Log in
JOIN
Primary Menu
News
Latest Diamond News
Featured
Top Stories
Weekly Tradewire
Daily Newsbrief
Jewelry Connoisseur
Videos
Podcasts
Webinars
Free Digital Subscription
Magazine
Latest Issues
Flipbook
Special Reports
About the magazine
Free Digital Subscription
Library
Special Reports
Rapaport Research Report
Price List Archive
About Library
Free Digital Subscription
Diamond Prices
Rapaport Price Lists
About Diamond prices
FREE DIGITAL SUBSCRIPTION
Trading
Diamond Marketplace
Diamond Auctions
Jewelry Auctions
Brokerage
About Trading
Free Digital Subscription
About Us
About Rapaport
Rapaport Info Kit
Diamond Prices
Social Responsibility
Advertising
Diamond Trading
Diamond Grading
Careers
Media center
Calendar
Rapaport Store
Contact Us
Search
Renew Membership
Diamonds.Net
RapNet.com
Rapaport Auctions
Rapaport Store
Rapaport Lab Express
Rapaport TechNet
FairTrade
Rapaport Academy
More
בס"ד
Diamond Prices
Rapaport Diamond Prices
Rapaport Diamond Specifications
Rapaport Price Lists
Price Calculator
Real Time Price Data
All About Price Lists
Subscribe
Buy Historical Price Lists
News
Latest Diamond News
Videos
Martin Rapaport
Trade Calendar
TradeWire Email
NewsBrief Email
News Feed
Subscribe
Reports
Reports Home
Research Report
Price Statistics Reports
Auction Reports
Special Reports
Magazine
Table of Contents
Flipbook
About the Magazine
Special Supplements
Subscribe
Store
Trading
RapNet Diamond Trading Network
Rapaport Auctions
Investment Diamonds
Rapaport Laboratory Services
RapNet Instant Inventory
Join RapNet
About Us
About Rapaport
Media Center
Investment Diamonds
Rapaport Events
Rapaport Conferences
Corporate Responsibility
Ethical Diamonds & Jewelry
Careers
Advertise with Us
Rapaport Info Kit (PDF)
Contact Us
Customer Service
Contact Regional Offices
Contact a Representative
Christie’s Gives Pink Diamond $35M Price Tag
---
Small-Stone Scanner Drives Sarine Sales
---
India’s Goldiam Ups Lab-Grown Offering to Weather Inflation
---
Tiffany Debuts Jeweler Training Program
---
US Polished Imports Grow Slightly in August
---
Early Deals Support October Holiday Shopping
---
Brilliant Earth Warns of Caution Among Consumers
---
Petra Puts Tanzania Mine on Pause for Three Months
---
Richemont Jewelry Sales Jump Amid Global Strength
---
New Rapaport.com Website to Launch Tuesday, Nov. 15
Rapaport Magazine
November 2022
October 2022
September 2022
August 2022
July 2022
June 2022
May 2022
April 2022
March 2022
Special Report Blood Diamonds
February 2022
January 2022
December 2021
November 2021
October 2021
September 2021
August 2021
July 2021
June 2021
May 2021
April 2021
March 2021
February 2021
January 2021
December 2020
November 2020
October 2020
September 2020
August 2020
July 2020
June 2020
May 2020
April 2020
March 2020
February 2020
January 2020
December 2019
November 2019
October 2019
September 2019
August 2019
July 2019
June 2019
May 2019
April 2019
March 2019
February 2019
January 2019
December 2018
November 2018
October 2018
September 2018
August 2018
July 2018
June 2018
May 2018
April 2018
March 2018
February 2018
January 2018
December 2017
Special Supplement Ancient Beauty, Bold Future
November 2017
October 2017
September 2017
August 2017
July 2017
June 2017
May 2017
April 2017
March 2017
February 2017
January 2017
December 2016
November 2016
October 2016
September 2016
August 2016
July 2016
June 2016
May 2016
April 2016
March 2016
February 2016
January 2016
December 2015
November 2015
October 2015
September 2015
August 2015
July 2015
June 2015
May 2015
April 2015
March 2015
February 2015
January 2015
December 2014
November 2014
October 2014
September 2014
August 2014
July 2014
June 2014
May 2014
April 2014
March 2014
February 2014
January 2014
December 2013
November 2013
October 2013
September 2013
August 2013
July 2013
June 2013
May 2013
April 2013
March 2013
February 2013
January 2013
December 2012
November 2012
October 2012
September 2012
August 2012
July 2012
June 2012
May 2012
April 2012
March 2012
February 2012
January 2012
December 2011
November 2011
October 2011
September 2011
August 2011
July 2011
June 2011
May 2011
April 2011
March 2011
February 2011
January 2011
December 2010
November 2010
October 2010
September 2010
August 2010
July 2010
June 2010
May 2010
April 2010
March 2010
February 2010
January 2010
December 2009
November 2009
October 2009
September 2009
August 2009
July 2009
June 2009
May 2009
April 2009
March 2009
February 2009
January 2009
December 2008
November 2008
October 2008
September 2008
August 2008
July 2008
June 2008
May 2008
April 2008
March 2008
February 2008
January 2008
December 2007
November 2007
October 2007
September 2007
August 2007
July 2007
June 2007
May 2007
April 2007
March 2007
February 2007
January 2007
December 2006
November 2006
October 2006
Table Of Contents
In-Depth
The meat of the matter
Cover
Shedding light on Lightbox
Value judgments
Language lessons
The new industrial revolution
Retail
Gallery setting
How do jewelry displays help with sales?
Auctions
A light in the East
Good work, New York
Style & Design
Classy contrasts
Creative thinking
Non-traditional settings
Synthetic swaps
Pearls’ pop status
Markets & Pricing
Subpar holidays hit trade
Shutdown slows holiday sales
Suppliers adapting to demand for synthetics
The final cut
Fashion with a following
Retail
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
.
« Previous Article
Next Article »
Comment
Email
Print
Facebook
Twitter
Share
Reddit
Stumbleupon
Delicious
Digg
Tags:
Phyllis Schiller
Add Comment:
Name:
*
*
Headline:
Comment:
*
?
Cancel