One of the challenges in jewelry retailing is the display in the window of the store. Since jewelry is relatively smaller than many retail items, a jewelry window display has to somehow draw in the customer from a distance and create interest in coming inside to examine the possibilities. Then it should be changed every few weeks to keep interest high! This means that there’s plenty of room for experimentation and that if one idea doesn’t work well you can change things easily if you are prepared.
Window Display Toolbox
Have a toolbox of the things needed for setting up window and visual displays:
- Tools to cut — scissors, razor blade, utility knife
- Tools to attach — stapler, double sided tape, pins, hot glue gun and sticks, monofilament
- Heavy duty tools — hammer, nails, screwdriver, drill, screws
- Tape measure
- Signage & holders
- Props to display merchandise
- Tools to record ideas — notepad, camera, pencil, marker
- Tools to clean — glass cleaner, paper towels, dust buster, garbage bag
Design Basics
The person designing the display should have a firm grasp on the basic rules of visual display. The use of color, asymmetrical groupings, and height variation are important. It’s a good idea to put a piece of painter’s tape across the sight line of the passerby so the display builder has a guide for arrangement. The store’s decor and logo should be echoed in the window display somehow, so the viewer connects the display to the establishment. This can be as simple as echoing the shape of the logo as a backdrop and accenting with its colors in the display. Color is an important aspect of all retailing and should be carefully chosen.
Window displays need large items to attract. Shapes, color, and interesting props are all good ideas that will bring someone closer. Large pictures of the jewelry can work amazingly well here and are easy to switch out for variety. The actual pieces need to be displayed in ways that highlight the detail, with good lighting and contrasting background. Go outside and look at the display to evaluate its effectiveness. Take a picture and keep a record of your store’s window displays for future planning.
Keep To Your Story
One of the most important things in jewelry retail is maintaining the story: the thing about your product and store that keep the customer coming back because they like being part of that story. Your displays and inventory are an important part of the story, as is the rest of the management of the store. The best window display possible will be meaningless without a positive customer experience and point of sale. ChainDrive offers an integrated retail management solution for jewelry stores that gives you the tools to tell the story your customers want to hear.
