Articles and News
Let’s Talk Jewelry Store Design: Better Store Layout Strongly Benefits Customer Shopping Experience | May 20, 2021 (1 comment)
West Bloomfield, MI--My clients ask me during the interior design consultation process, “How important is correct traffic flow and space planning for the jewelry store?”
It is important for store owners to look at their stores from a customer’s viewpoint. With independent jewelry stores having to compete against big box jewelry stores and the Internet, it’s more important than ever to examine the jewelry store layout and create an EXPERIENCE that wows the customers and makes them want to return again and again.
Jewelry store case placement is extremely important in helping the store increase its bottom line sales. The overall presentation of the entire store layout affects the customer’s desire to purchase jewelry during their visit. It often takes a few essential interior design changes or updates to start increasing sales.
As an owner, the goal is to use every square foot of sales space to its best advantage.
You want to choose a floor plan that fits your store’s size, shape, and matches your merchandise. As you create the layout and display options, think about these layout options:
- Straight
- Diagonal
- Geometric, including islands
- Angular
- Pullout/Side-Selling jewelry cases
Be sure to choose each design element in your store carefully. This includes choosing the color of cases, wall colors, flooring, lighting product and correct traffic flow placement. All these interior design perspectives contribute to a comfortable buying experience. When a customer enters the store, it’s nice to have a special table, museum case, or a different style case for the “WOW” factor.
Click the Example Floor Plan from Lucido's in Michigan to view a full-sized version:
The store image should have the interior design elements that cause customers to feel an emotional need to buy. As you all know, giving clients the ability to use more of their five senses to enjoy the jewelry are all essential to close the emotional purchase through the updated interior design elements.
Create a bridal area, and special placement for your brands. With subtle zones, you will encourage customers to browse and discover everything you have to offer.
See Lucido Fine Jewelry Rochester, Michigan for the floor plan above that I designed (long and narrow store) . The Lucido family wanted to feature brands and price point in groupings. We designed the floor plan so that the higher-priced jewelry is in different areas than lesser–priced items such as fashion jewelry. We created a traffic flow making it is easy for the customer to shop and see everything.
Also, when planning your jewelry store layout, keep in mind that most customers naturally turn right as they enter a retail space. So think carefully about what merchandise you position there. See Lucido Fine Jewelry picture above where as customers come in the entrance, on the right side is the Rolex brand and a waiting area, with other brands located throughout the store.
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