The way you display jewelry is a very important aspect to generating sales. Chances are that customers are not going to know exactly what they want before they purchase jewelry. These types of purchases are personality and style based and not focused as much on functionality. That is why you must cater these displays to your target buyers’ tastes.
1. Match the display with the style of jewelry you are displaying.
The jewelry you sell probably matches the personality type of your customers. If you sell high end, one-of-a-kind pieces, then you should focus on displaying each piece in a special way. When you have many of the same kinds of pieces, than a variety of merchandise will give customers more choices.
For example, the materials of the jewelry you sell can be a good indicator of what displays are right for you. If you have pieces with precious gems and stones then we recommend using black velvet and lights to make those items really shine and sparkle. Some merchandise might be more eclectic and made with beads, smooth rocks, string and wire. Using other textures and colors in these displays could be more eye catching. Think of a few adjectives you would use to describe your jewelry inventory i.e. casual, funky, formal. Then, have your display match those describing words accordingly.
2. Utilize a variety of mirrors in several places in your store.
From countertop mirrors to floor mirrors, customers will want to view all angles of themselves. Having mirrors around encourages customers to try on pieces and that will make them more likely to buy. You can even strategically place mirrors closer to sales associate stations, so you can ask if they need any assistance. It would also be a good idea to have hand mirrors behind the counter for people to view the backs of their heads or a close up of their face.
3. Make the jewelry the focus.
Be careful not to let your merchandise become hidden by your display materials and accessories. It can be easy to get carried away decorating displays, but sometimes less is more. Take a step back to look at your display and make a note of the function of each material you are using. If you can’t think of a reason for a particular decoration, chances are you would be better off without it.
4. Think about how portable you want your displays.
If you have jewelry displayed during store hours and then put it away at night for safe keeping, then you will want displays that are easy to maintain and move. Think about the difference between stationary displays and portable displays. Stationary displays are more appropriate for stores that do most business in-house. Owners that conduct a large part of their business at craft shows or trade shows will lean toward portable displays. You may find that you have a need for both.
5. Be organized.
Customers can be very frustrated messing with tangled necklaces and bracelets. Likewise, finding a card with a missing earring is a turn off. Choose displays that will be easy for you to maintain and straighten up regularly through the day.
View a previous feature product blog post about portable jewelry displays.
How do you effectively display jewelry in your store?
