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Let’s Talk About the Best White Paint for Your Jewelry Store Wall |  March 14, 2023 (0 comments)


West Bloomfield, MI--No other color causes as much confusion for people as white. It seems like it should be the easiest but once you grab a few paint chips you start to realize just how complicated it can be. The simple explanation is in the variety of undertones and how they affect white paint. If you have used white paint and it just did not look great, it’s almost certain that the undertone of the white you selected was not working with the surroundings in your store. I want to share all my tips for understanding how to pick the perfect white paint and it all begins with understanding undertones.

Essentially, it is a tone hidden within a color. In this case it is the color that is hidden inside the white paint you select. Undertones are everywhere but they are most obvious when selecting neutral colors. The reason they can be so difficult is because when you look at a color in isolation you will not see the undertone. It is only when compared to other whites that you start to see the undertone appear. See picture of Chrysella Fine Jewelry & Diamonds of White Walls, White Logo Wall & White POS & cases which I designed from “Concept to Completion.”

Chrysella Fine Jewelry & Diamonds. [Photo credit: Leslie McGwire]

The simplest way to find the undertone is to compare white paint samples. This is bad news if you were hoping to walk into a paint store and ask for “just a white” or “pure white;” there really is not such a thing and as soon as you lay out a few samples you will see what I mean. Start by picking up as many white paint samples as you can get your hands on. Lay them out side by side and immediately you will start to see the undertones. In fact, sometimes what appears to be white suddenly looks yellow or pale green. Now pull it aside and you will see it return to a seemingly pure white. See picture of part of Chrysella Fine Jewelry & Diamonds showroom with white cases.

Chrysella Fine Jewelry & Diamonds. [Photo credit: Leslie McGwire]

The biggest mistake you can make with white paint is using it in rooms that have little or no natural light. You probably think white will help to lighten the space and make it look brighter but, the opposite is true. Think of white paint as a mirror, reflecting all its surroundings. See picture of Chrysella Fine Jewelry & Diamonds white POS and attractive white logo which adds to clients feeling good about shopping and checking out for their jewelry. I designed this store using white paint with a highly textured wall. The client wanted true white jewelry cases and white walls which we achieved. They were lucky to have many windows in their location. When white is used in a dark room, you’ll find that it creates shadows, particularly in corners. The overall effect is that your room looks dull and darker than it will with the right color. If you have lots of large windows that let the natural light in, white will shine. But your natural light can also cause changes in your white paint so it’s important to understand how light affects color.

Chrysella Fine Jewelry & Diamonds. [Photo credit: Leslie McGwire]

Here are some white paint colors to consider when choosing your paint:

Benjamin Moore

Decorator’s White, Simply White, Super White, White Dove, All white, and White Heron just to name a few.

Sherwin Williams

Pure White, White Duck, White Snow, Natural White, White Sand and Gypsum.


For commercial spaces I only use an eggshell finish because it is the most durable and can wipe down very easily. Eggshell also provides a low sheen and a soft, smooth finish just the true eggshell. The finish also does not pick up dirt easily.

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 in the retail and the jewelry industries. Visit for more information.

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