Connect with us

Benchmarks

6 Jewelry Window Displays You Have to See to Believe

Six retailers who mesmerize passersby with window displays.

Published

on

If your location provides you with your own window on the world, make the most of it. Take that opportunity to market your brand in an eye-catching way.

Consider hiring a visual merchandising expert or consult a local florist who may help you in return for a gift card or a piece of jewelry, suggests Larry Johnson, author of The Complete Guide To Jewelry Display.

Figure out what you want it to accomplish before you start decorating. If it’s for pedestrian traffic, think of the window as a menu. Display popular price points and include the prices, which may entice someone into the store.


6 Jewelry Window Displays You Have to See to Believe

House of Stones New Philadelphia, OH

For Christmas 2017, Ian Wamboldt, store manager and creative window designer extraordinaire, used steel trees he painted white and new frame decals for the existing light boxes. “The store has a classic, even old-school jewelry look, so I try to do things that complement the fixtures and interior.” After Christmas, he transitioned all of the displays into a winter theme, which will work until the spring update. “Being a small business, there is hardly ever a large budget for displays. So whenever we get something new, I make sure we can use it somewhere else down the road.”


6 Jewelry Window Displays You Have to See to Believe

Sarini Fine Jewellery Vulcan, Alberta, Canada

Because Sarini Fine Jewellery has only two small windows, each must punch above its weight when it comes to making a visual impact on passersby. This particular window was inspired by Valentine’s Day, so the engagement rings were set into the silk roses and peonies, which were shaped into a heart. Owner Sandra Locken and staff member, Lynn Brooks, who created this display, bought several of these frames at IKEA and use them in the windows often, simply switching out the background color and adding text. “We also like to use lots of flowers in our windows because there is a green space beside us and it’s nice visual continuity between it and our store,” Locken says.

Advertisement

6 Jewelry Window Displays You Have to See to Believe

Ocean Jewels Myrtle Beach, SC

Sometimes it’s all about the right colors. Display cases and windows in Ocean Jewels, like the rest of the store, are light, bright and inspired by the South Carolina environment, including the ocean and gardens. Owners Ali and Stella Channa brand their business with the colors of deep blue and white. Fresh flowers add energy to the shopping experience and appeal to window displays.


6 Jewelry Window Displays You Have to See to Believe

Onyx II Fine Jewelers Watertown, CT

Two pounds of glue and 20 pounds of glitter in the wrong hands could mean a big, sticky mess, but James Michael Murphy of Onyx II Fine Jewelers is a pro. Every year, Onyx II kicks off the holiday season with a charity trunk show, and so he thought it would be fun for 2017 to incorporate artwork from the invitations into the window design. He wanted to convey a message of peace, happiness and love. An artist brought Murphy’s ideas to life for printed invitations and also sketched the characters featured in the window. The individual shapes seen in the window were each cut from heavy-duty foam and shipped from California. Murphy painted each one by hand with glue and then glittered each item.


6 Jewelry Window Displays You Have to See to Believe

Pyrrha Los Angeles

Anything is likely to appear in one of Pyrrha’s flagship store windows — from felt birds to Victorian-era mannequins, while in the other window a 200-year-old dollhouse displaying jewelry creates a consistent, intentionally decrepit look. The store was designed by owners Wade and Danielle Papin to reflect the eclectic spirit of their line of talisman jewelry, which is based on Victorian-era wax seals. “I don’t feel like we need to sell in a traditional way because our product is so personal,” Danielle says. “We can do things in our window that at first don’t really make sense, but once you know the line, you kind of get it.”


6 Jewelry Window Displays You Have to See to Believe

6 Jewelry Window Displays You Have to See to Believe

Kesslers Diamond Center Germantown, WI

One key to a successful display strategy is the use of repetition to make the design stand out. Retailworks, a commercial interior design and branding firm in Milwaukee, employs that strategy in a Fifth-Avenue-style window display they created for Kesslers Diamonds. “It’s a free billboard for your company to have your displays on the street,” says Allie Jeka, social media strategist and marketing/creative assistant. Display artists for the company browsed Pinterest for inspiration and designed the dresses themselves, which are almost completely made of paper with Kesslers famous red box prominently featured. “We’ve had a lot of media attention, and tons of comments from pedestrians, people taking photos,” Jeka says.

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

Promoted Headlines

Most Popular