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Holiday Ideas: Here’s the Secret to Compelling Window Displays for the Holidays

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(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: creating useful window displays.)


Holiday Ideas: Here’s the Secret to Compelling Window Displays for the Holidays

The fabulous high-concept windows at Onyx II Fine Jewelers in Watertown, CT, helped the shop win Cool Store acclaim for 2016. The secret to creating compelling windows is to include elements that draw attention to your jewelry in ways that a showcase can’t.

Brand manager James Michael Murphy notes that while jewelry is beautiful, it’s far too small and detailed to attract people passing by in their cars. For 2015, the Onyx II “Yuletide Treasures”-themed window featured an electric fireplace, complete with an exterior speaker playing a crackling fire sound, plus beautiful trees in the shop’s theme colors and stockings overflowing with Onyx gift-wrapped goodies.

French’s Jewellery’s Laurelle Giesbrecht has always had an eye for display, and at the end of every day, she pauses to examine how the store looks. While display comes naturally to her, she knows that’s not always true of her staff.

So when she sees an area of her store that needs attention, she takes a “before” picture, spruces up the problem area, and then takes an “after” picture. She displays the photos on a board for her staff titled “This is how we do this.”

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Says Giesbrecht: “It’s worth a thousand words.”

Holiday Ideas: Here’s the Secret to Compelling Window Displays for the Holidays LEFT: Exceptional framing and unusual colors mark Onyx displays.
RIGHT: A French’s display uses real evergreen trimmings.

 

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Holiday Ideas: Here’s the Secret to Compelling Window Displays for the Holidays

Published

on

(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: creating useful window displays.)


Holiday Ideas: Here’s the Secret to Compelling Window Displays for the Holidays

The fabulous high-concept windows at Onyx II Fine Jewelers in Watertown, CT, helped the shop win Cool Store acclaim for 2016. The secret to creating compelling windows is to include elements that draw attention to your jewelry in ways that a showcase can’t.

Brand manager James Michael Murphy notes that while jewelry is beautiful, it’s far too small and detailed to attract people passing by in their cars. For 2015, the Onyx II “Yuletide Treasures”-themed window featured an electric fireplace, complete with an exterior speaker playing a crackling fire sound, plus beautiful trees in the shop’s theme colors and stockings overflowing with Onyx gift-wrapped goodies.

French’s Jewellery’s Laurelle Giesbrecht has always had an eye for display, and at the end of every day, she pauses to examine how the store looks. While display comes naturally to her, she knows that’s not always true of her staff.

Advertisement

So when she sees an area of her store that needs attention, she takes a “before” picture, spruces up the problem area, and then takes an “after” picture. She displays the photos on a board for her staff titled “This is how we do this.”

Says Giesbrecht: “It’s worth a thousand words.”

Holiday Ideas: Here’s the Secret to Compelling Window Displays for the Holidays LEFT: Exceptional framing and unusual colors mark Onyx displays.
RIGHT: A French’s display uses real evergreen trimmings.

 

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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