Feature | Let there be light
popping up in more and more stores.
“Busy? We’ve been inundated!” adds Scot
Clearly defined with a change in floor finish,
Walker of Parify, known for its LED in-store
introduction of occasional furniture and soft
and display lighting, “and it’s been anything
furnishings and with differentiated lighting –
from small retro-fits to complete re-designs;
these spaces are used for husband or child-
from cabinet to full lighting. When we first
parking during the long shopping process.”
started exhibiting a couple of years ago, we
It isn’t simply about hospitality though.
found retailers saying that their lighting was so
“Champagne bars and special areas alone
bad, but they hadn’t realised it. It’s often the
don’t create an ‘experience’; our customers
high gloss finishes and frosting, certainly for
last thing on the list and yet the difference it
are smart enough to know that it’s the
when it comes to fine jewellery,” adds Suzanne
makes is between night and day – it should be
complete package that drives success; each
Robinson. At Nicholas Interiors the trend is
at the top of the list as good lighting attracts
area of even the smallest store has to look and
“for more circles and curved display areas
customers into a shop. Our role is to help
feel right,” says Hallmark’s Wojciechowski.
giving a softer look and wall coverings are
jewellers sell more jewellery, showing it in a natural light. We don’t believe in gimmicks.” “There is a significant increase in the number
Giddings adds his own thoughts on lounge
becoming more of a feature with sculptured
areas: “There’s an increased understanding of
effect walls for a more robust finish. Superior
creating ‘luxury zones’ for premium clientele,
wallpapers with crystals inset can look
of jewellers who want to achieve the benefits of using LED lighting to showcase their jewellery,” adds Simone Breedon of Display Lighting. “The factors that sway them towards this are the potential increases in sales volumes, a significant reduction in running costs, reduction in heat output and the lower maintenance costs. The projects we are working on at the moment are a real mixture of brand new launches of independent jewellery stores, independents who are expanding into new
TagHeuer by Display Lighting
impressive in the modern jewellers.” Myall
“Very often consumers make a judgement about the retailer and retail proposition based solely upon the store environment…’
outlets, multiples opening new stores and many
also adds that there’s a move away from the ‘nose-to-nose service model’. “Staff are beginning to emerge from behind the counter in jewellery stores. It’s a clear effort to provide a more intimate, collaborative service.” As LED lighting technology is continually evolving, improving this has been “a real practical game-changer in the world of jewellery lighting,” according to Breedon. “But for those jewellers who just about have the time for a quick lighting revamp, it is possible to easily
concessions and pop-up Christmas shops. “I would say ambience is a key area of concern with clients,” says Giddings. “For example, when LED lighting was introduced, many jewellers rushed to change their lighting, resulting in anaemic, underlit areas which will lose custom, not gain it. However, there is much more shared knowledge available now, with some fabulous new generation lights, allowing for entire permutations of different lighting scenarios.” “All jewellers need to display their goods to give the maximum impact – hence good lighting is something that cannot be compromised,” adds Ponting. “We have recently sourced a two-colour LED strip light from China which enhances yellow or white gold individually in the same display.”
Lighting by Parify
Display directions There’s a strong consensus of opinion on the
but this presents an issue with available
replace low voltage dichroic lamps with retro-
direction that store design is taking. “Customer
space. So one has to often consider the entire
fit LED lamps and this is a popular choice.
enjoyment of the retail experience is becoming
business strategy before we commence the
Another trend is an increase in demand for our
more important,” according to Ponting. “Private
design process, ie, do you set aside prime
freestanding LED lighting which jewellers/
areas are secluded parts of the shop where
space for the five per cent of customers to the
retailers can set up anywhere from a plug or
customers can view and discuss expensive
detriment of the 95 per cent of business?!”
battery. Shops aren’t always on the high street
purchases at their ease.” Mayall agrees. “Lounge
“There’s a current taste for plush fabric-
areas away from the main shop floor are
covered fittings – we are moving away from
these days and jewellers can take their LED lit store anywhere with this range.”
The Voice of the Industry 27
¯