H.Samuel is opening the first of its next generation of stores this week in White Rose, Leeds, and Westfield Stratford in East London this week.
A third of the new concept stores opens in Westquay, Southampton, later this month.
The refurbishments come with a new marketing slogan for H.Samuel, likely to feature in pre-Christmas advertising.
“Style to Make you Smile” describes a fresh focus on jewellery and watches as fashion fixes for customers.
“These new concept stores are designed specifically around our fashion-loving customers, providing an immersive brand experience that delivers on our new brand promise ‘Style to make you Smile’,” Signet Jewelers says.
Only one picture of the new Leeds showroom has been released so far.
It shows a much-reduced volume of product on display and a more open plan design where customers and shop staff will typically be on the same side of the cabinets.