Alex and Ani aimed to transition away from the initial frost and stainless retail aesthetic, as these materials conflicted with their identity as a youthful, warm, and approachable brand.
This was compiled to help map the customer journey as well as set the tone for the project.
These stores had a cold, industrial feel, which is opposite of the Alex and Ani core message of positive energy and uniqueness.
Walking into the new Alex and Ani stores gives you a clear understanding of the brand’s message while keeping with another one of their core beliefs of being environmentally sound.
This display program consisted of new floor standing displays, incase components, and stained veneer overlay kits for existing fixtures. This transformed the stores into a warm, inviting location while giving customers a more friendly and meaningful shopping experience.
Environmentally sound components consisted of stained woods and wood veneer along with wrought iron hardware.
The floor standing displays provided an all encompassing shopping experience. The retailers were able to switch hanging components with ease and take the guess work out for customers by showcasing bangles, pendants, rings and earrings to create a look. This allotted for a substantial growth in the number of impulse buys because a full collection could be displayed at once within a small footprint.
These displays also had folding mirrors for the customer to try on the jewelry without the need for a large countertop mirror or for an associate to bring a mirror onto the sales floor.
Free standing tables also allowed Alex and Ani to display jewelry collections using a number of different components all created from sustainable materials.
The necklace displays were designed to hold multiple necklaces at once and be positioned either incase or on a countertop.
These components were designed to display one or more bracelets at a time and were to be placed either incase or on top of the counter.
This collection of displays was designed for B2B locations for either incase or countertop placement.
Graphic holders were designed to add layering and be easily switched out at store level.