Our fascination with jewelry goes back hundreds of years. Jewelry made from stone, shells, and pieces of bone has been found to date back to prehistoric times. From its roots in found objects to its current sophisticated metalwork, jewelry has been and will continue to be part of our human story.
This is good news to any jewelry business owner, as the United States continues to be the world’s top consumer in the jewelry industry. However, small businesses and independent sellers have to remain savvy marketing pros in order to keep up with the growing industry. Providing an unapparelled customer experience unique quality jewelry are the two most important factors in a jewelry businesses success.
When it comes to inhouse jewelry sales, the customer’s experience within a store is paramount to their committing to a purchase. How the products are displayed is the key to sales. The objective in jewelry display is to capture the customer’s attention while holding it long enough so that each piece gets noticed.
The more time a buyer spends looking at the pieces solidifies their commitment to purchase an item. Exposing as much inventory as possible to the customers' view, while at the same time giving every piece utmost distinction, is the top goal of inventory display design. There are a few principals to keep in mind when skillfully arranging the jewelry within a display.
Keeping the collections or designs together is an important first step in display design as not only is it pleasing to the eye, it allows the ability to upsell additional pieces. Once a customer finds a style they like, it is easier for them to make decisions without becoming overwhelmed, which could lead to loss of a sale. Grouping metals together such as silver with silver, and gold with gold, is a good example of this tactic.
When in doubt, think simple is better. If displays are too crowded, the customer’s eye will tend to scan rather than focus on any one item. To avoid this issue, create a discernable visual path throughout the display. This allows the brain and eyes to work together, in a conscious manner versus one that is chaotic. Customers who can easily make sense out of what they are seeing become confident in making a purchase decision.
Making a decision to purchase a piece of jewelry is usually connected with the customers' emotions. Creating a display that inspires a customer to make a purchase will not only ensure sales but also encourage repeat business. By taking great pride in the product, and great care in the customer’s experience, a jewelry retail business can ensure it’s continued success.