Mazzucchelli’s Jewellers has officially opened its new flagship boutique on Murray Street in Perth, marking a key development in the national retailer’s expansion.
The brand, owned by The Jewellery Group, now operates 28 stores across Australia, including 12 in Western Australia. The opening introduced a revised store format with updated interior design and a focus on higher-end product ranges.
Store Design and Fit-Out
Designed by Melbourne-based studio Kaleidoscope, the Murray Street store presents a revised layout and fit-out. Interior elements include copper rose gold mesh curtains and marble countertops, with shopfitting by Perth-based West Coast Shopfitting. The store also features a King Seiko Saloon boutique — one of only a few globally.
One of the key additions is the Diamond Room, Mazzucchelli’s largest to date, designed for private customer consultations.
Collections and Temporary Exhibition
To coincide with the opening, the store is hosting a temporary exhibition featuring Argyle pink diamond pieces, along with items from the VIP Diamond Collection and the Perla by Autore range.
The boutique also stocks watch brands including Rado, Tissot and Seiko, alongside designer jewellery labels such as LOVE by Vera Wang and Perla by Autore.
Opening Event
The opening event on 11 April included a ribbon-cutting by WA Liberal leader Basil Zempilas, with performances by the West Australian Symphony Orchestra and ballerina Melissa McCabe. Gift bags were offered to the first 50 visitors, along with complimentary refreshments.
A promotional giveaway of an Argyle pink diamond necklace valued at more than $8,000 formed part of the launch activities, reflecting ongoing consumer demand for Argyle pink diamonds, which remain in limited supply following the mine’s closure.
Strategic Direction
Mazzucchelli’s Jewellers CEO Mudit Vora said the unveiling of the flagship boutique marks a new era for the business.
“The opening of our flagship boutique is a defining moment for Mazzucchelli’s Jewellers, elevating our retail experience to new heights,” he said. “Every detail has been carefully considered and continues to tell our story, balancing rich tradition with contemporary sophistication.”
This move aligns with a wider trend in the industry, where retailers are introducing redesigned store environments and private consultation spaces to differentiate their in-store experience.
