| Proper store lighting can attract more customers | | | | the same inside the case as it does above the |
| to any establishment, help sell more product, and | | | | case is crucial to closing a sale. |
| strengthen a store's image. Many designers argue | | | | TIPS: |
| that the most important element of a store's | | | | (1) Most designers who understand the proper |
| design may be its lighting. Unfortunately, lighting is | | | | way to light a jewelry store will tell you that you |
| often the most neglected component of store | | | | light "for diamonds" and the rest of your |
| design. | | | | merchandise will survive do just fine AND that if |
| When choosing the lighting for any store or | | | | you light for gold your diamonds will die. Diamonds |
| display cases, here are a few ideas to keep in | | | | require a bright white light that provides enough |
| mind. | | | | power to make them sparkle. Diamonds should be |
| Ceiling Height: The height of a store's ceiling is one | | | | shown under lights that are in the 4000 -4200K |
| of the most important factors that goes into a | | | | range. This provides a beautiful white color that |
| plan for lighting a jewelry store in such a way that | | | | stops short of taking on blue color qualities. Gold |
| the merchandise looks spectacular. As the source | | | | and warmer colored stones look the best under |
| of light moves farther away from the | | | | warmer colored lights 3000K to 3500K. However, |
| merchandise the power and intensity of the light | | | | if a store is going to use a single color of light |
| diminishes. Stores with higher ceilings (over 9') | | | | throughout its showcases then the adage of |
| face some challenges with lighting. Stores with | | | | "lighting for diamonds" is the way to proceed. |
| ceiling that are taller either have to use more | | | | (2) Make certain that lighting is powerful enough |
| lights that are spaced closer together to illuminate | | | | to produce a minimum of 200fc. Having light that |
| a showcase or bring the light source closer by | | | | is less than 200fc is universally agreed to be |
| dropping down a track or using a pendant. | | | | lower than the minimum amount of light to |
| Color: The color of light is measure in Kelvin | | | | properly light jewelry, especially diamonds. |
| (temperature). The higher the temperature | | | | Readings of between 200 and 400fc is the |
| (Kelvin) reading the cooler the color of light and | | | | optimum amount of light power over a showcase |
| the lower the temperature the warmer the color. | | | | depending on the store owner's personal |
| For example a light that is 3000K would be a | | | | preference as to the amount of light that they |
| warmer color and a light that is 4000K would be a | | | | think looks best. |
| cooler light. As the temperature of light gets too | | | | (3) Have ambient or general lighting be warmer |
| high (over 4200K) the color of the light begins to | | | | and less powerful than the lighting over the |
| take on a blue quality. Lights that are in the 5500K | | | | showcases. The human eye is attracted to |
| to 6500K will look "blue" to the eye. | | | | brighter light. If the general lighting in a store is the |
| Bulb Life/Quality: How long a bulb is expected to | | | | same color and power as that over the |
| last is based upon its "rated life". The better bulbs | | | | showcases then there will be nothing to attract |
| have a rated life in excess of 10,000 hours. The | | | | the customers to the showcases and the store |
| quality of a bulb can also be measured by its CRI | | | | will have a cold non-inviting feel to it. By having |
| (Color Rendition Index). The higher the CRI of a | | | | the general (ambient) lighting less powerful (about |
| bulb the better the quality of the light that it | | | | 75fc) and of a warmer color (between 2500 and |
| projects will be. CRI numbers over 80 signify a | | | | 300K) the lighting over the merchandise will stand |
| very high quality of light. CRI numbers over 90 | | | | out and attract the customer to the cases. |
| signify an exemplary quality of light. | | | | (4) When lighting a window display that has natural |
| Power of Light: The power of a bulb is measured | | | | sunlight shining into it use twice the amount of |
| in lumens. The amount of light that is generated is | | | | light that would be commonly used over a |
| measured in Lux or, more commonly, in | | | | showcase in order to combat the power of the |
| foot-candles ("fc"). The higher the lumens the | | | | sun. |
| higher the amount of foot-candles that will be | | | | When upgrading lighting the trend is commonly a |
