What is the difference between an Apple Store and a Currys Superstore? Visiting one is a pleasure and visiting the other is a chore. Buying an iPod in an Apple Store is as much about the buying experience as it is about the iPod, whereas buying a TV or a stereo in Currys is hard work.

Yet the Apple Store sells less than 10% of the stock on offer at a similarly sized Currys, and they only sell one brand. There’s no big secret here - it’s all about the display, and how that display creates an experience that makes people want to buy.

As a jewellery seller, you too can create a more enticing buying experience. It doesn’t matter if you own a small shop, or sell in people’s homes in the evening out of plastic bags - by showing your goods at their best, and making it as easy as possible for people to try them on, you encourage them to buy.

Trickery doesn’t come into it - you’re not fooling people into buying something they don’t want. What you are doing is removing some of the barriers that may prevent them from buying in the first place. The other day I was browsing some jewellery auctions on eBay, and something struck me about many of the auctions I visited: I was unable to work out if I actually liked any of the jewellery on offer. Now, chances were that much of that jewellery was good stock, in fashionable or contemporary designs, but the quality of the displays and images were such that I simply could not decide.

And this does not only happen in the online world. Not long ago, walking through one of Ireland’s larger indoor markets, I was drawn to a small stall tucked away in a corner. The stall owner was selling Ikita jewellery, and every single necklace was sitting in a large pile on a flat table - tightly wrapped in plastic. Despite the popularity of Ikita, no one was stopping; and no one was stopping because most people didn’t even realise he was selling jewellery. With a proper display, and a little effort, this could have been the most popular stall in the market. Instead, the owner packed up and went home early, probably never to return - no doubt telling his friends that Irish women just weren’t interested in jewellery.

So how do you display your goods to their best advantage?

There are two things to know when it comes to setting up your display: Firstly, you need some props, and secondly, you must give yourself enough time. If you’re planning a jewellery party that kicks off at 8pm, get there by 7, and spend that extra hour laying out your stock so it looks as attractive as possible.

A whole industry exists to make this easier for you. Whether you’re selling necklaces, bracelets, earrings, or rings, careful use of props can present them in such a way that will remove indecisiveness from your buyers. Be sure to take everything out of its plastic wrapping, and get that same wrapping out of sight, preferably under a chair somewhere. Necklaces should be displayed on proper necklace stands that allow people to picture them around their own necks.

Bracelet displays should show each piece from many different angles, giving buyers the opportunity to see how they hang from a wrist, as well as how they compare to other styles. Do remember to make it easy for your customers to try on each item.

Earring displays are often forgotten, but it is very important for people to be able to see how they hang. Unlike bracelets and necklaces, they are rarely tried on, so your display must present a good picture of how they would look when worn.

Displaying rings is relatively straight forward, and because they are so small, setting up a large and varied display is not difficult.

The props shown in the photos above can be built up over time, and the decision as to which should be used for a particular display is something that will get easier as you gain more experience. I would suggest however, that you not overdo it - start small, and work up. Very large, cluttered displays, are almost as bad as no display at all.

Over time, we’ve built up a lot of contacts in the jewellery business, as we sourced stock, packaging, and displays from various suppliers. If you’re looking to purchase display props similar to those above, we’d recommend a Birmingham based company called Talbots. Their website is small and does not carry a full stock list, but their catalogue is comprehensive and contains all the information you might need before deciding which props are for you. There is a Request Catalogue link on the home page.

Careful use of props and elegant displays can have a major impact on sales, but it doesn’t stop there. Once the sale is made, you have a final opportunity to impress your customer and make them want to come back for more. This opportunity lies in how you pack your goods.

Do you normally drop those sterling silver necklaces into a paper bag and move on to the next customer? Why not box the necklace instead? There are a whole range of packaging options available to you, with different boxes and bags designed specifically for rings, necklaces, and bracelets, in many different styles and colours. And they do not cost an arm and a leg either. Again, these items can all be purchased from the supplier mentioned above - one more reason to get your hands on that catalogue.

The question you should ask yourself, is how do you want your customers to look at you and your business? Do you want them to see you as a Currys Superstore - cheap, drab, and crowded - somewhere they really don’t want to go? Or do you want them to picture you as an Apple Store - elegant, tasteful, and a pleasure to visit.