Brand Design | Interior Design | Fabrication & Installation
The Back Story
Julia is a Women’s Jewelry & Fashion Accessories Retailer with multiple locations in the Central Valley area of California. Family-owned and community oriented, a primary focus of the brand is providing “approachable” luxury to an ever-growing group of loyal customers.
After the initial success of their first two stores, Julia selected Retail Habitats to elevate their interior design beyond the previous “DIY” look & layout in order to take the overall customer experience to the next level.
The result was a reimagining of the brand’s entire esthetic, including the logo and environmental graphics, and Retail Habitats was there to ensure that integrity of this vision was maintained from initial concept to final build out. As intended, an unmistakably updated space was created that attracted brand new clientele without alienating Julia’s hard-won customer base.
Evolution Of A Brand
Early on in the engagement it was decided that the business’ name, formerly “Julia Vogue,” would be shortened and a more elegant brand identity created to better appeal to the target clientele.
Clean lines and a simple “mark” helped create an air of refinement and allowed for easy incorporation into various customer touch points such as signage, shelf talkers and merchandise tags.
Drawing on lessons learned from their previous locations, Julia made it clear that a flexible, contemporary display presentation was required in order to alleviate a “cluttered” merchandise presentation and add a much-needed dose of sophistication to the space. This look was achieved through the tasteful presentation of “natural” finishes such as white brick, steel outriggers and a custom designed “slatted” wood hat display
Additionally, partnerships with third party jewelers like Pandora, Alex & Ani and Kendra Scott needed to be taken into consideration as each brand had their own unique array of display & merchandising requirements. Some of these requirements weren’t as strict others – while Pandora and Alex & Ani specified in-house developed, ready-to-ship fixtures, Kendra Scott allowed for a “ground up” display solution.
Thus, it was up to Retail Habitats to design a custom presentation that required approval not just from Julia, but from Kendra Scott as well. What could have been a “sticking point” ended up blending seamlessly into the overall design while providing the necessary differentiation for Kendra Scott’s in-store “real estate.”
Custom Fabrication & Installation
Following the final sign off on the design, Retail Habitats’ manufacturing team fabricated all of the custom millwork for the store and worked in concert with Julia’s existing General Contractor for delivery and install. The resulting environment creates a comfortable, upscale feel that speaks to the “on trend” sensibilities of the target clientele.
Having opened its doors in January, 2017, Julia will continue to build brand equity under their new identity and has plans for additional expansion throughout the region.