The design was designed by the brand team together with highly professional specialists from the UK – Global Image Management (GLIMMA).

Large doors, transparent display fronts, wall displays, segmentation of service areas by product groups provide maximum visibility and a convenient format for displaying jewelry. White lacquered panels, warm wood species, the shine of gold in combination with properly arranged lighting harmoniously complement each other and bring jewelry to the fore.

The new concept store has a separate VIP customer service area with comfortable upholstered furniture for relaxation.

The most noticeable distinguishing feature of the store is the large digital screens on the surface of the columns. Animated video content conveys the brilliance of jewelry, the spirit and history of the brand.

At the moment, the concept store in Afimall is the flagship in the retail network of the Moscow Jewelry Factory.