What should be considered when displaying jewelry?
The decorations themselves look very attractive and bright. However, these are too small items, so when thinking about the layout and design of the store’s interior, you should take into account that the jewelry on the display window will not look as expressive as it needs to attract and provide convenience to customers. Some accessories turn out to be simply invisible, and often a display case with jewelry looks too chaotic. Of course, with such an organization of the retail space, one should not expect large sales, since it is very unlikely that in a randomly crowded display case at least one item will catch the buyer’s attention.
In order for your store to prosper and your business to develop, you should follow simple rules for decorating display cases with costume jewelry. This is indeed a very important point in the jewelry trade. Follow the instructions below and you will definitely feel how it works.
The main thing is relevance
What is most important when developing a design project for a jewelry store? “The style, materials, color scheme can be basically anything - it all depends on the taste and preferences of the owner,” says Oleg Taratutenko, head of the design bureau of the MDM-group company . – But there is one obligatory condition - the design of the store must correspond to its assortment and target audience. If this condition is neglected, the store will close without really opening: there will be no sales because there will be no buyers.”
What does this mean – compliance with the assortment and target audience? If you are going to create a store selling inexpensive extras, you need to immediately abandon expensive pomp. Luxurious decoration, monograms and stucco will, firstly, look ridiculous and comical against the backdrop of “budget” rings and bracelets. Secondly, they will simply scare off a potential buyer. Imagine: a person plans to buy an inexpensive ring for his daughter, and in the hall, per square meter of area, there is one free-standing display case, and one illuminated ring “rests” in it... Your customer will leave the store without really entering it. In the premium segment, of course, there is another extreme: here the client cannot be disappointed by excessive simplicity. A buyer intending to buy luxury jewelry is unlikely to look into a modestly decorated store with budget counters - he will think that here he will not find jewelry of the level he needs.
Therefore, before you start fantasizing about store design, imagine your future customer and act in his interests, based on his expectations and ideas about beauty. In other words, a good design is one that is appropriate in a given store with a given assortment and a given target audience. After all, interior design is just a setting for the jewels on display.
“The choice of equipment depends on the price category of the jewelry store: economy, standard, luxury,” notes Eduard Artishchev, executive director. — Depending on the location of the store: a stand-alone store, a store as part of a shopping center, or an island area on the aisle in the gallery of the shopping center. From the technical conditions in each room, from the location of the entrance area, from the height of the ceilings, from the interior, as well as from the presence of windows and display cases.”
ON A NOTE!
Often store owners think that designers expect specific ideas and proposals for store design from them. Not at all. Sketches like “I want black counters with gray decor” are not expected from you. Have an idea of what you want (or better yet, what you DO NOT want) to see in your store - and good! The main thing that needs to be thought out in advance and conveyed to the designer is how your trade will be organized, how and what will happen in the store (this is mandatory, and no one except the owner can do this). In particular, how and on what the product will be displayed, whether sellers will come out from behind the counter when communicating with the buyer; Do you need a meeting room or a VIP area with armchairs, tables, tea and coffee... Such little things make up the technical specifications for the designer. And depending on them, the designer will draw your store, offer materials and commercial equipment.
How to properly fill a display case with jewelry?
Solid storefronts attract respectable customers.
We can recommend frameless display cases made of laminated glass. This equipment looks very aesthetically pleasing and presentable; it creates a feeling of both lightness and volume. And its transparency greatly increases the chances of customers seeing all the features of the most beautiful products from different angles. They are perfect for jewelry of the highest status.
For decorations to attract the eye, there should not be many objects on the display.
In principle, it is permissible to display any accessories on display cases. But if there is absolutely not enough space on them to demonstrate all the advantages of rings and earrings, then it is worth removing large necklaces, long chains and beads from there. It is better to place them on special stands or simply pins outside the display case, where they can be examined and touched. At the same time, smaller decorations will become much more clearly visible on the display case.
Maintain cleanliness of store equipment.
In order for the product to have the most attractive appearance, the equipment should be regularly dusted. To ensure cleanliness for as long as possible, it is worth purchasing display cases that are covered with walls on all sides.
Trade equipment should be well lit.
