It is a great (branded) experience. I'm going to write a review on my experience, they hooked me up! The CEO of J.Crew is constantly visiting the store. Andy Spade did a great job designing.
I'll post my review on my blog and here.
You asked a good question for a jewelry store. Don't let his preconceived notions mess with your emotional level. Did you find anything at the Hickey sample sale? I was not blown away by anything. I think I prefer his other lines.