Any store that sells jewelry understands firsthand how important it is to install the right type of lighting. It is through this that a customer’s experience while buying jewelry is highlighted according to the beauty and elegance of the jewelry itself.
Many jewelry experts testify that display lighting affects the purchasing decision of most customers. Here’s a closer look at how jewelers use lighting to improve profit levels.
It doesn’t matter how high-end your store’s jewelry may be; if you fail to highlight it under the right lighting, you inadvertently lower its value. It’s important to understand that the right lighting doesn’t just involve the lights themselves. It’s all about atmosphere and the display cases, too.
Shadow vs. Light
When installing lighting in a jewelry store, the fixtures themselves should be positioned in a way that shadows are not cast over the jewelry. The lights also must shine in a way that when customers lean over the display cases, the lighting doesn’t cast shadows. Instead, it should dance atop the jewelry, highlighting its sparkle and shine. Many jewelers find that lighting at both the top and back of the display case works well.
Overhead jewelry lighting must be installed in addition to the lighting in the display cases. For smaller jewelers who don’t have large budgets for lighting, it’s best to focus on overhead lighting the most. This is primarily because when customers want to look at a particular piece of jewelry, they will ask for it to be removed from the case. As they examine the piece, the overhead lighting will greatly influence their purchasing decision.
Balance in Warmth and Color
When choosing the warmth of the lights – measured in Kelvin – keep in mind that lights giving off a cool white color will add a lot of sparkle and shine to the jewelry. Lights with a 3000K will be a warm white color will a yellow glow. For a completely neutral white color, you’ll want lights between 3400K and 4500K. Lights that are 4600K give off a cool white color with a blue glow.
How Retailers Can Learn from Jewelry Display Lighting
If lighting is so important in jewelry stores, why isn’t it important in other stores? The truth is, it is. Almost any type of store will benefit from lighting, including retail stores. The primary purpose behind lighting is to highlight what customers want. This not only makes the customer experience more enjoyable, but it also speeds up the purchasing decision, thus allowing you to help more customers.
Display lighting comes in many forms. Many retail and jewelry stores alike have discovered the numerous benefits to be gained through LED lighting. Not only do LED lights provide optimal efficiency, but they are also being integrated into smart LED light systems, which enhance the customer experience by connecting wirelessly to customers’ smartphones. In the next few years, retail and display lighting will majorly change the buying experience in a positive way.
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