ISVSej 11.01.13
ISVSej 11.01.13
ISVSej 11.01.13
January, 2024
K R Mangalam University,
Gurugram
Email : [email protected] 1, [email protected],
[email protected]
Received Reviewed Revised Published
01.08.2023 12.08.2023 22.01.2024 31.01.2024
https://doi.org/10.61275/ISVSej-2024-11-01-13
Abstract
Jewellery retail has evolved amid growing competition, with online
platforms and boutiques vying for consumer attention. The interior design of
jewellery showrooms now plays a pivotal role in creating an engaging retail
space. Lighting, a crucial element, combines natural and artificial sources to craft
an inviting ambiance and accentuate showcased jewellery. Display cases,
flooring, and wall decor are highlighted for their role in enhancing the overall
aesthetic appeal.
Creativity in design enables businesses to go beyond conventions, creating
memorable atmospheres that deepen the customer-brand connection. Despite
extensive research on consumer behavior in retail, a persistent gap exists in
understanding the crucial role of retail interiors. This study addresses this gap by
exploring the nuanced influence of colors and materials in jewellery stores. It
examines key interior design components based on customer preferences.
The comprehensive review of jewellery showrooms analyzes display
design, lighting, color schemes, spatial organization, and interior finishing from
an interior design standpoint. Case studies, including Diamond Tree, H S
Jewelers, and Guru Krupa, offer diverse approaches for examination. The
research methodology involves soliciting customer feedback to compare these
showrooms, providing valuable insights for practitioners.
The research adds to the comprehension of consumer behavior in jewellery
retail, presenting actionable insights for industry practitioners. Through an
exploration of the impact of colors and materials in jewellery showrooms, the
study bridges a research gap, offering insights into the intricate interplay between
retail interiors and consumer behavior.
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Introduction
Jewellery has been a popular form of adornment for centuries, and jewellery (Bennett &
Mascetti, 2005) stores have long been an important destination for consumers seeking to purchase
high-quality jewellery. In recent years, however, the jewellery retail landscape has become
increasingly competitive, with online retailers and boutique stores vying for customers' attention.
In this context, the interior design of jewellery showrooms has become a critical component in
creating an inviting and engaging retail space. Lighting (Schielke, 2019) is one of the most
important elements of jewellery showroom design. Indeed, a combination of natural and artificial
lighting can create an inviting and engaging environment and help to highlight the jewellery on
display. Display cases are also critical in creating an attractive showroom, as they provide a
showcase for the jewellery and should be designed to enhance the overall aesthetic appeal of the
space. High-quality flooring and wall decor can set the tone for the entire showroom and create a
luxurious atmosphere that can help elevate the customer experience.
By adding a touch of creativity (Amboro et al., 2022) to the mix, businesses can craft
spaces that transcend the boundaries of the conventional, sparking a sense of wonder and
fascination among the customers. Bold and innovative design choices can evoke emotions and
create a memorable atmosphere, leaving a lasting impression on visitors and fostering a deeper
connection with the brand.
The multifaceted aspects of consumer behavior in retail, highlighting key studies on
decision-making processes, store layout, and omni-channel retailing. Despite the wealth of
research, a persistent gap exists in understanding the pivotal role of retail interiors, motivating the
initiation of a survey gather insights on customer perspectives. This study endeavors to bridge this
gap, exploring the nuanced influence of colors and materials within retail spaces, particularly in
jewellery stores.
The aim of the paper is to examine the key components of the interior design of jewellery
showrooms according to customer preference.
Its objectives are:
1. Assessing and analyzing the display design elements in jewellery showrooms from
an interior design standpoint, with a particular focus on their effectiveness in crafting
an engaging and memorable shopping experience for customers.
2. To comprehensively review Jewellery showrooms, analyzing elements like display of
Jewellery, lighting, color scheme, spatial organization, and interior finishing from an
interior design perspective.
Literature review
The extensive literature on retail shops, exemplified by Schiffman et al. (2011) delves into
consumer behavior, exploring motivations, brand loyalty, and the impact of in-store promotions
which optimize strategies and enhance the shopping experience. Ramanathan et al. (2011) focus
on store layout and design, unraveling how factors like store size, aisle organization, and product
placement influence customer navigation, loyalty, purchasing decisions, and overall satisfaction.
