Deliver Your News to the World

Profitable Jewelry Store Lighting Techniques Highlighted at Smart Jewelry Show


For the third straight year, the Navy Pier in Chicago played host to Instore Magazine’s Smart Jewelry show held April 2-4, 2011. Instore Magazine is the leading trade publication for the jewelry industry. The Smart Show is a trade show catering to the jewelry industry that also focuses on educating the attendees through numerous educational sessions geared towards improving sales.

One of the hottest seminars was called “Show Off! The Best in Diamond Lighting and Display” where the industries top experts were chosen to educate the audience regarding the best ways to sell diamonds and other jewelry, as well as sharing winning sales techniques. It is known in the industry that closing just one more person per ten customers can result in as much as an 80% increase in profits and this seminar aimed to give the attendees the tools needed to reach that goal.

The moderator of the seminar was industry icon Shane Decker, President of Ex-Sell-Ence, Shane Decker Sales Academy who has provided much sought-after sales training for more than 3,000 stores worldwide. The two experts chosen were Larry Johnson, Senior Vice President of Business Planning at Pacific Northern, Inc., and author of the bestselling book, ”The Complete Guide To Effective Jewelry Display” and a recognized expert in the field of jewelry merchandising. The other expert was Howard Gurock, President of Econo-Lite, the leading supplier of energy-efficient, product-enhancing lighting to jewelry stores and a much sought out lecturer on the subject of how proper lighting can increase sales.

One of the highlights of the seminar was the segment on LED lighting. Gurock explained the process by which LED fixtures are made, discussed how to differentiate between high quality and low quality LED’s, how to determine if an LED is well made and the type of LED that should and should not be used in a jewelry store. All in attendance were interested to learn that different color temperatures of LED diodes deliver different wavelengths of light and depending upon which wavelength was used for a diamonds could be the difference between the diamond looking brilliant and dazzling or dull and boring.

One member of the audience interested in learning more about LED lighting was Keely Grice, President of Grice Showcase & Display Mfg., Inc., one of the leading manufacturers of showcases for the jewelry industry. Grice commented that the “seminar was extremely informative and more importantly was understandable by those in attendance. Many of these “so-called” lighting seminars I have been in attendance have been“ way over the average jewelers head" with statistics and technical information that was / is not needed for the jeweler. Howard Gurock presented the information in basic layman’s terms and also provided important information without going overboard. His presentation was concise and to the point. The question and answer section continued the same strategy of informative easy to understand topics and answers. When our client’s at Grice ask questions of and or about lighting I refer them to Howard at Econo-Lite due to, most importantly, the quality of the product and the fair prices they offer along with their knowledge of current lighting on the market in our industry.

All of the attendees walked away with great sales and selling tips, ideas and techniques from Shane Decker, Larry Johnson and Howard Gurock that could be easily and immediately incorporated into their operations.

About Econo-Lite Products
Econo-Lite Products is a division of Eco-Lite Products, a leading supplier of energy-efficient, product-enhancing lighting to beauty salons, art galleries, jewelry stores and eyewear retailers.

Eco-Lite’s fixtures are manufactured based on their cornerstone lighting principles. Their products are the perfect combination of energy efficiency, power, color and longevity.

Visit them online at


 jewelry store lighting
 jewelry store lights
 retail display lighting
 jewelry display lighting
 econo lite

This news content may be integrated into any legitimate news gathering and publishing effort. Linking is permitted.

News Release Distribution and Press Release Distribution Services Provided by WebWire.