BIG COOL NO. 1 de Boulle Diamond & Jewelry
A bold display draws attention to deBoulle’s distinctive selection of jewelry, which is sourced from around the world.
whocan’tquiteputtheirfingeronwhy exactly thespace is so warm. “It’s been really amazing to watch people come inandhear themsay, ‘It just feels sowonderful in here. Something is so special,’” Pope-Westerman says. The wall color is a carefully crafted blend of warm and cool gray tones, combining residential warmth andmodern crispness. While the palette is simple and neutral, the variety of texture andpatina adds interest. Arichmarblehalfwallseparatestheloungeareafrom the Patek boutique in the back of the store. A big budget-busting splurge for the Boulles is a two-panel logo divider wall designed by a local artisan. Eachoftheplateswithinthescreenishand-castandset withinaframeworkthatdividesthefrontretailportion from that of the lounge space. Because it’s intricately fashioned out of solid brass, the initial price estimate was $100,000 per panel. But bymaking the framework a littlemoreairy, that expenditurewas toneddown toa moremanageable $100,000 for both panels. TheDEBlogoonthescreenalsomakesanappearance on the base of store fixtures. “It’s very subtle,” Pope-Westerman says. “It’s not in-your-face. It’s almost like when you’re looking for a brand name on a piece of jewelry. It subtly signifies that it’s quality.”
Brand Power 5 De Boulle relies on brands to differ- entiate itself in a crowded luxury market.
52 INSTOREMAG.COM AUGUST 2016
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