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Retail jewelers are widening the scope of how they present jewelry with innovative, customer-centric ideas. But no matter how creative displays become, jewelry-display expert Larry Johnson, author of The Complete Guide to Effective Jewelry Display, offers timeless advice:

1. Don’t display jewelry too close to the front of a case. For the best viewing experience, use only flat trays at the front of the case and avoid anything in the first three inches.

2. Check out how it looks from the customer’s perspective because sometimes big props and oversize neck forms can hide adjacent pieces.

3. Use a maximum of three colors in your cases to avoid distractions.

4. Show the pieces you want most to sell in the sweet spot, which is near the back center of the showcase.

5. Nicer pieces deserve to be on individual displays.

By: Eileen McClelland

An Immersive Experience

Troy and Joy Thollot, owners of Thollot in Thornton, CO, offer a wide variety of experiences in the store, including this “touch table” arrangement, which offers the opportunity for shoppers to play with jewelry while comfortably seated.

Color Story

Vandenbergs Jewellers in Edmonton, Alberta, owned by Ralph Vandenberg, specializes in a wide range of colored gemstones from tourmalines and rubies to sphene, aquamarine and peridot. Each of 35 individual cube cases is devoted to one type of gemstone. The goal is to offer clients the best gemstones in all price categories.

Flat-Out Eye-Catching

The Smithery in Columbus, OH, shows artists’ work in flat, tabletop displays for ease of viewing and for visualizing potential ensembles. They also use wall cases for variety.

Jewelry As Collage

Patina Gallery owners Allison and Ivan Barnett curate the Santa Fe, NM, gallery as its own work of art, playing with surface, space and sensations to enhance wellbeing. They connect the visual dots by hanging jewelry in wall case displays to create interesting narratives.

Eye of the Beholder

Distinctive vertical cases bring jewelry up to eye level at Julz by Alan Rodriguez in Canton, OH. The narrow cases also frame the jewelry like artwork, and use space efficiently, enabling comfortable traffic flow and friendlier side-by-side selling.

Story Telling

Inspired by contemporary art galleries, Adornment & Theory in Chicago implements a variety of minimalist case types to draws interest and tell a story about the wearable-art inventory. An accessories table in the center of the store invites shoppers to try on bracelets and pendants. “People are looking for a personal touch,” says owner Viviana Langhoff.

Artist Spotlight

At Revolution Jewelry Works in CO, owner Jennifer Farnes curates cases to represent the work of individual artists, complete with a a bio of each designer.

Try This

At Lane and Kate in Cincinnati, affordable fashion jewelry draws in customers with an open display table and invites them to try on sterling silver or gold-filled pieces. Full-length mirrors throughout the store enhance the experience.

Shopper Psychology

Hugo Kohl in Harrisonburg, VA, employs time-tested display strategies by curating rings in groups of five and adding extra emphasis to special, individual rings in single displays. According to psychology, things arranged in odd numbers are more appealing, memorable and effective than even-numbered groupings.

Museum Style

At Fakier Jewelers in Houma, LA, white, museum style cases are equipped with an audio tour app that allows shoppers to hear about the products in the store on their cell phones. The cases have little numbers within and the customer only has to press the number on the app to play. The store’s welcome table has free disposable ear buds for clients.

The Gold Standard

At Perry’s Emporium in Wilmington, NC, elegant traditional cases befit the treasures within, which are enhanced by plentiful natural light from a wall of windows.

Updated Color Scheme

Vardy’s Jewelers in Cupertino, CA, made some serious lemonades out of lemons, as they tell it, when someone accidentally crashed into the store’s exterior wall and they used that opportunity to update the interior in cool grays and blues, a color scheme reflected in their displays. They also use vintage jewelry tools as design elements.

Front and Center

Modular tabletop cases at Art & Soul in Boulder, CO, owned by Debbie Klein, allow for changes to the floor plan while simplifying jewelry viewing.

Mixed Media

At Balefire Goods in Arvada, CO, owner Jamie Hollier uses blocks of wood atop a glass shelf to create an intriguing textural contrast while providing a simple, organic base for sculptural, artisan-made jewelry. Wood, metal and concrete furniture and fixtures soften an industrial aesthetic, while creating a neutral backdrop where jewelry and art become the focus. (Brandon Kile Photography)

A Study in Contrasts

Lindy’s in Fernandina Beach, FL, has an eclectic decor in which it seems perfectly natural to hang long beaded necklaces from deer antlers mounted on an exposed brick wall or on dress forms. The quirky wall display co-exists with elegant elements, including a large mirror propped against a wall, and a chandelier. “It’s difficult to display long necklaces (that are so popular right now) in the showcases,” says owner Lindy Kavanaugh. “We love using the mineral specimens and cool gemstone-related pieces we find in Tucson as it seems to bring it all together with a fancy, but earthy vibe. Kind of like wearing pearls with a sweatshirt!”

Over the Top Creativity

At Porter Lyons in New Orleans, owned by Ashley Porter, an ear sculpture hanging on the wall doubles as a display for – what else? – earrings and gets them out from under glass, while silver merchandise, and gemstone bracelets are readily available to try on, in displays along the walls. An ostrich case designed by an artist and top-loading cases in the center of the store add to the wide variety of displays, making the in-store experience one of discovery.

These Jewelry Retailers Grab Shoppers’ Interest with Inventive Displays
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These Jewelry Retailers Grab Shoppers’ Interest with Inventive Displays

Retail jewelers are widening the scope of how they present jewelry with innovative, customer-centric ideas. But no matter how creative displays become, jewelry-display expert Larry Johnson, author of The Complete Guide to Effective Jewelry Display, offers timeless advice:

1. Don’t display jewelry too close to the front of a case. For the best viewing experience, use only flat trays at the front of the case and avoid anything in the first three inches.

2. Check out how it looks from the customer’s perspective because sometimes big props and oversize neck forms can hide adjacent pieces.

3. Use a maximum of three colors in your cases to avoid distractions.

4. Show the pieces you want most to sell in the sweet spot, which is near the back center of the showcase.

5. Nicer pieces deserve to be on individual displays.

By: Eileen McClelland