Core Insights - VOIR LAB, a global designer jewelry buyer's store from London, has opened its first store in Nanjing's Deji Plaza, which is projected to achieve a sales figure of 24.5 billion yuan in 2024, making it the "global store king" [1] - The entry of VOIR LAB signifies a shift in China's high-end retail market from a focus on "international brands" to "personalized design consumption," reflecting a growing consumer preference for high-end accessories that are "attitude-driven and practical" [1][3] Group 1: Market Trends - Deji Plaza, a 313,000 square meter retail space, houses over 95% of top luxury brands and has maintained its industry position through "first-release economy" and "specialized business formats" [3] - VOIR LAB's approach contrasts with traditional luxury jewelry's "ceremonial orientation," focusing instead on balancing "design aesthetics and daily practicality," aligning with the younger high-end consumer's preference for "individuality over logos" and "quality with frequent use" [3] Group 2: Store Experience and Design - The design of VOIR LAB's Nanjing store breaks away from conventional jewelry store stereotypes, featuring a minimalist aesthetic inspired by Mies van der Rohe's Barcelona Pavilion, utilizing warm materials like zellige tiles and walnut wood [6] - The store's layout includes a large jewelry display cabinet that embodies the "less is more" modernist philosophy, transforming the commercial space into a "tangible design exhibition" [6] Group 3: Product Selection Strategy - VOIR LAB employs a "global vision + local excavation" strategy, collaborating with nearly a hundred designer brands from countries like the UK, France, Italy, Japan, and South Korea, as well as emerging domestic brands [8] - The brand emphasizes high-quality materials such as 18K gold and natural gemstones, aiming for a balance between design and everyday wearability, and plans to launch exclusive collaborations with international brands [8] Group 4: Community Engagement and Experience - VOIR LAB's operational model shifts from merely selling products to creating a community, with plans for interactive events featuring fashion influencers and workshops, fostering a high-end jewelry aesthetic community [9] - This model reflects a broader trend in high-end retail, moving from "selling goods" to "engaging users," allowing consumers to not only purchase jewelry but also to engage with design concepts and style discussions [9] Group 5: Strategic Expansion - Founded in London in 2015, VOIR LAB has expanded its presence in China since 2016, with recent openings in major commercial landmarks in Shanghai and Hangzhou, marking its significant step into the Yangtze River Delta high-end consumer market [11] - The entry into Nanjing represents a new perspective for the city's high-end retail landscape, indicating a transition from "scale to quality" and "brand to style" in consumer preferences [11]