Your displays communicate a subliminal message to your clients. If you are still using white leatherette, which came out in the 80’s, your store will look dated. Instead your store can have a vibrant, updated look and feel by simply changing out your displays. Even your jewelry will look different!
Here are some tips on how to accomplish a fresh, new look, as you go into the upcoming Holiday Season:
Don’t be afraid of color
- You want to enhance your jewelry not distract so stick to a neutral palette.
- Use two or three coordinating colors, with the baseboard being the lightest color.
- Save the platforms or risers for adding a bright color to the cases
- The elements (that the jewelry is on) should be a darker shade of your neutral palette.
- You can use color to designate specific areas of your store (like your Bridal Department) as long as they are all in the same general palette.
Shimmer and Sheen
- One way to light up your cases is with Shimmer fabrics such as Linea.
- Use them for platforms and risers which does not overwhelm the jewelry.
- Shimmer fabrics are a bit “fragile”, which means they can dent and scratch easily so I don’t recommend them for elements (such as ring fingers etc.). For elements, Charisma or Novasuede are much more durable.
Variety in Elements
- Using one type of element (such as one type of ring finger) may be expedient, but it can also be monotonous. Use several types that enhance or highlight the individual piece of jewelry.
- Example: for rings, a “ledge” type to show side diamonds and detail, a “clip” for that floating look, a “column w. slot” for top heavy rings with no side detailing, a “3-slot” or “5-slot” tray for petite styles, and finally a large “hero” element for the wow piece(s) in each case.
- Use this approach for all the elements, but staff do need to be trained on setting up and maintaining the cases.
- Again, you don’t want to take away from the jewelry, but adding some interesting touches to cases can add a lot of interest.
- Home Depot, Michael’s, Antique Stores and Swap Meets are all great places for finds.
- Touches such as glass chocolates in a brown diamond case, slate or agate slabs as accents or risers, fabric rose petals for Valentine’s decor are just a few ideas.
Guide the Eye
- When you are setting up your cases, make sure that there is a flow to the displays, from the back towards the front.
- Displays with curves, rather than linear edges, work best to move the eye throughout the case from one area to the next.
- Have groupings of 3 and 5 taller elements in the back and shorter in the front.
- The eye needs to “rest” so make sure you have negative space, as crowded cases overwhelm the client and devalue the jewelry.
If you would like more information or strategies on this topic, contact us! The Edge Retail Academy is a highly effective jewelry industry consulting company that provides customized strategies for retailers and vendors to increase profits, optimize growth, reduce debt, create profitable inventory solutions, build effective teams and enhance brand loyalty and profitability. The Academy is committed to helping jewelry businesses improve their bottom line while reducing uncertainty and stress. Edge Retail Academy software and the unique talent pool of their business advisors provide real world knowledge and advice for guaranteed results, all on a “no-contract” basis. 877-569-8657, ext. 1, Becka@EdgeRetailAcademy.com or www.edgeretailacademy.com