JEWELLER Rox has unveiled plans for the “largest jewellery boutique in Scotland”.

The firm said the new concept boutique in the Argyll Arcade in Glasgow is designed to “redefine the brand-consumer relationship”.

It will house a champagne bar, shop-in-shops, private shopping areas, a whisky and cigar lounge and a cafe.

There will also be a workshop area and a separate exhibition and events space for arts and fashion partnership, the firm said.

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It will be the brand’s third store in the Argyll Arcade and will be developed in two phases, with initial works to restore the original 900 sq ft boutique under way.

Work will begin on-site at the end of October with the revamped outlet expected to open in mid-November. Phase two to create the jewellery and watch boutique over one 5,000 sq ft floor to the building behind the Argyll Arcade will begin next year.

Kyron Keogh, managing director of Rox, said: “We have been planning this Rox concept store for many years and as we celebrate 10 years of success of the ‘Thrill Room’ at our Argyll Arcade flagship, now is the perfect time to evolve our experiential offer and create something truly unique.

“Phase two of the development will bring the Rox brand to life in an inspirational and interactive setting.”

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He also said: “Buying habits have changed and consumers are shopping in a completely different way to how they did 10 years ago, especially in the luxury sector. The new store will be quintessentially Rox but we also know we must appeal to a new generation of luxury shopper that has grown up in the digital era and live their life at the forefront of fashion.

“For us this project is all about redefining the brand-consumer relationship.”

Rox was founded by Grant Mitchell and Mr Keogh in 2002 and now also has stores in Edinburgh, Aberdeen, Leeds and Newcastle with a new boutique also planned for Liverpool.