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Display is such a critical part of the success of our line in your store! We would love to work with you on your display, just send us some pictures to get started and we can help 'bring it all together'. Here are some secrets inspired by our trade shows, my travels, and trunk shows.
1. Whenever possible, keep the jewelry out of case and touchable. In many stores, this means by the cash/wrap desk, which actually leads right into tip number 2...
2. Place jewelry in spots where customers linger. Because of its small scale, jewelry can easily get lost in a store. By the cash desk or in a dedicated accessories area are two great spots.
3. Keep the display neat but not sterile. I thought Silver Gallery really got the mix right—the case is inviting and rich looking, but not TOO overwhelming! Show multiples for impact. Again because of jewelry’s small scale, look at how effective it is to mass a dozen of the same bracelet on a single bar. It makes you want to touch!
4. Show multiples for impact. Again because of jewelry’s small scale, look at how effective it is to mass a dozen of the same bracelet on a single bar. It makes you want to touch!
5. Mix in some vintage props. I love the giant perfume bottle on the second shelf. It wasn’t for sale, but it added a touch of glamour and whimsy to the whole presentation.
6. Keep your color palatte simple. The beige, black and white color scheme is elegant and sets a mood, but doesn’t compete with the jewelry.
7. Make sure to include signage—communicate what designers you’re showing. It elevates the product, helps define the store’s identity, and engages the customers. A win-win-win situation.
8. Have a few statement pieces to draw people in, then lots of best-sellers and moderate price points to keep the cash register ringing! (To tell you the truth, I took the attached photo half way through our trunk show, and a few of the statement pieces were already gone!)
9. Light the jewelry well. When the stones and metals catch the light, they catch your customer’s eyes too.
10. If you aren't a designer or merchandiser by nature, remember that most vendors (John Wind included) have developed their own display programs for their line. In our case, we spent years developing a program at we feel best suits our jewelry and our aesthetic. Start with our display program and then follow these steps...and you can create a beautiful display that draws customers in.