Signet Jewelers' Jared, James Allen team up for concept store

By

Robin Driver

Published
Dec 17, 2019

Signet Jewelers-owned brands Jared and James Allen have opened their first ever collaborative concept store, offering visitors a new customer-focused shopping experience that aims to combine the service offered by Jared jewelry consultants with James Allen’s expertise as one of the largest online retailers of diamond and bridal jewelry, as well as of independently certified loose diamonds.

 
Located in Frederick, Maryland, the store seeks to create a warm and relaxed environment where customers can shop at their own pace.
 
Among the location’s in-store innovations, a James Allen Gathering Table allows shoppers in search of bridal pieces to touch and try on a range of engagement ring samples and test out different stones and settings in order to find the exact style they’re looking for.

The space also includes traditional display cases but dispenses with the separation that these can create between customers and consultants. The cases open at the front and shoppers can walk around them to get a full 360-degree view of the pieces on display, while consultants are stationed to work side by side with customers, rather than in a behind-the-counter position.
 
Further adding to the laid-back atmosphere, visitors can also enjoy a coffee at a Jared Coffee Bar located within the space.
 
The store’s offering will include all of Jared’s latest exclusive curated collections, including its best-of Chosen by Jared selection and the Brilliant Moments diamond jewelry collection, as well as the Hearts Desire and Love’s Radiance collections.
 
Visitors to the store will also be able to shop a range of exclusive collections from renowned designers, including Vera Wang, Le Vian and Shy Creation.
 
“At Jared, we are very proud to be more than a store that sells beautiful jewelry. We are passionate and dedicated jewelers who delight in helping guests express their affection,” commented Signet CMO and executive general manager of Jared, Bill Brice, in a release. “Our collaboration with James Allen allows Jared the opportunity to create a new and richer experience for our customers and create a modern environment for jewelry shopping.”
 
The Jared x James Allen concept store hosted its grand opening on December 7 and is now open at the Francis Scott Key Mall.