- 28 September, 2022
How to use jewelry displays to increase your sales
You sell great jewelry at reasonable prices, but you think your sales aren't what they should be. Potential customers watch and yet pass by. Although you can blame the economy, the competition, or even the weather, the problem is probably none of the above.
The term you often hear is “Packaging Sells”. So, although your jewelry is not "wrapped", it can be indirectly wrapped using the appropriate jewelry displays. Jewelry displays range from simple cardboard easel necklace displays to display cases to using jewelry boxes as a means of presentation. Once I came across a jewelry dealer at a flea market. He had a very basic operation, putting his jewelry on a table covered with a black tablecloth. All day, hundreds of people passed and few stopped. He complained about how bad business was, that no one was buying and that he was in danger of leaving the markets forever.
I took a close look at his jewelry and noticed that it was quite nice, but looked cheap on what he thought was a fancy black tablecloth. I suggested that she place most of her jewelry in open jewelry boxes and set up the back portion of her table in black easel necklace displays. I thought it was a simple and inexpensive way to get him to increase his sales. He initially refused saying he couldn't afford all the jewelry boxes and displays. I told her to just test it and even add the price of the jewelry boxes to the customer. After a few grunts, he finally agreed.
The following week he met me with a huge smile proudly telling me that his sales had doubled and that he wanted to develop the jewelry box and the presentation ideas. He started buying jewelry boxes with clear lids to keep his jewelry cleaner and he also separated his displays, choosing colored jewelry displays to emphasize the different styles and colors he wore.
He returned the following week and his sales soared again. After thanking me for saving his business, he expanded his displays, this time buying acrylic counter display cases.
Between jewelry boxes, jewelry displays, and showcases, he was now catching the attention of his customers and they quickly noticed his stunning jewelry. He raised his prices to cover slightly more than the cost of the jewelry boxes he was giving away with each sale. So not only did his sales skyrocket, but he was making an extra profit from the little extra markup for the packaging.
Too many people are hesitant to buy jewelry packaging. This is probably one of the biggest mistakes to make. Not only do you need to make your jewelry more attractive, but you also need to change your display setup often. Changing your displays makes your old customers stop because they assume you have new styles to sell. Often, simply changing position on your displays causes your customer to notice jewelry they hadn't noticed before.
Display is essential to increase jewelry sales, whether it is jewelry boxes, various jewelry displays or showcases, it is essential for your business that you follow the display end. Remember, “packaging sells”. Pack properly and watch your sales soar.
Tags jewelry displays