Black and Shining

Kantilal and Brothers Jewellers recently expanded into an exclusive diamond section in the form of a 4000 sq. ft space in the store. The task was taken up by Dhiren Chedda Associates with full gusto. "I was not given any brief by the client. We have designed the existing store as well and they now wanted an exclusive diamond section. It was a tough task to convince them to do an all black store. But it has paid off well,” says Dhiren Chedda, Director, Dhiren Chedda Associates. Diamonds are pretty little things which need your attention and also take away your attention from elsewhere. The idea of a black store redefines their splendour and presents a fresh outlook towards the jewellery retailing.

The walls are the most striking design feature of the store. You enter the diamond floor at Kantilal and Brothers Jewellers and a peripheri of black glass prisms surrounds you. It plays the most vital role in creating a statement for the store. With glass flashing at you from all sides, you come to a standstill when the diamonds are presented. It is the sole aim of any retail venture to grip the customer and they have their own styles to do so. Conceiving a black store might not be a major task at hand; but declaring it with the glamour quotient is an applaudable job. The prisms are not only a mark of charisma, they are also in sync with the diamonds . The Diamonds themselves are multi-dimensional and the prisms'reflect' that character. But it is not only about a break-through idea. Diamonds have a high refractive index which makes them shine. The prisms in no way can obstruct that. So each mirror has been cut separately with a different dimension and placed at calculated angles so that the sparkle of the diamond is not disturbed.

A twist in the tale is the solitaire section at the center of the space. In an all black space, the white colour fragments the field adding an element of further exclusivity. It is a viable solution to add richness in an already rich ambience. The fact that the center has been chosen for the glass box of white domination proves the functional feasibility and sets the hierarchy. The furniture has been designed for the store itself and is made to camouflage in the black expanse. Black sofas high on comfort border the jewellery display tables. The customers coming to this store are expected to stay for a longer duration, so there can be no compromise on their comfort level. Display tables are matte black Corian. The matte finish is a well-thought of decision. When diamonds are displayed, they should be the only ones gleaming. The flooring as well is black Italian marble to go with the flow and keep it going.


In the Solitaire booth, the furniture sports a more premium look in keeping with its character. After all, Solitaires are a notch above diamonds and have very high aspiration value. The settings in which they are displayed have to justify their glory. So the display formats, display tables and the seating speak of a premium demeanor. The flooring as well is in white marble to set in the language.

Lighting is crucial for diamonds. They require pure white light and with the right voltage. White ceiling lights suffice this requirement. Pretty chandeliers hang above the display tables which give the finishing touches to the ambience. These chandeliers as well beam white lights. They may not be a significant light source but throw the spotlight on the store interiors.

A new age home for diamonds, the store's elegance assures increased customer flow. And, It goes beyond jewellery shopping; it is an experience of sophistication and something to cherish even after one exits the store.