SJN

During a recent trip to a conference, a friend asked me to stop by his jewelry store for a quick analysis of his displays and perhaps a few suggestions on how they could be improved. Sales were flat and he was looking for help.

I spend a lot of time in jewelry stores! As a visual merchandising consultant, I am in all types of retail stores all around North America each week. Here are the most common display mistakes I see each day.

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 catchall answer, “Because I said so!”

One of the simplest ways to enhance the perceived value of a piece of jewelry in a showcase is to display it in a more “featured” manner. Rule #1 in visual merchandising is to feature what you want to sell!  Bury the piece in your crowded case and you are sure to make it more difficult for your buyer. Make it easy to see – and to buy.

Years ago, my wife and I attended a very interesting and thought provoking seminar by Dr. Wayne Dyer on “The power of intention.” His point, know where you are going before you embark on your journey and keep your destination in mind as you go.