Designer(s): Dave Scurlock, Christian Jochman, Jamal Salem, Erik Mueller-Ali, Benny Kim, Jim Visscher, Nikki Le, Jennifer Carlisle, United States
Category: , Professional
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Each of Dhamani’s jeweled creations is a one-of-a-kind
work of art. The design team envisioned Dhamani’s
boutique as a glamorous art gallery; an extravagant
museum, similar to private art salons found in grand
The customer’s journey begins at the storefront with its
museum-quality, window-display cases and Italian marble.
Inside, two interior showrooms and a center salon highlight
different merchandise types and allow for distinct customer
experiences within each space. The first showroom, at the
front of the boutique, creates a memorable entry and is a
key focal area visible from the mall. The center salon works
as a consultation area. The second showroom, at the back
of the boutique, showcases Dhamani’s signature Dubai Cut
gemstones while two adjacent VIP lounges give an
additional level of privacy and customer service.
Luxurious materials, sourced from around the world,
reinforce the boutique’s elegant, art-gallery ambiance.
Customers are surrounded in sumptuous style, from the silk
carpeting and embossed leather, to the dark-walnut and
rose-gold display cases and the mother-of-pearl and
handcrafted wall coverings.
To give the space an easily identifiable branded element,
Dhamani’s signature floral pattern was incorporated as an
environmental art piece within the boutique, a transparent
screening element to balance privacy with views into the
space. The handmade screen’s delicate leaves and
branches were individually ground and finished, then hand-
assembled with 7000 individual welds to create a smooth,
seamless effect. The finished screen was then oil-rubbed to
give the bronze finish a singular, monumental presence.
The visual merchandising takes cues from museums and art
salons by reducing visual clutter. Bust forms and a limited
number of jewelry pieces are set within wall vitrines,
creating an exhibit-like atmosphere. Dark case linings and
concealed spotlights maximize gemstone scintillation,
drawing the eye directly to Dhamani’s art.
About the Designer/Company
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