Design showcase: Precita bringing change to Vietnam's jewellery market

8th September 2017

Jewellery brand Precita is growing rapidly in Vietnam, opening seven boutique stores in just six months.

The company’s latest flagship store in the centre of Ho Chi Minh City has been designed by Stefano Tordiglione Design. The store seeks to reflect the local jewellery market, which focuses on monetary value, and balance this with international trends.

The agency describes the result as ‘a balance between sensitivity and boldness’ that can introduce fashionable jewellery items in a chic and modern environment, with an eye on classic styles.

The narrow shape of the store, which is housed in an historic building, is offset by soft stucco white walls, and by large wall cabinets reminiscent of windows. Subtle edging in the brand’s signature sky blue gives a contemporary touch.

Precita’s brand identity is featured on a large wall panel, and also as a geometric pattern in the handrail of the staircase to the upper level. Higher value items are displayed upstairs.

Off white display cabinets, with the Precita logo in relief and rose gold-coloured metal edging, are used to display products. Clean grey stone flooring is surrounded by warm oak.

The store’s exterior presents the defining elements of the store in layers, with cool blue lines against clean beige stone, a large product image and nightime LED illumination.