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.

Bizzita window jewelry display.1

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.

Bizzita window jewelry display.3

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.

Bizzita window jewelry display Herms.2

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.

Bizzita window jewelry display.4

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.

Bizzita window jewelry display.5

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.

Bizzita window jewelry display.6

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. 

  1. 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.

  1. 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.

  1. 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.

  1. Theme!

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.

  1. Clean!

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.



Bizzita window jewelry display.8

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.

If you are not great with your window displays then maybe one of your staff members is. Invest in a course visual merchandising. It WILL pay off. Would love to see pictures of beautiful jewelry stores! You can always send me pictures of your store at This email address is being protected from spambots. You need JavaScript enabled to view it.

Bizzita window jewelry display Herms

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!

Bizzita window jewelry display Louis Vuitton

This window attracts for its colors and it just is not only funny but it screams: FOCUS!

Bizzita window jewelry display.Harrods

Christmas is a time of abundance. Look at the stunning colors. The theme is a fairy tale theme

Bizzita window jewelry display.Tods

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

Bizzita window jewelry display.7

Soft, girly and pink. Think of what jewelry you have in store that would look amazing in a scene like this!

Bizzita window jewelry display.Nike

Color, inspiration and flow.....Nike

Bizzita window jewelry display.9

Just imagine this all a bit smaller and there you have a very stunning jewelry window display

Bizzita window jewelry display.10

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:










Comments (13)

  • Annie Frances

    Annie Frances

    • 20 June 2016 at 13:56
    • #

    Wow, that Louis Vuitton window display is incredible! A friend of mine owns a jewelry store and is looking for a way to draw more people in. Maybe she could do something more artistic and colorful with her window display to show off the jewelry in her store. Thanks for the help!


    • Esther Ligthart

      Esther Ligthart

      • 20 June 2016 at 14:03
      • #

      You are welcome, Annie! Thanks for your comment..:-)


  • Priya Sharma

    Priya Sharma

    • 08 July 2016 at 14:29
    • #

    Nice tips for display of jewellery
    For more jewellery designs check at Craftsvilla earring


  • Charles Kemp

    Charles Kemp

    • 03 August 2016 at 19:36
    • #

    I like that there are ways to improve your jewelry store displays. It might help out a lot to do something a little different than before. I also like that you mention to clean it because that can really make a difference and make the jewels look really good.


    • Esther Ligthart

      Esther Ligthart

      • 11 August 2016 at 11:14
      • #

      Hi Charles! Thank you for your comment. I know....it makes a huge different, yet it's so easily neglected, right? :-) Have a lovely day, Esther


  • Deedee Lewis

    Deedee Lewis

    • 10 January 2017 at 20:21
    • #

    I would have to agree that you should work with the brand to find out the message they would like conveyed in the store's display before getting started. I would imagine that it would be possible to work with the brand while adding your flare to the display as well. As long as the brand agrees to the display idea you would like to incorporate then it will make for a smoother project.


  • Braden Bills

    Braden Bills

    • 23 February 2017 at 15:31
    • #

    I'm trying to find a good jewelry store. It makes sense that I would look for one with bold displays! That would suggest that they aren't afraid of their stock, and will be easier to deal with.


  • Isabel


    • 10 May 2017 at 13:01
    • #

    This is such a great article! The way to stand out now in the retail business is by creating a whole shopping personality for the store that will make customers come back - as I know I'm definitely far more likely to return to a shop if it's stood out for me and been more than simply 'bricks and mortar'. I've owned a boutique shop near the coast for a few years now, and I'm always looking to improve my shop's design. We offer an assortment of luxury dressy items (including an array of showpiece style jewellery), and I try to reflect this in my decor and in the way I present myself. And it seems to be doing ok because we're actually looking to expand! My ultimate goal however is to have a small luxury chain of shops dotted along the most exclusive spots in the country (a girl can dream right?). And because of this dream, I'm always looking to improve and fine tune my business - which is why I was wondering if I'd be able to ask you for some advice? My friend (who works within the marketing industry) has suggested that I look at hiring some interior designers to design and decorate my shop(s). She has told me that because I work within the fashion industry, that looks and aesthetics are everything, and I think she's right based off my own experiences! So I've been looking at hiring some 'shop specialists' (so to speak) to help me out, and I was wondering if you'd be able to point me in the direction of any good retail designers? I've been looking at Green Room Design (here's a link to their site) and was wondering if you'd heard of them? My friend said they were really good but I wanted to get a few more names of different places first - so if you'd be able to give me any recommendations that would be fab! Thank you for the article - keep up the fantastic advice xx


  • amit


    • 22 September 2017 at 12:18
    • #

    nice designs and article


    • Esther Ligthart

      Esther Ligthart

      • 25 September 2017 at 09:09
      • #

      Thanks, Amit!


  • Taylor


    • 11 February 2019 at 15:07
    • #

    For me, Hermes ticks all the boxes when it comes to a sophisticated, yet enticing window display. So many boutique retailers have the most dull window displays, for fear of ruining the classy image they're trying to achieve. Hermes just goes to show you can be fun AND sophisticated.
    awesome collection of displays thanks for sharing!


  • jewellery box

    jewellery box

    • 23 December 2019 at 08:41
    • #

    it is really helpful 5-tips-to-immediately-improve-your-jewelry-window-display for me to improve my jewellery display cabin.


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