"Silver and gold, silver and gold, everyone wishes for silver and gold." This classic Christmas song from Rudolph the Red-Nosed Reindeer may hold a particularly important message for jewelers. Nothing says "holidays" like sparkling baubles in silver and gold, which is why the holiday season is a busy one for jewelers large and small.
Of course, this means your window displays will be of utmost importance. Here are some techniques to ensure you show off the best of your holiday merchandise and attract holiday shoppers.
Just jewelry won't do it
If your typical window displays consist of your top-selling items elegantly displayed on jewelry stands and other fixtures, know that you will need to have a little more going on during the holiday season. Shoppers expect windows to have beautiful themes or designs, especially during the holidays, and the story you tell in your window could be the push a passerby needs to head inside and check out what you have.
Tell a story
Clothing displays seem easier to design to fit a Christmas theme than jewelry displays, but with both, it's a good idea to tell a story. A jeweler could create a sledding scene in the window, with sparkling silver jewelry dangling from a miniature tree, or diamonds sparkling in the fake snow. Customers will appreciate your creativity and the unique image will make them stop and take a look at your merchandise.
Put out your best players
As important as it is to change up your display from the usual, it's also a good idea to identify what your best sellers are and use those to draw in your shoppers. Maybe your store is known for its unique shell motif, or maybe it's known for its selection of emeralds. Whatever it is, the holidays are a good time to shine a spotlight on these items. Many of your loyal customers will be looking for these pieces, and new shoppers might become loyal after falling for one of these items in your window!
As always for jewelry displays, lighting is crucial over the holidays. If you are putting together a display of just diamonds or cubic zirconium, using red and green lights sparingly might be a good way to add a pop of color to the display. You also might want to add specialty lights to create snowflake-shaped shadows to play up your holiday theme even more.