With e-commerce on the rise, pragmatic fashion business owners are working on enhancing the physical experience of shopping to convert consumers from mere browsers to buyers.From multi-brand stores with blow-dry bars to boutiques lined with plush sofas, stores are upping the ante to make shopping more inviting for today’s time-pressed, distracted customer — all in the hopes of more sales.In lieu with this market shift, Sapphire recently opened doors to its biggest store, sprawled across 1,300 sq ft, at Lahore’s expansive Emporium Mall.Store designer, Yousaf Shahbaz of Strata, has incorporated several experience enhancers; from an in-house café called ‘Delish for Sapphire’ that serves savouries, tea, coffee and confectionery to a kids’ play area that will keep the mothers at peace throughout the visit.This new store is what Sapphire Creative Head Khadija Shah visualises for the brand, right now and for time to come. “We are expanding on our range for women’s shoes and eventually putting out linen and home accessories,” she shared. Sapphire’s new Concept Store thus helps the brand transition from being fashion fashion to a complete lifestyle destination.The store itself stands with a pristine white interior, arches and domes with the only splashes of colour coming from the eclectic designs. The walls display murals clad with Sapphire’s signature fauna flora and birds replete with a fountain in the café area.Speaking to Shah, one realises that the store has been in the pipeline for almost a year. “I wanted it to be a sensory experience for people. Customers can also get food or a play area in the mall but I want them to come and feel like they are in a different zone altogether.”About the store design, she shared, “In all our other stores we have Moroccan/Persian elements so we expanded on that with the Concept Store. We want to not be ethnic yet be predicated on Eastern roots.”Along with their regular prét and unstitched collections, the new store also has a greater range of accessories and shoes for men and women. Shah added, “The shoes will be trend-based since the store is based on fast-fashion. We will bring to the store whatever is trending across the world and I will curate it myself according to our brand philosophy.”Published in The Express Tribune, August 21, 2016.Like Life & Style on Facebook, follow @ETLifeandStyle on Twitter for the latest in fashion, gossip and entertainment.