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A store's atmosphere affects the shoppers' mood/emotions and willingness to visit and linger. It also influences the consumers' judgments of the quality of the store and the store's image. Jewelry is the ultimate lUxury and today's jewelry shopper, is driven by an experimental passion that goes far beyond the item's features and benefits. Consumers buy jewelry, based upon emotions not reasons. In-store environment includes design features such as decor, sounds, lighting, weather, and configuration of merchandise or other materials surrounding the stimulus object. It influences the consumer at the point of purchase which in turn influence purchase behavior. It shows an influence on the shoppers' moods and their willingness to visit and linger. This paper takes a look at the in-store environment that tends to influence the purchasing behavior of jewelry buyers. [ABSTRACT FROM AUTHOR]