the agency helped Rocks to formulate and prioritise a brief, creating clear guidelines that allowed the project to develop.

“Our creative goal has been to build on the Rocks heritage and their great brand story and to express these more clearly in-store for both their established and new customers,” says Blakey. “The team at Rocks wanted us to create a more contemporary retail experience for their customers without losing their renowned welcome and relaxed atmosphere. When you’ve been in business as long as Rocks, it is absolutely critical not to alienate your core customer base so creative development has to be carefully balanced and totally customer-focused.”

The two stores were designed as parallel projects using a common design language, with the same material finishes, colour palette of dark fuscia and cream, window displays and bespoke merchandising cases.

A new approach to navigation and visual merchandising has been applied to both stores, as part of a greater emphasis on the customer journey to help customers explore the stores and the merchandise on offer.

Customer service and consultation has also been given a higher profile, as has the bespoke craftsmanship services available, considered as being at the heart of the Rocks brand experience.

Rocks marketing manager Helen Carr says the project has helped the company reassert its brand authority over the stores. “It’s now become a great platform to display and tell our own stories. Our new approach to visual merchandising provides customers with a clearer focus on our categories and collections. Together with some new strong graphic displays it also creates a real brand impact in-store and has given us the perfect platform to launch our bespoke Michael Rock collection,” she says.

The 145 sq m (1,561 sq ft) Stillorgan store is the first to reopen. It features 26m of open window displays, with detailed glass screens allowing views into the store interior. Innovare describes the interior as offering ‘accessible elegance’ with an open and welcoming space with a large, central customer service and repairs desk. 

A choice of relaxed consultation areas – both in the store and in private rooms – is available. Herringbone timber floors feature carpeted runways to encourage exploration and create dwell points. Dark timber display furniture has gold-coloured edge details and marble tops.

Customers can see into a busy workshop, where the Michael Rock collection is made, and where repairs to customer jewellery are undertaken. Branded furniture bays have been accommodated within the main design to cater for popular watch and jewellery ranges. A layered lighting system has been used to create an element of ‘sparkle’ for the jewellery and watch displays.

“It’s early days but so far the response from customers has been amazing here at Stillorgan. The word ‘wow’ is how most customers initially react and importantly some strong spending follows this up, which proves just how happy customers feel in the new store. We are delighted,” says Robert Rock.

What’s Hot on Retail Design World?