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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.

LED Lighting for Jewelry Stores

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.

For the second year in a row, The Navy Pier in Chicago played host to Instore Magazine’s Smart Jewelry show held April 25-27, 2010. Instore Magazine is the leading trade publication for the jewelry industry. The Smart Show, in addition to the business that took place on the show floor, also ran numerous educational sessions that catered to all aspects of the jewelry industry.

Once again, the speaker chosen by the Instore staff to lecture on jewelry store lighting was Howard Gurock, co-president of jewelry lighting manufacturer Econo-Lite Products.  One of the highlights of the class was the segment on LED lighting. Gurock gave a detailed explanation on how LED fixtures are made, discussed the differences between high quality and low quality LED’s, high powered and low powered diodes and the plusses and minuses of using LED fixtures in a jewelry store. 

On display at the Econo-Lite booth was their brand new LED recessed fixtures that can easily install into any type of ceiling.  At a mere 18 watts, the lights create no heat and project a pure, crisp white light that makes diamonds and other jewelry project a brilliance that is guaranteed to attract attention. With an industry leading five (5) year warranty, these fixtures have set the standard by which all other recessed LED lights for jewelry stores should be judged. These amazing lights are also available in a track version that can install in almost any existing track.

In addition to the new LED overhead lights on display, Econo-Lite was also demonstrating their much publicized incase LED Vantage showcase lights. These lights, which were featured in the February 2010 edition of Instore Magazine , are the perfect blend of color and power and emit a beautiful white light free on unnatural blue tones. Simple to install, and custom made to fit any showcase at no additional cost, these state of the art lights are a quick and convenient way to give your existing showcases an instant makeover. All of the shows attendees who saw the LED Vantage light were amazed at how it transforms and ordinary showcase into something extraordinary.

Information about the LED Vantage© can be obtained by calling 800-345-9652 .

Instore Magazine’s February issue shines the spotlight on superior jewelry lighting by Econo-Lite, the jewelry lighting division of Eco-Lite products.  Econo-Lite’s LED Vantage©, part of the Color Perfect Jewelry Lighting System, was highlighted for offering white, crisp light which maximizes a diamond’s fire and brilliance.

LED Vantage © by Econo-Lite offers custom made LED strips which contain sophisticated processors and regulators to ensure that the color and power of the light remains consistent.  Furthermore, the processors keep each diode running at the same color and power, end-to-end, so the left side of the strip looks exactly the same as the right side.  The end result, as noted by Instore Magazine, “Diamonds and jewelry look fantastic inside the case and above the glass where the sale is made.”

Jewelry store owners appreciate not only the quality and integrity LED Vantage© brings to their showcase, but the simplicity and ease with which the system can be installed. The system is custom made to fit inside of any showcase and is secured using Econo-Lite’s patented spring-loaded technology.  Each LED strip is custom made for each customer, at no extra charge, to fit perfectly inside of any showcase, any style.

The diodes used in Econo-Lite’s showcase LED lighting are another premium feature of the LED Vantage©.   The diodes are high powered LED diodes which are configured in such a way that if one were to ever go out, the rest of the diodes (lights) will remain nice and bright.  The advanced, wireless connections between LED strips also permit the showcase LED fixture to be repaired, if necessary, without the need to return the fixture so that the jewelry store owner will not be without lighting for weeks on end as is the case with other companies.

Information about the LED Vantage© can be obtained by calling 800-345-9652 or by logging on to http://www.jewelry-lighting.com/