How Granite Jewellers Created a Premium Showroom With LED Glass Display Cabinets
Every Angle.
Every Facet.
How Granite Jewellers increased average order value by 28%, grew first-quarter revenue by 22% and saw a 34% uplift in customer dwell time, by changing nothing about their collection and everything about how it was displayed.
Every piece in a jewellery shop carries a weight that has nothing to do with carats. The ring that will be on a finger in forty years. The necklace chosen for someone whose birthday comes once and matters always. The pair of earrings that will be in a photograph, in a frame, on a wall, for longer than anyone in the shop will remember selling them.
Jewellery is not purchased. It is chosen. And the environment in which a customer makes that choice has an enormous amount to do with whether they feel certain enough to make it.
Granite Jewellers understood this. They stocked pieces from local makers alongside established names, contemporary designs alongside classic forms, accessible entry-level pieces alongside significant fine jewellery. The challenge was not the collection. It was the presentation. Because when every piece deserves to be seen at its best, the cabinet it sits in is not a background detail. It is part of the story.
- Average order value increased by 28% in the first quarter after the new display environment was installed, with no changes to stock, pricing or staffing
- Customer dwell time per visit increased by 34%, with staff observing customers stopping at pieces they had previously walked past
- First-quarter revenue grew by 22% year-on-year, attributed directly to the uplift in AOV and an increase in word-of-mouth footfall as the showroom's reputation spread
- 360-degree glass construction means customers engage with pieces before a staff member needs to be involved, removing the barrier of having to ask to see something
- 6400K daylight LED renders the true colour of white metals and gemstones, eliminating the yellow cast that makes fine jewellery look lesser than it is
The Challenge: A Collection That Deserved Better Than It Was Getting
The previous display setup at Granite Jewellers had accumulated over time rather than been designed. Cabinets of different heights, different finishes, different levels of illumination. Some pieces were well-lit. Others sat in shadow. The smaller handcrafted items from local makers were hard to see properly behind glass that lacked any internal lighting at all. The arrangement read as a collection of display furniture that happened to contain jewellery, rather than a jewellery environment where the cabinets were invisible and the pieces were everything.
The fixed shelf heights in the existing cabinets created a further problem. A delicate ring tray and a sculptural statement necklace on a tall stand need completely different spatial treatment. Forcing them both to fit a predetermined shelf interval meant that neither was shown well. Either the ring sat too low and disappeared, or the necklace was compressed and lost its presence.
And the lighting. Warm incandescent and low-temperature LED strips gave everything a yellow tint that worked against the collection rather than for it. White gold looked pale and flat. Clear stones lost their fire. The pieces were exceptional. They simply were not being seen at their exceptional best.
- Mixed cabinet styles and finishes creating a disjointed showroom aesthetic
- Poor internal lighting leaving smaller pieces in partial shadow
- Warm-white LEDs adding yellow cast that flattened the appearance of white metals and clear stones
- Fixed shelving unable to accommodate pieces of different heights without compromise
- Opaque cabinet walls preventing 360-degree customer engagement with pieces
- No visual consistency between floor-standing and counter display areas
- Consistent contemporary aesthetic across floor-standing and counter units
- 10 integrated 6400K LED spotlights illuminating every shelf level without shadow
- Daylight-temperature light rendering true colour in every metal and stone
- Rod-track adjustable shelving reconfigured in seconds for any piece height
- 360-degree toughened glass allowing customer engagement from every angle
- Lockable security on all units without compromising presentation quality
An exceptional collection. An environment that was not doing it justice.
Mixed cabinets, wrong light temperature, fixed shelving that could not accommodate the variety of the collection, and a showroom that felt assembled rather than designed. The pieces were right. Everything around them was not.
The cabinet disappears. The jewellery does not.
360-degree glass, daylight-temperature LED and a clean contemporary frame create an environment where the hardware recedes and the collection commands. The customer sees the piece, not the box it lives in.
Floor-standing units as room anchors. Counter units at the point of decision.
