As the saying goes, ‘you never get a second chance to make a first impression’. This is especially true when it comes to jewelry store entrances.
The entrance to the store is the division between the exterior storefront and the interior design elements and environment. Mall jewelry stores have an advantage to attracting customers with their wide, open entrances, which create a seamless entry from mall to store.
A jewelry store’s entrance needs a visual hook as a call to action to divert a customer’s attention with a “STOP! There is something here for you!”
Marrying other visual merchandising components for a more memorable first impression creates powerful, visual hooks. A wonderful entrance presentation, an effectively signed promotional offerings, a powerful interior display, in-store animation, and lighting all serve as magnets to draw the customer in. For example, Crocker Jewelers has custom door handle with their logo as the door pull: “CJ”. A special moment is created from the first, five seconds a client opens the door.
There are several additional ways to enhance a front entrance. One example is to add two, beautiful sconces on either side of the front doors. Another example is to include unique and classy-looking containers with flowers or succulents near the front doors. Changing the paint color of the front door to coordinate with the interior colors of the store is also an inexpensive way to catch the clients’ eye.
Every time a customer walks through the door, they immediately form an opinion about your business based on the jewelry store’s environment. In just a few seconds, customers will decide if your business is a well-designed and professional establishment. A great example is M. Robinson Fine Jewelers. From the beautiful front door to the stylish chandeliers, clients can expect a sophisticated and elegant experience.
About the Author: Leslie McGwire™ has over 35 years in business development, interior design, equipment, furniture sales and marketing services in retail and jewelry-based businesses. Leslie has won 25 national design awards, including the prestigious Salon Today and INSTORE Jewelry Store awards. Leslie has a true passion for business, design in the retail and the jewelry industries.