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‘the boutique’ by Goldsmiths to launch at Westfield Stratford City

Published:  24 August, 2011

Innovative jewellery fascia ‘the boutique’ from Goldsmiths is to debut at Westfield Stratford City.

The new fashion-jewellery and watch concept combines in-store experience with the latest technology to challenge the conventional jewellery market, offering customers a dynamic new way to shop.

In a UK first, ‘the boutique’ will introduce Autonomous Retailing Machines (ARMs) – cutting edge vending machine technology that allows customers to purchase a carefully selected capsule collection of jewellery and watches without necessarily needing to enter the store, helping to extend its trading potential out of hours.

The 2,000 sq ft unit is located centrally in the scheme, on the first floor directly below the 17-screen VUE cinema. ‘the boutique’ will adopt a ‘free flowing’ contemporary showroom layout in a bold move from the traditionally linear representations seen in Goldsmiths stores to date. Features will include a unique seated ‘chill out zone’ with wifi and drinks facilities, as well as iPad technology to browse available product ranges.

Bill Giouroukos, director of operations for Westfield UK, said: “Westfield Stratford City is a fantastic showcase for new concepts from established retailers keen to capitalize on the huge trading opportunity the centre offers. 'the boutique' by Goldsmiths is the perfect example of a traditional and tested shopping experience reinventing itself and adapting it to a new, younger audience. We are sure it will be a tremendous success.”

 Richard Gerrard, commercial director for Goldsmiths added: “Goldsmiths is proud to be challenging the existing status quo in jewellery retailing with the launch of boutique. We have created an inspiring and interactive lifestyle-led environment, developed a distinctive sales mantra and engaged with technology in a way that appeals directly to our target customer – and this fresh and inventive approach cannot be rivalled elsewhere in the market.  

 “This is one of Goldsmith’s most exciting brand launches in our 230 year history and Westfield Stratford City, itself a pioneering retail venture, is the ideal location for launch.  We look forward to opening our doors in September and are extremely optimistic about the future success of boutique, which we hope to roll out to new locations in 2012.”