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Let’s Talk Jewelry Store Design: The Importance of Your Signage |  February 01, 2021 (0 comments)


West Bloomfield, MI--Many of my clients ask me, “What should my signage strategy be for our new or remodeled space?”

I really love writing about this subject because I have read and studied Paco Underhill for years. One of his great books that you all should read is called "Why We Buy.” In one of his lectures, he said a quote that I never have forgotten: “Putting the wrong sign in the wrong place is about as effective as putting it in your garage.”

I am going to share some important facts to help us all understand how important great signage is for your store.

I like to tell my clients to use the two-second rule and think of your sign as a billboard.

For many of the stores I have designed, my clients love the fabric light boxes that come in many different sizes. This way, they can frequently change out the visuals to show a fresh look for their staff and important clients. One of my “Hot Tips” is to change out the fabrics on the light boxes. This should be done four times a year, so as to give them a seasonal look. See the picture below of the Lucido Fine Jewelry store in Rochester, Michigan, showing the flexible fabric light box on blue sparking wallpaper

One of the most important signage locations in a jewelry store is the Video Wall. Today 85” and above TVs are now entering the mainstream as good Video Wall options. Most of the video should show your brands, and pictures of motivational signage. When there is movement in your store, your eye automatically goes to that area. I tell my clients, “Go Big or Go Home” if you have the room. See picture of video wall below.

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 for more information

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