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Let’s Talk Jewelry Store Design: Mastering Five Key Signage Strategies |  February 18, 2021 (0 comments)


West Bloomfield, MI--Clients often ask me during the beginning of the interior design process, “What is the right type of signage that is needed to increase sales?" Excellent question. In her classic book, Let Them Eat Cake: Marketing Luxury to the Masses and Classes, Pamela Danziger reports, “Over 95% of consumers bought something else than what they came into a luxury (jewelry) store to buy.” Last time we discussed the Importance of Signage and this week we dig into the Strategy.

As an owner of a luxury jewelry store, one needs to master Five Key Signage Strategies. Always start with an objective in mind for eye-catching effective signage. Below the visual strategy review, see more key points and Hot Tips on this critical subject.

First, there is the Information Strategy. As the owner you want to “Give me the lowdown” as soon as possible. The picture of Gabriel & CO. signage on the walls of a Jewelry store that says “Fine Jewelry Everyday” reveals this.

Second, there is the Directional Strategy. During COVID-19, some jewelry stores have used signage to “Show me the way.” Leslie McGwire & Associates designed Park Place Jewelry in Ocean City, Maryland. See picture of Park Place Jewelry store below with several different directional signs to deal with COVID issues.

Third, there is the Promotional Strategy. As a jewelry owner, it’s important to show your clients “What’s your special offer.” See picture of Jacob’s Jewelry store below using the front window for this type of sign.

Fourth, there is the Aspirational Strategy.  See the picture below of a jewelry store using powerful Gucci signage. This strategy makes the client feel “I’d like to be her.”

Fifth, there is the Motivational Strategy. In fact, most signage in jewelry stores is motivational signage. The essence of the motivational strategy is for the client to think “Let me see that jewelry.” As shown in the picture below of the three images that go elegantly with the jewelry cases and the wood wall design elements.

As an interior designer for jewelry stores, I often see that many jewelry stores are missing some of these signage strategies. Here are the key points to master signage used at the point of decision:

The “Hot Tips” of signage message zones to make your store beautiful and to increase sales:

About the Author: Leslie McGwire™ has over 35 years in business development, interior design 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 jewelry industries. Visit for more information.

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