Beautiful jewelry should be presented beautifully. Stones and rhinestones should shine and play with reflections and tints in the rays of light, inevitably arousing the admiration of buyers. For the most advantageous lighting, install strips with LEDs or fluorescent lamps. But avoid halogen lamps as the heat from them can ruin your jewelry.
It’s better to choose a cool white tone for the lighting.
The decoration backing should be contrasting.
Shining multi-colored jewelry looks most impressive on a black velvet backing. The material can be spread smoothly on the display, or it can be draped beautifully.
Each decoration has its own stand.
To emphasize the advantages of a small product and make it stand out from the rest, it is necessary to use special pedestal stands with a velvet or silk coating. Transparent pedestals can be partially used, and the optimal ratio of velvet and transparent stands in a display case should be three to one.
The earrings look perfect on special rocker arms, plastic or cardboard backings. Place bracelets and watches on special cylinders. Premium products should be highlighted with exquisite jewelry boxes.
Any commercial equipment for jewelry can be selected in our catalog at the link https://mirbusin.ru/catalog/cat-576-oborudovanie
Don't forget the mirror!
A mandatory attribute of a jewelry store, which you should not skimp on, is a convenient mirror. Usually they use mirrors in which the angle of inclination can be changed. Such models allow buyers to examine the selected jewelry on themselves from different angles.
Proper design of jewelry display cases allows you not only to attract and interest a larger number of buyers, but also to significantly facilitate the work of sellers. Although they certainly still need to know their product and provide consultations to clients.
Sergey Khrameev: Layout of decorations: “God level!”
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Sergey Khrameev
Other expert publications:
- Sergey Khrameev: Promotion of a jewelry brand on social networks. Specifics and capabilities
Buying jewelry is not an impulse purchase and is usually planned in advance. While in the salon, the buyer takes what he sees first (for example, what evokes associations, what his gaze falls on), or what the sales consultant recommends, or a brand that is familiar to him = heard. The assortment in the jewelry salon is not small - the display cases are full of jewelry, including with decorated sales areas.
“Why are they, these “registered zones”!? There are tablets - put them in a row and OK! There is a client, there is a product. What else is needed!?" To this we will answer you the following:
Naturally, almost every manufacturer takes care of this.
What is there ? But everyone has their own characteristics. We will speak for ourselves. About our “GOD LEVEL” for displaying jewelry from the GRAF RINGS brand and share the basic rules.
If it’s a burden for you to read this “writing” and in the display above you there are only “stars” - DO NOT READ. And immediately download the merchandising book in its demo version for jewelry stores that have our jewelry => apply it in practice. Everything there is simple, like in a pharmacy: where to put it, how to register.
And for those who are still reaching out, together with us, to the top of jewelry - we continue to write, narrate, and educate. So, let's go.
The closer the store format is to a mass market, the larger percentage of the total display area will be occupied by mass display: 80% tablet display of mass-produced goods and 20% composite display in the departments of expensive goods with precious stones. This ratio is recommended for mass-market stores. And vice versa, 80% of the composition display and 20% of the tablet display characterize the display of a luxury salon, Wed+ offering high-value products.
In branded salons and designer boutiques, 100% compositional display is found, since each product is unique in its own way and requires a special presentation.
The more expensive, unique, exclusive products you demonstrate, the more effective the use of composite display will be. Conversely, the presence of a tablet display visually signals to the buyer that the store offers products at affordable prices.
It is clear to the buyer at first glance what kind of store is in front of him. Thus, a flow of target buyers is formed. In addition, when applying this law, the buyer can easily navigate in which place of the trading floor there are cheap goods of mass demand, average in price, and where expensive exclusive products are presented.
- In the “hot” zones—the center and the upper right corner—especially promoted product groups (so-called “soloists”) should be displayed.
For what? The buyer pays special attention to these areas! They can contain both exclusive, status, expensive jewelry, and products for which you are running a promotion.
- In the “cold” zone of the display case - the lower left corner - it is necessary to place goods of priority demand, products that attract attention with their design, large-sized products, and information signs.
Each product group in the display case should have clearly defined boundaries, surrounded by free space (emptiness). An excessive amount of goods in a sales window does not allow you to allocate free space for demonstrating product groups expressively and separately.
