A major store renovation takes a lot of careful planning. Doing two such projects requires even greater dexterity and preparation. Throw in a global pandemic with both projects underway. That’s easily a 9.9 on the Stress-O-Meter.
When the COVID-19 pandemic hit the Midwest earlier this year that’s what it handed the Lucido family and their management team. The Michigan jeweler began major renovations work in June 2019 at two of their three stores (locations in Rochester, Sterling Heights and Birmingham), stretching out the projects to nearly a year each.
The Lucidos have been very blessed with success. Since the family purchased DeMas Jewelers in 1987, they’ve renamed and expanded the business from a single location in the heart of Detroit to multiple locations serving three Michigan markets.
When the 2019 holiday season was winding down, the management team of Lucido Fine Jewelry wanted to quickly finish their upgrades and updates for their Sterling Heights and Rochester locations. “We all wanted to start both remodels after the holiday season of 2019 because it was time for an updated interior design change,” says Matt Wenner co-owner of the Lucido Rochester store.
For starters, the Rochester location needed a new ceiling, an improved floor plan and updated and upgraded lighting designs. Not exactly small tasks. And, while these major items were underway, might as well get some other wish list items taken care of, including new jewelry cases and a renovated bar and seating area for customers.
The Sterling Heights location renovations were a bit more manageable, but also had its unique set of challenges. The store
layout around the walls remained the same, but the point-of-sale, vault and diamond-sit-down areas were all in the same space. Those areas needed some separation for improved operations and increased privacy. In 2019 the Rolex boutique had a complete makeover. And, the owners wanted a new, updated look that was in keeping with the luxury brand and the “Fine” in their store name.
New years bring new opportunities and the Lucido family hit the ground running to complete the projects by April. Then COVID-19 happened. On March 10, only essential workers could do their jobs. The store renovations came to a complete halt. The Sterling Heights location was in the middle of its renovations while the demolition work at the Rochester store was completed.
“When the State of Michigan’s Executive Order to stop all non-essential workers was released, all construction workers stopped the construction process,” says interior designer Leslie McGwire, president of Leslie McGwire & Associates. “All of the contractors had different timetables to come back to the stores to complete the work once the state began to reopen. This did delay the opening of both stores significantly. The Lucido family was very patient through the construction to completion process of both stores during this COVID-19 pandemic.”
When the COVID-19 shutdowns happened, the initial plan of action was to wait for Michigan to begin the reopening according to the Governor. “Then we reassessed where we were in the projects and tried to have everything lined up for when we were able to start working again,” says Leslie.
The renovations were able to continue May 15. As anxious as the family was to resume renovations prior to the pandemic, they had to keep new health and safety guidelines in mind.
The renovations were able to continue May 15. As anxious as the family was to resume renovations prior to the pandemic, they had to keep new health and safety guidelines in mind.
“We were flexible and creative in finding specific trades and people that felt comfortable working with social distancing and wearing masks guidelines,” says Leslie. “We also made sure they [the contractors] had the space and time to get their work done while not having more than one trade or too many people in the buildings at the same time.”
As the saying goes, good things come to those who wait. The renovations gave the Sterling Heights and Rochester stores a “wow factor” that not only enhanced these locations but the family business’s reputation as a luxury retailer of fine jewelry.
“Leslie McGwire & Associates created more customer oriented showrooms that allow for a better overall experience with our clients,” says Matt. “We were also able to gain more showroom linear feet of jewelry cases and create a better overall upscale aesthetic working with Leslie McGwire & Associates.”
For the Sterling Heights store Leslie created new space planning for the showroom, carpet, entry flooring, designs in the diamond room, lounge for clients, and manager’s office. She also designed all new jewelry cases throughout the entire store showroom.
The store now has a new customer waiting area with four luxurious chairs, a cocktail table, drink bar, and an 11’ x 6’ fireplace with a TV wall surrounded by custom Italian tile, including the store logo. Lighting, both functional and fashionable, were upgraded starting with new crystal chandeliers throughout the entire showroom. “The technical lighting was also designed according to the new jewelry case design plan,” says Leslie.
The Rochester store received similar space planning for the showroom, flooring throughout and improved decorative and technical lighting. Leslie and Lucido family members and management are pleased with the newly designed jewelry cases, but the wall-mounted 4’ x 8’ light boxes add a new dimension of sophistication and aesthetics to the store.
“The light boxes on the long wall look so beautiful on the sparkling navy blue wall covering,” says Leslie. “The dark blue color gives the store a high-end feel as the accent color throughout the showroom.”
The Italian tile work that was done at the Sterling Heights store now accentuates the Rochester store’s drink bar. “This is their signature tile from store to store that has an unforgettable impression,” says Leslie.
Fireplaces are getting more creative executions these days. Above the fireplace is a large flat TV screen. Framing it is the stores’ signature tile that goes up to the top of the ceiling to create a dramatic look.
“Across from the drink bar is the POS which we used the same Italian tile on the front and sides of the POS which turned out to be a spectacular look,” says Leslie. “The logo wall has subtle tile from Italy that was used in the Sterling Heights store for their logo wall too.”
