IMAGE: JESSE BALAITY
SEPTEMBER
DIAMONDS.NET
“Now is a good time to analyze which categories
or brands drive revenue, and eliminate any barriers
to their sale, even if it’s at the expense of lower-
volume jewelry,” he says. “For many stores, the
greatest revenue generator is with bridal sales.
That category is also prone to crowding couples in
the same area during peak business hours. At least
on a temporary basis, consider scattering the bridal
inventory around the store so that each bridal-sales
interaction is distanced from the next. It may
seem odd for a bridal couple to meet in the watch
zone, but they will appreciate the effort made for
their safety.”
MARKING YOUR TERRITORY
Finding ways to delineate where customers can
locate what they need is imperative and will prevent
them from crossing paths as often, Levine asserts.
“This can be done in a fun and elegant way
that engages customers, such as banners or floor
markings in your store colors and with your brand
messaging,” she suggests. “You can even use
imagery, such as diamonds that you follow around,
or a beautiful photograph of gemstones on the
ground or on a banner on the wall, to mark that
area. There are creative ways of doing things, as
opposed to having it look like a Band-Aid.”
Opening up your space by pushing showcases to
the perimeter of the room and creating a one-way
directional traffic pattern will also give clients more
breathing space, suggests Larry Johnson, owner
of Larry Johnson Consulting and author of
The
Complete Guide to Effective Jewelry Display
.
“I think this has a double benefit of conveying
the sense that the store is doing something to make
the customers’ shopping experience safer, and it
ensures they are guided through all of the displays,”
he notes.
Ample signage about products is useful as well, as
it conveys information while minimizing personal
interaction, Johnson adds.
LEAVE IT AT THE DOOR
Before customers even enter your store, there are
some simple ways to make their shopping experience
quicker and safer while also keeping them interested
and entertained as they wait outside.
“List clear instructions on what protocols
customers need to follow,” recommends Cutler.
“Do they need a mask, hand sanitizer? Howmuch
jewelry can they touch? Are they able to try on rings?
If they want to try on earrings, can they remove their
masks? Laying it out up front will prevent customers
from feeling stupid if they do the wrong thing.”
Jewelers don’t need to limit their decorative
efforts to the inside of their store, either, says
Balaity. He suggests using the outer area to capture
customers’ attention
while they’re lined up
waiting for access.
“Window displays
can take on a new role
to provide increased
product information,
such as product stories
told through videos or
text, with QR codes for
more information,” he
explains. “Temporary
graphics on the sidewalk
or paving may promote
the store, especially
when designed in a fun
manner that distracts
from the solemnity of the
pandemic.”
Levine recommends
having a greeter at
the door to make sure
customers are wearing
masks, limit the need
to touch surfaces, and
point people in the right
direction for the service
they’re seeking. She also
thinks owners should use
pre-entry time to hit an emotional note with clients.
“Use your windows to communicate, and make
it positive. It’s all part of building that subliminal
confidence,” she says. “I think quotes go a long way
toward putting people at ease and relaying you’re
in it with them. Something like, ‘The best is yet
to come,’ ‘Difficult roads often lead to beautiful
destinations,’ ‘Sometimes we’re tested not to show
our weakness, but to discover our strengths,’ or even
just ‘
’ with a big sunshine.”
KEEPING IT REAL
For a retailer, authenticity is of the utmost
importance. It lets customers know they can trust
what you say and feel safe with you. Therefore,
jewelers need to follow through with any rules they
set up, even if it means losing a potential sale. If you
state that customers need to wear a mask, keep to
that; if you say you will not have more than three
customers in your space at a time, make sure you
stick to that rule.
“If you tell customers, ‘This is what we’re doing,’
and customers come to your store feeling like you
will keep them safe, and then somebody else in
the store does not have a mask on, that ruins your
reputation,” Levine emphasizes. “Don’t be afraid of
losing a customer, because in the long run, you can
end up losing even more.”
Store design by Balaity
Property Enhancement,
featuring custom
illuminated unlocked
drawers that allow
patrons to peruse
fashion jewelry while
limiting interaction
with staff.
