Zijin Mining · Jewelry Store Full Fit-Out · Tajikistan
PSP Displays delivered a complete jewelry store fit-out for Zijin Mining's retail brand in Tajikistan — from spatial planning and showcase design through to manufacturing and on-site installation. The project covers 207 square meters across multiple functional zones and demonstrates what a factory-direct manufacturer can deliver when engaged from the earliest design stage.
This case study documents the full process: floor plan, two design directions, showcase specification, and the finished store as built.
What does a full jewelry store fit-out include?
A full jewelry store fit-out — also called a turnkey retail space solution — covers every element of the physical store environment that affects how jewelry is presented and sold. For the Zijin Mining Tajikistan project, this included:
- Space planning: allocating the 207 m² floor plan across display, VIP, operations, and back-of-house functions
- Showcase design: specifying the type, dimensions, materials, and lighting for each display unit
- Signature installation design: the custom gold tree-form ceiling installation that defines the store's visual identity
- Wall system design: recessed niche showcases with crimson velvet lining, arched frames, and jewelry bust displays
- Brand integration: ZIJIN logo wall, digital screen installation, and brand-consistent material palette
- Manufacturing: all showcases, wall systems, and the ceiling installation produced in-house
- Installation: delivery and installation in Tajikistan
Floor plan for the Zijin Mining Tajikistan store. Total area: 207 m². Key zones: premium display , standard display , hero product zone , 10 m² VIP lounge, 15.2 m² vault room, 13 m² office, and service areas. The circular island showcase anchors the central display zone, with perimeter wall systems lining the curved boundary walls.
How was the 207 m² space planned?
The floor plan divides the store into four primary customer-facing zones and three operational zones:
Customer-facing zones:
- Premium display zone — a circular island showcase at the center of the main hall, surrounded by the signature gold tree installation, for the brand's highest-value pieces
- Standard display zone — perimeter counter showcases arranged along the main hall walls
- Hero product zone — a dedicated zone with counter showcases for featured collections, positioned to intercept customer flow from the entrance
- VIP lounge — 10 m² private consultation space with seating
Operational zones:
- Vault room : 15.2 m²
- Office: 13 m²
- Changing room, equipment room, pantry, and bathrooms
The entrance corridor leads customers directly toward the signature installation, creating an immediate visual focal point before they reach any product.
Rendering of the premium display zone. The gold tree-form ceiling installation — fabricated in brushed and polished brass-finish metal — rises from the central column and extends outward over the circular island showcase. Arched niches in the perimeter walls display individual jewelry busts against crimson velvet backing panels.
What design directions were developed?
Two complete design directions were presented before the final scheme was selected:
Direction 1 — Red and Gold (G7 Scheme) A high-contrast scheme combining deep crimson velvet backing panels, brushed gold-tone metal framing, and classical arched wall niches. The circular island showcase sits on a geometric-patterned area rug. This direction references a more traditional luxury jewelry aesthetic — warmer, more dramatic, with a strong contrast between the crimson niches and the gold metalwork.
Direction 2 — Warm Neutral and Gold (G8 Scheme) A more contemporary scheme using textured wood-grain panels, brushed gold trim, and a cleaner material palette. The ZIJIN brand identity wall anchors the back of the main hall. This direction references international luxury retail design languages — quieter, more refined, with the brand mark and digital screens as key focal elements.
The final built store blends both directions: the tree installation, arched niches, and circular island showcase from Direction 1, with material updates and the brand integration approach from Direction 2.
Axonometric view of the full store layout under Direction 1. The exploded view shows the spatial relationship between the entrance corridor, main display hall, hero product zone (left), and VIP consultation area (right rear). The vault room is positioned adjacent to the VIP space.
What showcases were specified for this project?
The Zijin Mining Tajikistan store uses four main showcase types, all designed and manufactured by PSP Displays:
1. Circular island showcase The central showcase of the premium display zone. A curved-glass island unit with an illuminated base, designed to be viewed from 360 degrees. The surface uses white linen-tone display fabric. Gold-tone metal base frame with decorative leg detailing.
2. Recessed niche wall showcases Built into arched recesses in the perimeter walls. Each niche is lined with crimson velvet and fitted with LED spotlights positioned to illuminate individual jewelry busts from above. The arched frame treatment echoes Central Asian architectural references.
