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Leslie McGwire: The Jewelry Store Image | February 19, 2026 (0 comments)
West Bloomfield, MI--An essential topic to discuss with my clients is the importance of “First Impressions.” I often ask my clients to close their eyes and imagine walking into their store, then ask themselves: “What does your Image say about your business?”
Jewelry store entrances need a visual hook that draws a customer’s attention to the store. The entrance should make the customer think “STOP! There is something here for you!” Every time a customer walks through the door, their first impression causes them to form an immediate opinion about your business based on the jewelry store environment that they experience. In just a few seconds, customers will decide if your business is well-designed and a professional establishment. This is the big picture: What are you selling, and who are you selling to? There needs to be a consistency of style and function in your store that incorporates different factors to tie into the whole jewelry shopping experience. For example, if you are selling many diamond jewels in your store, there needs to be an area that stands out as a WOW.”
The Space Plan
Let’s touch on one of the most important design elements, which is the space plan. Owners always ask me how to generate more money out of the square feet they have. The rule of thumb is that the back offices should only take up 25%-35% of the total square footage and the rest of the square footage should be showroom. Always reminding my owners to think about what is generating money and what is not. For example, encourage owners to minimize breakrooms, offices, and sometime scale down the shop area if you can. These areas do not generate money, therefore should not be taking up a lot of the store.
Rottermond overall look after remodeling.
Another important consideration for space planning is choosing a floor plan that fits your store’s size and shape. As you create the layout and display options, consider whether you want straight, diagonal, geometric, or curved layout options. Many studies show that clients naturally turn right when they enter a store. That is where the most important jewelry should be: whether it’s bridal jewelry or fashion jewelry.
Let’s shift gears now and talk about the elements and furnishings in a jewelry store to make it beautiful and timeless. First, lighting is one of the most important features when it comes to designing your store. This is because the placement of each light is critical so all the jewelry will reflect the light and look more sparkly. Chandeliers are a great statement and can add a big “wow factors.”
Besides having perfect technical lighting over the jewelry cases, it is so important to have decorative chandeliers and sconces. As a designer, I see the chandelier as an accessory that gives the space the look and elegance needed in every store. It reminds me of a beautiful brooch or a stunning necklace that complements the overall look. The chandeliers do the same thing. What do your Chandeliers look like?
Quality of Cases Should Not Be Compromised
Secondly, jewelry case design is so important for the overall look of the store. As a jewelry store, the quality of the cases should not be compromised. This is where much of the budget should go, and past owners always say it is so worth the money. Where you showcase your diamonds and jewelry should always be the highest quality. Having high-quality jewelry cases says a lot about your store. It is recommended that jewelry case design be one of, if not the most important design element within your store.
Rottermond PRIOR to Remodeling.
But I always start my projects by designing the floor first. Flooring will be one of the largest purchases you will make in a remodel or new space. The preference is to use only two flooring types in a store. The go-to floorings are very thick (glued down) vinyl planks and porcelain tile floors. Both floors hold up in a commercial store and require no maintenance – you can mop and go. An owner will not have to sand and refinish the floors. I also love to use carpet tiles in some areas. With carpet tiles, owners do not have to rip up the entire carpet when there is a stain; they only replace the tile itself. I usually only use carpet behind the jewelry cases for the sales staff who stand for hours. I also use carpet tiles in the back offices.
Another helpful element is choosing the correct paint of wall covering for your store. These elements are so important to the overall interior design concept for the entire jewelry store look and feel. I always tell my clients to think about the teal blue used with the Tiffany Jewelry brand, the red can of Coca-Cola, the red/yellow arches of McDonald's, and the green from Rolex. These colors are defining features of each company. You can make a certain color a predominant element of identification and associate it with your brand. Properly chosen colors will define your brand’s value in the jewelry store.
It is important to use commercial wall coverings in certain areas of the store as a design element. Commercial wall covering has advanced significantly in recent years regarding durability. Owners cannot create a textural wall or a patterned wall any other way than with wallcovering. For the price, it gives the space a big impact on the surroundings. There are wall coverings for every design style: whether your store is more traditional or contemporary. There is a wall covering that will match the style to perfection and immediately elevate your store's overall design. It is recommended that paint and wall covering should be changed out every 3-5 years so clients see a new look in the store. Each store is unique according to the store owner’s goals and vision.
Change Something Minor Every 3-5 Years
It would be recommended to start changing your store's overall look to keep it up to date and current. Owners could change something minor in your store every 3-5 years. What does that mean? This means painting an accent wall or using wallcovering on that wall. Change out the lightboxes or art on the wall. Change the seating area and drink cart or bar to give clients a new feel to the space without spending much money.
If the store is about 5-15 years old, you need to look closely at what needs to be replaced to have a fresh look for your clients. This could mean new jewelry cases and the display elements inside the case. It could mean you are upgrading your entire brand and logo for your store. Sometimes the floor and walls also need to be replaced with up-to-date finishes. The goal is to always choose finishes that you and your clients think are timeless and very classic. See before & after remodeled pictures below of Rottermond Jewelers which includes new chandelier, marble wall with logo wall, great lighting, new cases, carpet tiles and much more design elements.
About the Author: Leslie McGwire™ has over 35 years in tech-business development, interior design, equipment, furniture sales and marketing services in retail and jewelry-based businesses. Leslie has won over 25 national design awards, including the prestigious Salon Today and INSTORE Jewelry Store awards. Leslie has a true passion about businesses to create environments that inspires both customers and staff. Visit lesliemcgwire.com for more information.