Nashua, NH Day’s Jewelers celebrated the opening of its first freestanding jewelry store and some high-tech touches.
Fulcrum Associates of Amherst was contracted to build the 5,900 s/f store, located at 567 Amherst St., from the ground up, including the exterior shell and interior fit out. The building’s brick and Sto EIFS (exterior insulation and finish system) is complemented by a copper fascia above the windowed foyer that showcases the image of an enlarged Forevermark diamond. On the interior, soffits on the ceiling match the shape of the jewelry case below it. Each soffit is lit with LED lighting optimal for projecting the true color of diamonds, colored gemstones and precious metals. For added architectural elegance and texture, gypsum panels with 3D geometric designs were installed on select walls.
“Jewelry is such a mystery to most people. There is a lot of magic behind gemstones and precious metals and jewelry design,” said Jeff Corey, Day’s Jewelers president and co-owner. “We wanted to share some of that magic with jewelry and how it connects with people’s lives.”
Inside the store, guests will find new holographic technology designed to help customers virtually explore the details of a diamond. On a computer screen, guests may select a diamond, enlarge the image up to 1,000 times its actual size, manipulate it to see various angles, and shrink it to actual size to see how it will look on their own hand. This technology is only found in approximately 20 stores in the country. More state-of-the-art technology, including a computerized metal engraving system and laser welding machine, can be found in the goldsmith’s area, which is behind glass so that guests may watch their jewelry being made or repaired.
The store includes a lounge area, fireplace, coffee bar and play space for children.
“Day’s Jewelers offers one of the largest collections of jewelry in the country through its e-commerce business, and has been committed to exceeding customer expectations for more than 100 years,” said Jeff Luter, president of Fulcrum. “We are honored to have worked with Day’s, one of the top bridal and artisan jewelers in the region, as a valued partner on this project.”
The freestanding store represents a bold move for Day’s Jewelers, which traditionally has set up shop in retail strip centers, according to Corey. The company now has eight stores throughout New Hampshire and Maine, and employs about 160 workers. There are about 10 employees at the new Gate City location.