DTS1000CBK floor-standing cabinets create the visual language of the showroom. DHC1004BK counter units bring pieces to hand level for close examination. Both lit identically. Both fully adjustable. Both immediately lockable. Total consistency across the floor.
The Strategy: Two Cabinets. One Complete Showroom Experience.
A jewellery showroom is not a single display environment. It is two distinct ones operating simultaneously. The browsing environment, where customers move through the space, take in the collection as a whole and feel drawn towards particular pieces. And the decision environment, where a member of staff and a customer lean over a counter together and the piece is real, close and being genuinely considered.
Each environment needs different hardware serving a different purpose. Getting both right creates a complete experience. Getting only one right creates a room that almost works.
Full-height floor-standing units along the perimeter create the identity of the showroom. Customers see them first, read the collection at a glance, and feel drawn towards specific pieces. 360-degree glass means there is no wrong angle. The adjustable rod-track shelving lets each unit tell a different story, whether that is a single dramatic statement piece given the full 1800mm of internal height, or four tightly arranged shelves of a curated collection.
When a customer has found a piece they want to see properly, the counter is where that happens. A well-lit, lockable counter cabinet with 8 LED spotlights brings the piece into the light it deserves, at the height and distance where a customer can examine it properly and a staff member can talk about it naturally. Security is maintained throughout: the lockable sliding rear doors mean pieces stay protected even during conversation.
The 6400K daylight-temperature specification is the same in the floor-standing units and the counter cabinets. A piece that looks brilliant in the floor cabinet looks equally brilliant at the counter. There is no moment of disappointment when the lighting changes and a stone looks different from how it did at a distance. The customer's confidence is built on a consistent visual truth throughout their time in the store.
The Products
Two products. One complete display environment. Both from the same manufacturer, to the same specification, with the same commitment to presenting every piece, from the most accessible to the most significant, at its very best.
Black Glass Display Cabinet, 10 LED Spotlights, 1000mm
The showroom anchor. 360-degree 4mm toughened glass on all surfaces gives customers a completely unobstructed view from any angle. Ten integrated 6400K LED spotlights eliminate shadow at every shelf level. The rod-track adjustable shelving system means zero fixed heights: reposition four shelves or remove them entirely to use the full 1800mm of interior height for a single standout piece.
- Glass 4mm toughened, all four sides, full back panel and both doors
- Lighting 10 integrated spotlights, 6400K daylight temperature, no shadows
- Shelving 4 x 5mm tempered glass, rod-track adjustable, 1800mm interior height
- Frame Heavy-gauge commercial black aluminium, 75kg freestanding
- Security Lockable double doors, single key, two keys supplied
- Compliance BS 5852:2006 Section 12 fire certified
Black Glass Counter Display Cabinet, 8 LED Spotlights, 1000 x 500mm
The decision-point cabinet, matched in black to the floor-standing units for a fully unified showroom aesthetic. At 1000mm wide, it gives the serving area generous space for side-by-side piece comparison. Eight LED spotlights illuminate the full interior at the same daylight temperature as the floor units. High-grade brushed black aluminium with ultra-clear tempered safety glass throughout.
- Dimensions 1000mm wide x 500mm deep
- Lighting 8 integrated LED spotlights, daylight temperature
- Glass Ultra-clear tempered safety glass on all surfaces
- Frame High-grade brushed black aluminium
- Security Lockable sliding doors, keys supplied
- Finish Matches DTS1000CBK floor-standing units exactly
Both units in black creates a showroom with a single, coherent visual language from floor to counter. The same brushed aluminium finish, the same ultra-clear glass, the same daylight LED temperature. A customer moving from browsing a floor-standing cabinet to examining a piece at the counter experiences no visual interruption. The space reads as designed, not assembled.
We stock pieces from local makers and well-known names side by side. What we wanted was a cabinet that treated every piece with the same respect. It does not matter whether something costs fifty pounds or five thousand. If it is in our shop, it deserves to look its best. That is what we have now.
