GIVEN by Grenardi
In jewellery retail, reflections can introduce visual noise that interferes with carefully designed displays, brand presentation and the overall shopping experience. To examine how glazing influences customer behaviour, regular glass in selected showcases at GIVEN by Grenardi in Riga shopping mall was replaced overnight with Sapphire anti-reflective glass.
An independent research company, Academia, observed customer engagement and interviewed visitors about the attractiveness of the displays. This allowed the performance of Sapphire showcases to be compared directly with displays using regular glass.
Sapphire was introduced to:
Reduce reflections and visual distractions.
Improve the visibility of jewellery and fine product details.
Create a stronger sense of proximity between the customer and the product.
Support a clear, refined retail environment.
The study found that two-thirds of surveyed shoppers considered the Sapphire showcases more transparent than those with regular glass. Customers also spent an average of 63 seconds longer at the anti-reflective displays, while the retailer observed an increase in premium-product sales following the installation.
By reducing the visible barrier between the customer and the jewellery, Sapphire helped create a calmer display environment in which products appeared more accessible and inviting. The project shows how anti-reflective glass can contribute not only to showcase design, but also to customer engagement and the way premium products are experienced in-store.