Out with the old, in with the new.

As a 100-year-old company, Helzberg Diamonds, has had a long reputation as a trusted jeweler to thousands of happy couples. However, they know that while love isn’t going out of style anytime soon, the way that people are shopping for jewelry continues to change. Which is why Helzberg Diamonds tasked CallisonRTKL to revamp their stores with a new Next Generation look and feel. CRTKL’s design team replaced the former dark, cluttered showrooms and outdated finishes with a more open layout featuring interactive technologies. The team discovered that it was especially important for Next Gen Helzberg customers to have a less formal, self-directed digital experience that allows them to browse for jewelry anywhere. Using tablets, customers can photograph their hands and view the entire Helzberg catalog of rings on their finger so they can virtually find the ring style they love. Another design feature was a diamond room with raised ceilings, custom draperies and laser-cut metal panels that create an intimate, private aura. Vertical wood design elements mingled with mirrors on the interior and storefront to give an appearance of greater height, while floating wall vitrines amplify the open concept.

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