Jewelry Display Tips to Drive Sales

You’ve very carefully selected – or handcrafted – exactly the right jewelry pieces for your store. Now you want to move those pieces into the hands of customers, so your shop can grow and make a profit. In this second article devoted to enhancing your jewelry showcase, we offer 16 display tips that will attract more attention for your merchandise and motivate browsers to buy.
1. Don’t crowd your products.
Because shopping for jewelry is such an emotional experience, success is all about presentation. Typical jewelry stores are only able to devote about 10% of their floor space to displays, but making up for that by putting too many items in each display creates visual confusion instead of an attractive jewelry showcase.

2. Design each display with a strong focal point.
Place your top 20% of items (most expensive or what you most want to sell) in featured vignettes or displays, put the next 40% in low-density trays or cases, and the final 40% in higher-density trays.

3. Use fixtures that reflect your brand and image but aren’t so interesting they draw attention from your jewelry.
On the other hand, using props can add a dramatic touch to displays – drawing the eye and enhancing the merchandise.
4. Match displayed pieces to the size and scale of each space.
This makes sure they don’t appear too small or overwhelming.

5. Use risers, props, etc.
Gives displays dimension and shows off each piece in greater detail.

6. Group similar items together
By type, color, etc. rather than creating random selections.
7. Identify lower price point items to position and promote as impulse purchases.
8. Use a planogram to design your layout and each display, and take photos of the finished displays.
This makes it much easier for sales associates to reset displays each morning and quickly move new merchandise into their proper places within displays.
9. Avoid these Top 10 mistakes frequently made by merchandisers.
10. Keep displays replenished as items sell.
Avoid unsightly empty spaces and the risk of losing sales.

11. Mix popular items with unpopular items to spur sales.
When merchandise doesn’t sell, don’t group all those items together. Intermingle them with popular items to increase their chances of catching a shopper’s eye. Or return them to your store room for a while and bring them back onto the floor at a later date.

12. Use lighting wisely.
Lighting is critical in order to show the natural shine and sparkle of jewelry. LED lights provide the best light for cases; overheads should be a color that best complements your clientele’s skin tones. Double-check to be sure all lights are properly aimed.
13. Use mirrors strategically.
When used properly, mirrors can make a small store appear larger and more welcoming.

14. Highlight potential gift items.
15. Wrap or box each sold piece in a memorable way.
16. Visit other stores to see what sorts of jewelry showcase design ideas they’re using.

In the third article in this series about creating an alluring jewelry showcase, we’ll talk about loss prevention – something always on the minds of retailers.