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Some of the Elements in Jewelry Interior Design | August 23, 2022 (0 comments)
West Bloomfield, MI--I’m sure you have heard about, and probably experienced, the importance of first impressions. The expressions, “first impressions never have a second chance,” or “You only have one chance to make a good impression” when meeting others are well known. I like to apply this same philosophy to store design.
Specifically, the first impressions and sensory cues a customer will receive at a store’s entrance, causing them to think, “There’s something here for me.” One of my favorite topics to talk about to my clients is the importance of “First Impressions.” A jewelry store’s entrance needs to visually hook and fix a customer’s attention on the store. As a customer walks through the entrance, those first sensory cues (visuals, sounds and scents) cause them to form opinions about your business. Those initial cues help them decide whether your business is a professional establishment, where your products lay on the spectrum, if you fit with their “self-appraisal” and whether it would be wise to trust for both advice and products that clients may wish to purchase.
First and foremost, lighting is one of the most important features when it comes to designing our store. This is because the placement of each light is critical so all the jewelry will reflect the light and look more sparkly. Chandeliers are a great statement and can add a big “wow.” Besides having perfect technical lighting over jewelry cases, it is so important to have decorative chandeliers and sconces. As a designer I view chandeliers as an accessory that gives the space an elegance needed in every store. It reminds me of a beautiful broach or a stunning necklace that complements the overall looks in fashion. Chandeliers do the same thing. See picture of Belle Jewelers Chandeliers in Chambersburg, Ohio.
[Belle Jewelers, Chambersburg, Ohio. Photo credit: Leslie McGwire]
Jewelry case design is so important for the overall look of the store. The quality of cases should not be compromised. This is where the majority of the budget should go and my clients always say it is so worth the money. Where you showcase your diamonds and jewels should always be the highest quality. Having high-quality jewelry cases say a lot about your store. I highly recommend jewelry case design to be one of – if not the most important design element within your store. I always start my projects by selecting the flooring first. Flooring will be one of the largest purchases that you will have in a remodel or new space. The flooring color must flow with the cabinetry colors “like it’s painted with the similar brushes.” See picture of Crockers Jewelers jewelry cabinetry, chandelier and flooring in Texarkana, Texas.
[Crockers Jewelers, Texarkana, Texas. Photo credit: Leslie McGwire]
Each store is so individual according to the store owner’s goals and vision. An important tip here, however, is that once you establish a particular look and color theme, that same look and various colors be continued throughout all the other elements and furnishings of your store.
All these sensory cues are reinforced as customers navigate your store and interact with your staff. Help ensure that a first-time casual “just looking” visitor gains enough confidence in you that they become a customer for life.
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