Fine jewelry brand With Clarity reached a significant milestone in complementing its online presence with in-person shopping when it opened its inaugural retail store in February.
Company founder Anubh Shah debuted With Clarity in 2015 as a direct-to-consumer brand that offers stylish fine jewelry at accessible prices. Opening the store, located at 118 Spring St. in New York’s SoHo neighborhood, gives With Clarity some “retail roots” in the city where it was born, Shah says.
“As With Clarity continues to be a leader in the lab-diamond category online, we wanted to create an elevated yet intimate environment where clients would meet the brand but also experience our diamonds and exclusive jewelry styles,” he says.
The appointment-only showroom has two lounge-style seating areas where customers can enjoy the comfort and convenience of shopping in a store but in a private, boutique-like setting, Shah says. There also is a more formal space with a desk for consultations and working directly with a client on a custom piece or a couple on an engagement ring.
Soft, neutral colors—cream, gray, and light blue—lend the store’s interior a light, ethereal feeling. Adding to the aesthetic are light wood floors, mirrors on the walls, and warm lighting from both chandeliers and spotlights on the jewelry and in the cases.
“The showroom colors reflect the brightness and vibrant of the natural light that pours in, with subtle brand colors in the finer showroom detailing. It’s meant to be easy on the eyes,” Shah says.
Music inside the store comes from a special playlist called “SoHo Vibes.” The goal, says Shah, is to immerse customers in the local ambience and provide an experience that stays with them, so they’ll want to return time and again.
Some e-commerce capabilities are available in the store. With Clarity installed large digital screens so its jewelry specialists can walk customers through the full jewelry catalog online. It also holds virtual appointments, with a two-camera setup that allows jewelry specialists to show clients multiple diamond or jewelry styles while seamlessly communicating, Shah says.
“Our tagline is ‘Elevate Your Everyday.’ Our space is meant to feel both private and intimate yet pressure-free, like an extension of your living room,” he says. “Our showroom specialists offer an assortment of beverages to our potential clients, including champagne.”
A year ago, With Clarity hired its first creative director, Kirby Rodriguez, to help establish its branding, storytelling, and store personality, Shah says. Rodriguez previously led teams at Condé Nast’s W Magazine, Talbots, and O, the Oprah Magazine, published by Hearst.
“We’ve cultivated a space where clients can feel excited and comfortable, offering a personalized experience to pinpoint what they like most, no matter where they stand in the process,” Shah says. “Whether the client is browsing engagement ring designs or our high jewelry collections, With Clarity elevates life’s most precious moments.”
Top: Inside With Clarity’s recently opened boutique in New York City’s SoHo neighborhood (photos courtesy of With Clarity)
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