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Let’s Talk About Jewelry Store Design: Choosing Your Cases June 14, 2021 (1 comment)

West Bloomfield, MI--During the interior design process my clients ask me, “What are the characteristics of a well-made jewelry case?” Also, many clients ask me if they should keep their existing cases when they are remodeling the space. My advice is “no.” Keeping existing cases during a remodel or expansion, limits the flow and new image to the store. All these interior design decisions have an affect on how your valued clients view your store changes.

There are a few reasons for saying no. By the time owners replace the locks, hinges, and change the old cases to laminate or veneers, it is extremely costly. Also, owners of a jewelry store need to recognize the workmanship and cost of reapplying the laminate on the current cases, which will be almost the same cost or more than new laminated jewelry cases.

Buchkosky Jewelers in Roseville, Wisconsin with laminated cases and mosaic glass tiles inserted into the case

Here is an important list to check off while looking for a manufacturer to design and make the your jewelry cases:

• Most jewelry cases are made from laminate or veneer.
• The laminate colors and patterns have come a long way in the last few years because of improved technology.
• If owners chose veneer (not laminate) the price will be significantly higher.
• Using a veneer, which is a very thin wood, needs a 6-step process to make it durable.
• A sheet of standard laminate costs appropriately $30.00-$40.00 for a 4’ x 8’ piece.
• A sheet of veneer can cost anywhere between $170.00- $300.00 for the same 4’ x 8’ piece.
• I have enhanced the interior design of many jewelry cases by adding mosaic glass tiles, commercial wall covering, and other tiles to the exterior of the laminated cases.

Please see the picture (above) I designed for Buchkosky Jewelers in Roseville, Wisconsin with laminated cases and mosaic glass tiles inserted into the case.

As a jewelry store owner, it is important to know that most cabinet companies will only make a 6’ long case. The reason is that when one tries to make the cases longer length (more than 6'), the glass can brake easier during the transportation and assembly. Therefore, the overall structure of the case will not be as structurally fit.

The two-styles of case designs that most clients love are called “Fish Tank” and  “Tunnel Case.” The fish tank case has glass on all 3 sides of the case, which gives the case a higher-end look and more up-to-date approach. According to another Centurion member, Mickey Miñagorri, the principal of Artco Group, reports that about 90% of the jewelry cases built today are “Fish Tanks.” The main reason for the lack of popularity for the tunnel case is that there are no divisions inside the tunnel case. Artco Group is known for their beautiful curved glass jewelry cases. The softness in the circular case design is a nice break from all the straight linear case designs.

Here are more interior design questions and thoughts to ask the jewelry case manufacturer:

• What is the best glass to use in the jewelry cases?
• Should we use thin LED lighting in front of the case or in the back of the case? 
• How high should the glass be on top of the cabinet? A standard rule is the glass should be 8” high off of the jewelry case when it is a sit-down case and 12’’ high off the jewelry case when it is a stand-up case.
• There are reasons owners may choose using StarPhire glass, which is low in iron. The glass will not look green because StarPhire glass reflexes the true light and is very clear, showing off the jewelry in its true color.

See picture above that show the significant difference between clear glass and StarPhire glass.

• The standard heights of the jewelry cases are appropriately 40” or 36”. The 40” height is for the clients to stand and shop; whereas, the 36” tall cases are for clients to sit down and feel comfortable.
• The lighting inside the case is crucial for your jewelry to look beautiful; owners want to see significant increases in sales after a remodel or expansion. The jewelry case lighting is a vey important part of the end product.
• If the owner chooses to install lighting in the front of the case, make sure the light does not shine onto the client viewing the jewelry, which can create shadows. Therefore, the light must shine onto the jewelry in the cases correctly.

One of the best quality locks to use for your jewelry cases is called Kenstan from the Kenstan Lock Company. While the most popular locking system of the cases are called “Captive Locks.” The captive locks will automatically lock without a key. The hinges need to be from a high-end hardware company to make the case very durable.

From an interior design view, many of my clients also ask me what is better for the backside of the cases: a flip-down drawer or a slide door? My prospective is the flip down door is better because it looks great from the back of the case and it is easy to work with quickly. The slide door can be used, but it is not recommended.

Buchkosky Jewelers, Roseville, WI, front-loading cases.

A very popular way that I have helped manufacturers design cases is by using front-loading cases (side-by-side selling). There are a few reasons why I like this style case. In the space plan process, an owner can see how much room the side selling takes compared to a stand behind case. An owner will need 6' front to back when you stand behind the design cases. The side-by-side cases only take up 2 feet from the back wall. You can also display jewelry on top of the case if you wish which brings the jewelry display much closer to the customer. These interior design choices enhance the very interactive process with valued clients. See the picture above of Buchkosky Jewelers from Roseville, Wisconsin, where there is an area to set something down around the case.

About the Author: Leslie McGwire™ has over 35 years in business development, interior design, equipment, furniture sales and marketing services in retail and jewelry-based businesses. Leslie has won 25 national design awards, including the prestigious Salon Today and INSTORE Jewelry Store ​awards. Leslie has a true passion for business, design for the jewelry and retail industries. Visit lesliemcgwire.com for more information