Additionally, the rise of omni-channel retailing, investigated by Verhoef, Kannan, & Inman
(2015), highlights the crucial need for seamlessly integrating online and offline channels. The
literature review, which includes pivotal studies, emphasizes the importance of comprehending
customer behavior, with Applebaum (1951) underlining its significance and forecasting increased
interest in future studies. Griffith's (2005) research addresses online retail, revealing the impact of
store layout on consumer response and examines the impact of store layout on consumer response
in online retail. Berg and Liljedal's (2022) systematic review on elderly consumers synthesizes
209 articles, identifying key themes and emphasizing the need for future exploration. Ravindran
(2018) uncovers factors influencing Jewellery store choice, emphasizing the role of exterior
atmospherics and interior merchandising and simultaneously uncover factors influencing
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Jewellery store choice, emphasizing exterior atmospherics and interior merchandising. Hesham
(2022) explores the impact of interior design in fashion retail, highlighting the crucial role of light,
circulation, and display positions. Cho and Lee (2017) delve into interior colors in luxury retail,
showcasing their influence on perceived store luxury and consumer preference. Delve into interior
colors in luxury retail, showcasing their influence on perceived store luxury and consumer
preference. Spies et al. (1997) examine store atmosphere, linking a pleasant environment to
increased satisfaction and spontaneous purchases and examine store atmosphere, linking a
pleasant environment to increased satisfaction and spontaneous purchases. The study on furniture
store interiors reveals strategic design positively impacts customer experiences and behaviours,
providing valuable insights for practitioners. Ansari et al. (2023) emphasize the significance of a
well-organized and visually appealing clothing display in showrooms. Applebaum (1951) focuses
on understanding customer behavior in retail, predicting increased interest, and emphasizes the
necessity of such knowledge for effective marketing problem-solving and focus on understanding
customer behavior in retail. Yildirim et al. (2011) delve into the influence of interior colors on
mood and preference, revealing warm colors' association with heightened arousal and excitement,
cool colors linked to feelings of spaciousness and restfulness, and acknowledging gender-based
differences in participant responses. Meanwhile, Jain, Chauhan & Sharma (2023) examine the
importance of showroom display and lighting in shaping customer interest, improving the
purchasing experience, and bolstering brand image within the automotive industry.
In conclusion, this literature review has revealed the critical facets of consumer behavior
within retail settings, encompassing decision-making processes, store layout, and the evolution of
omni-channel retailing. It iluminates critical facets of consumer behavior within retail settings.
Insights from studies on elderly consumers, factors influencing Jewellery store choice, and the
impact of interior design elements provide actionable knowledge for the practitioners. The goal is
to offer actionable knowledge for practitioners, recognizing a persistent research gap in
understanding the crucial role of retail interiors.
Despite these, a gap of knowledge exists, particularly regarding the crucial role of retail
interiors, prompting an exploration into the impact of retail interiors on customer perceptions,
interests, and moods. This study strategically fills this void by exploring the nuanced influence of
colors and materials within retail spaces, specifically emphasizing Jewellery stores. It specifically
investigates the effects of colors and materials in retail spaces, exemplified by insightful case
studies in Jewellery stores. This study contributes to understanding the intricate dynamics between
retail interiors and consumer behavior, addressing a critical void in the current research landscape.
The insights provide essential understanding of the complex interplay between retail
interiors and consumer behavior, along with practical implications suited for various applications.
Research Methodology
This research adopts a case study approach.
• It examines case studies three case studies: Diamond Tree, H S Jewelers, and Guru
Krupa. They were selected based on diverse interior approaches and the distinct tastes
of different locations.
• It assesses the key interior elements, namely the display of jewellery, lighting, spatial
organization, color scheme, and interior finishing (including wall, floor, and ceiling
aesthetics) in a Jewellery store, as crucial dimensions influencing customer perceptions
and experiences.
• It also solicited feedback from customers of each showroom, analyzing their responses on
aspects facilitating a comprehensive comparison of the three showrooms and culminating
in a conclusive determination.
