How do jewelry displays help with sales?

Two retailers talk about using both traditional showcases and screens to help entice customers to buy.

By Phyllis Schiller

BRITTANY ADAIR
CO-OWNER, ROMANCE DIAMOND CO.
FAYETTEVILLE, ARKANSAS One thing that I have observed is that the way customers interact with the staff and products that the store offers has definitely changed.

“With most customers, you need to engage with them immediately when they walk in the store. One of the ways we do that is to work with the way they like to shop.

“To that end, our store features several areas that allow them to shop at their own style and pace, whether it’s more browsing on their own or to have us pull out several pieces from the cases for them to try on.

“For customers who prefer a more interactive experience, we have incorporated more technology into the store, with large-screen displays that show lifestyle shots of how jewelry is worn and also how it is made, as well as an iPad that we can use to work with them if they want to discuss creating a custom design.

“If customers are more focused on finding a finished piece, we can show them selections from the display cases.

“With the availability of so much jewelry on the internet, part of what we have to do is educate them on what things really cost when it comes to jewelry.

“We’ve been in this location for 16 years, and we’ve built our business on the emotional connection customers have with jewelry. Every experience the customer will have in here is geared to the emotional side of a purchase — why they’re buying it and for whom. That has helped us to continue to stay relevant in the market.

BRENDA NEWMAN
PRESIDENT, THE JEWELRY SOURCE
EL SEGUNDO, CALIFORNIA We’ve just finished our year-end inventory, and we have been discussing changing the way we display jewelry in the cases. We don’t have sit-down showcases where you have a salesperson on one side and the customer on the other. We are side-by-side, looking at the case together, and have been that way for 35 years.

“We typically put all the like things that tell a story together in the same case. So we would have all the diamond fashion jewelry together, for instance. But now we are considering putting all of our bracelets together and all of our earrings together, and the like. It will create...an appealing, different look. It’s going to be very colorful with all the different stones, rather than keeping all the rubies together, or all the diamonds together, or emeralds, garnets and opals, in the same case. We already have that idea in our bridal section, where people can come in and look at wedding bands and engagement rings and eternity bands and stackables that are all together in the same bridal display.

“We’ve got a screen on a loop that’s vendor-related, and right now what’s showing is about mining garnets in a particular region. We have a shop on site with a window that lets customers look in and see a laser welder at work. And we have an iPad with our website available for customers.

“Displays are very important, and how we showcase things has to tell a story. It can’t just be piecemeal. The individual jewelry you put in the case has to be next to something that complements it.

Article from the Rapaport Magazine - February 2019. To subscribe click here.

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