The difference between jewelry that gets a second look or even purchased and jewelry that doesn’t is often in the way it is displayed. Many jewelers overlook the importance of displaying their art correctly and feel the work will sell itself. This isn’t always so. So what makes a good jewelry display?
Effective jewelry displays require balance between style and restraint. While there is no perfectly right or perfectly wrong way to show your jewelry, there are a few things to consider.
One feature of a good jewelry display is that it reflects the style and personality of the jewelry line and the taste of the targeted customer. Be as creative with your display props, backgrounds, and textures as you are when creating your jewelry. For ideas, flip through catalogs that feature women’s fashions and jewelry. The idea is not to copy the way the catalogs display jewelry, but to use their settings as a springboard to a great new display of your own.
Of course one can get carried away and put too much into their jewelry display cabinet, which can communicate the wrong message. Picture an entire table filled with bamboo stalks, tiger-print fabric, and driftwood under and behind every piece of jewelry. This is far too busy and cluttered, even if those elements do communicate the style of the jewelry line.
Jewelry should show up against whatever props and background materials you use. A clear crystal quartz pendant would be practically invisible on a leopard print silk scarf, but a chunky silver cuff bracelet on the same scarf would stand out nicely.
A background that contrasts visually with the jewelry will help the jewelry stand nicely. Choose no more than three colors for your display elements and tablecloths – for example gray, white, and blue. Each item you use for your jewelry displays would be one of your three colors. Also choose no more than three textures – for example stone, lace, and linen; each display element would be one of these textures.
When laying our your jewelry display, take proportion and height into consideration. You can use all kinds of things to vary your heights in your jewelry displays, so experiment.
Other ideas for visual interest are to put things at unusual angles, and set props at a diagonal. Diagonals are always dynamic.
Lighting is another critical aspect of showing your jewelry. All jewelry looks best when it is well lit. Whether you are showing your jewelry in a store, at a show or on the street, you can’t count of the lighting to be of the quality you want, so be sure to purchase the right type of lighting equipment to correctly light your works.
Now for practical matters. Be sure all of your jewelry is cleaned and shining. You don’t want to show dusty jewelry or work that has been tarnished. Also, avoid clutter at all cost. Clutter creates confusion in the mind of your customer, which will decrease your chance of making a sale. Keep your display as streamlined as possible without sacrificing interest and originality.
Last, be sure customers can touch your jewelry. While you may be a bit hesitant due to shoplifting, keep in mind that studies have shown that customers are four times more likely to buy something they have touched or tried it on.
Will your jewelry sell or attract customers? This could be entirely up to you and the way you have put consideration into your display.