Lee Hwa Jewellery has introduced a new experiential store inviting customers to “get intimate” with jewellery.

In a bid to meet millennial “experience economy” market demand for immersive retail experiences, Lee Hwa’s Jewelspace – a bespoke design concept launched at its newly re-opened boutique at Suntec City – has broken away from the traditional look and feel of jewellery boutiques, resulting in a more contemporary instore experience for customers.

Built around a gallery-like atmosphere, the brightly-lit new boutique does away with traditional glass counters, instead featuring modern elements such as themed display walls and vertical glass displays, a maker space and interactive countertops that let customers get closer to its range of fine jewellery.

The store’s layout and concept is inspired by the experiences of visiting an art gallery, spending a romantic day out, and creating bespoke pieces at a workshop.

Lee Hwa Jewellery’s business director Mavis Toh said today’s retail scene is vibrant, sophisticated and innovative, and the same can be said for today’s consumers, especially the millennials, who are driven by a desire for deeper and differentiated brand experiences.

“Customers will continue to visit brick-and-mortar stores as long as there are new and interesting reasons to go. As retailers, we aim to provide these reasons with a brand-new bespoke boutique concept that will not only excite them, it will allow them to experience jewellery shopping in an entirely new way.”

A statement from the brand highlighted retail expert predictions that the personalisation of customer experiences will continue to be a key retail trend as consumers seek out highly personalised shopping experiences that cannot be replicated online. It posed that the trend of personal service is also expected to reshape the retail landscape as brick-and-mortar retailers compete with online retailers for the consumer dollar.