How does bad lighting affect your sales?

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Lighting is absolutely crucial in a jewellery store to help you showcase your pieces to the best of their ability. Here at Parify, we are constantly adapting and innovating our range of custom made and bespoke lighting solutions. All of our products are proudly made in the UK and have been used by many independent jewellers to well-known retailers across the world, just look at our case-studies.

Below we have highlighted why bad lighting can affect your sales and have suggested how great lighting can have a positive impact.

Stand out on the high street

Window lighting is important when it comes to attracting customers on the high street, but it is not the only thing to consider. The interior of your store needs to match what is reflected in the window displays. If your displays are bright, your store should be too. To state the obvious, shop windows are transparent so if the shop itself looks dull then it won’t stand out or entice people inside. Light can’t be seen until it hits a surface, so jewellers should be thinking about bright/light décor, surfaces and shelving.


Don’t be dull!

When displaying jewellery under the wrong colour or tone of light, there is every chance you will make your jewellery look different – and not in a good way. Dull lighting will kill any sparkle in a diamond or gemstone, or if you place silver jewellery under warm lighting it can make pieces look gold; this isn’t ideal as it could potentially put the consumer off buying.

By displaying a product under a light that shows off the features correctly the consumer can see what they are buying and how it will look when they are wearing it.

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Did you know that most of our lighting range is available with our ActivWhite technology? This is a lighting control system which enables you to control your Parify lighting, including tones and colours, from your smartphone or tablet via the Smartlight App. You can read more about it here.

Frightful fluorescent lights

Fluorescent lights have become really outdated and do not showcase jewellery well. Under the correct lighting, a 1 carat diamond solitaire will look fantastic in comparison to if it was under fluorescent light. Although this example might seem a bit extreme, it’s absolutely true and is still seen in so many stores! Below are two different examples of lighting, on the left we have fluorescent lighting and the other is an example of our state of the art LED lighting. Which looks better to you?

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Final thoughts

With experience in providing retail lighting solutions to over a third of the jewellery industry, we know what we’re talking about! If you need more help in deciding what is right for your store and will help you to sell more diamonds and fine jewellery, get in touch with our experts today by calling us on: 01509 323 111 or send an email to