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James Allen Opens Concept Store in DC

Location will feature Signet brand’s virtual-reality diamond displays.
Dec 10, 2018 8:46 AM   By Rapaport News
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 Signet Jewelers has launched a brick-and-mortar concept store for its e-commerce brand James Allen.

The store, which opened on Friday in the Georgetown area of Washington, DC, will feature an immersive gallery experience aimed at the brand’s younger consumer base, the retailer said last week.  

“We’re excited to continue executing Signet’s customer-first, omni-channel strategy with this new shopping experience from JamesAllen.com, integrating both our digital and physical retail platforms,” said Signet CEO Virginia Drosos. “The world-class innovation and technology at the core of JamesAllen.com’s business will come to life in the new location, redefining the jewelry-shopping experience for our customers.”

The new location will feature a range of digital experiences, including virtual-reality headsets for viewing 3D videos on diamonds and the 4Cs. It will also have a coffee bar with tablet-based technology that enables customers to browse and grade diamonds online and view peer-to-peer comparisons.

The store will also have a photo booth where customers can try on rings, take pictures, and upload them to social media, as well as a 10-foot, self-service diamond display table.

Signet will use the store as an incubator for testing design plans and digital initiatives for all its brands, Drosos said in a conference call with analysts last week transcribed by Seeking Alpha.

Signet acquired James Allen parent company R2Net for $328 million in August 2017. The deal also included the purchase of Segoma Imaging Technologies, a provider of diamond-display technology.

Image: James Allen diamond ring. (James Allen/Instagram)
Tags: James Allen, JamesAllen.com, Rapaport News, Segoma Imaging Technologies, Signet, Signet Jewelers, Virginia Drosos
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