Project Description

Lakhtarwala Jewels aims at establishing themselves as a gems and jewellery business. At the forefront of this attempt stands the 8 storey showroom at C.G. Road, Ahmedabad. HCPID made an attempt to understand the retail and wholesale business of jewelry in India.

Luxury is the gratifying pamper we receive; for some a lifestyle, for others an occasional splurge. Lakhtarwala Jewellers, known for their exclusive designs of gold and diamond jewellery collections, aims at establishing themselves as an experienced, gems and jewellery business. Manifesting this aim, the new seven storey building is designed catering to their policies of ‘by appointment’ purchases – the ultimate luxury service.

A combination of different programmatic requirements governed the overall organization concept. Separate showrooms, back office and executive rooms establish a segregation of functions which is required for the complete functioning of the jewellery design company.

The peculiarities of different customers, how a product can be enhanced in a space and the psychological behavior of a buyer and a seller. These narratives helped us knit a story for a successful enterprise. While the four floors of the 8 storey building cater to administrative activities, the customers are expected to purchase jewelry at four different levels - each catering to a specific customer group and their needs.

The overall concept was derived from the pristine posture of goddess Laxmi, the Indian goddess of wealth. The gold jewelry retail floor has a striking element of Lotus leaves. Simple but robust furniture facilitates quick table change on this floor. The bridal jewelry floor is adorned in muted shades of beige and gold. The floor exudes luxury and is inspired by the ornaments worn by goddess Laxmi. The diamond jewelry floor is curated in pastel shades of pink, an ode to the color of the Lotus leaves on which the goddess presides. The gold jewelry wholesale for is covered in a cool shade of teal blue - signifying the water flowing behind goddess Laxmi

Two separate showrooms – for gold and diamond jewellery – follow two different interior styles within the same design language. Manifesting experience driven concepts to form spaces that would create awe and wonder successfully echoed the principles of luxurious exclusivity. Each showroom, though had a similar programmatic requirement of jewellery display/purchase, observes starkly different interior styles.

The cool teal blue colour used in the gold showroom provides a striking contrast to the gold which enhances each piece of the ornamental assemblages. Contrary to the norm of buying gold jewellery packed in velvet cases, in the Lakhtarwala gold wholesale showroom, every selected item are placed and packed together in simple plastic envelopes. This atypical notion of buying gold in bulk was understood and reflected in the design of accessories and furniture layout.

‘Community purchase’, in the Indian context is not just a notion – but become fused with architectural programs and emerges as the working principle of the diamond jewellery showroom.Catering to this culture, large tables for ‘conference’ seating (as is in the Indian culture of purchasing jewellery with your family) has been incorporated apart from the gorgeous display systems. Soft pastel shades of peach provide a subtle and elegant background for the diamond jewellery while ensuring an unruffled and composed atmosphere.

The combined effect of manifestation of all these design metaphors results in not merely a platform to execute a ‘purchase’but rather an indelible impression of the entire experience.