Architectural jewelry” is how Eric Feigenbaum, who owns retail design company Embrace Design, describes decorative lighting.

And naturally enough, when it comes to chandeliers or other lighting focal points, jewelry stores are often outfitted with fixtures that call to mind pieces of fine jewelry and gemstones. It’s all about setting a mood.

In a column for VMSD Magazine in December, Feigenbaum writes that much like music elicits an emotional response, lighting communicates a distinct feeling to shoppers and is one of the unsung heroes in any successful retail environment. Purposely designed lighting schemes create drama and experiences that will move customers’ emotions and mood. “While the physical store is a tool of communication,” he writes, “the vernacular of lighting is the paint that colors retail theater.”

When it comes to decorative lighting, creativity has free rein.

Interior designer Leslie McGwire, for example, throws most rules out the window when it comes to choosing the style of chandelier that packs a visual punch. She might suggest a traditional crystal chandelier in a modern space or a contemporary piece in a traditional store. But the rules she does follow are important: The fixture should balance the scale and proportion of the room, the minimum clearance should be at least 7 feet above your guests’ heads, and when in doubt, go bigger and bolder rather than smaller and subtler. You’re looking to make a statement.

Here are some examples of bold choices in lighting design.