Your jewelry store is unique, so your visual merchandising must reflect your unique brand. The more you investigate options, the more ideas you’ll find to define your own visual style. The one thing that is fundamental for merchandising all types of necklaces, earrings, bracelets, rings, and watches is the use of jewelry showcases. The merchandising techniques will help you choose the right jewelry showcases and use them effectively to sell your store and your jewelry.

• Effective visual merchandising starts with the basics. Offer items most wanted by your clientele (or target customers, if your store is brand new). When you know who you are as a store, you can be better focused on how to design displays, where to locate your jewelry showcases throughout your store, etc. You want to draw people on a visual journey that allows them to explore everything you have.

• A clever arrangement of jewelry showcases creates an irresistibly inviting atmosphere throughout your store. Who wouldn’t want to linger and browse? Who wouldn’t want to touch the items and try them on?

• Jewelry is all about dimension. It has personality. It can be elegant or fun, sparkly, colorful, intricate or simple, vintage or ultra-modern, special occasion formal or beachwear casual. Displays that highlight the dimensionality and personality of each piece captivate shoppers and inspire them to buy.

• Merchandising fine jewelry is different from merchandising casual jewelry or creating high-performing kiosk displays. With fine jewelry, less is more. It implies rarity. You want to keep displays simple and uncluttered so each piece can tell its own story.

• Props and materials used within your displays can complement the style of your merchandise or provide arresting contrast that piques customer interest.

• Showcases with glass tops and/or sides protect pieces without impeding visibility. They can have hinged lids or open from the back, so sales associates can easily access items customers want to examine up close. Locks make showcases even more secure.

• But jewelry showcases don’t have to be traditional cabinets. They can highlight one piece or tempt shoppers to buy an entire ensemble.

• When jewelry items don’t sell, it’s a mistake to group these slowpokes in a single display. Instead, sprinkle them around, displaying them with more popular items of similar style, color, material, etc.

• Lighting is a key ingredient in any visual merchandising, but for jewelry, it has to be spectacular. Strategic placement of decorative and spotlighting draws attention to displays and individual pieces, sets them off beautifully, and adds to your store’s overall ambiance.
• Don’t forget your cash wrap. Jewelry purchases are as much about impulse as any other type of merchandise. Giving your customers that last-minute opportunity to discover one more wearable delicacy will top off their shopping experience and boost your revenue.