Anna ~ I suggest that you do some serious looking in the most
expensive jewelry stores in the largest city in your area.
Take note of the lighting, what kind, where, and how intense, It
is one of the most important things you will do. Poor or the wrong
kind of light (ohhh are there a lot of them!) you will see stones or
metal show their natural color. (or badly distorted) You want to have
a LOT of light to make things sparkle. It is a real science, but
careful observation will do it for you.
Display is the second item, just how they are positioned, high, low,
on a form or a card, a stand, or cloth, it must be well placed for
catching the eye, with good light. See how they space, position and
combine pieces. Note what is in the case as the customers first
enter, what is the eye catcher?
And for me, the customer, is there a place for me to be
comfortable? To sit and try on? To discuss and consider? Are you
considering a hospitality corner?
And, are you going to avoid the appearance of being a resale
While I was with a state affiliate of JA, there was much
consideration of the new jewelry reality in the United States. It is
mostly a few huge conglomerates using several names, even having
several stores under different names in one large center. Anyway,
the chain and discount stores are competing for the low price point,
and likewise, quality. The family jeweler who has operated the
mostly resale store, with a little custom work is going to suffer
badly in the new market.
It is considered to be the savy design jeweler who has undertaken
serious technical and financial education while delivering the
finest in quality and customer service who will be left standing
after the discounters drive one another into the ground.
It wouldn’t hurt to contact your state’s JA group and see if they
have services and programs which would help you in getting
Good luck! What work, and fun!!