A US jeweller is making sure that its display cases show off the latest diamonds by using LED lighting.
The Diamond Cellar in Ohio is to replace existing incandescent bulbs with General Electric's (GE's) own diode-based technology, made especially for appliances such as these.
It is hoped the incorporation of LEDs in its premises, which use reflectors that focus peak light to the centre of the display case, will attract shoppers' eyes to more of its offerings and lead to an increase in sales.
Joshua Gildea, GE Lighting's product manager for LED retail display, said that while jewellers may know a lot about gemstones, they may not understand the importance of how the right luminaires can encourage a consumer to react.
He said its variety of diode-based products "allow for an edge-to-edge fit inside cases to virtually eliminate the shadows that can occur with fixed-length fluorescent lamps".
GE has a range of business interests including manufacturing of household electronics appliances and financial services.