Green + Benz – A gem in Chesterfield
A brand new chic jewellery store, specialising in designer stock, has been opened in the delightful town of Chesterfield. The new Green + Benz store – which replaces their former boutique – was unveiled in December, boasting a wide range of jewellery and watch brands as well as a bespoke design service.
Award winning expert gemologist, diamond grader, and Green + Benz Managing Director, Helen Dimmick, commissioned the new store, which offers some of the most desirable diamond brands on the market such as Mastercut, Niessing and Andrew Geoghegan, alongside her own range.
Securing a prime location was a vital component with Green + Benz, which is why Helen Dimmick re-located from her former jewellery store – also in Chesterfield – to this new site; realising that it seemed too much of a good opportunity to pass up. Positioned alongside Market Square and at the end of Vicar Lane, the luxury jewellery store allows for a far larger choice for her customers.
Innovare Design was the design practice responsible for the new-look store. Speaking to Premier Retail, Lloyd Blakey, Creative Director and Founder of Innovare Design, said:
“Innovare Design was established back in 2006, as a design consultancy aimed at the retail sector, with a key objective to ‘partner’ our clients by working closely with them at the heart of any project. Nearly all of Innovare’s work derives from recommendation – Green + Benz was no exception to this. We commenced the design process in April 2015 and the on site works began in October.
“Green + Benz is an independent jewellers with a clear brand vision. Helen’s previous jewellery shop in Chesterfield was quite small and away from the main high street. When this superb corner site in the main pedestrian area came up, she wasted no time in talking to us about how we could help make her vision a reality.”
The new site encompasses 120m² of premium retail space, including 12 linear metres of window display – meaning that the new store allows much more scope to establish the Green + Benz brand equity. On the first floor we also had the space to include a workshop for on-site bespoke work, as well as full back office facilities.
Entering the store, a ‘welcome column’ sets out the essence of the Green + Benz brand; explaining the Green + Benz ethos, showcasing new products and introducing Helen’s expertise and passion for diamonds and jewellery.
The store expresses an overall sense of glamour and elegance, reflected through glittering chandeliers, use of mirroring and polished intricate chrome edge details. Lush accents of leather and velvet upholstery are offset against a truffle perimeter carpet and lime-washed central oak floor.
“We worked alongside Taylor & Sons Ltd – a specialist shop fitter – who were an essential member of the team to implement the design in store. They responded well to our brief and through close collaboration were able to bring in the whole project on time and on budget.
“As a retail specialist we understand how customers shop so a lot of the design involves the psychology of design and what draws people into the store. It isn’t just about the colour of the walls; it is also about how you light the space, the highs and lows which draw people’s attention to feature products and throughout the store.
“We suggested having bespoke lighting to Helen, to accentuate the essence of what her store and service is about – independent and individual. We worked closely with interior lighting company INTO Lighting – another company essential to the successful delivery of this store.”
“We have built a really nice relationship with Helen, which is fantastic – she enjoyed being involved in the entire process and she has been exceedingly happy with the result, which is great. It was a lovely project to be involved with.”
Selected designer, fashion and diamond brands are displayed alongside big brands such as Thomas Sabo and Links of London, as well as luxury Swiss watch brand TAG Heuer.
Taylor & Sons Ltd
Specialising in shopfitting and office refurbishment, Taylor & Sons Ltd also carry out domestic work in addition to the commercial part of their business, manufacturing bespoke windows and joinery.
A couple of examples of projects that Taylor & Sons Ltd has delivered in the retail sector include an office refit for the Watchut, and an office refit for Key Safety.
Another development that Taylor & Sons Ltd has carried out is Green + Benz at Chesterfield, a luxury jewellery store that features designer stock, a bespoke design service and a wide range of jewellery and watch brands.
Mark Taylor, Managing Director at Taylor & Sons Ltd, spoke to Premier Retail, commenting:
“Our company was formed in 1967 by my grandad and my father, and since then has progressed into what it is today.
“We were the fit out contractor working on Green + Benz – we had worked with Innovare before on a previous project, and Innovare liaised with the client and mentioned our name as a recommendation.
“We were working on the Grand Central Birmingham at the time, and I think once the client had seen the work we deliver, that sealed the contract. As a general whole, the project all ran very smoothly, the design elements all went to plan, which was fantastic for us.
“Working on Green + Benz has been very important to us, a close working relationship is something that we like to have and maintain. We like to keep our clients happy.”
When asked what the company prides itself on, Mark responded:
“As a company we pride ourselves on attentiveness and our team values, this way everyone works together to get tasks done efficiently and properly.”