Sales Professional, SmartPro Jewelry Display’s & Packaging ; Hirsch Watch Straps
I am reading a book entitled ‘The Complete Guide to Effective Jewelry Display’. This is the eighth post of a twenty two part series to highlight the secret sauce of this book written by Larry Johnson. It’s a summary to help me stay sharp and share ideas that might be helpful to you. Section 9, Displaying Specific Types of Merchandise Diamonds You’ll need anywhere from 6 to 18 feet of showcase for non-bridal diamond jewelry. Put your diamond goods in showcases that are slightly out of stores main traffic pattern. Use only your best and newest display elements for diamond cases. Use individual elements for the nicer 20 to 25% of the pieces and low density trays for the remainder, please refer back to previous post about the 20 40 40 merchandise plan. Your key items should be placed dominantly in the case in the center up on a riser. Be careful to only use the nicest individual displays at your disposal on the diamond case, it is your most important merchandise. Bridal This category has the highest aura of the store, therefore anywhere from 12 to 24 feet is appropriate. This merchandise should be displayed outside of the main traffic flow. People shopping here do not want to be interrupted by other patrons shopping in other categories. Your case organization should have the items that you must want to sell in the rear of the case case on risers, centered. Make sure you have all your sales aids close at hand. Be careful with the trim that you put in the cases, you want it to be equal to the quality of your merchandise. Colored Stones The purchase of colored stone goods can be more impulsive, so place them an easily accessible showcases given the vibrant colors. The consistent use of a quality materials is a must, bright color elements make the stones look their best. Again select a key item for particular emphasis and put items you most want to sell in the dominant space. Pearls This tend to be a destination purchase, placement of the Pearl showcase in a high traffic area might not be necessary. Usually this category is a good place to search for sales growth. Use signage to answer the most frequent questions. Gold Fasion Earrings are the largest category here. A 6 foot showcase would be sufficient in most stores. Common elements such as ring fingers, earring stands, and charm units are in use most frequently. Men’s Rings are the cornerstone of men’s jewelry. Quality is usually of utmost concern. It’s a good idea to place the men’s case near the watch case or check out area. Watches Watches have traditionally been a part of the merchandise mix, although that has been changing in recent years. Make sure you understand the role that you want watches to play in your store. This will dictate the size of the inventory and the location. Vendors generally provide displays with appropriate signage. Chain One showcase will generally suffice for this category. Silver Place this merchandise away from the diamonds goods
