Wolf & Moon: Top tips for designing a jewellery store

5 Apr 2015

Wolf and Moon pop-up Appear Here

Wolf & Moon is a handcrafted jewellery label created by British artist & designer Hannah Davis. It all started a few years ago when Hannah decided to sell some of her jewellery on a stall in East London. She caught the eye of several stockists and launched her own online boutique Wolf & Moon. This Easter, Hannah decided to open her first Wolf & Moon pop-up shop in 16 Cheshire Street. We caught up with her to find out how she turned her online store into a physical boutique.

Wolf & Moon Cheshire Street Appear Here

Talk us through the design of the space...

We wanted to keep it clean. My latest collection was inspired by a trip to Norway last year, it has a minimalist Scandinavian look and it was important the shop space complemented this. We needed to design a space that allowed us to display all of our different products in the best way possible, so we came up with a rough plan of how we wanted the shop to be laid out and researched materials that we could use to make the furniture and displays that would be both practical but look effective. Everything from the colour palette to the fit out materials were chosen to compliment the collection.

Photoshop was really useful for helping us to create a floorplan based on the dimensions of the space, we designed all the fixings from there. We used the walls for displaying prints and artworks, which meant most of the jewellery was displayed on feature tables that we built from scratch. It took about a week or so to design the space, and then one long weekend to make all the furniture and displays.

Hannah Davis Appear Here pop-up

How do you produce your pieces?

Everything is made in our Hackney Studio. We have a small team of makers that start by cutting the materials needed with our laser cutter, they are then put delicately together. We try and source the majority of our materials from Britain and Europe. It is important to us to support other independent businesses, so a lot of time and care is undertaken when looking for new material stockists. The wood we use is FSC approved, and all off cuts (as well as other waste products) are recycled.

Wolf & Moon pop-up Cheshire Street Appear Here

What are your key touch points for designing a store?

1) Think about how your pieces are going to be displayed and pay attention to little details, this is what will make your jewellery stand out.

2) Make sure the store design and furniture complement your brand. Everything from your colour palette to your branding should be taken into account.

3) Be confident in your design. Creating a strong design for your space that communicates your brand clearly will leave people with a better idea of what you are all about.

4) Don’t forget to add branding and vinyls to your windows to advertise the shop. This is important in order to catch the attention of people passing by.

5) Think about the activity inside your store. Launch parties or collaborations with other brands add another dimension to the shop and can help to build the buzz around it.

Wolf And Moon pop-up Appear Here

You can find Wolf & Moon at 16 Cheshire Street, E2 6EH till April 7.