When Hamilton Jewelers began renovating its Princeton, N.J., store, the goals were simple, says president and CEO Hank Siegel: Create a meaningful experience that elevates the Hamilton name, and provide a beautiful interior that makes shopping for jewelry a pure pleasure.
Since the nearly seven-year renovation at Hamilton Jewelers was unveiled in mid-May, the feedback has been exactly what the family-owned fine jewelry and watch retailer hoped for, Siegel says.
“The response from clients from around the region, the community, as well as our friends from the jewelry industry, has been wonderful,” he says. “Given that the entire space was transformed—from decor to visual and in-case lighting to millwork and fixtures—the difference is amazing.”
The Princeton store is Hamilton’s flagship, a landmark in the community that also serves as a gathering space, Siegel says. The company recently celebrated its 110th anniversary, and the renovation seemed like a fit way to honor that long heritage as well as the family’s intention to continue growing the brand. “The Hamilton name means something, and this store feels that way,” Siegel says.
While the overall footprint of the store has remained the same, the Hamilton team gained 1,500 square feet of display area for its jewelry and watches by redesigning the showroom. That’s significant given the building dates to 1896, Siegel says.
Hamilton added several new environments, including custom-designed spaces created in collaboration with brand partners such as Rolex, Patek Philippe, Cartier, Bulgari, and David Yurman. It also updated its salon for engagement ring and wedding band shopping to now include bespoke bridal design.
The main area of the store features a reimagined Hamilton jewelry salon, with a range of collections from classic diamonds to gemstones from the Private Reserve Collection. Hamilton added a new concept with its Hamilton Curate room, which showcases both emerging designers and longstanding designer partners exclusive to Hamilton Jewelers in the U.S. market.
In keeping with the luxury experience, Siegel says, the store offers several new bar service areas as well as private presentation spaces. One fun element is the store’s custom white tea scent that welcomes shoppers upon arrival.
Hamilton’s redesign touched every part of the store, including back-of-house, Siegel says. The store now has a revamped timepiece service center, with room for additional watchmakers and updated testing capabilities.
It also has a new watch polishing room with the latest equipment to ensure restoration to factory specification. The company added capacity in its jewelry workshop and has a dedicated polishing room with state-of-the-art technology.
The store remained open throughout the renovation, which is why it took several years. Hamilton and the renovation designers had to be mindful throughout of how the project affected the historic building and the staff working inside, Siegel says. Everyone is pleased with the results, he adds.
“While the space is newly elevated, as always a key point of differentiation for us is the experience provided by our top-notch team within that environment,” Siegel says. “They represent our family with each and every interaction, and their personal touch and excellence completes the reputation for which Hamilton is known.”
Top: Hamilton Jewelers recently held a grand reopening for its renovated flagship store in Princeton, N.J. Pictured left to right: The Siegel family, Lisette, Hank, Denny, Betsey, and Andrew. (Photos courtesy of Hamilton Jewelers).
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