One of the biggest mistakes a retailer can make is not buying or buying too few jewelry displays and jewelry boxes. Displays do more than organize your jewelry, they help draw customers’ attention to your products. Avoid all displays with bells and whistles. The best displays are the basic ones, after all, you don’t want to draw attention to the jewelry display, but to the jewelry in it. Good ideas to show are color groupings. Many retailers divide their different styles of jewelry according to the color of the display, in fact creating areas of their stores that draw attention to each general style of jewelry. It is never a good idea to mix display colors as this gives the appearance of mixed jewelry and therefore reduces the perceived value of your jewelry. You want to use displays to enhance value, dividing your store into colored sections works well, especially when you’re using stylish colors like burgundy, navy, and red.
Many seasoned retailers also purchase jewelry boxes to not only give to their customers upon completing a sale, but also to display their jewelry. The selection of boxes depends on the quality and style of the jewelry being sold. Once again, you want the customer’s eye to be on the jewelry and not on the jeweler. The box should simply draw your attention to your jewelry. Higher-quality jewelry should be displayed in higher-quality boxes, such as rosewood or leatherette boxes. Displaying your jewelry using jewelry boxes also increases the sales of low-end jewelry. Usually cotton-filled jewelry boxes suffice here. But to give particular effects use colors like Black Glossy, Cocoa Boxes or Kraft Jewelry Boxes. These attract customers’ attention better than plain white. Also make sure any cotton-filled boxes you buy are made in the USA and not thin cardboard. There are too many Chinese made cotton boxes on the market today, please avoid these as you don’t want your jewelry displayed in a poor looking box. Doing so obviously ruins the whole effect.
When you first set up your jewelry in displays and boxes, try different ideas. Configurations vary depending on the type of store you have. So don’t be afraid to move around and change things up to determine what works best for you.