From ancient times, jewelries had a special status that was given by the inherent value of the material they were made of. Some of the reasons for which people wear these items for personal adornment are connected with some sort of social mentalities. Therefore, people wear jewelry as an indicator of social status (for example the wedding ring), as a marker for a certain affiliation, be it religious, ethnic, political or social, to ensure a certain mystic protection (talismans, amulets), as an artistic display, as a carrier of symbolic or personal meaning (love, luck) or merely functional, in order to fix clothing, arrange hair, or to tell time (broaches, watches, hairpins).
Whether they’re made of precious materials, such as diamonds, gems, gold, or not, wearing jewelry denotes a certain status, and it can be said that nowadays we see a similar situation in the desire to have expensive and up-to-date gadgets, smartphones and so on. The entire effect that people expect from wearing or having something precious has a psychological basis, that of the desire of being appreciated.
Retailers can use a lot of visual merchandising strategies in order to exploit this desire that people have, by creating a friendly environment in which they sell their products. It improves the merchandising tactics, which leads not only to the increasing of sells, but it helps retailers boost the awareness of their brand.
One way that can provide a close-to-customer strategy is the use of proper lightning. It is a simple strategy after all, and can really help in terms of a little budget. The first thing to know is that a correct placement of the lights, with the right type, can improve the way in which an entire collection is perceived. Retailers must bear in mind the fact that lightning can shape behavior by providing visibility of vertical and horizontal joints (aids orientation). At the same time, we must know that people tend to follow the brightest side, lightning being able to focus attention and to alter body position.
In a diamonds and / or gemstones store, when light is combined with color it gives a fascinating impact. This must be the thing that everyone should have in mind: impact is vital because 90 % of purchase decisions are made at the point of sale. Light and color affect both the appearance of your merchandise and how the customer feels about purchasing. We must be very careful because sometimes light can enhance merchandise but when a customer tries to buy something and the light inside gives him a pale look, he might think that the item he is willing to buy doesn’t suit him. The right lightning can set the scene, create the mood and support our brand. This is the reason why we need to create the right environment and by doing this I refer to the research that has to be done before setting something in our stores. We need to be aware of the types of lightning that can be used, their advantages and disadvantages, but also the common problems that can arise in the process of assembly.
Here we will deal with the best types of lightning that suits any diamond and gemstone store. Comparing the data, and taking into account all the disadvantages that other types of lightning create, we have reached the conclusion that ceramic metal halide (CMH lights) and light emitting diodes (LED) could fit better in a diamond or gemstone store.
CMH lights have the advantage that their color remains constant all the time, they can be purchased in a variety of types and a wide range of wattage (from 3000 Kelvin to 4200 Kelvin), and can last up to 12000 hours. Making a comparison with halogen lights, two 70 Watt CMH lights are the equivalent of six halogen lights. The sole caution that needs to be stated is that as the lamp gets older, it requires more energy to function. CMH fixtures are able to create a balanced light intensity and color in such a way that they make diamonds and colored gemstones burst with color and sparkle.
Light emitting diodes (LED) provide beautiful light and a great color, and are able to last up to 40000 hours. This technology is still evolving and it can be improved in such a way that in the near future it can provide the best source for lightning. One little advantage might be given by the fact that this type of light can’t be used for higher ceilings (more than 9-10 inches).
Knowing these facts, you can easily imagine a store that works at its full potential. A proper environment brings value to our collection just as much as other more complex strategies can provide. The entire process of lightning is just a simple trick that can be used to major benefits.
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