Jades and moreJades are among the top stores in Düsseldorf and are firmly established big names in the German fashion retail landscape. Next year, owner Evelyn Hammerström will celebrate her 20th anniversary with Jades; moreJades is over 15 years old. In September, both stores received a facelift and now, after four weeks of renovation, appear brighter, more modern and friendlier. We talked to Hammerström about the refurbishment, the assortment and the challenges of retail.

Evelyn Hammerström, owner Jades and moreJades
Photo: Evelyn Hammerström
Evelyn Hammerström, owner Jades and moreJades

For more than 19 years, Jades and moreJades have been hotspots in Düsseldorf. Why did you have the store rebuilt just now?
If you are interested in fashion and special editions, Jades is a must-see. We will be 20 years old next year and wanted to ring in this anniversary with a gigantic kickoff event. Once again it was time to set an example for Düsseldorf and the retail trade. We didn't make any changes; it was much more about a facelift to create a new extraordinary atmosphere for our customers. Brighter, more modern, friendlier and more open. In short, tidier and cooler!  What's new here is that a pure men's store has now been created.


How will the assortment change in the store and why?
I want to set myself apart from other concept stores again, but I won't change my assortment drastically. It will be a mixture of designer first lines and smaller, cool labels. Beyond that, there will again be a little "back to the roots" with a view to brands from the USA.



What are the most pressing challenges facing retailers today? And how does Jades meet them?
All the online trading means that the buyer loses the emotional purchase. We try to realize this with our interior designs, our assortment and our dedicated staff as well as spectacular shop window decorations. The shopping experience is clearly in the foreground here.  The feeling of shopping in the store has become particularly important to the customer. It's about distinguishing yourself from online shops. For example, with excellent advice, inviting design, small extras, events, etc., it's all about creating an emotional “customer journey.”



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