(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.)
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.”
LEFT: Exceptional framing and unusual colors mark Onyx displays.
RIGHT: A French’s display uses real evergreen trimmings.
Exceeding Every Expectation: How Wilkerson Helped d’Original Jewelers Achieve an Outstanding Retirement Sale
When David Rees decided to retire after 34 years of serving Bellevue, Washington’s Eastside, he and his wife knew their exit from d’Original Jewelers needed to honor their decades-long commitment to customers while meeting their financial goals. Since opening in 1990, David had built a reputation as one of the area’s most trusted names for diamonds, custom jewelry, and repairs.
Understanding that a successful retirement sale requires more than just discounting merchandise, David chose Wilkerson to manage his transition. What impressed him most was their attention to detail, particularly in accounting and sales projections. The results far exceeded his expectations — the sale significantly outperformed projections, delivering exceptional financial results that surpassed his retirement goals.
“They were always there for support. If we needed anything, they were able to accomplish that,” David shares. For jewelers contemplating retirement, David’s experience demonstrates Wilkerson’s proven ability to deliver outstanding results while providing comprehensive support throughout the entire process. His recommendation? “100% yes.”
