There’s something magical about executing a concept to completion. To finally have a physical manifestation of jewellery line that you can show to the world. But how do you ensure that they actually see it? Whether you already have your own store or will be hitting the crafts shows or pop up circuit, how you choose to display your jewellery has something to do with this. Product display can be the difference between attracting a prospective buyer’s attention and being passed over for the next jeweller. That’s why high-end sores will spends months and a pretty penny for display installations that are awe-inspiring. While there isn’t a defined set of principles to adhere to, there are some effective tips to encourage a customer to come in for a closer look.
Size and shape
When crafting your display, take into consideration the proportion and scale of all the elements involved. What is the size of your store or booth? The display shouldn’t be too big or small in comparison to the jewellery or environment it’ll be in. In addition, you want to keep in mind that laying your items flat or in the same plane will not be received well by the human eye. Creating dimension and depth, such as with risers or displays of varying height and unique angles, create a visual map that guides the customer’s eyes. It pays to invest in a few quality constant pieces that you can use over time.
You don’t want to overload your customers’ senses with conflicting visuals. Consequently, it’s advisable to have to keep a consistent look across colours and textures you choose to utilise. For a more professional appearance, stick to the rule of three. That is, no more than three colours and three textures should go into one display. To have more of a powerful impact, you can choose to work with contrast; especially if you have a particular piece you want to be focused on.
Lights and Mirrors
Examine your display from every angle. How does it look from afar, as well as, close up? If it’s outdoors, how will the sun affect its appearance? Lighting is crucial here because it further highlights your product. If you’re in a store, it will also play a part in how it complements your client’s skin tone. The first obvious reason for mirrors is so that clients can easily see how the piece looks on them. There’s a better chance of a piece going if the customer can try it on and visualise it in their wardrobe, as it creates a feeling of ownership. Waiting around for a mirror can put off a prospective sale. Have at least two mirrors available, one being a full-length one that is positioned in a convenient location. You can also use the mirrors to complement the lighting situation, but use this with caution. Too much light will drown out your pieces.
We know it can be tempting to put out every piece; after all you’ve made each and every one of them with love and great dedication. However, if it’s too crowded, it makes it difficult for customer’s to actually see what pieces are available. Ideally, you should put out small item groupings that give a taste of your collections. The rest should be kept in back-stock inventory that can easily be accessed during a sale or when you need to replenish the display. Another key aspect to consider is which are your statement or bestselling pieces? It may be tempting to clump them into one area, but having that many great options so close together can lead to decision paralysis. Instead, an effective technique would be to spread them out among all your main displays. This way, there’s a hidden gem that will engage your customers everywhere they look in the store. It’ll also force them to move closer to the display to look at the other pieces within.
Most customers hate having to ask the price of things… especially if it ends up being well out of their budget. No one wants to do that awkward back away from the piece. In addition, if you don’t have price tags out for the other items, they’ll immediately assume that your entire collection is out of their league and they’ll simply move on. It can be individual tags or a prominent price list that can easily be seen in a crowd. Having the prices clearly marked out makes it easier for them to make a decision. They may not buy then but if you visibly indicate your contact information, they could contact you later to make the purchase.
There are two personalities you’re looking to compliment here. First and foremost, the display should reflect your jewellery line’s style personality. Secondly, it should reflect your targeted customer’s taste. These notes will help guide the kind of backgrounds, textures and props you can easily get away with such as repurposing objects for a whimsical effect my work for some brands but you wouldn’t often see it on high-street. Nevertheless, take this opportunity to tell a story that they can easily relate to and build a better understanding of your pieces.
This applies more to the designer that will be moving between popups and craft shows. Fact: you’re not always going to find a table or setup waiting for you. So it pays to plan ahead. When thinking about your display, you also have to factor in transportation and storage. It has to be light enough to be moved easily and be compact enough to fit into a trunk or box for the travel. You also don’t want to spend your time putting up and pulling down these props, because over time it will be tedious and a waste of valuable time. It also pays to have pre-loaded displays that are ready to go to help cut down your time. Think along the lines as revolving earring racks and display boards.
When all said and done, the display should only accentuate the jewellery. The two should not be competing for attention or force the client to stare long and hard at it to see what exactly the jewellery is. On average, you only have seven seconds to convince a client that they need to come over, try on the piece and believe they need it in their life ASAP. Do your homework and find out the best materials to visually elevate your jewellery. Don’t forget to finish off the transition just as beautifully as your display. In any case, you not only want them to be a repeat customer but to also spread the word about how amazing your work is.