The desire to show everything at once destroys the clarity of the display. Emptiness is a tool with which you can concentrate the buyer’s gaze. Please note that high jewelry fashion salons actively use this: the more expensive the product, the greater the percentage of emptiness left around it.
Simple solutions are perceived by the human subconscious as the most correct. The display should be clear, simple, with a clearly identified central semantic element, so that the viewer can understand which product is the main one.
Important! The seller could easily get into the depths of the display case, and the buyer could clearly see all the corners of the display case. Products should not overlap each other; it is important to observe the principle of legibility of each decoration.
The most expensive products are placed in the semantic center of the display window, above other products. To do this, we recommend using additional stands and podiums, or highlighting them in contrast with a different color. In vertical showcases and niches, expensive products should be placed at eye level. They form the image of the store, as they are in the zones of the most active perception.
The point of using display equipment is to show all the elements of a piece of jewelry as effectively as possible. By lifting the product onto the equipment, we emphasize its value and give it special meaning. That is why displaying jewelry at the bottom of a counter or shelf is absolutely unacceptable!
They are placed in the background, delicately emphasizing and accompanying the main thing - the jewelry. The purpose of the decor is to attract impulsive attention at a long distance, it works in a split second, and when the buyer approaches the display window, nothing should distract his gaze from the product. Therefore, we always place the decor, as well as advertising posters, behind the display equipment, on the backdrop, in the air above the exposition, but never on the first line of the exposition!
But the place for information signs is the lower left corner of the display case or display area. The decorative filling of a display window should not be too complicated; one or maximum two decorative elements are enough to perform the function of impulsively attracting attention.
Gallery
Beware: classic!
“In general, in our work, we conditionally divide all the interiors of jewelry stores into classic and those related to the techno style,” says Oleg Taratutenko. – Shop owners in the middle to high price segments – the so-called boutique direction – gravitate towards the classics. Their buyers are, as a rule, people over 30 years old, a wealthy and established audience.”
Now is probably the time to define the terminology. What do retail space design specialists mean by classic?
“Classics are associated with decorative plasters (we owe them to Italy), stucco elements, polished flooring surfaces, thick glass edges in the interior,” says Oleg Taratutenko . – Classic interiors are usually made from natural materials: wood (natural tones - mahogany, cherry, walnut), stone... Often shop owners (usually the older generation is guilty of this) see classics in an abundance of monograms and gilding on a white and burgundy background. We try to dissuade them from such archaic solutions (after all, this is yesterday) and maintain a balance between luxury and taste.”
“In my opinion, the modern classical style is an English interior,” says Moscow architect Andrei Knyazyukovich . – Wooden panels on the walls, a wooden ceiling with beams, good parquet flooring, simple chairs, leather armchairs... Everything is strict, high quality, expensive. You can forget about stucco and gilding - they have the right to exist only as elements of banter. This is how you can decorate a trading floor just, as they say, as a joke. Name the store, for example, “At the Landowner’s” and decorate it accordingly. Or play on contrasts: a cave store: with rough, uneven walls, vaulted ceilings and... stucco in the center. And under no other circumstances is the Empire style in a modern jewelry interior, from my point of view, inappropriate - it will only scare away the client. In the monograms one can read not just archaism – inertness! Today, discreet classics are relevant, without pretentiousness and emphasized sophistication. Expensive materials are what is relevant for premium stores today. The lighting will do the rest – it works wonders.”
If you plan to open an inexpensive store, the target audience of which is young people or people with below-average incomes, in the development of design projects, as a rule, they are guided not even by the desires of the owner, but by the available budget. Usually these are monocolors, glass, metal, right angles and surfaces, the most universal equipment that can be installed at any visit without bothering yourself with the compatibility of styles, solutions, images...
Here we will immediately make a reservation: the minimalist style is quite appropriate in the premium segment. Moreover, many modern designers and architects consider this style to be almost the only correct one. BUT! Unlike mass stores, expensive showrooms will be decorated in “expensive” minimalism: expensive materials + expensive equipment + expensive lighting. Stylish and very expensive - this is how minimalism in the premium segment can be characterized.
