Bright ideas (Part 3) | Jewellery Business

How the right lighting can add more sparkle to your bottom line

Part 3 of 3

By Larry B. Johnson

If you?re thinking about making some lighting changes in your store, here are a few things to keep in mind.

What is the best way to get started? How does the process work? What information do I provide to a vendor to get a proposal?

The best way to get started is to call an experienced representative from a firm with expertise in lighting jewellery stores effectively. Be open with your wants, budget, timeframe, and expectations. Ask questions and get as much detailed information as you feel you need to make an informed decision. Provide floor plans or reflected ceiling plans, and if those are not available, then make available photographs to give the lighting company an idea of the physical space. Next, discuss your lighting budget so they know what technology will meet your needs. By speaking with your supplier at length, you not only learn more about what you are buying, but you will, hopefully, become more comfortable with their expertise. If the rep is consistently vague or dismissive, go somewhere else.

What do LEDs typically cost and is there any way to save money on their purchase? How about getting the lights at my home improvement centre?

LED track fixtures like this universal model fit easily into existing tracks and adjust to direct light wherever it is needed. Photo courtesy Econo-lite.com.

High-quality LED lights for showcase interiors can cost between $80 and $130 per foot. LED tape costs about half that of full high-quality LED lights. While the temptation may be to purchase lighting from a home improvement centre, it is important to keep in mind that products found at these outlets are designed for residential use. Rarely do homeowners run their lights as much as retail locations, so the one-year warranty they offer equates to about six months in a retail environment. Commercial-grade LED lights with three-year warranties are made for retail use and designed to work every day, all day, for the duration of their life. Save your trips to the home centre for the purchase of fluorescent bulbs and compact fluorescents for your architectural fixtures.

What about my diamond cases?

In the majority of jewellery stores, diamond showcases deserve the most attention. If your store is installed with metal halides, consider using 70-W bulbs with a temperature of 4000 K to 4200 K each and a colour rendering index (CRI) of more than 80 for better light quality. Place them about 5 ft. above the showcase, at 3- to 4-ft. intervals. If you prefer LEDs, a lumen output above 1100 and a CRI over 80 are appropriate choices to provide a higher level of light power and quality. Avoid LEDs exceeding 5500 K, as they tend to cast a blue-coloured light. Position them about 5 ft. above the showcase and about 2 ft. apart for the best effect.

What are the specs for other merchandise types?

Most coloured stones look best with lighting between 3000 K and 4200 K. If the pieces include diamonds, use the lighting solutions discussed in the previous section. If you segregate coloured-stone jewellery into different cases, consider 3000- to 3500-K bulbs for the warmer colours like yellow, red, and orange, and 4000- to 5000-K lights for cool greens, blues, violets, and all pearls. Yellow gold jewellery tends to look best under 2800- to 3500-K bulbs, while white metals shine in 4000- to 5000-K light.

Can I expect to see some savings on my electric bill?

Yes. LED lights can reduce energy consumption by 60 per cent over metal halides and 80 per cent over halogens. Can I retrofit my existing cases? Yes. Enlist the help of a qualified supplier before beginning. Ask for and confirm references to ensure you are getting quality products and advice. This process is expensive?it is critical you get the most for your investment. If you are unsure of your supplier, get another opinion. Look at lighting in other stores and ask questions before you commit.

Had enough specifications? What does it all mean?

The ?takeaway? from all this technical overview is very simple. Decide first what you want to accomplish and enlist the help of a qualified expert to help you accomplish it. The overall goal is to make your merchandise easier to see and therefore, easier to sell. Place your lights at the appropriate distance to the merchandise to make it more attractive. Use the right lights for the right application and don?t overdo things. Avoid glare and pay attention to colour rendering. Remember, like quality showcases and new displays, lighting is an investment in your sales. Done correctly, it can pay big dividends.

Read the full article: Bright ideas

Source: http://www.jewellerybusiness.com/2/blog/2012/09/bright-ideas-part-3/

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