What is typically the biggest asset in your store? Outside of your loans, it’s your jewelry inventory – yet very little money, time and effort is typically allocated for displaying your jewelry in the most effective manner. You’ve stocked your pawn shop with unique and fashionable jewelry you hope your customers will love. But stocking your store is only part of the equation. To move inventory, you’ll have to display your jewelry in a way that will catch your customer’s eye and show your jewelry in the best light – both literally and figuratively. You want to create a retail jewelry display that will not only attract customers but will keep them coming back for more.
A few things to consider:
- Pay attention to lighting. Displaying your jewelry requires special attention to lighting, not just your display cases but also your interior lights in general. I highly recommend LED lighting in all your cases to highlight and accentuate your diamonds. It may be a little more expensive but the investment pays off in higher sales and more durability. Additionally, make sure the ambient lighting around your cases is also bright and directed appropriately to reduce glare.
- Rotate your displays based on the season. Your jewelry display should evolve or change based on the season – for example, a Christmas or Valentine’s display may feature bold red backdrops, while Mother’s Day displays will have softer colors. And during the summer when sales are slower, consider adding fresh flowers to your cases each week; having a different look to your cases always attracts attention.
- Highlight your “gems”. Larger diamond pieces need to be displayed uniquely and distinctly. Separate these out from the rest of your inventory with a personalized arrangement. Spotlight each one with a description (color, clarity, size) card and consider a GIA certification as well.
- Use props, where applicable. The smallest touches can elevate your customer experience and make people connect with your pieces, enticing them to buy. Here’s an example: If your store sells vintage pieces, displaying a broach on top of a vintage leather-bound book will transport your customer to the era in which it was made. Incorporate your flavor into these displays.
- Group by category. For example, situate earrings in one area, bracelets in another, necklaces and rings in a third. This may make finding products easier and limit confusion for the customer.
Creating a jewelry display requires careful consideration of your available inventory and your target audience. The techniques outlined above are merely suggestions which may help you not only entice a customer into a sale – but many more in the years to come. Happy selling!