The new Memphis store is expected to be a model for future locations, featuring luxurious boutique-style shopping with subtle homages to the company’s rustic beginnings.

When store designer Jesse Balaity met with Bill Jones to discuss the Memphis store, they faced an interesting challenge: “We considered whether the logs were still relevant, both for a younger generation of customers and in the Memphis market, so far from the brand’s humble Pine Bluff beginnings,” Balaity says.

The solution was a thoroughly modern interpretation of the log cabin aesthetic. “We decided to pay homage with wood planks and stone inside and out, supplemented with smooth cast stone and metal finishes,” Balaity explains. “We even reinterpreted the traditional log cabin porch with a structure of heavy timber cantilevered beams. This blend of old and new speaks to the brand evolution, plus it serves as a neutral palette for brands like Rolex and Cartier to build upon.”

The carefully considered design goes beyond aesthetics. The store layout creates a seamless flow guiding customers through immersive brand experiences, with dedicated spaces for Rolex, Tudor, Cartier, Rahaminov, Roberto Coin, and other fine jewelry brands. These boutique-style spaces offer ample seating, allowing customers to comfortably view and try on pieces.

“It is always a challenge to balance the impact of individual brand zones with the overall store experience,” Balaity notes. “The rhythm of these different elements, grounded by a warm modern palette of materials, creates a sort of calming journey through the space.”