It's “ho ho ho” time for jewellery sales - and Bermuda stores are reacting to demand for more reasonably priced jewellery and more attractive presentation of merchandise.

Herrington Fine Jewellers at the front of the Washington Mall reopened on Monday with a brand new look and a new range of fashion jewellery.

The changes to layout make the store more “browseable” said Mr. Jack Rabbior, manager buyer of Herrington Fine Jewellers and its sister store Sovereign Fine Jewellers.

Mr. Rabbior said that there was a growing trend for women to buy jewellery for themselves. Those customers like to be able to have a good look around without feeling pressurised to commit by sales staff.

Consequently, the former L-shaped counters with sales staff behind them are gone. Replacing them are several vertical merchandising display shelves that customers can walk right up to.

“We've changed the whole merchandising approach.” said Mr. Rabbior. “What you see is very much what you would see in New York or other major shopping centre.”

Mr. Rabbior said that it was not possible to run a jewellery store without what he calls the “basic basics” such as gold rings, gold chains, solitaire ear-rings. This includes a selection of diamond engagement rings. But Mr. Rabbior says that they are also aiming for the “more unique second ring buyer.”

In other words, something pretty that doesn't have to cost a fortune. He said that there were a lot of options in the $200-$300 range. According to Mr. Rabbior, due to the weak Canadian dollar, his two Canadian jewellery ranges are particularly affordable.

The fashion jewellery ranges include one which, according to Mr. Rabbior is very appealing to women, but very few men would think of purchasing.

Christen Some (see picture) has a mix of white gold, silver and bright semi precious gems which are moderately priced: “The most expensive piece is around $400.”

Herrington Fine Jewellers is one of three jewellery businesses owned by Trimingham Brothers Ltd. The others being Sovereign Fine Jewellers and Triminghams Fine Jewellers.

Sam Simmons is the new chief executive officer of Trimingham Brothers. He revealed that Sovereign Fine Jewellers would also be undergoing renovation after Christmas.

“Our objective at Triminghams is to provide a much improved shopping experience through enhanced products, presentation and service. Those three factors are the levers... We are devoting a great deal of time to that initiative in all our businesses and what you see in this store [Herrington Fine Jewellers is a reflection of that.”

Mr. Simmons said that the three Trimingham's jewellery businesses each cater to a slightly different customer profile. He referred to this approach as a “segmented business” model.

Triminghams Fine Jewellers is at the highest end of the scale, Sovereign provides a more traditional approach and Herrington Fine Jewellers offers the fashion jewellery end of the scale. “There is overlap, but the focus is to a specific customer profile.”

Asked whether Herrington Fine Jewellers was specialising on the local market, Mr. Simmons agreed that Reid Street had traditionally been a local shopping street. But he said that tourists were also finding their way through from Front Street, so the store sought to attract tourist dollars. “We're focusing on both” he said.