今天写这个题目，或许感兴趣的会比较多，之前一直写展柜，就没什么人关心。

我们工厂从1997年开始制作钟表道具，那一年我2岁，正是香港回归的时候，举国同庆。当时在国内已有许多钟表品牌，国产品牌开始冒出头，就这样，就开始跟钟表店铺打上交道。

后来就渐渐扩大范围，也开始做珠宝店铺，老话说，珠宝手表是一家。经历了30多年，我们也算是有点摸清一些品牌和私人店主的一些门路。

说到开珠宝店，可能大家第一直觉答案是要有钱，要有足够多的钱，这当然是其中一个必要因素，但是真不是有钱就可以开珠宝店了。

第一，足够的资本。金店珠宝店属于重资产运作，轻风险，因为货品价值高，导致很多普通人没有入局的筹码。

第二，了解珠宝店的运行结构。可以是私域小店，也可以是品牌店，自己店就是事情比较少，但是品牌是大众认可度高，各有利弊。

第三，切入点和特色。在这个满大街都是珠宝店的时代，要找到自己店铺的核心店，如果单纯是拼价格，那肯定是拼不过水贝的卖家啦。你的产品链、价格、设计都可以是切入点。

第四，店铺选址。看大家开店的定位是什么，还有成本的控制，街边店呢还是会所形式，现在不少客户都选址在写字楼，交通方便、安静，也不会被翘客户，街边店就需要开在繁华闹市区，人流多的地方，线下引流顾客多。店面位置对于线下珠宝店的成功至关重要，店面应该位于一个繁华的商业区，并且要有足够的客流量。

第五，服务。会买珠宝的客人都是有钱人，没有闲钱的老百姓不会去购入珠宝，因此提供良好的店内服务也是关键，很多店铺一进去就是泡茶、捏脚服务，好到你没法想象，感觉进入了天堂，真的把顾客当成了上帝，价格贵一点就贵吧，感觉到位就买单了。

第六，装修。装修就依据定位来做，普通门店普通装修，几十万就搞定，高端门店几百万到几千万的客户我们都你做过。鑫峰展柜厂还是以高端客群为主，做有钱人生意，把制造质量和设计感逐步对标国际一线大品牌。

总之，珠宝店也并不是遥不可及，但也并不是那么好开，这也只是我自己的一点见解，欢迎网友们交流。

Today's topic might attract more attention, whereas my previous topics on display cases garnered less interest.

Our factory has been producing clock and watch props since 1997, when I was just 2 years old, the year when Hong Kong returned to China, and the whole nation celebrated. There were already many domestic watch brands emerging back then, and our factory started collaborating with watch shops.

Later, we gradually expanded our scope and began to cater to jewelry stores as well. As the saying goes, jewelry and watches are closely related. After more than 30 years, we have somewhat gained a clear understanding of the brands and some private store owners.

When it comes to opening a jewelry store, people might immediately think that one needs to have a lot of money, and indeed, it is a necessary factor. However, having money alone is not enough to open a jewelry store.

First, sufficient capital. Gold and jewelry stores require heavy asset operations with relatively low risks due to the high value of the goods, making it difficult for many ordinary people to enter this field.

Second, understanding the operational structure of a jewelry store. It can be a private small shop or a branded store. Running your own shop means fewer responsibilities, but branded stores enjoy higher public recognition. Each has its own pros and cons.

Third, finding a unique selling point and specialty. In this era where jewelry stores are ubiquitous, it is crucial to identify the core competitiveness of your store. Merely competing on prices cannot beat the sellers in Shui Bei (a well-known jewelry market in Shenzhen, China). Your product chain, pricing, and design can all serve as unique selling points.

Fourth, store location. It depends on the positioning of your store and cost control. Some customers prefer a storefront in a commercial building for convenience and quietness, while others prefer a street-side shop in a bustling downtown area to attract more customers offline. The location of the store is crucial for the success of a physical jewelry store, and it should be located in a prosperous commercial area with sufficient foot traffic.

Fifth, service. Customers who purchase jewelry tend to have disposable income, and ordinary people without extra money would not consider buying jewelry. Therefore, providing excellent in-store service is also essential. Many stores offer services such as tea service and foot massage, which are so good that customers feel like they're in heaven. Even if the prices are a bit higher, customers are willing to pay for the excellent service.

Sixth, decoration. The decoration should be tailored to the store's positioning. A regular storefront can be decorated with tens of thousands of yuan, while we have also catered to high-end stores with budgets ranging from millions to tens of millions. Our Xinfeng Display Case Factory mainly caters to high-end customers and strives to align our manufacturing quality and design sense with international top brands.

In conclusion, while a jewelry store may not be entirely unattainable, it is not an easy feat to open one. These are just my personal insights, and I welcome any discussions from netizens.

我是展柜大小姐章娅妮，来自东莞鑫峰展柜厂，30年来我们厂只做类似于卡地亚珠宝这样的奢侈品展柜和道具。

100多个国内外品牌授权我们厂制作展柜和道具，虽然我们贵一点，但是品质堪比卡地亚。

既能做钟表、珠宝、博物馆等展柜，又能做陈列道具的工厂，这样的工厂，在国内没有第二家。

我已经用自己的姓名“章娅妮”注册了展柜品牌，这代表了我此生不转行。

做了不称心的展柜，应该来鑫峰厂试试。

手机/微信：17688026138

联系人：章娅妮

地址：中国广东省东莞市企石镇永发工业区环企大道42号之一

I am Ms. Zhang Yani, from Dongguan Xinfeng Showcase Factory. For 30 years, our factory has only made luxury showcase and props similar to Cartier jewelry.

More than 100 domestic and foreign brands authorize our factory to make display cases and props, although we are a little more expensive, but the quality is comparable to Cartier.

Both can do watches, jewelry, museums and other display cases, but also can do display props factory, such a factory, there is no second in the country.

I have registered the showcase brand with my own name "Zhang Yani", which means that I will not change my career in this life.

Do not satisfactory display case, should come to Xinfeng factory to try.

Tel/wechat: 17688026138

Contact: Zhang Yani

Add: No. 42 Huanqi Road, Yongfa Industrial Zone, Qishi Town, Dongguan City, Guangdong Province，China.