Shane Co. Opens Relocated, Redesigned Cupertino Store

IndependentsSep 15, 2021

Shane Co. Opens Relocated, Redesigned Cupertino Store

The flagship location in California is now the largest of the company’s 20 across the country.

Shane Co.’s revamped jewelry store in Cupertino, California
Cupertino, Calif.—Family-owned jewelry company Shane Co. has opened its relocated, redesigned store in Cupertino, California. 
Located in the heart of Silicon Valley, the flagship is meant to offer consumers a modern, educational, and immersive experience, the company said. 
Guests can browse a selection of fine jewelry, including engagement rings in 14-karat gold and platinum, and select from its variety of diamonds, sapphire, rubies, and other gemstones. 
There’s also a new custom-lighted selfie station where shoppers can take a picture and share their selections on social media.
Meanwhile, guests are encouraged to learn more about the company and how it works through 3D in-store displays, vintage jewelry-making tools, a gemstone “nook” that highlights a stone’s journey from rough to finished piece, and a viewing area to watch jewelers as they work.

The interior of the store displays vintage jewelry-making tools and provides a viewing area to watch the store’s jewelers as they work.
The interior of the store displays vintage jewelry-making tools and provides a viewing area to watch the store’s jewelers as they work.
Additionally, the showroom has an interactive world map to show where its diamonds and gems are sourced, as well as a welcoming lobby replete with a coffee bar and greeter station. 
The redeveloped store is the largest of Shane Co.’s 20 across the country. 
Shane Co. is a direct importer of diamonds, rubies, sapphires, pearls, and other gemstones and operates in 13 states as well as online at
“We’ve been waiting with anticipation to welcome our customers into our newly redesigned Cupertino store that offers a unique in-store experience that reflects the core values and unique differentiators of the Shane Co. brand in a modern, multi-dimensional way,” said President and CEO Rordan Shane.
“We pride ourselves on offering the best customer experience of any jeweler, and our new store was designed to ensure we can deliver on that promise everyday with every customer.”

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Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

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