Role of Lighting in Branding and Store Identity for Jewellery Retailers
So, you’ve just completed your BSc in Jewellery Design and Management and are all set to become a jewellery retailer. You may have great products and designs but no amount of jewellery is good enough if you cannot offer your clientele a great customer experience. One crucial aspect a jewellery retailer has to keep in mind is lighting in their store. It influences how the products are perceived and plays a crucial role in creating a brand. Beyond being a functional aspect of the store, lighting guides the customer flow and creates a focal point.
Impact of Lighting on Creating a Store Identity for Jewellery Retailers
Creates a luxurious ambience, mood and atmosphere
When it comes to any retail store, ambience matters. The first thing a customer notices when they enter a jewellery store is the kind of vibe they’re getting. Lighting evokes a sense of luxury. Based on the kind of lighting you use you can tempt customers to explore and experience your collection. It’s important to incorporate a combination of ambient, accent, task and decorative lighting. Each lighting type has its own use-case. You can even get a visual merchandising expert on board to help you with creating the right mood.
Highlights product quality
Jewellery is all about the fine details. In your jewellery store, the way each piece of jewellery is illuminated significantly impacts its appeal. It also enhances the brilliance and sparkle of every piece. However, lighting in jewellery stores is not a one-size-fits-all deal. Different types of jewellery need different lighting. For instance, gold and warm-toned gemstones look best under warm white light whereas silver and cool-toned gems look great under cool light. It accentuates the clarity and brightness. Well-placed lights emphasize the quality of the products.
Boosts visit duration
Have you ever noticed that whenever you visit a jewellery store, you want to spend more time looking around when the lighting is nice and soft? Well, studies reveal that this is true. When the lighting in a store is well-distributed, people want to stay and look around. It also makes them feel more welcomed. Harsh lights can be a distraction whereas on the contrary soft lighting creates a comfortable environment and helps people interact with the staff in your jewellery store.
Creates a brand identity
The kind of lighting you use speaks a lot about your brand’s personality. If you’re the owner of a high-end, luxury jewellery store, consider soft, ambient lighting. It should be bright enough to allow customers to see the products but at the same time, it should not have any kind of glare or discomfort. On the other hand, if your jewellery is contemporary and fashion-forward, you can opt for sharper, bright lights. This creates a dynamic and modern space. Your lighting should be the same across all outlets. Whether it’s in-store or online, try to reinforce your brand identity and positioning.
Fosters an emotional connection
Lighting definitely affects human psychology and emotion. Only by using eye-catching visual merchandising strategies, jewellery brands can evoke a certain emotion in their customers. Once you’ve studied a jewellery design course, you know what intricacies every piece of jewellery holds. As a retailer you want the lighting to bring out the best features of every piece and for that you need to strategically place the lights in your store so that it can create an emotional connection between your customer and the product be it a necklace, ring, bracelet, earring or anything else.
Guides customer flow
Lighting can direct customers to certain products or sections in a store. For instance, if you’ve launched a new collection, it’s a good idea to use brighter lighting so that you can draw a customer’s attention to those areas in particular. On the other hand, throughout the store, you can use softer lighting which can enhance the overall shopping experience thereby making it more relaxed. It generally enhances the customer’s overall journey.
Adhere to sustainability when choosing lighting fixtures
Today, there is an increasing focus on sustainability. A lot of jewellery retailers are also incorporating energy-efficient lighting solutions and LEDs. When you’re deciding the lighting fixtures in your jewellery store, go in for something that will consume less power and still have a long lifespan. This way, you will also be able to create an eco-friendly store identity.
Conclusion
In any jewellery store, lighting is more than just a technical necessity and functional aspect. It is in fact crucial in shaping the identity of a store and reinforcing brand values. As an aspiring jewellery designer, it’s important to know how you can achieve the right look and feel within your premises. Always remember that lighting builds brand loyalty and encourages sales.
