Âme is a modern fine diamond jewelry brand that uses lab-grown diamonds which are set in precious metals. Âme introduces an uncompromising point of view to its category with a consciousness towards nature and towards the retail experience worthy of the 21st century. In our research, we walked off-the-beaten-path of diamond jewelry retail and explored sensory environments that could lead us towards a totally fresh and innovative experience that breaks every rule in this category. We found two. One was nature-driven, the forest. The other was culinary-driven, inspiring us to serve the jewelry pieces rather than presenting them. The use of both sensory environments is omnipresent throughout the store, always subtle, ephemeral and open-ended leaving ample space for the customers’ interpretation and intuition. The spatial experience is one of walking through an enchanted ‘’forest’’ where freedom, intuition, curiosity and a degree of surprise prevail. The design alludes to a very informal, strongly emotional and holistic retail experience. While the “forest’’ initiated the spatial quality and the sequence of movement in the store, the culinary world inspired by the intimate and personal moments one experiences while engaging with an object of desire. Both worlds are omnipresent in our daily life and both tick our innermost emotions. The store is located at the heart of the Cast Iron District in Soho; an epitome of American efficiency. In the context of Âme, one is struck by the beautiful shadows of the intricate undulating cast-iron facades. In sunlight, they bring out dramatic and sensual shadows and evoke an air of industrial craft and of human proportions. These contextual insights are brought inside the store and infused into the storytelling of Âme.