Page 74 - Lighting Magazine January 2020

top: Vignettes keep the customers’ eyes focused on groupings of fixtures and lifestyle settings, without overwhelming them.
Clean Contemporary looks are what appeals to this young and afflu-
ent demographic in the Lubbock community.
a variety of budgets for the most recent Parade of Homes – handling the lighting for 17 of the 22 residences – which encompassed three distinct neighborhoods in the starter, mid-range, and million-dollar/luxury categories. To reinforce the showroom’s experience with new lighting tech- nology, Dru made certain that LED fixtures were showcased in those homes.
Not surprisingly, builder business makes up the majority of sales. In the name of customer service, “We walk the houses and don’t charge the customer or the builder. We also count their hardware, doors, and drawers [Dement Lighting offers a comprehen- sive selection of hardware]. We do a take-off and go over it with them,” Crystal says. “A lot of the
time, plans change once the drywall is up.” Such thoroughness permits the Dements to consolidate everything the project needs into one box. “Happy electrician, happy builder,” Crystal quips.
One of the most high-profile homes they have worked on – located in the Llano Estacado region of the Texas High Plains – appeared on the fall 2019 season of What You Get for Your Money on HGTV.
“My philosophy is that you have to keep evolving your business,” he notes. “It has to be an experi- ence for the customer.” Aiding in that effort of enhancing engagement is Crystal’s dedication to the social media platforms of Facebook, Instagram, and Houzz.
In a recent popular Instagram contest, she post- ed an image of a sconce and asked fans of the page to “Like” it, “Share” it, or Comment for a chance to win that fixture in a random drawing. “The person who won ended up upgrading to a larger fixture,” she reveals. Dement Lighting’s social media posts are often shared by happy Lubbock customers who have relatives living in different parts of the state, which has expanded the store’s reach.
Further solidifying the showroom with the local community, Dement Lighting sponsors banners at Texas Tech during its baseball, basketball, and foot- ball games. “It keeps our name out there,” Crystal states.
Always on the look-out to keep evolving and staying current, the Dements are in the middle of remerchandising the showroom and are consider- ing installing a light lab and updating the façade within the next few years. 
70 enLIGHTenment Magazine | January 2020
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