Fana CEO and owner Bobby Jain had a precise vision for his brand’s flagship store: It needed to have the high-tech appeal of an Apple store, give clients the customer service of a St. Regis hotel, and look like a sophisticated fine art gallery.
With its grand opening slated for late July, Jain is excited to show off Fana’s first retail location at 110 Wooster St. in New York City’s SoHo neighborhood. He says he’d like this shopping experience to be so alluring and exciting that clients consider it a destination store.
Fana’s flagship must be an experience for the shopper and help elevate the brand for the many retailers who carry Fana in their own stores, Jain says. By offering consumers a high-end environment with specialty services such as an in-store sketch artist, Fana can separate itself from its competitors and build its legacy even further, Jain says.
“We wanted a physical store to enhance the experience. I’ve been to thousands of stores all over the world, and this had to be something that you could enjoy browsing and made you feel comfortable. We did this for my family and friends, so they had to enjoy it as well,” Jain says.
Jain says his first consideration was a good integration of technology within a jewelry setting. Screens and the related tangles of cords are hidden away, and employees bring the check out to the customer.
“We want to be a tech-forward store, so there’s a concierge mentality where you don’t go to a cash register. You sit in one place and we cater to you,” Jain says.
Another important decision was the design. Jain says he desired an interior that’s peaceful and airy, like an art museum. He sought to create a Zen-like oasis without constant distraction.
“You feel like the whole place is a gallery,” Jain says. “I wanted it to be clean and spacious. I feel like New York City is always tight on space, so we wanted people to come into an environment that feels luxurious.”
A final component was offering services a customer only saw at Fana. As a brand, Fana is known for including a small sapphire discreetly set inside an engagement ring as a bride’s “something blue,” so clients expect special surprises in store. Thus, Fana added an in-house sketch artist who can work directly with couples seeking a unique engagement ring or a customer who wants a custom piece for a special occasion, like a wedding anniversary.
“It goes back to our philosophy of customization and personalization,” Jain says. “Jewelry is an heirloom, and so many times it’s around long after we are. The experience of creating a design and actually having the sketch beautifully presented to you is a whole experience.”
SoHo was the ideal location for this first store because of its artistic heritage and singular mix of boutiques and restaurants, Jain says. The decor will include local artists’ work to highlight what makes New York City, and the Fana store, so interesting to visit.
People come to New York City to shop in stores that are bigger and bolder than anywhere else. Jain hopes the Fana flagship meets that expectation and more with its luxury and design.
“We want to build people’s long-term relationships with the brand,” Jain says. “I’m doing this for my kids and my future grandkids.”
Top: Fana will open its first retail store in New York City’s SoHo in July. (Photos courtesy of Fana)
Follow me on Instagram and Twitter
Follow JCK on Instagram: @jckmagazineFollow JCK on Twitter: @jckmagazine
Follow JCK on Facebook: @jckmagazine
