Jewelry lighting case of China Gold Store on Shengli Road Pedestrian Street in Nanchang City

Project Background

Nanchang Victory Road Pedestrian Street, a core commercial landmark in the city, is home to numerous renowned jewelry brands.  Among them, China Gold's store, with its brand influence and product 

advantages, has become a preferred destination for consumers purchasing gold jewelry. Located in a prime location on the pedestrian street, the store enjoys high foot traffic and strong consumer demand.  

The lighting design needs to enhance the dazzling quality of the gold jewelry and the brand's high-end image, while also attracting a younger, more fashionable consumer base. The lighting design must 

balance the inheritance of traditional craftsmanship with the integration of modern trends, improving the immersive shopping experience for customers.

Lighting Design Concept

Product Focus and Layered Design:

Gold Jewelry Area: Embedded LED spotlights are used to precisely focus light on gold ornaments and vintage craftsmanship jewelry, highlighting the warm luster and delicate texture of the metal, while 

avoiding glare. Warm-toned lighting enhances the luxurious feel of the gold, reflecting the brand's core value of "value preservation and appreciation," attracting consumers who value investment and 

commemorative significance.

Diamonds and Colored Gemstones Area: High color rendering index (CRI≥90) cool white light is used for key lighting, restoring the brilliance of diamonds and the vibrant colors of colored gemstones.  The 

contrast between light and shadow strengthens the product layers, attracting younger consumers' attention to personalized styles.

Display Walls and Showcases: Combining embedded light strips and soft background lighting, the jewelry is presented like works of art, enhancing the overall high-end feel of the space. The showcase design 

incorporates dynamic light and shadow effects, simulating the shimmering water elements of the Jiangnan water towns, enhancing the store's landmark appeal.

Scenario-Based Experience Design:

VIP Negotiation Area: A combination of warm gold chandeliers and localized soft lighting creates a private and comfortable communication environment, enhancing customer immersion and promoting 

high-end product sales.

Holiday Theme Area: For holidays such as the Spring Festival and Valentine's Day, the lighting color and brightness are dynamically adjusted.

For example, a red tone reinforces the festive atmosphere, attracting holiday shoppers. At the same time, lighting installations incorporating zodiac elements (such as the Year of the Dragon theme) enhance 

the effectiveness of holiday marketing.

Brand Tone Empowerment:

The lighting design reflects China Gold's dual genes of "national trend" and "ancient craftsmanship," highlighting the integration of traditional patterns and modern design through light and shadow contrast. 

For example, when showcasing the "Dragon and Phoenix Auspiciousness" series, the lighting emphasizes the three-dimensional effect and exquisite detail of the openwork design, conveying an auspicious 

and beautiful meaning.

The top lighting adopts a dual layout of "basic lighting + artistic installation lighting," evenly illuminating the space while using light and shadow to reinforce brand recognition points, balancing artistic 

appeal and commercial viability.

Implementation Highlights

Technology Application:  The independently developed gold craftsmanship jewelry (such as the "Ancient Gold" series) is given a unique texture through multiple processes.

The lighting design further amplifies its craftsmanship value and increases the product's premium potential.

Sustainability:  High-efficiency and energy-saving LED light sources are used to reduce energy consumption and maintenance costs, aligning with environmental trends. Simultaneously, an intelligent dimming 

system adapts to different times and scenarios, such as using a soft mode at night to reduce light pollution.

Scene Integration: Combining the regional cultural characteristics of Nanchang, elements of Jiangnan water towns (such as soft light simulating rippling water) are incorporated into the lighting design to 

enhance the store's cultural identity.

Effect Evaluation

Visual Appeal: Precise lighting makes the jewelry "sparkle" in the display cases, significantly increasing store entry rates and customer dwell time.

In particular, young people's attention to colored gemstones and co-branded products has increased, driving sales of small-weight jewelry (such as lucky beads and small gold pendants).

Experience Upgrade: The warm lighting design in the VIP area enhances customer comfort and promotes high-end product sales. The dynamic lighting in the holiday-themed area effectively boosts sales, 

such as the significant increase in customer traffic per store during the Spring Festival.

Brand Differentiation: Through the combination of light and shadow and product craftsmanship, the "Centennial Craftsmanship" brand image of China Gold is strengthened, making it a benchmark high-end 

jewelry store in the commercial district.

Summary

This case study, through partitioned lighting, scenario-based experience, and brand positioning, perfectly integrates China Gold's traditional craftsmanship with modern trends.

It not only enhances the display effect of the jewelry but also creates a unique brand recognition point in high-end commercial spaces.

The lighting design balances functionality and artistry, creating an immersive shopping experience for customers and providing strong support for the brand's market expansion.

This case provides a replicable model for jewelry store lighting design, especially in terms of cultural integration and youthful expression.