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Wakefields Jewellers


Retail design

First established in 1911, Wakefields is a fourth-generation, independent family jewellers that has been at the heart of the retail community in the West Sussex market town of Horsham for 110 years. Their thriving business combines fine gemstone and bespoke jewellery, as well as an impressive collection of iconic watch brands, such as Rolex and Tudor.


To coincide with the expansion of their Rolex showroom, Wakefields chose to invest in a full store redesign and refurbishment to elevate the instore experience for their customers. The owners wanted to achieve a luxury boutique feel without losing the much-loved warmth and charm synonymous with Wakefields.


The result is a design that celebrates the owners’ passion for fine jewellery and watches. Details express a high-end ‘wow factor’ but customers still feel relaxed enough to pop in for a coffee and a chat. The new layout accommodates more relaxed customer consultation spaces, a larger Rolex showroom and distinctive curated display furniture.


“Innovare Design involved us at every stage of the process to ensure we felt in control and reassured about all the decisions we were taking. We are thrilled with the new store design. It allows us to create a truly special and memorable experience for every one of our customers. During the pandemic we’ve attracted new local customers who would previously have bought their jewellery and watches from London’s Hatton Garden – they are very happy to have an alternative luxury destination store closer to home.”

Melanie Wakefield, Co-owner, Wakefields Jewellers.


“Despite the obvious pent-up demand post lockdown, the new store is definitely contributing to a significant uplift in trading.” Dominic Wakefield, Co-owner, Wakefields Jewellers


Finalist, Best Store Refurbishment of the Year, 2021 WATCHPRO Awards

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