During the 2020 holidays and the challenges the pandemic presented, Hyde Park Jewelers was closing one chapter of its history in Phoenix, after 17 years at Biltmore Fashion Park, while beginning another a few miles up the road at Scottsdale Fashion Square.
The jeweler’s move to the elevated luxury wing at Scottsdale Fashion Square, along its prestigious Crystal Court, was planned. “The timing was pre-determined by a lease, and we decided to continue in 2020. We believed in our plan, in our team, and in the community to continue to support us through this unprecedented time, and it proved to be true,” says Damon Gross, CEO of Hyde Park Jewelers, based in Denver, Colorado since 1976, with a second store in Newport Beach, California (formerly Traditional Jewelers at Fashion Island). At one time, the jeweler also had a store in Aspen and Las Vegas.
Hyde Park Jewelers has been planning for years to move its store to Scottsdale, recognized as one of the fastest growing luxury markets in the world. Gross has been impressed with the job the shopping center’s owner, Macerich has done to bring in new and exclusive luxury retailers. Macerich is one of the country’s leading owners, operators and developers of major retail real estate, known for its unique properties in the most desirable markets.
No stranger to Scottsdale Fashion Square, Hyde Park opened three high-end Swiss watch boutiques – Breitling, Hublot and IWC – as part of the launch of the new luxury wing in 2018, the first phase of the shopping center’s multi-year redevelopment plan. These mono-brand boutiques occupy about 800 square feet each, in an interconnected showroom along Crystal Court, near the Neiman Marcus anchor.
“Part of our strategic plan was and is to open more branded boutiques,” says Gross. “We knew we wanted to be represented in Scottsdale, and this shopping center redevelopment presented the perfect opportunity to do so. The boutiques have proven to be successful, which made our decision to move our store to this location even easier.”
Since the move, Hyde Park Jewelers has seen significant improvement in both traffic and business. “The new location is attracting many new luxury clients,” Gross says. “We’re up double digits over 2019 every month since we’ve been in our new home.”
Hyde Park brings to Scottsdale 4,400 square feet of the most coveted brands of fine timepieces, and designer and bridal jewelry. Nearest to the Macy’s anchor, the jeweler is located diagonally across from its Breitling, Hublot and IWC boutiques.
“We’re thrilled to be building upon our tremendous legacy in this region and look forward to an exciting new chapter for Hyde Park Jewelers at the Scottsdale Fashion Center,” says General Manager Bill Eckles. “The additional space, and new location, is the perfect setting to showcase our comprehensive collection of impeccably-sourced gems, designer jewelry, and exclusive timepieces.
The store in Scottsdale was designed with the guest in mind, while trying to achieve a maximum density of display cases and products. While the display cases have the traditional look of the brand standard for Hyde Park, the jeweler opted to eliminate base cases to lighten the visual aspect as viewed from inside and outside the store.
The cases are designed to a height that’s more comfortable to stand and view merchandise. All the glass used is glass-on glass connections to eliminate the visual barrier of metal frame. Twinkling above, the LED chandeliers are designed to stylize diamonds in the sky. Even the custom carpet incorporates actual metal fibers to add shimmer and depth to the flooring.
Recognized as one of the nation’s premier lifestyle jewelers, Hyde Park curates an ever-changing treasure hunt of highly collectible jewelry and magnificent timepiece selections to delight and surprise customers.
Customers will find collections by their favorite brands, including Marco Bicego, Roberto Coin and Kwiat, with a number of designers exclusive to Scottsdale, such as CHANEL fine jewelry and watches, Temple St Clair, Nikos Koulis, and Spinelli Kilcollin.
Also exciting is the store’s extended bridal area, dubbed Engage, says Gross, where couples will find exclusive brands and a variety of rings to explore. Signature to the area is a custom-carved and painted dodecahedron wall panel.
Hyde Park Scottsdale also boasts an extensive presentation of fine timepieces, including TUDOR, Grand Seiko, Oris, TAG Heuer, and NOMOS Glashutte, as well as impressive 1,400-square-foot Rolex shop-in-shop.
“We currently have a watchmaker,” shares Gross, “and are adding a Rolex-trained watchmaker in July. This will allow us to service all watch brands on site using only brand authorized parts and tools.”
The jeweler also plans to launch by summer a new website offering an elevated, more personalized shopping experience throughout all of its digital channels.
Hyde Park Jewelers is among the more than 240 specialty stores and world-class restaurants at Scottsdale Fashion Square, which encompasses nearly 1.9 million square feet and attracts over 19 million visitors a year.
The shopping center’s elevated luxury wing and prestigious Crystal Court, features high-end furnishings and finishes, immersive art, cool Swarovski-inspired light column, and desirable amenities ranging from resort-level restrooms and valet parking to exclusive entertainment and experiences like yoga on the roof. Designed to maximize the property’s position in the heart of upscale Scottsdale, future phases of redevelopment include high-end residential units, office space, and hotel.
“Clearly Hyde Park Jewelers understands the quality and craftmanship that appeal to shoppers at Scottsdale Fashion Square, based on the success of their boutiques for Breitling, Hublot and IWC in our recently elevated luxury wing,” shares David Hyatt, senior manager, property management, Scottsdale Fashion Square. “Now, with their beautiful new Hyde Park Jewelers store at our property, which features its own Rolex shop-in-shop, this top jewelry retailer is building even deeper connections with Arizona’s luxury shoppers.”
Hyde Park customers are excited to see the new store and in a new location, showing many of the brands the jeweler is known for, and a few new ones. “Our business has been good since we’ve opened the new location, and for that, we are grateful,” Gross shares. “We believe that it will continue this way through the end of the year, as more people feel comfortable coming out to visit us. Our expectations for a strong year grow greater with each passing month.”
Gross commends the shopping center for supporting retailers to meet the needs of customers during the pandemic. Receiving the SafeGuard™ Hygiene Excellence and Safety Certification from a global leader in this field, Bureau Veritas, Scottsdale Fashion Square and its retailers responded to consumers’ needs with more ways to tailor shopping and dining experiences, like extended hours, buy-online-pick-up-in-store or curbside, and shop by appointment.
“We were able to offer all types of new ways for customers to shop and receive their purchases, and the Scottsdale Fashion Square was great in supporting our efforts,” Gross says. “In reality, most clients appreciated the options, but still wanted to come into the store and shop once we were open.”