Today, in all areas of trade, the prevailing desire is to break the barrier between the seller and the buyer, remove the counter, give the client the right to get as close as possible to the product and make their own purchasing decision. This is the hardest thing to do in jewelry. Since in 90% of salons and stores the counter remains unchanged (only in expensive jewelry boutiques in the West has a self-service system, if you can call it that), the designers are faced with the task of simulating a feeling of freedom for the client, without actually providing it, and leaving it in the store hall counters and display cases. How does this work? When working on boutiques or premium salons that have fairly spacious areas (not a jewelry box in a shopping center), most often the decision is made to make the buyer-seller communication private, informal, as they say - face-to-face. For this purpose, relaxation areas are created with upholstered furniture, tea and coffee, unobtrusive music...
Techniques for decorating shop windows
To highlight the beauty of jewelry, you can use the following techniques.
- Add drawings to the glass windows. Abstract patterns in suitable colors will look especially good on the back walls. Intricate patterns look very stylish, but you can also use your company logo if the brand is already recognizable enough;
- Fabrics. Velvet and so on are the ideal background on which all that remains is to carefully arrange the decorations. But here it is important to follow a number of rules: do not use too bright colors and make sure that satin and other sparkling fabrics do not interrupt the shine of the jewelry;
- Artificial stones, wood and shells. Such an ethnic style showcase attracts attention, but if the counter is decorated in a more modern style, then shells and stones may look out of place. For neutral backgrounds, you can use smooth stands made of natural wood, this way you can emphasize the beauty of the jewelry and not overshadow it;
- Fresh and artificial flowers. They are always appropriate, regardless of whether you have a branded store or a simple point in a large shopping center. They are placed in vases, positioned on the sides of the display case, or simply laid out on the counters. They have a very rich variety of shapes and colors, so you can choose a bouquet of suitable colors without any problems.
To decorate the display case, you can use various vases, figurines and other auxiliary products. But you need to arrange them skillfully; this is the only way to create a truly unified composition that looks elegant and original.
Along with jewelry, many shops sell gloves, belts, watches and many other accessories. So why not use them for decoration? You can arrange small ensembles from products that match the style and place them in groups. The visitor will be able to immediately see options for combining different things.
Interesting material : Window decoration in a pharmacy.
Merchandising in the jewelry industry
Category: Business Created 11/08/2015
The current competition in the business world dictates its own rules. In order to maintain their leading positions, many organizations resort to different methods. One of them is merchandising. The translation of this word, which is so unfamiliar to many, means “product promotion.” In other words, it is a tool that helps increase trade turnover.
Merchandising comes to the rescue in any area of business. This technique has been used in the jewelry industry for quite a long time. Let's consider the main aspects that merchandising covers and what they must comply with:
Store design.
The first impression of a store is very important. Saturated and bright wall colors can cause irritation and anxiety in the client. But gray bed tones are also associated with normalcy and everyday life, which will not interest anyone. In everything you need to know when to stop. An excellent alternative is a combination of dark and light colors or bright and light colors in the interior. Don't forget about mirrors. Firstly, a mirror is needed when working with clients, during fittings. Secondly, they increase space, and jewelry points most often need this.
Selection and placement of display cases.
Showcases and counters perform an important function - presentation. The classic version, display cases with a closed glass lid. The priority here is height. Low counters are inconvenient because the client has to remain in a bent state for a long time. But high display cases have a detrimental effect on the presentation of the assortment. The last row of decorations may simply not be visible. The optimal height ranges from 100 cm to 120 cm from the floor level.
Layout design.
The usual arrangement of jewelry in groups will not surprise or interest anyone. Competition dictates its own rules - you need to be different. For this reason, a layout with composition elements is used. Together with the decor, jewelry will play the role of focal points, which will allow you to retain the client’s attention. Experienced craftsmen will help train staff in constructing compositions at seminars.
It should be noted that store design, selection of display cases and display design are the main aspects. Don’t forget about such nuances as lighting, presentation promotions, background music at the point of sale, original gift wrapping, etc. All of the above are merchandising tools that stimulate sales.
By visiting the online store https://stylestore.com.ua/, you can buy luxury jewelry at the best price today.
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