Dongtai Wuyue Laofengxiang Jewelry Lighting Case

Project Background

Lao Feng Xiang, a long-established Chinese jewelry brand, enjoys widespread market influence across the country. Dongtai Wuyue Plaza, a high-end commercial complex in the area, houses a Lao Feng Xiang 

jewelry store targeting high-end consumers, thus demanding a high level of visual presentation for its display space. The existing lighting system failed to adequately showcase the precious qualities of the 

jewelry, affecting product display and customer shopping experience, necessitating a professional lighting upgrade.

Needs Analysis

The Lao Feng Xiang jewelry store in Dongtai Wuyue Plaza features a wide variety of products, including gold, platinum, diamonds, jadeite, and various colored gemstones.  Different materials react differently 

to light:

The gold section requires warm, soft lighting to highlight its elegance and texture.

The platinum and diamond section requires a high color rendering index light source to showcase brilliance and dimensionality.

The jadeite and gemstone section requires neutral white light to accurately reproduce color layers.

The store also needs to consider customer experience, avoiding glare and visual fatigue.

In addition, jewelry store lighting needs to address the following key issues:

Precise control of light angle to prevent dazzling reflections.

Perfect presentation of jewelry details, especially the refraction effect of gemstones.

No ultraviolet radiation to ensure that long-term lighting does not damage the quality of the jewelry.

Clear spatial layering, highlighting key products while creating a comfortable shopping environment.

Professional Solution

Based on the specific needs of the Lao Feng Xiang jewelry store in Dongtai Wuyue Plaza, we designed a professional jewelry lighting solution:

Zoned Color Temperature Customization: Lighting areas are finely divided according to jewelry type. The gold section uses 3000-3500K warm light to create a luxurious feel; the diamond and platinum section 

uses 4500K-5000K neutral white light to enhance the brilliance and dimensionality of the gemstones; the jadeite and gemstone section uses a 4500K light source to accurately reproduce the unique emerald 

green hue and internal texture of the jadeite.

Precise Beam Control: Optical design is applied to the jewelry display area. Through professional angle adjustment, the light is directed at a 45° angle to the jewelry, avoiding glare caused by specular 

reflection while fully showcasing the beauty and dimensionality of the jewelry's facets.

Layered Lighting System: A three-tiered system of basic lighting, accent lighting, and decorative lighting is implemented. Basic lighting ensures overall brightness balance in the store; accent lighting precisely 

focuses on each piece of jewelry, showcasing its unique charm; and decorative lighting enhances the spatial atmosphere and brand image. Intelligent Dimming System:  The system intelligently adjusts 

lighting ambiance based on different times of day and sales needs, creating both a high-end and sophisticated shopping environment and allowing for dynamic lighting effects during promotional events to 

attract customers.

Harmless Lighting Environment:  The system utilizes light sources free of ultraviolet radiation, ensuring that long-term lighting does not negatively impact the color and physical properties of the jewelry, 

while providing a healthy and comfortable lighting environment for customers and staff.

Implementation Results

After the lighting upgrade, the Laofengxiang Jewelry Dongtai Wuyue Store achieved the following significant improvements:

Significantly Improved Product Presentation: The brilliance, luster, and color rendering of the jewelry were significantly improved. Customers could see the details of the jewelry more clearly, especially the 

refraction effect of diamonds, enhancing the visual appeal of the products.

Significantly Optimized Customer Experience: By eliminating glare, customers could comfortably view the jewelry up close, and their average stay time increased by 40%, resulting in a more enjoyable 

shopping experience.

Increased Sales Conversion Rate: After three months of observation, the store's sales increased by 28% year-on-year after the lighting upgrade, with particularly significant growth in high-priced product sales. 

Customer recognition of jewelry quality also significantly improved.

Strengthened Brand Image: The carefully designed lighting ambiance perfectly matches Laofengxiang's high-end brand positioning. The overall style of the store was enhanced, becoming a visual focal point 

in Dongtai Wuyue Plaza, effectively improving brand reputation.

Customer Feedback

"After the lighting upgrade, our jewelry seems to have come alive; every piece can now showcase its most perfect state. Customers have given feedback that they can now see the details of the jewelry more 

clearly and have a greater appreciation for the product quality.  The lighting effects are especially outstanding at night, bringing in additional customer traffic. This lighting renovation has truly brought 

unexpected commercial value." – Store Manager, Laofengxiang Dongtai Wuyue Store