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Window Display Tip: Try Cellophane to Reduce Harsh Colors

Published

6 years ago

July 20, 2015

Trace Shelton

HOLIDAY-STYLE LIGHTS can be beautiful for lighting up window displays to passersby in the street. But sometimes, the glare can be a little much. And if you have a striking color scheme, it too may not be as soft as the feeling you’re trying to create.

When Dustin Rennells, creative director at Persona Jewelry+ in Boston, was putting together his holiday window displays last year, he discovered that the shine of his purple twinkle lights combined with purple garland was too jarring to the eye.

“Our purple garland sprinkled with purple twinkle lights was too harsh for the color I wanted,” says Rennells. “So, I lined between the garland and the window with shards of cellophane from our wrapping station. It also gave a diffused, homey glow to otherwise shocking candy-purple lights.”

Look for more display tips in our full story on these Persona Jewelry+ windows, coming in September in INDESIGN.

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.”