The typeface on photo 1, does convey the fine jewelry. It is easy to read and has a heavy look. People can easily understand the signage. However, I think there is a better font for a jewelry store would be Garamond. The typeface on the signage kind of gives a feeling of a strong and heavy look. However, when I think about jewelry, I think of the term elegant, and Garamond will be best to represent elegance.

Based on the type, I think this business is related to fashion or some kind of design field. This typeface looks creative, so the first thought that came to my mind is it is related to design.