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Findings
Case Study 01: Diamond Tree
Diamond Tree is a renowned Jewellery Shop, with multiple locations in Delhi, Noida, and
Gurugram. It has an exquisite collection of Diamond, Gold, and Platinum Hallmarked and
Certified Jewellery. The store is prominently situated in the Gold Souk Mall, Gurugram, and
captures the attention of passersby with its captivating entrance. The entrance features elegant
fake flower gates and stunning diamond jewellery pieces displayed in showcases, attracting a
steady stream of customers as shown in the Fig. 1. Inside, the ambience exudes class and
sophistication, creating an inviting atmosphere for all visitors. A magnificent chandelier as shown
in Fig. 2 graces the store, visible from the outside, adding a touch of grandeur to the space. The
interior is adorned with plush velvet chairs and showcases, providing the utmost comfort to the
customers. The regal purple hue of the furniture (refer to Fig. 3) further enhances the sense of
luxury, power, and ambition associated with royalty.
The attention to detail extends to the first-floor staircase, adorned with a velvet-finished
grey carpet and accent lights on each step, elevating the overall look of the store. For the owner's
relaxation, a tastefully designed lounge area awaits (refer to Fig. 4), featuring magenta-pink and
grey-coloured sofas and chairs. The table set is a unique combination of black and white marble
with golden-colored support, adding to the store's elegance. To emphasize the beauty of the
jewellery pieces, adjustable wall spotlights as shown in the Figs 5 and 6 with white light are
strategically placed throughout the store, complemented by ceiling lights providing ample
illumination. Glossy marble tiles grace the entire store, adding a touch of opulence to the
surroundings.
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Customer Feedback
Interior
finishing 4 4 5 3 4 3 4 5 4 5 4 4 5 3 4 4.13
The Table 1 displays feedback observations from customers, where "C" denotes customer, and
the accompanying numerical values signify the ratings given by each customer for various aspects
of the jewelry showrooms.
DIAMOND TREE
4.5
4 4.13
3.9
3.5
3.3
3 3
2.5 2.6
2
1.5
1
0.5
0
Display of jewelry Lighting Color scheme Spatial organization Interior finishing
Fig. 7 is a line diagram data for the Diamond Tree Jewellery showroom reveals a moderate
satisfaction level in the display of Jewellery, suggesting potential for improvement. Lighting
receives a high satisfaction score, indicating effective design for an aesthetically pleasing
environment. The color scheme shows a moderate satisfaction level. Spatial organization indicates
a need for improvement, while interior finishing receives notably high praise for quality and
appeal. In summary, the data provides succinct insights into specific areas of strength and potential
enhancements within the Diamond Tree showroom.
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Customer Feedback
The Table 2 represents feedback observations from customers, with "C" standing for
customer and the corresponding numerical values indicating the ratings provided by each
customer for different aspects of the jewellery showrooms.
HS JEWELLERS, LUCKNOW
4.5
4 4.13 4.2
3.5 3.6 3.5 3.6
3
2.5
2
1.5
1
0.5
0
Display of Lighting Color scheme Spatial Interior finishing
jewelry organization
Data depicted in the Figure 13, presented in the form of a line diagram, offers a
comprehensive evaluation of key aspects within the context of the assessed Jewellery showroom.
The "Display of Jewellery" category suggests a high level of satisfaction, indicative of effective
presentation strategies. In terms of "Lighting," the diagram reflects a commendable score,
indicating a well-designed lighting setup that contributes to the overall ambiance. Similarly, the
"Color Scheme" category portrays a positive outlook, suggesting an appropriate and visually
appealing selection. The aspect of "Spatial Organization" is depicted favorably, signaling a well-
organized and efficient spatial layout. Finally, "Interior Finishing" receives noteworthy praise,
emphasizing a high standard of quality and appeal in the finishing elements such as walls, ceilings,
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and floors. Collectively, the line diagram encapsulates a positive assessment across various
dimensions, highlighting the strengths of the evaluated showroom in delivering a visually
appealing and well-organized environment.
