It often can be said that image is everything. Clothes make the man or women. Diamonds and gemstones may be accessories. Fixtures, their choice and professional presentation mold the jewelry or diamond gemstone store into its final image and provide the basis for sales and reinforcement of sales in any customers’ eyes and mind. Who needs post cognitive dissonance when it comes to sales in 2009 and on into 2010?Fixtures into – showcases and lighting – are than also runs or minor thoughts for any store. Fixtures for a jewelry store are just plain basic essentials. They constitute and create the essential elements of image and overall marketing and lay the basis for marketing plans and implementation.If you walk into what will strike you as a well put together jewelry or gemstone outfit – whether it is a newer “big box’ variety, a mall operation or a smaller independent of family run operation, in most cases it will come down to good choice of fixtures and display.Yet many jewelers simply do not put much emphasis into these areas. They are either too buy or apply “false economy”. Often, retail stores attract customers in their own image. It is like a mirror. A poorly marketed store often attracts what might be considered inferior customers -when it comes to the bottom line of sales and profits. Many in the jewelry trade both purchase and source the entirely wrong type of store fixtures, cannot find adequate or appropriate suppliers in the trade, or downright scrimp. After all it might seem that a penny saved is a penny earned. Not so in the luxury accessories markets- diamonds, gemstones and jewelry. If you expect your customers to ante up several notches to more luxurious products, up several points and the scale, and you do not provide adequate support in terms of making them feel comfortable about their purchases, in the right settings how do you expect them to shell out the cash. And as well for your retail or even wholesale operation to make money.Sure there are some customers who wish to purchase discount or even “distressed” goods thinking that they got the buy of a lifetime, thinking that any luxury digs come out of their pocket, that these costs have to be picked up somewhere – in this case from their pocketbooks. Yet these clients are a small portion of the buyers that you will meet in your lifetime. On top of that these are not the customers and clients that marketing empires are built upon. There are some clients who prefer to deal with a New York diamond wholesale in a tiny, unlit back room. However there are not many of these all in all and you cannot make a living off these.People want to be reassured when they buy luxury goods, especially those in small packages for the money – for example luxury brand name watches or gemstones. People could buy sugar water – yet they insist on a brand name product like that of a cola drink brand. They could put their money under the mattress, or store it at a small bank – yet banks go out of their way to build giant solid imposing buildings all to convince customers that their money is safe and that the firm is substantial. Bankers after all are not known for spending money and funds frivolously.In summary if you want your retail jewelry or diamond trade store to do well, take the time, effort and added costs to focus on store fixtures as a means of creating proper image and ambience. Fixtures do not cost, they pay.