Jewellery retailer Tiffany is rocking a new concept in California.

Shopping for jewellery is normally a detached experience. In order to handle the merchandise, you either need to ask an assistant – who goes through the laborious process of unlocking the glass case – or turn up with a mask, a pistol and a large hammer.

Taking a tip from Apple stores, US jewellery brand Tiffany & Co. has unveiled a new retail concept that aims to make shopping for baubles more relaxed. The concept made its debut in Glendale, California and is expected to roll out in up to 70 other branches. The jewels are still under glass, but the cases are not fully closed and customers can examine the items more easily.

Instead of adopting an aloof attitude, store employees are encouraged to think of themselves as “jewellery stylists”, dressing casually and urging customers to try pieces on. The company even looked at surf stores in California to see how a relaxed manner drives sales. In this way, it has shattered the convention of the hushed, imposing jewellery store. Only the most expensive Tiffany pieces – which can cost up to $42,000 – will remain under lock and key. Customers can pick up a bit of glitter from between $200 and $5,000. We think the idea rocks.

If you have any comments please email Ulrich Proeschel.