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A new upmarket fine jewellery shop onboard the Braemar offers pearls, coloured gemstones and pieces from Clogau |
UK. Harding Brothers has expanded its retail space onboard the Fred Olsen Cruise Line ships Balmoral and Braemar, with the Boudicca set to follow in January 2011.
A new upmarket fine jewellery shop has opened onboard the Braemar, located on Deck 5 in the space of the former Port Shop. The boutique offers fine jewellery such as pearls, coloured gemstones and selected pieces from Welsh jeweller Clogau. Watches are also available, with brands such as Rotary, Fossil, Citizen, Guess and DKNY.
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Watches are also available aboard the Braemar, with brands such as Rotary, Fossil, Citizen, Guess and DKNY |
A new larger Port Shop is now situated on Deck 7, selling a range of cruise essentials such as toiletries, gifts, logo souvenirs, confectionery, books and postcards.
“The larger space has enabled us to strengthen the branding to assist guests in finding exactly what they are looking for,” said Harding Brothers Managing Director Harold Gittelmon.
“The original format for the Braemar was two shops on Deck 5 – the Port Shop and the Main Store, within which fine jewellery occupied a small location and jostled for space alongside perfumes and cosmetics and fashion. It just wasn’t working as well as it could have done and, following a successful change on the Balmoral last year where we installed an additional location for a port shop, we were approached by Fred Olsen with this refit solution.”
In redefining the shops onboard Braemar, Harding Brothers’ mission was to improve the retail experience for guests with a wider and more appropriate product selection. New lighting, glass cabinet fixtures with enhanced graphics and stronger overall branding were also put in place.
“By relocating Fine Jewellery and Watches in its own retail space, we have been able to offer a much broader range of brands and styles. We have also brought in a trained jeweller who will be able to give guests all the product information they require and run informative product seminars which make the whole buying experience far more meaningful and fun,” Gittelmon said.
Harding Brothers CEO Neil Harding added: “It has also enabled us to improve the Main Store with a more extensive range of Fashion Apparel & Costume Jewellery, both of which are always very popular with guests.”
Fred Olsen Cruise Lines Marketing Director Nigel Lingard said: “We know that onboard shopping is a popular pastime with our guests, and I am very pleased that we now have a very stylish, new fine jewellery outlet and a larger and better stocked Port Shop aboard Braemar. All luxury goods bought at sea are competitively priced, and are very popular with guests, either for themselves or as gifts to take home.”
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