Most jewelry stores look pretty much alike. So do surfwear shops. Shoppers have certain expectations before entering each type of store: low glass cabinets in jewelry stores and racks of colorful clothing in surfwear shops. These layouts probably make customers feel comfortable. But they don’t necessarily mean they’ll come back. After all, they can walk into any other jewelry or surfwear store instead of being loyal to one in particular.

That’s why I applaud Ross-Simons Jewelers in New England and O’Neill Clothing in Anaheim, California. Both retailers thought way out of the box when planning their new store layouts. I like Ross-Simons’ senior designer’ analogy of how buying diamonds is like buying chocolate — you have to figure out how to get shoppers to look at them. In this case, it was using high-end lighting to showcase high-dollar jewelry, and rotating turntables with LED lights.

Ross-Simon also knows the demographics of its customers. Watches and first-time engagement rings are big sellers, so separate areas of the store were designed to make those who buy them feel special. Music and fragrances help create a warm, inviting atmosphere. I could go on, but read the article and learn from some savvy designers.

The O’Neill shop is the first clothing-only store for the wetsuit manufacturer. The O’Neill brand has been around for 50 years, and the designers wanted the flagship store to reflect that heritage. I think they succeeded admirably with “The Hut” in the middle of the store, under an eco resign ceiling to give the feeling of being under water. Images of Team O’Neill riders in action drive home the commitment the retailer has to the surf industry and its customers. A “Wave Wall” displays a kelp forest, walls and cushions are made from neoprene wetsuit material — the list goes on. Read the article and look at the photos to see how much creativity washed over the store.

Ross-Simon and O’Neill are great examples of retailers who understand their customers and give them a shopping experience instead of just a place to shop. Is your store a diamond in the rough or a mushy wave of design? Take a good look and see if you can find ways to make them sparkle.