The Results
The numbers arrived quickly. Within the first trading quarter Granite Jewellers had data they had not expected to see so soon. Average order value up 28%. Revenue up 22% year on year. Customer dwell time up 34%. None of these came from a sale, a promotion or a change to the range. They came from changing what the collection looked like when a customer stood in front of it.
Built for Every Jeweller, Not Just the Established Ones
One of the things Granite Jewellers valued about the Displaysense specification was that it made no distinction. The commercial-grade build quality, the integrated LED specification, the lockable security and the adjustable shelving system are the same whether the buyer is a single-location independent or a national brand with fifty locations.
A local maker with one cabinet and a national brand with fifty are both asking the same question: how do I show my work at its best? The answer is the same for both. Good glass. The right light. No fixed heights. And the confidence that the hardware will never draw attention away from the pieces inside it.
Work With Displaysense
Every Piece Deserves the Right Light. We Build the Cabinet Around It.
Displaysense works with independent jewellers, established retailers and makers of all scales to specify display solutions that let the work speak for itself. Floor-standing, counter, wall-mounted. Black, silver. Any combination. One manufacturer. One standard of quality throughout.
- 360-degree glass construction across all floor-standing and counter ranges
- Integrated 6400K daylight LED, not retrofitted and not afterthought
- Rod-track adjustable shelving giving total freedom at any height
- Volume pricing for multi-unit showroom specifications
Show Your Collection at Its Absolute Best.
Browse the full Displaysense range of floor-standing and counter display cabinets, or speak to the team about a showroom specification tailored to your collection and your space.
Floor Standing Cabinets Counter Display CabinetsFrequently Asked Questions
Jewellery retail benefits from a combination of floor-standing and counter display cabinets working together. Floor-standing units create visual anchors and allow customers to browse the collection from a distance and multiple angles. Counter units bring smaller pieces to hand height for close examination at the point of decision. Both should feature integrated LED lighting at a daylight colour temperature, typically 6400K, to render the true colour and brilliance of metals and stones. Both should be fully lockable with toughened glass on all surfaces for security and unobstructed 360-degree visibility.
Standard warm-white LEDs at 2700K to 3000K add a yellow cast that flattens the appearance of white metals, reduces the perceived brightness of diamonds and can misrepresent the colour of coloured gemstones. Daylight-temperature LEDs at 6400K render true colour accurately, making stones appear as they would in natural light. White gold appears crisp and bright. Clear stones show their fire. Coloured stones show their saturation. When a customer buys a piece in a 6400K-lit cabinet, the piece looks the same when they wear it outdoors. That consistency is the foundation of purchase confidence.
Jewellery collections vary enormously in height requirements. A ring tray sits very low; a sculptural necklace on a tall stand, a tiara or a framed certificate might need 30 centimetres of clearance. Fixed-shelf cabinets force every display decision to fit the furniture rather than the collection. A rod-track adjustable system allows shelves to be repositioned at any height, or removed entirely, in seconds without tools. For a jeweller who receives new stock frequently or wants to create seasonal arrangements, this is not a convenience. It is operational freedom that protects the quality of every display decision.
Yes, and this is a point Displaysense is specific about. The commercial-grade build quality, integrated LED specification and lockable security features are the same product regardless of the size of the buyer. An independent jeweller specifying one cabinet for a studio retail space gets the same glass, the same LED specification, the same rod-track adjustable shelving and the same locking mechanism as a national retailer specifying fifty units for a multi-site rollout. The specification does not scale down for smaller buyers.
360-degree glass construction means toughened glass on all four sides, the back panel and both doors, no opaque walls and no blocked sightlines from any direction of approach. In jewellery retail this matters because customers naturally move around a piece they are interested in, particularly engagement rings and standout pieces they want to examine from multiple angles. A cabinet with solid side panels breaks that natural browsing behaviour. Full glass construction allows pieces to be appreciated from any position in the room without requiring staff to remove items from the cabinet every time a customer wants a different view.
