David M Robinson, which has stores in Manchester, Liverpool, London and Altrincham, is keeping busy during England’s second lock down with a virtual appointment service helping customers buy watches and jewellery for home delivery or click and collect from any of its four showrooms.
It has also been preparing its window displays so that it can sprint out of the blocks when non essential stores are allowed to reopen on December 3.
Liverpool’s window has already been completed with a Christmas installation inspired by the events of this extraordinary year, and how we adapted to spending more time at home.
DMR’s concept is called Bringing Christmas Home, and celebrates the communities that have come together during these tough times, particularly the sight of neighbours on doorsteps applauding the NHS and key workers.
The window has an imaginary avenue made from bespoke dolls houses that double up as display units.
Up close, people will notice iconic pieces of DMR jewellery dressed alongside homely fireplaces and furniture.
The investment in theatrical Christmas windows is part of DMR’s commitment to the power of bricks and mortar retail in a year when digital marketing and sales has been so vital to the business.
“After a year like this, now is the perfect time for DMR to play our own part in spreading that all-important Christmas cheer. This 2020 installation is inspired by the more heart-warming elements of a difficult year in which we know many of our friends have faced their own challenges. It is our way of saying that despite these difficulties, the values within our homes remain the same- love, friendship and family,” says Lauri Hammond, visual merchandising consultant.