The difference between success and failure in the jewelry business usually depends on the strategies that jewelry store owners choose to apply. In this domain, one should know that in order to sell you have to make great play with visual merchandising. Why is that? It is simple: we live in an era where everything is visual. In order to sell our products, we have to make it eye appealing, so that people who see what you are selling could easily change from simple viewers to customers.
All jewelry stores have high-end or extravagant jewelry items which are not so easy to sell. Therefore, in order to sell those special items, jewelry store owners have to know how to display it in an appealing way. There are a lot of factors that have to be taken into consideration: from the manner in which the jewelry display case is designed to the way in which the area around it is decorated or even the way in which lighting is used. All these factors can make a jewelry item look great and attract buyers.
Therefore, the way in which the display is presented plays a big role in this whole picture of possible customers. The general idea is simple: we have to use visual jewelry merchandising to sell our products. But how can we really do that? We are about to find out what are the most interesting visual merchandising solutions that can make selling jewelry a piece of cake.
First of all, we will talk about visual merchandising solutions in terms of displaying jewelry which can be traditional or non-traditional and secondly, we will present different materials which can be real visual merchandising solutions.
Jewelry Merchandising Styles
Traditional jewelry display
Traditional jewelry display is the visual merchandising solution that we all know. Almost every jewelry store uses this solution, which consists in displaying jewelry items in jewelry cases, jewelry boxes, jewelry mannequins or dress forms, stands or pads made of silk or velvet. The traditional jewelry displaying solution gives the impression of exclusiveness and at the same time keeps all the jewelry items safe and sound. The fact that every traditional display case has a lock, which can be controlled by a key, gives to the jewelry store owners the advantage of keeping the expensive items safe from shoplifters and unexpected accidents like bad handling or dropping.
This way of protecting the products can be also useful in the sales process. How can this be possible? Well, if a person wants to see a jewelry item, the store owner or the sales person has to help the possible buyer by showing that item and even give more information about it, which can make the whole sales process advance.
Non-traditional jewelry display
This sort of visual merchandising solution is mostly used effectively in more modern places like jewelry exhibits, jewelry shows or even in art. In places like these we can talk about the so-called “contest of attention”, which basically means that the products presented must be very eye appealing so that can attract customers. Some of the jewelry items presented in these places are displayed against the so-called “lighted” mirrors, reflecting light, this effect making it more appealing.
The non-traditional display materials are also pretty different from the traditional ones and at the same time more than interesting. So, in order to highlight a piece of jewelry, sales persons could use non-traditional and also innovative display materials such as: sand, pebbles, seashells, starfish, driftwood or other things that could make jewelry noticeable. Usually, this solution is more visually appealing than the traditional one and gives customers the possibility to pick up or handle jewelry items by themselves. Even though the assistance of a sales person is not required anymore, this solution has a disadvantage regarding protection of the products – one can easily lift a jewelry item or handling it badly.
Abstract jewelry display
This visual merchandising solution is usually used in small retail stores, but can be brought in the big ones with no problem. There is a mistake which can be seen in both small or big jewelry stores, that of over filling a jewelry display with too many and different shaped, colored, textured props. This over filling gives the feeling of mess and makes the entire display case unappealing. This thing happens because of the fact that the human eye is flooded with too many details and no space to rest.
Therefore, this abstract jewelry displaying can be characterized by small freestanding props shaped in the form of mosaic glass windows’ pieces. All these pieces can contain one piece of jewelry and can be arranged in the same way the mosaic pieces are. So, even though all of these pieces seem randomly arranged, they will give the feeling of an organized whole and, at the same time, the jewelry items will have enough space in order to look appealing.
Use of different materials as visual merchandising solutions
When we talk about the materials used as visual merchandising solutions, we refer mainly to different types of glassware for the jewelry display cases and different materials used in the making of jewelry props, bags, boxes, so on and so forth. Vintage, martini or even wine glasses are perfect for making a jewelry display case more appealing. To make it more appealing, one can use glass marble to accentuate the glamour of a ring for example.
The use of good lighting and placing mirrors under the glass are also very important things, which can help enhance color and shine of different jewelry items. In terms of jewelry props, bags, boxes and cases, the materials which can be used in their making are pretty interesting: from silk and velvet to raw silk and iridescent cellophane. In this case, the light is also very important for the jewelry items to achieve their craved charm. The correct positioning of light can create a glamorous flair, even for that piece of jewelry considered cheap.