Design brief: create a distinctive, scalable "shop within a shop" in a variety of sizes that stand out from the existing store environments, appeal to a key demographic without alienating others, are easy to activate, and create visual impact in store while promoting sales of grown diamonds.

We focused on the brand's commitment to perfection, ethical care for the earth, and the joy of owning something of great value. We designed the SIS to be "plug and play" with omnichannel sales tools to leverage digital and brick and mortar assets. And to be completely scalable for a faultless, multi-store, nationwide US rollout.