By Emilija Hopenaite
Set within one of Melbourne’s most storied landmarks, Trewarne Diamonds’ newly unveiled boutique feels less like a jewellery store and more like a world unto itself. Housed inside the Block Arcade, the space unfolds as an immersive, theatrical experience, one that blurs heritage and fantasy, craftsmanship and spectacle. Designed by The Stylesmiths, led by Nicole Rutherford, in close collaboration with client Travis Trewarne, the project reimagines the historic tenancy as a destination of international luxury, rich in mood, narrative and emotion.
From the beginning, the ambition was clear: to honour the late Victorian grandeur of the Arcade while introducing a contemporary, avant-garde layer of glamour and drama. The result is neither pastiche nor preservation, but something far more compelling, a space that feels reverent and bold in equal measure, where jewellery is not simply presented, but encountered. “We wanted the store to feel emotive and immersive,” says Nicole. “A place that immediately draws you in and feels unmistakably Trewarne.”
That sense of immersion begins the moment you step inside. The ground floor is composed like a jewel box: dark, moody and meticulously detailed, designed to heighten anticipation and slow the pace. At its centre, hangs a dramatic, custom-designed sculptural light fitting, hovering above the retail floor like a luminous apparition. It is both anchor and spectacle, setting the tone for everything that follows and quietly signalling that this is no ordinary retail experience.
Despite the sense of theatre, the space functions with precision. Jewellery-specific lighting has been carefully calibrated, security is seamlessly integrated, and circulation is intuitive, allowing the jewellery itself to remain the focal point. Before the renovation, the store already possessed a strong design foundation, but called for a fresher, more whimsical evolution. The transformation offered an opportunity to create something layered and expansive, an environment that felt aligned with the heritage of the Arcade, yet confidently forward-looking.
For Travis, the brief was deeply personal. “The Block Arcade is a Melbourne icon,” he says. “Generations of Melburnians have a sentimental image of how it looks and how it should feel. I wanted to respect that, but also enhance it.” Drawing on Art Nouveau influences, the design introduces a modern interpretation of the late Victorian era, weaving together old-world romance and contemporary sophistication.
Throughout the space, storytelling takes precedence. Custom joinery, bespoke display vitrines and richly detailed wallpapers work together to create a sense of discovery. Botanical and exotic mural scenes line the walls, chosen for their romantic, almost escapist quality, while custom inlay rugs, most notably a Catherine Martin design, anchor the interiors in artisanal craftsmanship. Every surface feels considered, layered and intentional.
Then comes the ascent. Climbing the staircase, described by Travis as an Alice in Wonderland moment, feels like crossing into another realm. Upstairs, the mood shifts entirely. The private client level is conceived as a retreat, inspired by the idea of a grand Parisian apartment, somewhere between fantasy and reality. “We’d wanted a private client space for years,” Travis explains. “It needed to feel transportive. Intimate. Like stepping into another time.”
Here, rich greens, blush tones and deep timbers envelop the space, softened by velvet, brass and patterned fabrics. It is quieter, slower, designed for conversation and connection. Private consultations unfold away from the energy of the retail floor, in a setting that feels both luxurious and deeply personal.
Integrated into this level is the jeweller’s workshop, deliberately visible and meticulously detailed. Rather than hiding the craft, the design places it on display, allowing clients to witness the precision and artistry behind each piece. It becomes part of the narrative, a reminder that at the heart of the theatre lies genuine craftsmanship.
Balancing such bold design moves within a heritage building was not without its challenges. Ensuring cohesion across both levels, while remaining sensitive to the Arcade’s architectural legacy, required careful restraint. For Travis, embracing that boldness was a leap of faith. “Retail needs theatre,” he says. “Bricks-and-mortar stores have to offer something memorable. It would have been easier to play it safe, but that’s never been what Trewarne is about.”
One moment, in particular, stays with him. “When the staircase went in and the light was switched on, something magical happened,” he recalls. “I was completely overwhelmed. But I’ll deny that if you quote me,” he adds, laughing.
Among the many striking elements, one has emerged as the unexpected heart of the store: the central display table. Acting as a gathering point, it encourages conversation not just between client and jeweller, but among clients themselves. “It’s like people coming together around a dinner table,” Travis says. “The conversation becomes shared. The joy becomes collective. That was never planned, but it’s been one of the most beautiful outcomes.”
Ultimately, the Trewarne Diamonds boutique is about more than design. It is about feeling, about discovery, intimacy and elevation. It is a space designed to linger in the memory, long after the visit has ended. “I wanted clients to have an experience they would remember,” he says. “Something special enough to talk about. And that’s exactly what’s happening.”
The project stands as a testament to what can happen when trust, creativity and craftsmanship align. Through fearless collaboration, The Stylesmiths, Nicole Rutherford and Travis Trewarne have created a space that feels at once timeless and transportive, a jewel box not only for precious stones, but for stories, imagination and enduring beauty.
Photography: Kate Enno
