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Jacobs Jeweller discovers hidden gem with new cabinet lighting system.

2nd February 2012

INDEPENDENT jewellers, Jacobs of Reading, are showcasing their stock in a whole new light.

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The family-owned firm has invested in new cabinet lighting systems to enhance their precious collections of diamonds, jewellery and watches. These bespoke luminaries have been provided by Display Lighting, based in Altrincham, as part of a shop-improvement programme. This involved updating the lighting system for a range of jewellery displays. Paul Breedon, Managing Director of Display Lighting, described the importance of providing customised LED lighting and low voltage systems to highlight metals and gems: “All of our lighting is bespoke, due to advancements in technology we now supply luminaires that mix cool white and warm white LEDs that can create the specific colours required to enhance both silver and gold displays.” “LED operates at a lower temp and is longer lasting, significantly reducing energy bills. Plus stylish and effective lighting attracts passers-by, increasing sales and profitability.” “This is essential for jewellers such as Jacobs with thousands of loyal customers and more than 60 years of experience in the trade. The company is founded in tradition but it also moves with the times.” Adam Jacobs, Partner at Jacobs of Reading, explained: “Not only does the right lighting make our products stand out, but by using LED luminaries there is virtually nil maintenance required as well as a reduced running cost. We also have total control over lighting levels and colour balance –something we’ve never quite been able to achieve until now.” “Proper lighting should not cast shadows; it should allow quality pieces to speak for themselves. After all, the jewellery is the star attraction. “You can have the finest store and the most exquisite jewellery, but you don’t want to fall down when presenting it – lighting ambience and its focus is crucial to starting a positive sales experience. “Founded 64 years ago, we have a rich history and are dedicated to providing the best possible customer environment balanced with monitoring our cost base. The new lighting presents our products far more favourably than our previous system and outputs significantly less heat - as a result we use less air conditioning and have reduced power bills.” Paul explained that jewellers are becoming better educated about the clever use of lighting to showcase products by creating mood and atmosphere: “Lighting is not a luxury; it’s a prerequisite of a forward-thinking company achieving the edge over other jewellers on the high street. “There is a fine balance to be achieved when lighting display cabinets, as retailers are now recognising. “These days there are some fantastic bespoke lighting systems to choose from – with LED providing a wide angle of light and featuring a long and economical lifespan. "There is no doubt that the most important part of their store is the jewellery showcase counter. Over illuminate and you’ll create an off-putting glare, but equally, badly-lit areas make it difficult to focus on smaller pieces. “Retailers know that correct lighting creates better-looking products, which can mean more sales. That’s why our customer base is increasing in this sector, replacing conventional lighting methods but also creating a point of difference in the lighting we provide for each individual jeweller. He added: “We have hopefully helped them to see things in a new light.”

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