some of the finest jewellry lines on offer are causing many to take a second look at the newly-renovated H. A. & E. Smith Ltd.

Involving 7,500 square feet of space, the revamp is backed by the Front Street store's special service guarantee, with the changes designed completely with the customer in mind.

"It's the first stage in a major effort to redevelop Smith's and to position it for the next century,'' explained the store's president, W. Roger Davidson.

"We've totally redeveloped the whole area. It's been stripped to the bare walls, we've put in new ceilings and it's been totally rewired with all the proper ducting for computers and other modern business aides in place. It's our first major revamping in about 17 years.

"We still see a future for a quality store that is interested in trading merchandise and giving good service and our intent is to follow on those lines. We will offer a bit more contemporary merchandise in some of our departments but for those who like our traditional goods, they can still find those here as well.'' Construction began February 2 with the department store officially re-opened by Premier, Pamela Gordon at a ribbon-cutting ceremony held yesterday. By all accounts, the changes are nothing less than spectacular.

Said Mr. Davidson: "It's been a big project for us especially because we kept our doors open the whole time and had to constantly move the merchandise around. Both the staff and our customers have been pretty tolerant under very trying conditions, but we think it was worth waiting for and the feedback from our customers has been that they like it.'' Added Linda Dunstan, H. A. & E. Smith Ltd.'s advertising co-ordinator: "The changes have made Smith's more customer-friendly. Now, they can touch, look at, and feel the merchandise where previously in our retail area there were barricades because of all our counters. We will still have the customer service end, and the same number of staff, but the merchandise will be more accessible in ways it wasn't before.

"We will be introducing a new line of Elizabeth Arden cosmetics; as well as a new fragrance -- Magic, by Celine. And we're also to be offering new Italian ceramics in our china department.'' According to Mr. Davidson, the renovations have seen a real transformation of the store, not the least of which is the addition of an Astwood-Dickinson Co.

Ltd. boutique, offering fine jewellery and a watch line.

"Astwood Dickinson is to have a space on the Front Street level,'' he explained. "It's a first as it will be a shop within our shop which comprises better jewellery and stones and a full watch line and which will round out merchandise that we were hitherto short on. Before, we didn't have a watch department and we didn't place any emphasis on the heavy end of the jewellery and now we will.

"Astwood Dickinson has a long tradition of selling quality merchandise in Bermuda, as we have. We get along with them and look to a beneficial arrangement for us and our customers.'' The president said that the renovations involved virtually every aspect of the long-standing building.

"What was formerly the china department in front, with perfume and jewellery behind, has been revised so that we've now put fragrances and cosmetics on the main street level,'' he explained. "Customers will also be able to find leather goods and better gifts on the main street level.

"The area that was the perfume department is now the crystal department, while the former jewellery department has become the china department. The bridal shop is now located at the back end on the right hand side of the eastern side of the building -- what was recently known as the atrium area, where we had our food and a gift line.'' He also added that the company's popular Lladro figurines, gifts, are now located on the main floor level along with contemporary merchandise designed to fit today's lifestyles.

"In our crystal and gift departments, the entire area will be mirrored behind shelves to help provide a level of lighting and spaciousness. And in the china department, all the cases will be fabric-wrapped. Also, we've put a fine halogen lighting throughout the entire renovated area to emphasise the merchandise.'' New carpeting has been laid to accentuate the many changes on the main street level. Green, beige and rust in colour, its leaf pattern is accentuated by the beige and rust of the carpet which is toned into a Canadian marble floor which lines the cosmetics area.

Astwood-Dickinson Co. Ltd.'s line of jewellery and watches are on the lower level.

The project's interior designer, Michelle Smith from OBM Architecture & Interior Design, said that although initial planning for the detailed renovations began in mid-1996, the work was completed in merely 14 weeks.

"Discussions concerning departmental allocations developed over a number of months and took into consideration all seven of the buildings which make up H.

A. & E. Smith,'' she said. "Due to the nature -- and age -- of the architecture, the concentrated area of renovation has been the main level off Front Street, which includes four of the seven buildings. China and crystal (are in an area which) has been redesigned with a view to highlighting merchandise in a bright environment and the new design (of the Fragrance and Take a new look Cosmetics departments) accommodates self-service as a customer option to the traditional service Smith's has always been known for.'' Onions, Bouchard & McCulloch served as the architects for H. A. & E. Smith Ltd.'s renovations, while contracting was done by Patterson Construction.

H. A. & E. Smith Ltd. employee, Theresa Wilson in the store's newly-designed china department Known for its outstanding selection of crystal, the store will continue to offer its respected names H.A.& E. SMITH MINI SUPPLEMENT SUP