Merchandising in a jewelry store

Jewelry is a luxury item, and definitely does not fall into the category of essential goods. Merchandising in a jewelry store is based precisely on this postulate.

By applying its principles in practice it is realistic to increase sales volume by several times, achieving dramatically higher profits of a retail business.

Implementing merchandising in a certain jewelry store,it is necessary to consider its peculiarities. First of all, it is important to determine whether a store focuses on selling products of mass demand or rare and exclusive jewelry.

Goods layout in accordance with the rules of merchandising in a jewelry store

So-called “tablet layout” is typical for mass market and middle market jewelry stores: identical medium-sized counters are placed around the perimeter of sales area. Goods of a same product group are laid out on a same board, boards with similar products are laid out on a same counter. Multi-layered display enables to save space in a showcase/on a board.

Merchandising in a jewelry store requires that customers feel comfortable navigating through sales area without disturbing each other. Sequential arrangement of jewelry of different product groups is worthwhile, since a customer will be able to observe almost the entire assortment walking from one showcase to another.

To tackle the problem of similarity of displayed jewelry, it is recommended to use elements of composite layout and decoration in each showcase. Merchandising in a jewelry store determines that the more expensive displayed group of products is, the greater portion of composite layout should be used for it.

The composite layout effectively demonstrates jewelry sets and jewelry collections. It should be designed with due account for color schemes and rules of art composition. Merchandising in a jewelry store claims that an object placed in the center attracts maximum attention, and it is necessary to build lines from it, which customer’s gaze is going to move along.

Merchandising in a jewelry store: general recommendations for an outlet

• use of decorative fixtures that follow the general style of an outlet - flowers, dummies, platforms, jewel-boxes etc.;
• bright outdoor illumination (with excellent interior lighting), since bright light attracts and encourages to buy;
• open view of the entire range of jewelry at a distance, physiologically favorable for scrutinizing little details. An average height of a jewelry showcase should be at the level of standing person’s elbow, while its width should not exceed 50 cm;
• use of various techniques of jewelry layout for goods of different price segments. Merchandising in a jewelry store prescribes certain requirements regarding price tags: they must be easy-to-read, but should not overshadow product itself.

Jewelry with and without precious stones should be laid out on different showcases, whenever possible; the similar rule applies to jewelry made from different precious metals, pieces of gold jewelry are additionally sorted by fitness.
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Use of contrasting, in terms of color, substrates and holders enables to most effectively display a piece of jewelry.

Quality mirrors in sufficient quantities is a must-have for a jewelry store, their placement has to be as comfortable as possible for customers.

Features of jewelry store equipment

Serious attention should be paid to interior design of a store and quality of equipment designated for showcasing jewelry. Merchandising in a jewelry store recommends that a store must be thoughtfully decorated in uniform style with adherence to a color scheme of an outlet, which builds its special atmosphere.

Equipment must meet high aesthetic requirements, yet be definitely functional. A seller should not face the slightest difficulty while opening a showcase to demonstrate a product (at the same time safety rules has to be observed as well).

Jewelry merchandising sets high demands for quality of illumination: bright and steady light from the white part of the spectrum. It is desirable to have additional lighting around showcases with most valuable pieces of jewelry. Accent and spot lighting enables to demonstrate peculiarities of a form, color of a piece, gem cutting.