Make money away from home - how to display your jewelry
As we discussed in the photography chapter and catalog, there is a noticeable difference
in how your customer responds to your art, when you display it favorably.
Crowded necklaces on a stand, where all the colors and beads are intertwined with one
another, leave the observer with nothing all that special to fix their eyes on. The color
combinations don.t catch the imagination, and the psychological factor says -one of the
crowd; nothing unique.
If your jewelry is something special, you need to communicate it to the buyer. And if you
envision your art enhancing a special event or clothes ensemble for the customer, show
them.
People will value your jewelry as you do. There are thousands of people making jewelry,
and they don.t respect their art like you can. Wear your jewelry, display it as though any
celebrity may walk up at any moment and love it, and sell it as the perfect accessory or
gift, not as another string of something you hope makes a buck.
Your attitude, more than any other factor, will determine how much jewelry you sell.
1. Lean Mean Selling Machine
Remember, you will have a lot to carry and set up at a show. If you don.t have
an assistant, (difficult to do a show without at least someone to spell you off for
breaks and lunch) it can be back breaking effort. You will do better to find
solutions that are more portable. You can store your jewelry in them and then
use them for displays at shows and parties.
Here are a few references to give you some ideas:
http://www·showcasestogo·com/
http://www·displayimporter·com/Jewelry-Stand-Displays/
2. Group your items properly.
You will sell more if you group items of the same idea or concept together. For
instance, if you are displaying necklaces and earrings, (unless they are a special
set) put the items which are of similar size and colors together. It.s easier for the
eye to look at, and so the eye will stay there longer! You can group by price,
color, stone type, size etc…
3. Follow a theme of some kind. Make your booth about that theme. One strong
color, say black, could be used for all backdrops, bags etc. Or you may choose a
royal blue. Be careful not to use an orange or yellow or something that competes
with rather than completes your display. If you don.t want to use color, you can
use style. You theme could be sporty (not delicate), or romantic (lace and
flowers), but stay consistent throughout.
4. Mix up your display each day of the show. It creates visual interest for return
buyers, and the impression there is more than meets the eye.
5. Keep all your jewelry at eye level.
6. Less is more: avoid the cluttered look. Think of what it feels like when you enter
a stock-crowded department store and you are looking for something special.
Don.t make the same mistake with your jewelry.
7. Avoid displaying multiples of the same set. People want to feel as though their
purchase is special, and it is. It will look different on them and with their clothing,
but you know that, they may not.
8. Have a lead-on grab box. This is where you put a bunch of your inexpensive
jewelry; merchandise you want to move out or products you were able to make at
a good margin. People want to dig around and think they got a great deal. While
they do that, they have a chance to look at your other items and get interested.
Besides, it creates traffic at your booth, and when people see that a booth is
popular, they want to see why!
9. Display photos of unique marketing items. For instance, if someone of repute
wears your work, have a great photo of it prominently displayed. If you have a
personal studio where you work, have a photo of that displayed. If you have won
awards, show it.
10. Create your own Customers Choice corner. Use pieces that have sold well and
created interested to be your “star choices” for the day. Don.t put them on sale;
make them a bit more expensive than the others. Share how wildly popular they
are with certain styles or age groups.
Now you are off to a great start in your display. There are lots more to learn of course.
You may find some helpful ideas from Rena Klingenberg in her book,
Jewelry Booth. Her site has several examples of booth displays and display items you
will find helpful.
We are almost finished with our chapter.s series on Making Money Away From Home at
Jewelry shows. But we still need to discuss you – how YOU can sell jewelry from your
booth. It is a grave error to stand there doing nothing, or talking on your cell phone, or
eating a hot dog with mustard on your chin, when your potential customer walks by.
Find out how you can double your income or more, by simply knowing some
fundamentals of the personal sale.