3. Counter showcases — hero zone Glass-top counter units for the hero product zone and main hall perimeter. Brushed gold-tone metal trim. White linen interior surface. Illuminated base panel.
4. Freestanding wall display units Tall floor-to-ceiling display units with shelved glass compartments, used for the main hall perimeter and the red-and-gold display wall. Multiple shelf levels with individual LED lighting for each compartment.
Rendering of the hero product zone and brand wall. The ZIJIN logo is mounted against a textured wall panel with decorative gold inlay details. Counter showcases are arranged in a U-configuration to create a contained customer experience within this zone. Cylindrical gold pendant lights hang from a curved ceiling cove.
View from the rear of the main display hall toward the entrance. The bilateral symmetry of the wall-mounted niche showcases creates a formal procession effect. The arched openings at both ends of the hall connect to adjacent display zones.
How does the design serve the Central Asian market?
Several design decisions in this project were informed by the retail context in Tajikistan:
Architectural language: The arched niche format and the tree-form installation both reference regional architectural traditions — domed interiors, ornamental metalwork, and the symbolism of the tree in Central Asian culture. This gives the store a locally resonant identity without being literal or folkloric.
Material warmth: The warm gold and wood-grain palette performs well under the artificial lighting conditions typical of mall retail environments in the region. Cool or white-dominant schemes can read as clinical in this context.
VIP space: A dedicated private consultation room reflects the cultural importance of relationship-based sales interactions. In markets where jewelry is purchased for significant occasions — weddings, engagements — the consultation environment is as important as the display environment.
Dual-brand signage: The store operates under both the ZIJIN brand and the local name Зарафшон (Zarafshon), with both identities present in the finished store.
Completed store — premium display zone. The gold tree installation as built, with the circular island showcase filled with jewelry. The crimson velvet niche showcases visible in the background match the design intent closely. Warm LED lighting at approximately 3000K throughout.
Completed wall niche showcases with jewelry in place. The crimson velvet backing, gold-tone arched frame, and individual LED spotlighting match the specification. Each niche displays a pendant necklace on a white ceramic bust.
Completed main display hall. Counter showcases on both sides of the central aisle are filled with rings, bracelets, necklaces, and watches. The wood-grain wall panel treatment and gold ceiling cove match the Direction 2 material palette.
Store entrance zone. The Зарафшон (Zarafshon) brand signage in Tajik script is mounted on a dark polished panel. The circular showcase in the foreground and the depth of the store visible behind confirm the spatial planning intent.
Frequently asked questions
Can PSP Displays handle overseas installation projects?
Yes. The Zijin Mining Tajikistan project is one of multiple international fit-out projects PSP Displays has completed. We manage manufacturing in China and coordinate with local installation teams on-site, or deploy our own installation crew for complex projects.
How long does a full jewelry store fit-out take from design to completion?
For a project of this scale (200+ m²), the typical timeline from confirmed brief to completed installation is 4–6 months. This includes design development, manufacturing, international shipping, and installation.
What is included in a full-space solution from PSP Displays?
A full-space solution covers the entire process from concept to completion — spatial planning, interior design, showcase design, lighting specification, manufacturing of all display furniture, packaging, shipping, and installation coordination. Brand signage and digital screen supply can be included or handled separately depending on client preference.
Can you work from an existing architect or interior designer's drawings?
Yes. PSP Displays has an in-house design team that handles the full design process — from initial concept and space planning through to detailed showcase specifications. We can develop a project entirely from a client brief, or collaborate with an existing architect or interior designer and work from their drawings and brand guidelines.
Do you offer factory visits before committing to a full project?
Yes. We regularly host prospective clients for factory visits in Zhejiang, China, where they can review materials, inspect production quality, and meet the design team before placing an order.
About PSP Displays
PSP Displays (浙江品尚品展示用品有限公司) is a factory-direct manufacturer of custom jewelry showcases and full retail space display solutions, established in 1998 and based in Zhejiang, China. We serve jewelry brands, retail chains, and independent retailers across 30+ countries.
The Zijin Mining Tajikistan project represents our full-space capability: space planning, custom showcase design, in-house manufacturing, and overseas installation. For project inquiries, visit pspdisplays.com or contact us directly.
