Fine Jewellery Label Natasha Schweitzer Brings Its Signature Elegance to New Armadale Boutique

“Our retail stores are not just an extension of our brand – they are our brand,” says Natasha Chipman, co-founder and creative director of Natasha Schweitzer.

Speaking to Broadsheet about the label’s new Melbourne boutique – the third bricks-and-mortar store after Sydney and Brisbane – Chipman acknowledges the role the retail experience plays for the otherwise direct-to-consumer label.

“Giving customers the opportunity to experience the pieces in person, to touch and feel and try on each design, is so important,” she says. “You can’t get that online, no matter how good your website is.”

Chipman founded the fine jewellery label with her sister Alexandra in 2018. Following in the footsteps of their mother, German-born jeweller Marion Schweitzer, the design duo have made their mark in Australia and abroad.

From letter pendants and wrap rings, to exclusive diamond tennis necklaces, the new space is focused on showcasing the brand’s elegant approach to design. “I wanted the store to have a really warm and welcoming feel … like you’re walking into a luxurious home,” Chipman says.

With interiors designed by Brisbane-based Collectivus, the High Street address is quintessentially Natasha Schweitzer. Herringbone timber floors, black wrought iron and glass cabinetry set the scene. But thoughtful details really bring the space to life. The cool tones of blue-veined white arabescato marble from By Adele are balanced by warm lighting and creamy accents. Vintage Murano wall sconces courtesy of Tamsin Johnson and 1970 Jan Ekselius chairs from Tigmi Trading add a flourish of personality that reflects the mood of the store, and the street.

“Shopping centres are not in our DNA. For all of our stores, we’ve looked for areas that offer a lifestyle element,” Chipman says. Flanked by neighbours including Rebecca Vallance , Scanlan Theodore and Lune Croissanterie , Natasha Schweitzer is in good company. “It’s nice to be in an area where there’s community around,” she says.

A private appointment space offers the opportunity for VIP clients to design custom pieces, including engagement rings, in collaboration with the brand’s jewellers.

“We try to focus on making pieces that are interesting and artistic but also timeless,” Chipman says, adding that she always aims to design “the type of pieces you will keep forever and even hand down to the next generation”.

Natasha Schweitzer Armadale
1020 High St, Armadale
(03) 9000 3232
Hours
Mon to Sat 10am–5pm
Sun 11am–4pm
natashaschweitzer.com