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Jeweler Tips from 1975

Ah, what a great way to start the day! These tips from a 1975 magazine still hit home (though some points might be a tad outdated, like the psychedelic look appealing to teenagers.) Regardless, its fun and interesting to review how business was done decades ago to see what holds true. Thanks JCK magazine!


  • Paint your store red, white, and blue; flood it with bright light; and you’ll sell lots of $3.50 liberty bells.

  • Texture the walls, roll out a matching carpet, lower the lights, and customers will order up diamonds.

  • Customers will be turned off by colors that don’t harmonize. One color must be dominant and the other subordinate in order to achieve a happy balance.

  • Red, orange, and yellow are warm colors. Red is a good choice because it has so many complementary colors.

  • If you are trying to suggest a feeling of coolness, green, blue, or violet should be your dominant color.

  • Too much color can be distracting to your customer.

  • Make sure your colors call attention to your merchandise.

  • Your colors should make your customers comfortable while they shop.

  • Men and older people prefer more subdued shades. They are more serious shoppers and are more interested in merchandise rather than surroundings.

  • Female shoppers prefer a more vivid combination of colors. The more sophisticated the shopper, the sharper her appreciation for your décor.

  • Teenagers prefer a psychedelic mixture of the brightest shades. They live in a hurry and won’t slow down long enough to absorb a tasteful combination of color.

  • Generally, the low price end or mass market prefers brighter, simpler colors. The higher end of the market produces a discriminating shopper who enjoys being different and will appreciate a décor that is unique.

  • Color is not limited to the floors and walls. Proper color combination is necessary when displaying gems.

  • Displaying rubies on a green mat is very effective. A diamond becomes breathtaking surrounded by black, dark red, or blue.

  • A color wheel can be picked up at any art or department store and can be an excellent aid in selecting colors for your store.