David Geller: Expand Your Showroom for More Sales

Published

15 years ago

September 21, 2009

David S. Geller

While there’s no magic formula to determine the ratio between shop and showroom, there are some great reasons to expand your existing showroom.

[dropcap cap=H]ow big should the shop be compared to the showroom? I’ve been asked this over and over again when I visit stores. If there is a magic ratio for showroom-to-shop space, I can’t give you one — it depends, of course, on the space you have available. But as a rule, always lean on the idea of more showroom area. [/dropcap] David Geller: Expand Your Showroom for More Sales

Many stores I’ve seen need more showroom space. The showroom is small and inventory is crammed into showcases.

One jeweler told me his formula and it seems to work well. He doesn’t put more than 10 pieces per linear foot in the cases. A 6-foot showcase doesn’t have more than 60 pieces of jewelry. He told me that when he uncluttered his cases this way average dollar sale increased, and the time to sell a customer decreased.

Most stores would do better to dedicate more space to the showroom. What would happen if you enlarged your showroom?

[number color=red value=1] It would force you to redecorate a showroom that was probably old and drab looking.[/number]
[number color=red value=2] Your larger store would look more successful. You want to step away from looking like a mom-and-pop jewelry store, even if you are one. [/number]
[number color=red value=3] You’d remodel the ceiling. Office tiles in the ceiling grid look like an office. Soffits that drop down look better. [/number]
[number color=red value=4]You’d change the lighting. New lighting is a must. One store I visited had old-fashioned drop lights and they were turned off because it made the showroom hot! The only lights illuminating the jewelry were fluorescent tubes. Yuk![/number]
[number color=red value=5] You could dedicate space to a kids play area, seating for hubbies and a sit-down area to help customers with custom design, along with a refreshment area. [/number]
[number color=red value=6]You could have your shop visible to the customers through a large glass window. Being visible builds trust in the customer’s eyes. If you’re going to have it visible, jewelers should be nicely dressed. I’d suggest logo shirts, khaki pants, nice shoes, not tennis shoes.[/number]

David Geller is an author and consultant to jewelry-store owners on store management and profitability. E-mail him at dgeller@bellsouth.net.

[span class=note]This story is from the October 2009 edition of INSTORE[/span]

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”