The Challenge

Located within the iconic Queen Victoria Building in Sydney, the AHW Jewellery store presented a unique opportunity: to design a high-end retail space that pays homage to the brand’s heritage while introducing a contemporary edge. As a new addition to AHW’s retail portfolio, the store needed to celebrate the brand’s legacy—particularly its signature circular pieces crafted from recycled watches—while showcasing the launch of an elevated women’s diamond collection. The space also had to accommodate a range of artisanal, handmade jewellery and original artworks, all created by members of the founding family.

Our Approach

Drawing inspiration from the multifaceted form of a gemstone, we developed custom joinery that subtly echoed the angular cuts of a diamond—creating a visual language that aligned with the new women’s collection. Thoughtful spatial zoning allowed us to define two distinct experiences within the store: a luxurious, focused area for high-end products and a relaxed adjoining space for casual jewellery and family-produced artwork, curated with the feel of an intimate gallery. Lighting was a key factor in the design and was carefully incorporated into fixtures and ceiling, to hero the jewellery and artwork.

The design balanced heritage with innovation. We used sustainable materials and integrated energy-efficient lighting throughout the store to align with AHW’s commitment to craftsmanship and sustainability. Every design choice was made to elevate the customer journey while honouring the family’s artisanal story and the brand’s evolving identity.