Australian jeweller Musson is gearing up to open its second Sydney store in Chatswood Chase, adding to the recent refurbishment of its QVB flagship.
This comes just over 50 years after the luxury jeweller opened its first store in Crows Nest, north of Sydney. Today, the brand is managed by second-generation owners, Olivar and Catherine Musson.
Olivar Musson told Ragtrader that the expansion is driven by rising demand from its customer base.
“Customers want a more authentic connection to craftsmanship, and the QVB Grand Boutique & Workshop has already become a destination for that,” Olivar said. “The fully visible workshop allows clients to watch our master jewellers at work, reinforcing transparency, creativity and trust.”
The expansion also comes as the majority of Musson sales continue to be finalised in-store.
Olivar said that high-end jewellery is tactile and emotional, and clients want to see the diamonds, feel the pieces and engage with an expert before making a significant purchase. Musson’s engagement rings can be valued from over $30,000 to over $100,000, depending on the materials used.
But Olivar added that the path to purchase increasingly begins online.
“Clients discover Musson through platforms like Instagram and Pinterest, where they can explore our one-of-a-kind designs and bespoke creations,” he said. “They then turn to our website to research collections, understand our craftsmanship and learn what sets our workshop apart.
Once they’re ready, clients book their appointment online, choosing a time and service that suits them. By the time they arrive, Olivar said they’re informed, engaged and already connected to the brand.
“For returning clients, online continues to play a major role. They often come back to the site to purchase gifts, limited pieces, upgrades or gift vouchers, because they already trust the Musson standard.
“So while the final transaction occurs in-store, digital discovery, research and convenience are now central to long-term loyalty and growth.
With the QVB refurbishment, Olivar said he and the team recently upgraded the brand’s online booking system.
“We’ve also introduced virtual consultations for early guidance, giving customers the chance to speak with a specialist before visiting in-store if needed,” he said.
“Behind the scenes, we’ve shifted to cloud-based systems across our workflow. This improves communication between our Grand Boutique & Workshop and the broader team, streamlines inventory visibility and ensures design and workshop handovers are handled efficiently.
“These technologies don’t replace craft or expertise; they simply allow us to deliver a more polished, responsive and luxurious service from start to finish.”
Olivar added that Musson’s unique selling proposition is to offer bespoke service at the same standard as the world’s top international houses. This comes amid shifting customer behaviours in recent years.
“While many global luxury brands have moved away from full custom design, bespoke has always been at the core of Musson,” he said. “Our scaling is about creating spaces that match that calibre and provide a consistent luxury experience across the brand.”
According to Olivar, the high-end customer is becoming more discerning, which is driving a clearer divide in the market. At the top-end, he said, clients are prioritising true luxury. Think natural diamonds, gemstones with provenance and craftsmanship that create genuine rarity and long-term value.
“This segment is moving further away from mass-produced jewellery and lab-grown alternatives, which sit in a completely different category,” Olivar said.
On the behavioural side, the shopping journey is increasingly hybrid. Olivar pointed out that customers discover brands through social media now, and research in depth on websites and then book their in-store appointments online.
By the time they arrive, they are highly informed and know what they want to explore, but they still rely on the in-store experience for major purchases.
“The future luxury customer will be informed, values-driven and focused on authenticity. Brands that can deliver transparency, bespoke craftsmanship and a smooth digital-to-store pathway will be best placed to capture this market.”
Its Chatswood Chase store is set to open in February 2026.