Miglio, the small luxury jewellery brand, has announced the launch of its brand new Miglio concept store in Cape Town, South Africa.
Located on Belvedere Square, Miglio said the perfect environment for its concept stores are located in “feel good” areas across the globe, in locations where “women like to meet”.
Miglio’s stores will have a “clean, contemporary, and fresh” look and will feature modular display units which will suit ant store size. Store’s will also feature floor to ceiling front windows, and a statement “Miglio pink” wall to catch the eyes of passers-by.
high-definition screen will showcase ‘how to style it’ vlogs, meet the designer, behind the scenes on the brand’s photoshoots and some insight into its factory processes.
Storyboards of jewellery will be fitted on the walls, while the store will also include the ‘Earring Bar’, ‘Pendant Bar’, ‘Bracelet Bar and the Stacking Ring Stand – an assortment of individual items that “perfectly match what women are lusting after from Miglio’s pin boards”.
These come as counter top pieces or self-standing on pedestals, and are completely interactive so women can try on jewellery without the inconvenience of asking a stylist for assistance .
Each jewellery item has a story card that is packaged with purchase and shows women how to get the most out of their Miglio jewellery. Miglio said just one of its necklaces can be worn in six ways, without even adding a bracelet.
Miglio said being traditional isn’t the right way for the brand, so they have made the concept store “playful” and interactive.
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What Miglio wants from the concept store:
- We want women to touch, to feel, to try on and to style our jewellery within the arena of our shop… after all it’s all about the women’s experience
- We want women to share their experience on social media (the untapped marketing platform that jewellery stores today aren’t using) – #wearitstyleitloveit #mymigs #migliostyle
- Miglio women can share and interact with each other on various social media platforms from within our stores, so we offer free Wi-Fi
- Shoppers will keep coming back because of the versatility, the quality and the fun experience in store
Miglio jewellery is crafted using recycled brass and pewter, and is then dipped in solid silver and burnished and buffed to create the signature Miglio patina.