For Canada’s independent jewellers and diamond suppliers, competing with online diamond giants can feel like a losing battle. It’s the typical David and Goliath scenario, and as with the Bible story, all is not as it appears.
Have you ever thought of just how many descriptive words you use in daily store conversations involving light and the manipulation of reflected light? Words like brilliance, fire, lustre, colour, clarity, and shine all would not exist without a light source. It follows that a sales presentation in which you want to assign those attributes to a particular piece of jewellery will likely suffer when the lighting in your store is working against you.
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