Ideas on How to Effectively Display Jewellery

Jewellery has always been a bit of a mystery to me in terms of display.  While it is fluid and we can manipulate its movement in some cases, the small scale of the items can lend it to blend into the background.  I have done some research through various site that specialise in window and in store displays and have come up with a few ideas that you may find helpful.

 

WEAR THE STOCK.  This resonated loud and clear through all sites.  Nothing sells better then when customers see a product on someone else.  I worked in a high priced boutique for many years (which will remain unnamed) and retail staff were given 0% discount on clothing.  Hence most of us just couldn't afford to buy the clothing, but the few times we feel in love with something and did purchase it and subsequently wore it to work, our sales increase by I would average at least 50%.

FOCUS ON ONE ITEM.  Pick a piece that you feel is value for money and stands out and focus on selling that piece only.  Put this on your display higher then any other product and preferably at eye level.  For example put a neck form with your necklace choice in the middle of your display table with varying heights of other products displayed.  Make sure the neck form is higher then all other products by a good 20 cms. Style it like someone has a big bright arrow pointed at it shouting "look at this piece before you look at anything else". This will draw customers to look at it and it opens you up to a conversation about it, leading to showing other products of the same designer.    Witchery is great at this.  They have one display cabinet for jewellery, most is at hand level with just one or two pieces displayed on top of the cabinet at eye level.  

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ONE ITEM AT A TIME.  Never display more then one necklace for example on a neck form.  It will cheapen the look of the necklaces.

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DISPLAY ON APPAREL.  If you stock some apparel always have a piece of jewellery on models.  Even if the clothing is on hangers, drap a necklace around the hanger falling onto the top/dress.  There is a good chance that if people are interested in the clothing, they will also be interested in the jewellery you have styled it with and it is a great way to upsell.

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IMPECCABLE CLEAN.  Try to make sure products are always impeccable clean.  This can be difficult as most customers what to touch and feel, but it will make a difference at the end of the day.

PICK YOUR TARGET MARKET.  If you are wanting to focus on selling a particular designer or item that day, pick it and work out your target market.  Lets look at our jewellery - Epheriell.  This jewellery would fall into the 12-40 demographic, so make the decision to draw those age groups to the display.  Look at your other products that fit that demographic and group them together.  

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DON'T OVERCROWD.  Keep the display simple.  Too much choice leads to customers being overwhelmed and abandoning the purchase all together.  Change the items every few days but minimal is best. (Never have more then one of the same product on display in terms of jewellery).

 

SILVER = PLAIN BACKGROUND.  If you are focusing on selling silver or gold jewellery, have plain background.  No florals or prints, etc, the jewellery will just get lost.

I am certainly no expert on display, however after reading these tips they really resonated with me I had a lot of aha moments looking back through my retail career. 

I would love to hear your feedback and what works for you, or what didn't work for you.  This is only the standard that works for most, I have one client that literally puts every piece of jewellery she has on a table, without prices or height variation, and always has healthy jewellery sales (she could sell ice to eskimos though - can that be bottled and where can we buy it?)

Jen