If you want your jewelry store to run smoothly and be successful you have to read, observe and learn a lot about this attractive business. You also have to learn how to choose the best display cases that fit your store, how to effectively display your jewelry items, how to use light, color and design to make your pieces of jewelry more appealing, what are the best marketing strategies, how you can easily attract clients and sell your products. As far as we know, you won’t find all these things collected in some sort of handbook.
Therefore, you will have to dig up for information or learn from other people that have already succeeded in the glamorous and profitable jewelry business. In this article, we will try to help you with one of the first steps, and present some tips and principles of how you can create an efficient window display for your jewelry store.
A Fundamental Choice: Show Or Tell?
For this particular business of selling jewelry items, we think that both showing and telling are equally important. The best way of creating an efficient window display is to combine showing with telling. A jewelry store owner already has the advantage of showing because of the indisputable quality of jewelry nature. The color and design of jewelry items are meant to instantly attract people. Even though such jewelry items share this quality, sometimes this is not enough. It would be too easy if everyone could sell jewelry. Therefore, in order to attract more clients and sell your products you have to tell a story. Stories are not only for children, adults crave for it too. You can easily create a story. What you have to do is to find a theme, group together those jewelry items that fit your theme and create a story. You can think at the season you are currently in, or choose an important event that is going to take place in the near future. Once you find your theme, creating the story is a piece of cake.
For more on this, make sure to read our in-depth article on storytelling and visual merchandising – used in unison to help you sell more jewelry.
Don’t Be Afraid To Think Outside The Box
We live in a very fast and busy world. So, in order to make the people look at our window display instead of their smartphones, we have to think out of the box, to be bold and not be afraid of trying new things. The key is to make the person who walks by your jewelry store look for just a few seconds at your window display. If the window display is an appealing one, then he or she will not only look, but will also want to enter the store or at least take a picture of your window display on their smartphone or in their mind to remember to come back later.
Therefore, how can you think out of the box and steal their attention? Well, it is not so hard. You have to be bold enough and not be afraid to choose an attractive combination of colors, design and jewelry props and fixtures. You have to always keep in mind that choosing bold colors could be risky. So, remember to not go too far and keep up with your products and brand.
Of course, it’s easy to just say “think outside the box”, but let’s get even more specific: try some different tactics such as using jewelry display mannequins, get inspired by displays from all around the world or look up creative props you can use in your displays, that might not fit the usual story told by most jewelry stores.
Balance & Harmony Are Key Features For A Good Window Display
A window display requires a lot of things: colors, different designs, shapes, different jewelry props and fixtures, different types and techniques of lighting, so on and so forth. What you have to do is to combine all these things in a harmonious and balanced way in order to create a window display that is eye-appealing and eye-pleasing from the aesthetic point of view.
Don’t make the mistake of placing all your large jewelry items in one place and all the smaller one in another. This will create the feeling of an unbalanced window display. Try to combine pieces of jewelry of different sizes, but not too many of them because a very crowded window display will annoy the possible customers. A balanced and harmonious window display will always create a feeling of happiness and excitement. Therefore, these two characteristics of a window display really matter.
Another thing that can help a window display become more balanced and also attract more customers is grouping. Grouping certain jewelry items together can be very useful. Think about this: you walk by a jewelry store and see in the window display all kinds of jewelry items mixed up. Would you be attracted to such a display? Most answers are negative. It is more effective to group rings with rings, necklaces with necklaces, earrings with earrings, so on and so forth.
Grouping jewelry items of the same type may increase sales and may also save time, because the customer does not have to look around too much if he or she already has everything grouped in just one place. Grouping can also help you create categories for your jewelry items or even collections.
1, 2, 3
One of the most important principles in visual merchandising is the so-called “rule of three”. This rule says that in creating a window display it is necessary to group things or work in sets of three. This rule is often applied when jewelry items are arranged by height using different jewelry props and fixtures.
Arranging jewelry items at different heights could be very effective because our eyes tend to be more attracted and stop more often on something that seems well-balanced or symmetrical. Therefore, grouping pieces of jewelry in this way could increase chances of selling it.