A Jewel in the Crown

A Jewel in the Crown

Ulhas Jewels needed a new retail concept for its exclusive diamond jewellery line and create an image that breaks away from standard neutral tones of the existing jewellery stores. A jewellery showroom can be a place of fantasy. It leads one into a world of glamour and style, sometimes in a way that is so extravagant and dramatic, it can feel surreal. Situated on a bustling street in Margao Market, this 1,600-square-foot showroom split into four levels was designed as a refuge from the heavy traffic and noise outside.

Changes are immediately apparent from the exterior. The building abutting three roads with its three-sided facade is enveloped by formations that resemble a diamond studded box. The towering shell of the facade in dual colour ACP alters its colours when seen from different angles and features an array of colour-changing LEDs that envelope this molecular structure creating scenes at sunset through the night. The striking exterior was consciously crafted to draw attention on several levels, while shaping the character of the building from a distance and luring in passersby from the street.

Once inside, a further shift in palette offers an increasing sense of intimacy as guests move deeper into the spaces. The leather finished granite on the floor, for instance, contrasts with ACP bedecked facade. A thoughtful selection of furniture and custom light fixtures add to the soothing atmosphere in these spaces. The ground level has the cash desks. The etched mirror with decorative vases and the cushioned wall panels exude a sense of warmth to the guests as they enter the store.

The three sales floors themselves were designed to exude different personalities. Upon entering the store on the first floor, guests are greeted by the “sparkle” theme. Mirror-hued metallic tiles punctuate the distant wall as if to suggest that the space oozes diamonds. The material adds a shimmer in a second way: It reflects the light from an installation of dangling, bulbous fixtures overhead.

The interior is simple, clean and with an attitude. The sales desks and the chairs hint at traditional elements that might be encountered in Victorian homes. Lamps that shoot up from the floor and rise above the sales desk lend a curvilinear look to otherwise straight lined wall panels. The result is a rich yet clean backdrop that lures and engages without detracting from the jewellery themselves.

On the second floor, though the concept remains the same, the vocabulary of elements in design changes to lend a differential look to the floor. Because wallpaper was the primary component in defining the space, the type of wallpaper became a key decision in the design process. Color, grain, and texture all had to complement the spirit of Ulhas Jewels exclusivity. Ultimately, a cooler brown plus silverish tone, with an unfinished weathered texture reflecting the silver sands and warm Goan climate was chosen.

At just 400 square feet including the elevator and the stairs, each floor plate posed the challenge of making use of every bit of space while ensuring that design didn’t overpower and detract from the high-end jewellery the store showcases. Simplicity guided the design of other store fixtures as well. In an innovative gesture, the walls were kept bereft of display showcases. Very minimal and creative niches adorn the walls and these are the only displays in the store. The ornaments are shown to the guests over the sales desk and are kept in sleek trolleys that are placed handy to the sales consultants.

To make everything so neat and handy—and more importantly, to make it alive—credit goes to the Architects. “I always believe interiors should be injected with life and emotions. The interior should be able to make an in-depth communication with the audience,” Architect Siddha Sardessai explains. “Interior should be felt and not just seen.”

A new concept has developed here in jewellery retail. You don’t see the glittering ornaments displayed just like in a supermarket. A high-end luxurious commodity has to be portrayed in a better way and hence this concept of sales desks evokes a sense of luxury and sophistication. In yesteryears, jewellery was personalised and never sold off the shelf. It was specifically made to the whims and fancies of the buyer. This concept model surrounds itself around this theory.

Ulhas Jewels redefines and restores the ethos of enriched lifestyles yet holding onto the past practices and bringing the ideals to the fore through its own distinct identity. Luxury is letting what you truly crave fill the world around you. Let no important moment happen in a space that doesn’t reflect who you are and how you feel - a sentiment that is evident throughout the brand’s offerings and its newest flagship store. 

Architect Siddha D Sardessai

Panaji Goa