The January 2010 edition of the National Jeweler Magazine featured a section on jewelry packaging and display in which it considered various aspects of branding and visual merchandising – a subject well worth emphasizing. (Particularly as we at Subastral Inc had our own wrought iron bracelet display prominently featured!)
The most accomplished merchants have long used the compelling power of visual display to attract customers. Regardless of whether they are selling at a craft fair or an exclusive Beverly Hills boutique; they know that utilizing the appropriate jewelry display can exert a powerful influence on the customers buying habits. Simply having the great merchandise in a competitive market is not enough if you fail to attract attention you will not communicate this fact effectively and sales opportunities will be lost.
Most commercial jewelry displays will do an adequate job in organizing jewelry so the differentiation lies in how they do this and the quality of the materials used. After all, a display should respect the merchandise and reflect its quality. In addition, the style of a display should be determined by the market niche, Jewelry displays should correlate with the quality of the merchandise being displayed.
White leather risers may perhaps be appropriate for fine jewelry but are not ideal for chunky Southwestern jewelry!
