A designer's note: Anna's Design Jewellery

To design Anna’s Design Jewellery store proved to be very challenging!  On the one side, the store had to be interesting, quirky and eclectic - just like Anna’s creations; on the other side, the fitout needed to be simple, with tightly controlled materials and colours, so as not to compete with the merchandise.

Initial analysis

Most jewellery stores present their product within rows of uniform glass counters - a traditional display method we decided to reject straight from the outset as it lacked the character, the personal touch and the interaction required for Anna’s designs.

After lengthy studies and experiments with different collection pieces, we came to the conclusion that they are best seen against the black and mirror backgrounds.  In addition to that, these two backgrounds - one calm and light-absorbing, the other - shiny and all-reflecting - would represent wonderfully well the Yin-Yang philosophy of the East from where Anna drew inspiration for many of her creations.  From this realisation, the new concept was born.

Implementing the design

The new concept is very simple.  Essentially, the store consists of two walls - one black and one mirrored.  The black wall is designed as a series of identical drawers - some fully open, some partially drawn out, some closed.  The black horizontal surfaces formed by the open drawers are meant for jewellery displays.  In addition, the metal polished knobs of the drawers have the additional usage of hanging displays.  But not all is as somber as it seems!  Just like Anna’s jewellery that can be quite formal and elegant in appearance, but will always have its quirky, colourful side - the viewer can see that the sides of the black drawers that are open - reveal a riot of wonderful eclectic patterns and colours, emerging from the black wall.

Opposite the black drawer wall is the wall covered with a floor to ceiling mirror.  Set into the mirror are hundreds of knobs of different sizes, colours and designs.  There are simple timber knobs from a local hardware store and exuberant Versace inspired knobs from Italy, there are pretty porcelain knobs from Europe and ornamental knobs from India, there are plain black metal knobs, exuberant coloured glass knobs and knobs shaped as animals.  The knobs represent the eclectic sources of Anna’s ideas and are used for hanging Anna’s necklaces and bracelets. 

Personalised touch

Another crucial aspect of the concept was to reflect Anna’s personality.  It was very important for us to create a store that on the one side would look well organised and professional, but on the other side would feel totally non-chain, non-corporate and would contain Anna’s free spirit and individuality irrespectively, whether or not she was present in the store.

Anna’s pieces are all very personal and there is a wonderful story behind every one of them.  We decided to use the store to tell these stories.  The black drawer faces are all finished in chalk paint, so Anna and her staff can write little personal notes next to some pieces, like - ‘I saw this amulet in a village market in Bali’ or ‘I think this will go really well with a white blouse’.  On the opposite mirror wall, red lipstick is used to write similar messages.  Set in the mirror are several white rimmed colourful circles designed to hold mementoes and inspirations from Anna’s trips.

The overall feel is - this is Anna’s place, the place that holds her creations that are all individually designed, the place where she can share her stories and inspirations with her customers and friends.