Edmonton-based Paris Jewellers has opened its newest retail location at Southcentre Mall in Calgary, marking the company’s 23rd store in Canada and its third in the city. The expansion reflects the brand’s evolving retail strategy, which prioritizes customer experience, modern store design, and internal team development as key drivers of success.
“This store is really exciting for us,” said Chau Lui, Co-Owner and Director of Operations for Paris Jewellers, in an interview with Retail Insider. “We’ve been looking at Southcentre for a long time, but we wanted to open when we were ready and when we had the right people. That’s been the foundation of how we’ve approached growth.”
The new Southcentre Mall store introduces an updated concept that draws inspiration from the brand’s flagship location at West Edmonton Mall. According to Lui, the design reflects years of learning and feedback from both customers and employees.
“We wanted a space that feels inviting, that encourages people to stay and explore,” she explained. “The layout now features showcases along the walls to create open sightlines and conversation areas. We’ve also added more mirrors, which seems small, but customers linger longer when they can see how a piece works with their overall look.”
Visual details also play an important role. Each concept store includes unique wallpaper selections, personally chosen by Lui and her design team. “It’s a little personal touch that adds texture and warmth,” she said. The Southcentre location is smaller than the flagship, creating what Lui calls “a cozy, approachable space” that ensures customers never feel overwhelmed.
A Family-Owned Canadian Brand with Deep Roots
Founded in 1987 by a Vietnamese immigrant family, Paris Jewellers began as a single store in St. Albert, Alberta. Today, it operates across Alberta, British Columbia, Saskatchewan, and Ontario, with plans for further expansion. The company remains headquartered in Edmonton.
The brand’s origins are deeply tied to resilience and service. Lui recalls how her mother built the company without speaking English, relying on a Vietnamese-English dictionary to communicate with customers. “Back then, we didn’t have marketing or all the product selection,” said Lui. “What we had was how we made people feel. That experience kept people coming back.”
Experience at the Heart of Expansion
Today, Paris Jewellers has built its reputation on a high-touch, personalized shopping experience, and that focus remains central to its growth. “From day one, the only thing we really had was how we made people feel,” said Lui. “That’s why training is such a huge priority for us. We want every interaction to feel special and consistent.”
The company’s internal strategy reflects this emphasis on experience. Rather than opening stores based solely on market data or available real estate, Paris Jewellers now prioritizes locations where it can promote trained team members into leadership roles.
“When we think about growth, we don’t just think about store numbers,” Lui explained. “We also think about the growth of our employees. Our Southcentre manager was an assistant manager at CF Market Mall who we knew was highly promotable. That internal strength makes for a seamless opening.”
This approach supports retention and culture, which Lui views as non-negotiable for long-term success. “Everyone in our organization knows what it takes to grow with us,” she said. “It’s never a surprise. We have clear criteria for advancement, and that creates excitement and engagement across the team.”
Data, Design, and Customer Insights
While team development drives operational strategy, data plays an important role in site selection. The company analyzes online sales, customer surveys, and regional trends to guide decisions. However, Lui emphasizes that data alone does not dictate timing. “We knew Calgary was strong for us,” she said. “But we waited until we had the right people ready to lead.”
The Southcentre store also reflects Paris Jewellers’ evolving understanding of how customers shop for jewelry today. “When we design a store, we think about the full experience,” Lui noted. “Jewelry isn’t just a single piece, it’s about how it fits into your collection and your lifestyle. The design helps bring that to life.”
Looking Ahead: Ontario Expansion and a “Dream” Collection
Paris Jewellers sees significant opportunity in Ontario for future growth, although Lui declined to share specifics. “You’ll have to stay tuned for that,” she said. In the meantime, the company is preparing for its holiday season and an upcoming launch that she describes as “a dream come true.”
“It’s something really special that we can’t announce just yet,” she hinted. “But it’s a collection we’ve been working on for a long time, and it means a lot to us.”
