Interior designers and lightning manufacturers believe that some store owners don’t give so much credit on lightning as an effective strategy to boost sales. Even so, a lot of manufacturers of store fixtures register increases of sales of such products, for which a lot of market research is undergone in order to come up with the best techniques and technologies that can guarantee a flawless displaying of the jewelry.
It has been stated that nowadays jewelry industry is more aware of the benefits of lightning. Now, lightning priorities have moved from a general ambient lightning to a placement of fixtures above and inside the cases for a better aspect. A specialist explained some of the mistakes that store owners do when they set lightning. One would be to set an unbalanced lightning, mixing lights randomly inside the case, over the case and outside. This situation may create a difference between the way we perceive a jewelry when it is on the case and when it is taken out. At the same time, this situation may lead to another problem: when people lean towards the case some shadows might be cast on it.
Now, let’s see which is the best way to place lights in a jewelry store so that we won’t have to deal with such situations described above, and also, how we choose from various types that exist on the market (which are the best and for what purposes):
Inside the showcase: the best placement is at the top and back of the showcase, in such a way that it won’t interfere with the view of the jewelry. It can be used a fluorescent light (of 3000 to 3500 Kelvin) with a front cover reflector. In order to maximize tinny jewelry, it can be used a glass-to-glass butt joint at the front of the showcase to give a higher visibility.
Above the showcase: according to the type of ceiling that we have, we may choose a light with a higher / stronger or a smaller light beam. If the ceiling is higher, then the space that exists between the light fixtures should be reduced in order to ensure a continuous “covering” light on the top of the showcase. What is important is that we need to be able to make sure that the above lightning has an intensity of at least 70 foot-candle in addition to the level of the light that is inside the case. The overall amount of light should be at least 100 foot-candles.
If we have a little budget, there is a simple solution: we can set only lightning from above, and the best option would be a metal halide, because it is more powerful than halogen lights. This strategy offers probably the best source taking into account the advanced techniques used for producing it. This will ensure a constant light that is cast upon jewelries inside the case and when they are taken out.
More Best Practices Worth Following
Store owners that had experienced the advantages of a proper lightning shared a few tips that everyone must have in mind when trying to make an investment in lightning (the tips can ensure a general view on lightning, not only for jewelry stores):
» When acquiring LEDs, you need to be aware of the fact that the bulbs are not perfectly consistent in color, temperature and tone. The best advice would be to buy the bulbs all at once; this way you will ensure a consistent light all the time. You will also be able to keep the trace of the replacements you will have to make over a certain period of time.
» Using mirrors to brighten the cases is one excellent way to provide an economical lightning.
» Another economical procedure to adjust lightning is to use dimmer switches. This device allows you to control the intensity of the light you use; therefore it is helpful when you want to change the “mood”, for a warmer or a colder light.
» For little budgets or for small stores, it is advisable to concentrate on accent and task lightning (general and decorative lightning), the fluorescent type of light being the most effective.
» The general lightning should be taken care of in the end. After you set the accent and task lightning you will figure out what still needs to be illuminated.
» Decorative lightning should be placed in prominent places, such as window displays, front entrance and high on walls.
» When you have to decide how many lights and fixtures you need, what kind of bulb is the best you should know first that the main displays generally solicit 2-4 fixtures and that single product accent lightning require one light.
» It is more advisable to have too much task lightning than too little.
» Make sure you observe one important rule: you shouldn’t have a space in your store that has more than six feet of space in-between lights.
» On average, your store should have 1.5 – 2.5 lumens per cubic foot.
For more lighting tips, tricks and best practices, don’t forget to check out in-depth retail lighting guide!