Jared Taps Digitally Native Sister Brand for Omnichannel Concept Store

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

Jared has opened new concept store in collaboration with online diamond and bridal jewelry retailer James Allen. The Francis Scott Key Mall store in Frederick, MD, combines the best of the two retailers, which are both owned by Signet Jewelers Limited.

The Jared x James Allen concept store provides an updated environment that is a departure from a traditional jewelry store. Jared set to create an elevated omnichannel shopping experience that was modern, warm and relaxed for customers to feel comfortable to shop at their own pace.

“At Jared, we are very proud to be more than a store that sells beautiful jewelry,” said Bill Brace, CMO of Signet and executive general manager of Jared. “Our collaboration with James Allen allows Jared the opportunity to create a new and richer experience for our customers and create a modern environment for jewelry shopping.”

Jared is a full-service jewelry destination where specialists provide an expert, personalized experience to shoppers. James Allen is known for its collection of more than 250,000 independently certified high-quality loose diamonds in every popular shape and carat weight.

The concept store features a hands-on product experience that encourages customers to “touch and try on” at the James Allen Gathering Table. A wide range of engagement ring samples, stone replicas and settings invite and enable shoppers to “find their ideal style.”

The space also includes traditional case displays for browsing, but with a unique approach. Each case opens in the front and guests have the ability to walk around the display for a full view from all angles. Jewelry consultants work side by side with guests rather than the traditional “behind the case” position.

Additionally, shoppers can enjoy a coffee or treat at the Jared Coffee bar.

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