| generated by the bulb. | | | | change from Halogen technology. Customers who |
| Different Light Sources: There are three main | | | | are using Halogen and who switch to ceramic |
| sources of light that are used in Jewelry stores. | | | | metal halide will notice an immediate difference in |
| They are (1) Ceramic Metal Halide (2) Halogen (3) | | | | the quality and power of the light, the decrease in |
| Fluorescent. LED technology is being used more | | | | heat and the remarkable change that it makes to |
| and more but is still far behind the main three. | | | | their merchandise. |
| The best source of lighting for jewelry is still | | | | Things to consider when choosing the type of |
| Ceramic Metal Halide. This is due to its qualities. | | | | lighting: |
| They are energy efficient, powerful (lumens over | | | | Track: This provides the most versatility as |
| 6000), come in warm and cool colors (3000K to | | | | fixtures can be moved and repositioned with |
| 4200K) has excellent CRI (over 80 and in most | | | | ease. If merchandise is moved from case to case |
| cases over 90 CRI) and can provide foot-candles | | | | or showcases are moved track lighting provides |
| that can exceed 400. Halogens are hot, have | | | | the store owner with the most options. |
| lower CRI's, do not maintain their color over the | | | | Recessed: This provides the sleekest look. The |
| life of the bulb and are about a quarter to a third | | | | limitations are that the store owner will be limited |
| of power of a ceramic metal halide. Fluorescents | | | | in their ability to add or decrease light as well as |
| are energy efficient but do not project enough | | | | limitations with moving merchandise and |
| power to be useful in a jewelry store when it | | | | showcases around inside of the store. Once a |
| comes to illuminating merchandise. | | | | recessed light is installed the cost to add or take |
| LED's are the "buzz" but they have limitations and | | | | away lighting becomes a large expense as |
| problems. LED technology is constantly changing. | | | | electricians are required to remove/move lighting |
| An LED fixture you buy today is (as in the case | | | | as well as the issues involved with repairing the |
| of a personal computer) will be outdated within a | | | | holes in the ceiling where the recessed fixture |
| year. Keeping a consistent color of the LED over | | | | was installed. |
| time can be problematic due to the changes in | | | | Pendants: Pendants are a great way to bring a |
| LED technology. LED's can make jewelry look | | | | light source closer to the showcases where the |
| great inside of the showcase but are not | | | | ceilings are high and the store owners do not |
| powerful enough to be placed over the case | | | | want to spend the money required to add |
| where the sale is actually made. Due to this | | | | additional lights to compensate for high ceilings. |
| limitation, a different source of light is required | | | | Inside of Showcase Lighting: Having lighting inside |
| above the showcase such as ceramic metal halide | | | | of a showcase can really add sparkle and glitter |
| or halogen. This is where the problems occur. | | | | to your jewelry. The best lighting for inside a case |
| What happens is that there are two different | | | | is LED. Be careful though when choosing the LED |
| sources of light each making a piece of jewelry | | | | to make sure that the color of the light is not |
| look different. As an example ... a customer see's | | | | blue (5500K = color range). Having one color |
| a piece of jewelry inside of a showcase being lit | | | | shining on your merchandise inside the case and a |
| by an LED strip. They ask to have the | | | | different color shining on your merchandise above |
| salesperson take it out for them to see it. It is | | | | the case has the real potential to lose a sale. |
| taken out and is now over the glass being | | | | Stores do not want their customers to be |
| illuminated by a DIFFERENT light source which | | | | attracted to how jewelry and diamonds looks |
| makes the piece look different. The customer | | | | inside only to have it look different on top of the |
| begins to wonder if the lighting inside the case is | | | | glass where the sale is actually closed. Customers |
| there to "trick" them into thinking the jewelry | | | | will think that stores are trying to trick them |
| looks good. As sales are finalized on the "glass" | | | | through the use of fancy lighting. |
| having a light source that makes the jewelry look | | | | |