Black is not so Brilliant

Brilliant jewellers, Chatswood Westfield. Ok, I accept this critique could be a bit harsh, but here goes. Why do so many jewellers insist on using black as a dominant colour ? I know it probably shows off the diamonds a bit better, but there are so many other dark background colours that could do that - even in an assortment of colour. The black absorbs light, so it makes these stores look grey and dull. The grey carpet here does not help either. Black is an upmarket colour, but probably only in fashion and design - and many mainstream (mall) jewellers do not fit that description. The black colour is recessive, just way too easy to walk past in the mall - they are probably doing themselves a disservice - not so Brilliant - although that's a catchy 'product feature' name. Buying jewellery should a joyful experience ??