The case of Laofengxiang Jewelry Lighting in Happy Town, Shenqiu, Henan Province

Project Background

Located in Shenqiu, Henan Province, Happy Town is a newly emerging commercial complex. The first floor houses several well-known jewelry brands, including Lao Feng Xiang Jewelry, a century-old brand 

dedicated to providing consumers with high-quality gold jewelry and other precious products. With the brand philosophy of "Lao Feng Xiang for every joyous occasion," the store focuses on jewelry 

consumption for life's significant events such as weddings, births, and promotions.  Professional lighting was needed to highlight product quality and brand value. In early 2024, the store underwent a 

complete renovation and upgrade, with particular emphasis on the professional configuration of the lighting system.  Ultimately, they chose to collaborate with Hefei Changxiang Lighting Technology Co., Ltd. 

to create a professional jewelry lighting environment.

Lighting Requirements Analysis

As a traditional jewelry brand, Lao Feng Xiang's products primarily consist of gold, K-gold, and jade, requiring specific lighting considerations:

Precise reproduction of the brilliant luster of gold, avoiding color distortion.

Even, shadow-free lighting to showcase the three-dimensional beauty of the jewelry.

High color rendering index (CRI) lighting to ensure the true texture of the products.

A stable and reliable lighting system to reduce maintenance costs.

Lighting that complements the high-end image of the jewelry store and enhances the shopping experience.

Lighting Solution

Hefei Changxiang Lighting Technology Co., Ltd. assembled a professional team to conduct an on-site survey. For the approximately 80-square-meter retail space, they designed a comprehensive 

non-intelligent LED lighting solution:

Counter Lighting System: Utilizing specially designed LED counter lights (CX-TG-5000 series) with built-in high color rendering index (CRI>90) LED light sources, precisely reproducing the true color of gold. 

Each counter is equipped with 6-8 lights, with an illuminance of 800-1000 lux, ensuring customers can clearly appreciate the details of the jewelry.

Key Display Areas: Professional LED spotlights (CX-SD-3000 series) are used to focus on star products in the display cases. The adjustable angle design allows the jewelry to display its best luster at specific 

angles.

Ambiance Creation: LED wall washers (CX-XQ-2000 series) create soft, transitional wall lighting, adding depth to the space while avoiding visual fatigue caused by excessive lighting.

Showcase Lighting: Custom-made LED light strips for the showcases highlight promotional information and new product displays, attracting the attention of customers outside the store. Uniform Color 

Temperature: All lighting fixtures use a uniform 3000K warm white light, ensuring accurate color rendering of gold products while creating a warm and comfortable shopping atmosphere.

This project did not utilize a smart lighting system, but instead opted for conventional dimmable lighting fixtures known for their high stability and ease of maintenance. This meets the client's requirements 

for high reliability and simple operation, while also reducing initial investment costs.

Implementation Results

After the lighting system was installed, significant results were achieved:

Product display effect was greatly improved, with the gold jewelry exhibiting a purer and more dazzling color, allowing customers to clearly see the intricate details of each piece of jewelry.

The overall store image is more upscale and sophisticated, with distinct lighting layers, creating the quality feel expected of a professional jewelry store.

Lighting energy consumption is reduced by more than 60% compared to traditional halogen lamps, complying with national green and low-carbon policies.

The lifespan of the lighting fixtures is up to 50,000 hours, significantly reducing maintenance frequency and costs.

Customer feedback indicates a noticeable improvement in the shopping experience, with customers spending more time in the comfortable lighting environment, indirectly increasing the conversion rate.

The store manager of the Shenqiu Happy Town Laofengxiang store stated: "Hefei Changxiang's lighting solution is highly professional, especially in its accurate color rendering of gold products. Customers 

generally report being able to see the details of the products more clearly, which greatly helps our sales. The choice of non-smart lighting fixtures also meets our daily operational needs; they are easy to operate and have a low failure rate, making them very practical."

Project Value

This project, as a typical case of Hefei Changxiang Lighting Technology Co., Ltd. in county-level market jewelry lighting, fully demonstrates the importance of professional jewelry lighting in enhancing brand 

value. Through a non-smart but highly professional lighting system, it not only meets the professional needs of the Laofengxiang brand for product display but also reflects Hefei Changxiang's professional 

positioning of "focusing on LED lighting for jewelry stores," providing replicable successful experience for jewelry stores in county-level markets.

Jewelry lighting is not just about simply illuminating a space; it is also about reshaping brand image and product value. Hefei Changxiang will continue to cultivate the field of jewelry lighting, providing 

professional and reliable lighting solutions for more jewelry brands.