Chapter 11 - How to Display Your Jewellery

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 7pm, 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 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.

Jewellery Displays

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.

Jewellery Displays

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.

Jewellery Displays

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

Jewellery Displays

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.

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.

Jewellery Packaging