5 tips to immediately improve your jewelry window display
There is so much going on right now in retail.
We see a change of behavior of how people actually buy things today (see here) and how internet sales increase whilst brick shops struggle so hard. You would think that shops have no other choice than to either compete with internet by starting their own web shop or make some other drastic choices.
This window is curious and attractive. Notice how there is just a blouse and a pair of trousers exposed. The window is made to seek attention and to let people comment about it.
But there is an less intrusive option to boost interest in a store and that’s the window display. Now there are a lot of stores who get it right. They have actually put a lot of effort in their window displays. But jewelers are not amongst those shops. I know; the really luxurious ones have got it right. Often extremely classical but they are never afraid to let just a few pieces in a window. Allowing people to really look at them and allowing them to be the stars of that window.
Hermès is famous for its stunning window displays. Very few items and a very attractive window display. It is also clear where the focus is...as the birds lead to ( or come from) the bag.
Fear never gives you good advice
But the far larger group of jewelers that aren’t at the very top, have a strategy of fear in their shops. ‘’We need to show EVERYTHING, or clients might think we don’t have it’’ Some might do that but still keep it all neat and tidy, but a large group doesn’t seem to be bothered to put items of one brand or style on a display of another company.
The power of just one piece is incredible. Here the effect of the person on the phote blowing the scarf feels almost like art. This feeling adds to the value of the scarf itself.
I don’t care?
What one is really saying with a window like that is: I don’t care. Now I know for sure no jeweler thinks of himself or herself like not caring! But this is what you communicate. Try to be as objective as you possibly can. Take a few steps back and then observe. What is your window communicating? Try to find words to describe it.
The color scheme is amazing. The flower arrangment is stunning but it's the playfulness of color and composition that adds this spring/summer feeling to the bag.
Dead flies and other little horrors
I am not the greatest visual merchandiser or anything, but my hands itch when I see these windows! And that’s not all. Dead flies, dust, pieces that are not put up straight…argh! Unfortunately, I have seen too many of these windows over the past years. Often jewelers did not allow us to do their window displays and we clinched our teeth, me and colleagues, to see how poorly the message of our brands were coming across.
Pucci, again an artistic look and feel. The make up is perfect for the outfit and the outfit complements the composition of the eye and lips.
Rather put money into stock than window displays
Now you read all this and you think: I am a jeweler but I am just not great at windows! I have no time and I rather put money in product than in my window displays. And I am here to try to hopefully help you see why maybe you should want to change that.
Just to make a point: ideas can be someimes amazingly simple! Get the lights in perfect state and this kind of window might cause a stir! Chanel
So here are 5 tips to immediately start create better windows.
Work together with brands.
They offer often the service to make the window display of their brand and this way you can be assured to make it easier to recognize the brand itself for your clients. If available, do ask for big visuals. See point 2.
Use images to seduce, inspire and get your message, or the brands message across.
Ask the brands for visuals and if they don’t have them, create your own. Look for inspiration at companies like Nike. They inspire with beautiful pictures to buy that running shoe, or the latest sneaker. Online it is even easier to use visuals, but you can also use them in your shop.
Leave as much jewelry out as you dare.
Our eyes need a bit of rest to really see a small item as jewelry often is. Try to create space. Leave more space between different brands. Just a few items say so much more than a pile of jewelry. Get the lights of your windows right! They need to shine directly onto the jewelry.
Create themes and program them. The seasons are fine, but can you do more? Get creative and think outside the box! Get inspiration from other kinds of stores. Go online and search. Pinterest, Google, Instagram, they all show so many results if you search for inspiration.
What can I say? It seems obvious, but do try to clean as often as you can. And look, especially in summer time, for those dead little flies.
When this window display of Louis Vuitton was launched at Lafayette, they even had elephants, the real ones, outside! This window causes people to stop and watch. Yet it doesn't distract from the simple and elegant bag. The whole window display is showing the color of the Hermès brand (orange)
Here are some links for more inspiration.
Think of this window. A very beautiful picture and just to spoons. This is maybe the easiest example for your next jewelry window display. Very clean, allowing to let two or max three articles play the leading role
Be creative and have fun!
This window attracts for its colors and it just is not only funny but it screams: FOCUS!
Christmas is a time of abundance. Look at the stunning colors. The theme is a fairy tale theme
I think that very clean and simple windows are indeed the most difficult ones to create. The art of leaving things out is not mastered by many. Here you get such a good idea of what this window display tries to tell us. It is very inspiring and the theme is thoroughly followed in every detail. Tods
Soft, girly and pink. Think of what jewelry you have in store that would look amazing in a scene like this!
Color, inspiration and flow.....Nike
Just imagine this all a bit smaller and there you have a very stunning jewelry window display
A great example of being creative. Very few items in the window display and we totally get the nature inspiration that they want to communicate to us here
Here are some links to pinterest boards to get more inspiration: