It looks glitzy and glimmery, but the reality of the jewelry world is that the competition is fierce, the margins frequently tight, and the quest to retain loyal, repeat customers often quixotic. Thus, it is incumbent upon retail jewelry store owners and managers to pull out all the stops when it comes to attracting buyers. A stellar window display can shine a spotlight on your business.
Getting Customers in the Door
In a recent survey, jewelers sited driving foot traffic as one of the most significant challenges they face. One respondent said that “getting customers in the door” was his biggest stumbling block. “[We are] losing that customer experience of sitting down with people and developing a relationship.”
Your window display must entice them to come in -- to begin building that relationship. A tall order for a piece of glass and a few square feet of space! But we’re confident you’re up to the challenge. Here are some tips for displaying everything from that elegant halo engagement ring encrusted with melee diamonds and those drop earrings custom-made to sparkle to their best advantage -- and to yours.
1. Examine the space with which you can work.
2. Know your customer and keep your brand identity top of mind.
3. Select a theme.
Rather than random objects placed haphazardly, you create a narrative that pulls customers in. Use materials that speak to you -- from mannequins and sculptures to intriguing props and furniture pieces. Be creative.
4. Choose the stars of the show.
5. Eliminate clutter
6. Think in 3D
7. Lighting is everything
Ensure that your window display is built on an exceptional foundation; our industry-leading diamonds services streamline every step of the process, from ordering high quality loose and melee diamonds to CAD design, setting, polishing, and more. When we cut, sort, and assemble your orders, we keep your business, margins, and customers top of mind. We’re anticipating the stunning displays you will create!