Case Study 03: Guru Krupa
In 2020, Guru Krupa Jewellers underwent a reconstruction project on their existing
property in Petlad, Gujarat. The new modernist cubical building, located in the main market,
stands out as a symbol of contemporary elegance amidst the cityscape. The customer's vision was
to expand the business while adhering to Vaastu (Karani, 2014) principles, resulting in the addition
of two more stories to the showroom. To enhance the overall quality of the space, the designer
embraced the concept of "minimalist luxury." The showroom's layout has been thoughtfully
designed, with separate floors catering to customer movement and client workflow. The ground
floor houses the gold exhibit, a strong room, and a small pantry. Moving up, the first floor
showcases the silver collection and accommodates the client's office space, along with an adjacent
small strong room. The second floor is dedicated to storage and utility rooms.
The design philosophy revolves around creating a refined and luxurious ambiance through
a subdued color palette. Predominantly adorned in white and beige, the space exudes warmth with
the inclusion of wooden finish surfaces. Beige stone finished tiles form the flooring, while
patterned tiles with brass accent inserts create an eye-catching walkway, breaking the monotony
(Fig. 15).
An essential focal point of the showroom is a long wooden set of tables that elegantly
displays the finest Jewellery items. The display counter is designed entirely in wood, featuring
fluted panels in the front as shown in Fig. 13. Delicate curves in the wall display pay tribute to
femininity, and the beige lime plaster used for the wall coating evokes a timeless feel. Beige and
grey backdrops accentuate the gold and silver exhibits, respectively, adding a touch of
sophistication. The first level incorporates a mirror-paneled wall to create an illusion of a more
spacious environment. On the outside, the grey graphite texture as shown in Fig. 14 distinguishes
the showroom from the rest of the street, captivating the attention of passersby (Sipai, 2020).
The primary focus of the business is to provide customers with an exceptional experience,
making them feel as if they are acquiring truly remarkable pieces of fine Jewellery. The design
aims to give the jewellery the platform to tell captivating stories and leave a lasting impression on
every visitor.
Fig. 13: Wooden display cases, silver jewellery displayed on wooden shelves, with lights.
Source: Author
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Customer Feedback
Table 3 displays feedback observations from customers, where "C" denotes customer,
and the accompanying numerical values represent the ratings given by each customer for various
aspects of the jewelry showrooms.
30
20
10
0
Display of jewelry Lighting Color scheme Spatial Interior finishing
organization
Fig. 16: Different aspects of the interior elements of Guru Krupa jewelers, Petlad
Source: Author
The line diagram suggests that there are opportunities for improvement in certain aspects
at Guru Krupa in Petlad. The "Color Scheme" category could be refined for greater
appropriateness and attractiveness, while attention to the "Spatial Organization" may enhance the
efficiency and coherence of the showroom's layout. These insights pinpoint potential areas for
improvement without specific numerical references.
Comparative Analysis
Comparative analysis of the three showrooms based on feedback given by the
customers of each respectively as follows.
CHART TITLE
DIAMOND TREE H S JEWELERS GURU KRUPA
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Fig. 17: Comparison of the three Jewellery stores based on feedback from customers in
all the aspect mentioned above.
Source: Author
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Conclusion
In the realm of jewellery retail, this research meticulously dissects the intricate dynamics
inherent in the interior design of showrooms, revealing profound implications for how customers
perceive and engage with these spaces. The comprehensive approach employed, spanning
literature review, case studies, and in-depth customer feedback analysis, enriches our
understanding and unveils invaluable insights into diverse strategies adopted by prominent
jewellery retailers.
The comparative analysis highlights distinctive strengths and potential areas for
enhancement within each showroom's design framework. A superior jewellery presentation,
thoughtful spatial organization, and refined interior finishing stand out as pivotal elements in
crafting an ideal jewellery store. Strategic lighting, along with meticulous attention to color
schemes and spatial organization, further contributes to an attractive and functional retail space.
This research not only contributes significantly to our comprehension of jewellery
showroom interior design but also underscores discernible research gaps. Future endeavors in
this domain could explore the synergistic effects of different design elements and their collective
influence on customer behavior. The integration of emerging technologies, such as augmented
reality, stands as a promising avenue to elevate the interactive facets of the showroom experience.
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