Kesslers Diamonds’ new store in Kenosha, Wis., makes a statement about the employee-owned business’ emphasis on customer service, engaging clients from the moment they pull into the parking lot with a blend of beauty and functionality, according to Kesslers’ operations director, Jim Bretzel.
The Germantown, Wis.–based jeweler, which has nine locations in Wisconsin and Michigan, had been looking to build in Kenosha for the past decade, says Bretzel. The new store, at 7563 122nd Court, opened in October and held a grand opening celebration Nov. 1 and 2.
Kesslers partnered with Retailworks to design the 3,400-square-foot store, and their mutual goal was to create a retail space that engages shoppers throughout their visit. The first thing that hits them when they walk in the door are the colors and maximalist design elements, Bretzel says.
While the primary color scheme is a mix of creamy whites, grays, and taupes, there are pops of Kesslers’ signature red around the interior. The ceiling features interlocking circles, and the walls have faceted shapes. Light fixtures are unique, says Bretzel—some look like dangling earrings, others resemble a string of pearls.
The Kenosha store has a refreshment area, with two beer taps and a window that lets people look into the goldsmith shop and see staff working. Eye-grabbing octagonal wall tiles seem to invite shoppers into the refreshment area to relax.
There also are special seating sections, including a private space for couples looking at engagement rings and several semiprivate booths for custom jewelry design consultations.
Interior design of each Kesslers store reflects its community, Bretzel says. For example, the Kesslers in Appleton, Wis., has more rustic and woodsy elements in its decor, as many local residents love the outdoors and hunting.
In Kenosha—with its proximity to the lake and its vacation cottages, some owned by Chicago residents who may be looking to do some shopping—interior design is purposefully more dramatic, Bretzel says. Kesslers stores don’t typically have drapes or blinds, but the Kenosha store has light, airy sheer drapes, which elevate the space, Bretzel says.
“We always work with Lyn [Falk] at Retailworks—she understands us as a brand, and we work really well together,” says Bretzel. “She’s great at interpreting the feeling we want in a store and adding design elements that highlight that.”
In its newer stores, Kesslers has moved away from having a kids’ room and instead incorporated multiple seating areas that are great for families or patient spouses, says Bretzel. Retailworks did put video-game machines in a quiet corner of the Kenosha store, giving children (and husbands) a bit of fun while they wait.
“Our job is to make it exciting and fun to come to our stores,” Bretzel says. “If they have a great experience, they’ll tell their friends.”
Top: Kesslers Diamonds just celebrated the grand opening of its ninth store, in Kenosha, Wis. (Photos courtesy of Kesslers Diamonds)
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