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Let’s Talk Jewelry Store Design: Your Exterior and Entrance—First Impressions Are Everything |  April 03, 2021 (1 comment)


West Bloomfield, MI--My clients often ask me in the beginning of our design meeting: "How do I make exterior and entrance draw customers into the store?" I say you never get a second chance to make a first impression. This is especially important when it comes to jewelry store entrances.

I have always said the entrance to the store is the division between the exterior storefront and the inside design elements and environment. Mall jewelry stores have an easier chance of luring customers into the store with a wide, open entrance creating a seamless entry from the mall to the store.

A jewelry store entrance needs a visual hook that brings a customer’s attention to your store. The entrance should make the customer think STOP! There is something here for you!”

Integrating other visual merchandising components for a more memorable first impression creates powerful visual hooks. A wonderful entrance presentation, an effectively signed promotional offering, a powerful interior display, in-store animation and lighting all serve as magnets to draw the customer in. This is why remodeling the entrance is so important in keeping an updated look for your store.

For example, I designed a custom door handle with the logo as the door pull: “CJ” for Crocker Jewelers in Texas. See two pictures of Crocker’s Jewelers below. It is the first 5 seconds when the client opens the door that can create a special experience.

There are several additional ways to enhance the front entrance.

One example is to enhance your store’s entrance appearance by having two beautiful sconces on the sides of the front doors. Another example would include having unique and classy-looking containers with flowers or succulents near the front doors. Also, changing the paint color of the front door that coordinates with your interior colors is an inexpensive way to catch the client’s eye.

Every time a customer walks through the door, their first impression causes them to form an immediate opinion about your business based on the jewelry store environment that they experience. In just a few seconds, customers will decide if your business is a well-designed and professional establishment.

A great example is a design that I did for M. Robinson Fine Jewelers in Bee Cave, Texas. The door itself is so beautiful and when you enter the store you feel the same elegant way the exterior design feels. See the two pictures of exterior and interior of M. Robinson Jewelers.

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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Comments (1):

Great ,informative article ❗️

By Suzanne on Apr 9th, 2021 at 2:40pm

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