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DAYTON, OHIO - Retail design firm Design Forum worked with Rogers Ltd. to develop a new prototype for the retailer's mall-based jewelry stores that operate under the names Rogers Jewelers and Andrews Jewelers. The new design better communicates the company's brand values and helps differentiate it from other jewelers. The 3,097-sq.-ft. prototype opened Oct. 31, 2004, in Fort Wayne, Ind.

In the first phase of the project, Design Forum conducted consumer research. After observing and talking with customers, the team decided to focus on creating a more unique jewelry shopping experience that feels comfortable.

"Rogers asked us to discover the ideal customer experience and wrap a design around it," said Scott Jeffrey, senior vice president of design and creative innovation for Design Forum. "Our research [showed] that customers did not want to browse over single-height counters throughout the entire space, so we came up with a concept that incorporates varying levels."

To create a unique look and a relaxing atmosphere, the team designed a space inspired by nature. This comes forward in the color palette, in the material selection, and particularly in the graphics, which use organic imagery to communicate information about the jewelry. Residential accents like rugs, cozy chairs, drapery, and furniture-like fixtures also make customers feel comfortable.

The yards of uniform counters that used to keep the associate away from the customer are replaced with islands and fixtures of varying height and style, offering the sales associate a more personal selling opportunity and giving customers a change from the traditional jewelry display.

The floor plan moves away from the typical racetrack pattern, with the store organized into three sections:
• The front area, which is designed to look like a luxurious dressing room, features gold and silver jewelry. The fixturing resembles a dresser and incorporates drawers.
• The middle section of the store focuses on gemstones, with fixtures mimicing a jewelry box with trays. The merchandise is presented vertically on the walls, adding variation to the height of displays.
• The rear of the store offers a theatrical diamond showcase with deep gray walls and drapery to add drama.

"Our store reinvention in collaboration with Design Forum is going a long way to differentiate our brand and our look in the mall jewelry environment," said Rogers Jewelers Co. President Jeffrey Lazarow. "This design is a significant step for us in listening to consumers and delivering a superior customer experience at the store level."

Rogers Ltd. Inc. is a privately held fine jeweler with 46 stores in the Midwest, operating under the names of Rogers Jewelers and Andrews Jewelers.

Design Forum is a retail design firm headquartered in Dayton, Ohio, with offices in Chicago, Detroit, London, Los Angeles, Miami, New York, Paris, and San Francisco. Design Forum offers a comprehensive range of integrated services including strategy, research, design, branding, and architecture. Design Forum has produced award-winning designs for an international client list that includes Best Buy, Washington Mutual, Nebraska Furniture Mart, Wild Oats, Subway, Frontgate, Land Rover, Yankee Candle, Ann Taylor and Porsche. Design Forum is part of Interbrand, an Omnicom company (NYSE: OMC) (www.omnicomgroup.com). Omnicom is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations, and other specialty communications services to more than 5,000 clients in more than 100 countries.