The Trump's have done it again. Wandering off into new ventures is like second nature and they seem to know exactly what they're doing.
Their latest effort comes from The Donald's daughter, Ivanka Trump, in the form of a jewellery store. But this isn't just any other jewellery store--I think this is the epitome of what every other jewellery store fails to be.
As a child, I can't count the number of times that I've been dragged into a jewellery store and found it to be the most boring place on earth. No matter which store I visited, it was always the same boring story. Everyone was super quiet, there were no other children in sight, and people seemed busy looking at shiny and sparkly things through high-security glass displays. What fun is it to go into a store and look at things that are locked away behind glass? (And if I touched the glass by accident, employees would give me a look and immediately grab the Windex to rub off my fingerprints). I just didn't understand. On top of all of that, there would also be intimidating security guards parked at the entrance of each store, watching my every move--a very welcoming touch! Not so much.
From my days as a child until today, almost every jewellery store I have ever stepped foot in has been this way. This seems to be a consistent formula for a typical jewellery store and it isn't going to change anytime soon. Accordingly, I've learnt to accept it for what it is. Now that I'm older, I understand why these stores are so quiet, why there are no children in sight and why the guards at the doors are so scary. Nevertheless, something inside of me has always told me that if I were to ever open my own jewellery store, I would avoid creating a store that falls into this cookie-cutter shape that most other stores seem to use.
Though I thought I had a good idea, Ivanka Trump beat me to it. She has created a jewellery store that is so welcoming and unique that I believe will be a success for many years to come.
Follow the link below to read the entire article written by Ivanka herself. She offers some great insight for anyone who is considering opening their own luxury jewellery boutique.
After reading this article, it's clear that Ivanka didn't just invest a tonne of money to create this jewellery store. She did her homework. She did her research. She put together the ingredients that seem to be missing from most other jewellery stores. She created a store that is so well-planned and considered, that it is bound to succeed and put competing stores to shame. Who knew that jewellery stores can be fun, afterall!
Here is a small excerpt from her blog--hope you follow the link below and continue reading!
"Our guards wear suits and are well spoken and cordial to our clients. Our doors open without buzzers, and our space is open, soft, bright and feminine.
We also spent a lot of time on our signature. From our space to our logo signifier, our signature coral color accent (picked from childhood memories in Palm Beach) and our exquisite statement-making boxes, you get our brand the moment you look at any of our collections, collateral, ads or website.
Our point of view is clear, coherent and most important, thoughtful. If I was to do this, I would do it right. The world didn’t need another inconsequential jewelry store, but it certainly could use one with brains and smart positioning." Ivanka Trump
Images and Full Article can be found at:
http://instoremag.com/indesign/promotion/if-i-owned/3902-if-i-owned-ivanka-trump
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