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West Bloomfield, MI--The threshold area, also known as the “decompression zone,” is the very first space that customers step into when they enter your jewelry store. It typically consists of the first five to 15 feet worth of space, depending on the overall size of your store. It’s also the space where your customers make the transition from the outside world and first experience what you have to offer.

At this point, customers make critical judgments, determining how comfortable your store is and how synchronized your lighting, fixtures, displays and colors are. Since customers are in a transition mode, they are likely to miss any product, signage or displays you place at your store’s threshold. An excellent example of a jewelry store threshold area is seen by the picture of Crocker’s Jewelers below. Because of this, your jewelry store design should ease customers into your store; not bombard them with a lot if jewelry displays. Welcome the customers with a subtle display or calm welcome area.

[Crocker’s Jewelers threshold]

As an owner, you may be aware of something known as the “butt-brush effect,” coined by consumer behavior expert, Paco Underhill. He discovered that most customers, especially women, will avoid browsing in an aisle where they could potentially brush another customer’s backside or have their backside brushed. This holds true even if the customer is very interested in different jewelry pieces. 

An easy way to avoid this problem is to ensure that the jewelry store aisles and displays allow customers more than enough personal space when browsing your products. As an owner, you can also make your store comfortable by incorporating a waiting area with comfy seats and benches to encourage customers to spend more time in your store. This is especially helpful for customers accompanied by someone who is not interested in making a purchase, such as a partner or a child. However, keep your seating area facing your merchandise so your products are still top of mind for waiting.

Therefore, jewelry store interior design is how the owner organizes and designs the total space. Your store design is responsible for welcoming customers and guiding them through your store. From the store’s entryway to its checkout display, every element can impact your customer’s path to purchase. For that reason, jewelry store interior design applies to the entire space.

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