Fall 2010
Jewelry Displays That Dazzle By Becky Tyre

Sure, you can use traditional risers but a little creativity with different props can go a long way in really making your store’s jewelry inventory stand out. These ideas will inspire you to try your own fun ways and equally important, give you tips on displaying especially small pieces that might otherwise get ignored.

Dress forms are popular alternatives to mannequins. Because the forms are padded and covered with fabric, jewelry can be attached using pins. Charms, earrings and pendants show up well against black velvet. Hanging the chains to create a “skirt” is a creative touch that really works to draw attention to this display.

Sometimes a store’s merchandise can perform double duty as a display prop. This is particularly true for gift shops that are also home décor stores. A silver, punched tin lantern provides ample display space for a jewelry collection. As an added bonus, it can be hung from the ceiling, putting the jewelry at eye level and freeing up valuable floor space.

Sometimes you want subtle props that are pleasing to the eye, yet do not distract from the product. A simple etched wine glass and crocheted doily provide a sophisticated, neutral dimension to this cuff bracelet and ring display.

Group merchandise together when it has a story. Framing promotional materials indicates to customers that something’s going on here, drawing them to the merchandise. Customers tend to linger at such displays. When shoppers read how the Acholi bead jewelry is made by Ugandan refugees from recycled magazine pages and plastic bags, it evokes an emotional response and encourages them to examine the product more closely. Using twig baskets and wooden trays and bowls accentuates the theme.

A miniature, upholstered chair becomes a pincushion for display brooches. Oversized props are great for store windows, but miniatures are ideal for displaying jewelry.

Simple wooden fence posts cut in different lengths are versatile as both horizontal and vertical display pieces. The diameter allows for more of a watch band to show and works nicely for bracelets too. Fashion watches are best displayed in groups. Varying the display heights makes it more visually interesting.

Photo credit: Courtesy of American Art & Craft Gallery, Pine Mountain, GA

In visual merchandising, creativity flourishes by imagining alternative uses for common items. A standing wine rack provides twenty display holes for necklaces in a unique way and yet, fits atop a table in less space than most traditional necklace displays.

Photo credit: Courtesy of Bess & Evies Vintage, Forth Worth, TX

There are times when traditional jewelry displays are perfectly appropriate. Clear acrylic risers can be used to position neck forms at various heights for better viewing and added interest. As shown, books serve as risers, as well. Covering the books in scrapbook and wrapping paper add a touch of color to the neutral display.

Photo credit: Courtesy of Debie Gasio, Visual Merchandising at Pangaea Outpost, San Diego, CA

Covered padding attached to the back of a hutch creates a clean, functional backdrop for an ‘old meets new’ jewelry display shelf. Tattered books, tied with simple ribbons, become attractive risers creating varying heights within the display. Clear glass bottles, jars and an overturned white urn feature single necklaces in this vintage-style jewelry vignette.

Photo credit: Courtesy of HiHo Home Market, Gardiner, NY

A little whimsy can be a fun way to draw attention to a product. Besides, why use a mannequin with two arms when an octopus has eight?

Photo credit: Courtesy of The Painted Door, Oklahoma City, OK

Displaying jewelry on glass shelves within a showcase can be effective for sales, yet challenging for merchandising. Glass orbs and small, flat scattered stones give dimension to a flat display. The small stones keep the glass balls from rolling. Showcases are best used to feature special collections and provide security for higher priced items.

Photo credit: Courtesy of Poppy Arts, Columbia, MO

Editor’s note: GIFT SHOP magazine thanks the retailers who graciously shared their ideas with us for this article.

Becky Tyre

Becky Tyre is the senior trends editor for GIFT SHOP Magazine and the owner of the Retail Details blog.

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