Australian jewellery brand, Bevilles, is undergoing its biggest rebrand in the company’s 80 year history, with its first new look store to be unveiled later this month.

The rebrand comes following the company’s strategic alliance with Indian giant Tara Jewels, one of the world’s largest jewellery suppliers, earlier this year.

The new brand positioning is supported by a new logo, tagline, and store fitout including a new self-serve offerings area, instore diamond specialists, increased  jewellery ranges, and a gradual phasing out of its giftware.

Customers will be able to browse product and build their own jewellery at iPad kiosks, while LCD screens and electronic light boxes will showcase promotions.

Bevilles’ Westfield Liverpool store in New South Wales, and Highpoint Shopping centre in Victoria, will the first two outlets to convert to the redesign. The complete rollout across the chain’s entire store network is expected to take place over three years.

“We listened to what our customers wanted and refreshed the brand with a focus on what we do best – beautiful quality jewellery at always affordable prices,” said Michelle Beville, CEO.

“It’s an exciting new era for us, and we can’t wait for our customers to come in and experience the new Bevilles. For those shopping at Bevilles for the first time, we are sure they’ll love our new brand.”