All that glitters really is gold when the Australian Heritage Jeweller Hardy Brothers opens their new flagship store in Sydney next month.
Can you feel it? There’s magic in the air. Christmas is just around the corner, and the retail world is coming back to life.
And with that comes luxurious spending on gifts that glitter in gold, diamond and jewels.
Hardy Brothers have been an Australian icon since 1853 and are Australia’s oldest continually operating fine jeweller. In December, they will be opening their new flagship store in Sydney.
The new store will be a complete brand transformation, aiming to modernise the brand, appealing to a new generation of luxury shoppers, whilst remaining true to the Hardy Brothers heritage.
The company appointed leading luxury branding and creative agency, 3 Deep, to revitalise its store design. That agency is a leader in luxury branding, and have worked with Louis Vuitton, Madonna, and Toni Maticevski amongst others to create luxury brand messaging.
Part of Hardy Brothers new design incorporates a unique section of the store, called ‘The Vault’. This is a place for private viewings of some of the world’s most coveted diamonds and gems, all designed in Australia.
After a successful relaunch of their website in December 2019, which brought Hardy Brothers into the digital space of online shopping, modernising the brand in a digital-centric market, with a consistent brand message through digital channels, to create a boutique experience online, they earned success from multiple brands as an approved online retailer.
The challenge, therefore, was to make the brand relevant while selling the Hardy Brothers experience rather than simply products in an online store.
“Year to date, we’ve had phenomenal success. Clients now expect a seamless online experience as they would in any store. COVID accelerated this, and we were lucky people inherently trusted our brand to provide a product and service with honesty, respect, and quality every time. Online sales are up 25% from last year and traffic has doubled, though we see a lot of conversion in the boutiques from site visits (those that are still open),” explained Alexander Bishop, Hardy Brothers Brand Manager.
It was only natural then, for the brand to turn their attention to their shop front space, to convey its heritage and appeal more clearly to a new generation of luxury shoppers while maintaining the ideas, principles and values that define its history.
To do so, the fine jeweller focused on creating a unique Hardy Brothers experience and establishing a new chapter as the custodian of luxury jewellery in Australia for all generations.
“Design underpins everything we do, and we have an incredible history and legacy in that space. We constantly seek to make luxury relevant while responding to prevailing design trends. As a custodian of luxury for over 165 years, we have a great responsibility to uphold the values our customers have come to expect from us over this time,” said Mr Bishop.
The luxurious palette of materials used for the new flagship store include polished Venetian plaster, fine leathers, and rich Australian timbers beautifully executed by Woodlands Shopfitting and brought to life by lighting designers, Ambience Lighting.
Hardy Brothers’ Sydney flagship store will open early 2022, with other states to follow.
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