With Clarity Expands to In-Person Shopping With Sophisticated NYC Boutique
By Karen Dybis | April 02, 2024
"Fine jewelry brand With Clarity reached a significant milestone in complementing its online presence with in-person shopping when it opened its inaugural retail store in February.
Company founder Anubh Shah debuted With Clarity in 2015 as a direct-to-consumer brand that offers stylish fine jewelry at accessible prices. Opening the store, located at 118 Spring St. in New York’s SoHo neighborhood, gives With Clarity some “retail roots” in the city where it was born, Shah says.
“As With Clarity continues to be a leader in the lab-diamond category online, we wanted to create an elevated yet intimate environment where clients would meet the brand but also experience our diamonds and exclusive jewelry styles,” he says.
With Clarity’s new Manhattan store is a warm, comfortable space for clients to learn about lab-grown and natural diamonds and fine jewelry, brand founder Anubh Shah says.
The appointment-only showroom has two lounge-style seating areas where customers can enjoy the comfort and convenience of shopping in a store but in a private, boutique-like setting, Shah says. There also is a more formal space with a desk for consultations and working directly with a client on a custom piece or a couple on an engagement ring.
Soft, neutral colors—cream, gray, and light blue—lend the store’s interior a light, ethereal feeling. Adding to the aesthetic are light wood floors, mirrors on the walls, and warm lighting from both chandeliers and spotlights on the jewelry and in the cases.
“The showroom colors reflect the brightness and vibrant of the natural light that pours in, with subtle brand colors in the finer showroom detailing. It’s meant to be easy on the eyes,” Shah says.
Digital features, including screens and virtual appointments, are present at With Clarity’s brick-and-mortar location.
Music inside the store comes from a special playlist called “SoHo Vibes.” The goal, says Shah, is to immerse customers in the local ambience and provide an experience that stays with them, so they’ll want to return time and again.
Some e-commerce capabilities are available in the store. With Clarity installed large digital screens so its jewelry specialists can walk customers through the full jewelry catalog online. It also holds virtual appointments, with a two-camera setup that allows jewelry specialists to show clients multiple diamond or jewelry styles while seamlessly communicating, Shah says.
“Our tagline is ‘Elevate Your Everyday.’ Our space is meant to feel both private and intimate yet pressure-free, like an extension of your living room,” he says. “Our showroom specialists offer an assortment of beverages to our potential clients, including champagne.”
Champagne and roses make a special moment for a couple purchasing jewelry at With Clarity even more memorable.
A year ago, With Clarity hired its first creative director, Kirby Rodriguez, to help establish its branding, storytelling, and store personality, Shah says. Rodriguez previously led teams at Condé Nast’s W Magazine, Talbots, and O, the Oprah Magazine, published by Hearst.
“We’ve cultivated a space where ... "
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