Anyone that spends much time around young toddlers has likely experienced that beautiful age in which the child constantly asks “Why?” when responding to any instruction. The redundancy in which the question is asked can drive a parent to resort to that...
At the recent Canadian Jewellers show in Edmonton, I had a nice talk with a young, Canadian jewellery store owner. I had given a seminar on the “Top 10 list of mistakes jewelers make in the display of jewellery” and at the end of my remarks, offered a free 30 minute...
Travelling around the country working with independent jewelers is not only a very rewarding experience, but it is a great way to see the diversity ideas, efforts and misconceptions that owners have. Walking into a new client’s store for the first time, I frequently...
Ever visit a website in search of a solution or to make a purchase and after a few minutes of difficulty, finally “just give up” because the site is so confusing, cluttered or just poorly designed that it just isn’t worth the trouble? Why does it have to be so...
I frequently advise my consulting clients to think of their display showcases as the “desks” or “workbenches” of their sales team. Just as the jeweler in their stores shop (hopefully) has everything he needs to do his job (i.e tools, supplies, etc.) close...
As the Holiday sales season approaches, it is the perfect time for the retail jeweller to take a few moments to be certain the showcase display presentations in the store are ready. Making the effort to get everything ready for the rush of customers pays off in higher...
In last month’s issue, I began this study of the differences in display strategies that the successful jeweller should consider when outfitting a retail store. If you missed last month’s column, the following is a quick overview to get you up to speed. If you...
The task of improving the display presentation in a retail jewellery store is actually a multifaceted effort that changes as you walk around the store. There is a different solution for every category of merchandise you offer. What works in your Bridal case will not...
Every experienced retailer has an entertaining cache of stories about some “crazy customers” that have acted irrationally in their stores. The stories are frequently amusing and often prompt a listener to reply “Let me tell you about one I had that was even...
Thanks, Franklin D. Roosevelt for these words. Sometimes, my clients are hesitant to make changes in their displays or overall stores due to plain old-fashioned fear. They see the need but are immobilized by the unknown. Sometimes it can be a fear of the...
