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Ernest Jones has unveiled a new store concept at Lakeside Shopping Centre in Thurrock, UK, designed by Briggs Hillier to rethink how customers navigate and experience its jewellery offer.

The new format is organised around different customer missions, from browsing and discovery through to considered purchases and one-to-one consultation. The aim is to create clearer product zones, make categories easier to navigate and give greater prominence to the Ernest Jones Diamonds Collection, particularly around occasions such as engagements and weddings.

The concept has also been developed with smaller-footprint stores in mind, combining product presentation with improved functionality for colleagues.

“Working closely with the Ernest Jones team, we applied our experience in retail strategy, customer experience and premium store design to develop a new concept that respects the heritage and recognition of the brand, while creating a more contemporary, engaging and elevated environment for today’s customer,” said a spokesperson at Briggs Hillier.

Briggs Hillier developed the layout around customer flow, using association diagrams to map relationships between departments, sightlines and key touchpoints. Watches sit to the left as customers approach the Diamonds Collection, with jewellery to the right, creating distinct areas within a clear overall journey.

At the rear of the store, the Diamonds Collection becomes a focal point. A circular feature unit creates a 360° browsing experience, with a lowered ceiling, contrasting floor finish and statement circular light helping to distinguish the space from the rest of the store.

The design introduces a complementary material palette to the Ernest Jones environment. Oak timber flooring, herringbone timber, seagrass wallcovering and textured solid surfaces are combined with brass and antique bronze accents.

The design also places greater emphasis on consultation. Dedicated modules provide colleagues with spaces for one-to-one advice and service, incorporating bookcases, decorative elements and opportunities for communication.

Product storytelling continues throughout the store, with lifestyle imagery showing products in relevant contexts. Hero brands are showcased through in-cabinet signage and dedicated display areas, helping customers navigate the breadth of the offer.

Angled screens with integrated digital elements direct customers towards the Diamonds Collection while providing privacy around consultation spaces and concealing payment and transaction points.

Furniture has been designed to balance presentation with practicality, with storage and display density concentrated around the perimeter to support colleagues and maintain a cleaner store environment.

The Lakeside launch marks a new direction for the Ernest Jones store environment, bringing together clearer navigation, stronger product showcase and dedicated spaces for expert consultation. At its centre is a more prominent Diamonds proposition, designed to give customers a distinct destination within the wider jewellery journey.