Make It Sparkle for Mother's Day

 Oftentimes, the simplest changes can make the biggest impact in a store or booth...
case in point is how you display your jewelry.  
With Mother's Day approaching, jewelry is high on the 'Hot List' of wanted gifts - 
so make it stand out in your store!

There are hundreds of ways, hundreds of fixtures you can purchase or that are provided by suppliers.
I tend to lean toward simplicity because I like the PRODUCT to be the star of the show.

Jewelry is such a small product, in a small scale, that making a visual impact with it is difficult.
I've posted about how to present your jewelry at shows and jewelry in windows before,
but recently I saw two ways to present delicate jewelry that sparked my interest....

The first, shown in the photos above and below, 
is a way to update those black velvet jewelry forms that seem to be in every store around... 
I saw this in the gift shop of the Mission San Luis Rey, California:
simply wrap them up in some thin cotton muslin fabric, stapling as you go to create a smooth look.
The result is a neutral background that helps bounce light (instead of absorbing it, as black does)
that will set off jewelry in any tone.
I've seen new versions made with burlap - but burlap is a tough fabric to try a DIY project with.
Note that these light-colored forms are placed inside a dark wood cabinet.
The contrast created contributes to the stand-out effect.

*I recommend this presentation for everything except fine jewelry.
You won't ever do better than using a dark velvet or satin fabric 
as a background for presenting sparkling diamonds and precious stones. 
Shades of black, navy blue, espresso brown, deep emerald, and deep charcoal are best for those products. 
They bring out the sparkle like nothing else can*

The second solution is a DIY one, executed with aplomb and style
by a vendor at the recent JunkBonanza antique show in San Diego, CA.
Sacred Heart Studios created neck forms from salvaged wood - to great effect.

Simply cut shapes from old wood (and the marvelous patina inherent in the grain) 
add stunning texture to displays in this vintage & reclaimed furniture booth, 
bringing the eye directly to the beautiful jewelry made from salvaged metals and findings.

When your jewelry is THIS unique, your props and forms should speak the same language.
She's looking into producing these forms for sale, so check with her website for availability!

What else can you do to freshen up your jewelry displays?

*Bring nature in: branches, bark, rocks, sand, shells, moss/lichen all add texture
and will set off the colors and themes of the jewelry you sell.

*Go for contrast: like the suggestion to pair deep rich velvet with sparkling jewels up above,
think about using matte finish fabrics and surfaces paired with shiny metallic jewelry - 
and vice versa. Use dark color backgrounds with light jewelry, as well as the opposite.

* Imagery Sells: pages pulled from magazines or books will help you 'Tell A Fashion Story':
Pair high fashion shots of shoes, handbags, and dresses with color-coordinated jewelry.
Use the images laying flat, create a collage on the wall behind a jewelry display, and
bend images around vases and boxes to add 3-D effects to the display.
See my ideas for using paper in jewelry displays.

*Sell The Dream: Breakfast at Tiffanys. Need I say more?
Well, YES! See what I have to say about merchandising in the iconic film set.

*Be Original: Use fixtures and props that create and express your brand image.
See what this vintage show vendor did that made me stop in my tracks...
and this vintage show vendor who created a gallery-quality booth.

Now you have the tools and ideas to improve your jewelry presentation...
get in there and FOOF IT UP for all of the daughters, sons, husbands, and dads
who are desperately looking for inspiration for a Mother's Day gift!

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my take on retail visual design:

"The thing is, retail design is driven by psychology. It is by manipulating space, visuals, lighting, sound, smell, and mood that we influence customers to enter, stay, browse, buy, and return. It is an endless exercise in change, endurance, growth, education, and imagination that enables retailers to stay on top of their game and at the forefront of their customer's minds. Yes, what you sell IS important - but even the very best merchandise won't sell at full price if it's presented in torn boxes on dirty shelves in a store that is too crowded to turn around in. Visual impact is a huge part of business, and utilizing the principles that have been proven to work can help you build a better business." ~ DWK