Guiding a Family Jewellery Brand Into the UAE Market

The challenge: Creating a store that evokes emotion and provides functionality

The business founders told us how they’d like to open a flagship store in Abu Dhabi, followed by a second premises in Dubai.
During our collaborative early creative discussions, one thing was clear: the brand was ready to move beyond a ‘traditional’ luxury retail model. While previous stores leaned into a cooler, minimal aesthetic, the goal in the UAE was different. We were asked to design something warmer and more inviting. A place where people could slow down, explore, and connect emotionally with the jewellery on display.
The design direction that we proposed balanced elegance with intimacy, integrating cultural cues and colour choices that resonate locally. Every material, texture, and layout decision was made with customer experience in mind.

<h2>Design hallmarks: Experimenting with light and colour to create an eye catching finish

One of the most critical conversations in jewellery design is how colour and lighting affect perception. Diamonds, in particular, respond dramatically to light temperature and backdrop colour. We wanted to find ways to embody this concept in the design for both of the proposed stores.
Together with the client, we evaluated a number of lighting approaches and colour palettes, eventually leaning toward deeper, warmer tones, layered with both white and yellow lighting. The goal was to enhance the brilliance of the diamond cuts on display, without overwhelming the eye, and to create visual harmony across all of the store’s display zones.
In this way, we used one of the basic features of the design, to capture the attention of visitors and create focal points. Using lighting in this way creates a distinctive ambience, and it’s one that is certain to make an impression on visitors.

Design hallmarks: Security without compromise

Given the nature and quality of the products that the store sells, security was always an aspect that our concepts for both stores would need to address. We carried out broad industry research to understand how different retailers approach the matter, and we asked our clients how their existing premises’ address security. They explained to us that while security is extremely important in jewellery retail, it should never dictate the experience that a customer has in-store, as this can be extremely offputting. Our task would be to integrate safety measures seamlessly into the design, using keycard access, alarm systems, and display planning that protects high-value pieces while still creating openness and trust. We implemented all of these features into our final concept, without disrupting the flow or functionality of the shopping zones.
By approaching security as part of the design system rather than an add-on, we ensure it would support rather than interrupt the customer journey.

Our approach: Process, coordination, and craft

Projects of this scale require precision, and we were conscious of the fact that our concept would be the backbone of a brand new market expansion plan. Working across continents, we coordinated directly with the client’s operations team to review CAD designs, identify mechanical needs, and understand the day-to-day logistics of store management. We wanted to gain an in-depth understanding of how the current stores functioned, and we used these findings to optimise the design we’d propose for the new premises.

From storage to circulation and maintenance, we considered every detail that went into the final concept that was presented to the client. After our initial design consultation, we follow a structured work plan which helps to keep the process transparent and on track. We worked closely with our clients, reviewing our concepts organically and incorporating any of the feedback that they had. We wanted our final design for both of the new UAE stores to capture everything that our clients had hoped to see, and we also wanted to demonstrate our role as a collaborative, supportive, transparent service provider. We also used this concept creation effort to showcase how our own processes are advancing; through our integration of AI tools, we were able to streamline documentation and improve communication – we’re innovating the way we produce concepts for our clients, keeping them at the forefront of design.

The outcome: two commercial fit out concepts for an ambitious brand

The designs that we produced for our clients were distinctive blueprints, intended to support the business as it makes an entrance into the UAE market. The flagship store will be a level up from the already impressive boutiques that the brand operates globally, in terms of both aesthetics and the ability that the spaces have to evoke emotion and create connection.

Commercial fit out experts in Dubai

Here at RVA, we believe that when design is approached with purpose and cultural awareness, it becomes more than just a space; it becomes a well-thought-out identity, tailored to the needs of your customers. For this family-run brand, the UAE stores won’t just be new locations; they’ll be key pillars in the brand’s growth and legacy. We’re proud to be part of the journey, and we’ve got a proven track record in helping brands to achieve this goal – take a look at what we created through our fit out for The Hour Dress, and contact us via Whatsapp to arrange a free design consultation.