Bergdorf Goodman Raises Its Jewelry Game
December 15, 2015
The main floor at Bergdorf Goodman will be a construction zone for a while as a major overhaul continues through next year, but the first phase of the revamp has been unveiled (mostly). Not only does it consolidate the store's somewhat scattered jewelry display into a coherent salon, but it aligns the store with its immediate neighbors like Bulgari and Van Cleef & Arpels as a major player among the city's purveyors of precious baubles. While the previous arrangement which interspersed the handbag and jewelry offerings made for an entertaining meander through the main floor, it wasn't the most efficient format for selling either category, and specifically lacked the kind of intimacy expected from major jewel purchasers. Consolidating jewelry into the 57th Street side of the floor is a more conventional arrangement but gives the department a new potency that will be emphasized with a redesigned entryway and façade on that side of the store that will actually eliminate the large display windows in favor of smaller windows more suited to jewelry. New plywood covering the ongoing construction (pictured below) shows the updated exterior design which will mimic 58th Street's main entrance. Despite its heavy traffic, the 57th street entryway was actually considered the store's "back door", but now that West 57th Street in being developed, for better or worse, into a "Millionaire's Row" of extravagant luxury towers, an upgrade seems to be in order.
But back inside, the new Jewel Salon quietly opened over this past weekend revealing a 1930's French Moderne-inspired interior featuring a pearl-gray based palette that will eventually extend throughout the main floor. Now set off from the bustle of the rest of the floor, the new salon has a more hushed ambiance, but still has its share of visual excitement with a pair of glittery, starburst chandeliers and paneled walls with beveled edges that recall gemstone cuts. Hexagonal display pieces also subtly allude to the shapes of the stones they contain. Another addition less apparent to the casually browsing customers is a private viewing room, a mainstay of the highest-end jewelers, for exceptional clients and special trunk show events.
The new salon is only the first element of the store's elaborate "2020 Vision" plan which will include more renovations throughout the store and eventually allow it to capture two more floors of selling space as executive offices and other behind-the-scenes facilities are moved into an adjacent building next door on 58th Street. The whole project is meant to position the store for the future. "Timelessness is a very important mantra for us will all of our design decisions," senior vice president, women’s fashion and store presentation director Linda Fargo tells WWD, "What we do today in my lifetime is not going to be touched again for a long time. With something like a main floor, my feeling is this is definitely going to have to last another 20 years.”
Bergdorf Goodman Unveils Updated Jewelry Salons (WWD)