Diamond Displaydcec.diamondcouncil.org/Documents/CourseMaterials/... · 2015-01-05 · In Lesson 7...

Diamond Display

The Diamond Course

Diamond Council of America © 2015

1The Diamond Course 20

D i a m o n d C o u n c i l o f A m e r i c a ©

Diamond DisplayIn This Lesson:• CreatingImpact• UnderstandingLayout• TrafficPatterns• TheDiamondSection• DesignOptions• BesidestheJewelry• MaintainingImpact

CREATING IMPACT If you think carefully about your store’s “look,”

you’ll realize that it goes far beyond décor, fixtures, and lighting. The impact your store makes on the con-sumer comes from a multi-layered image. That image blends structure, merchandise, visual presentation, and personality into a coordinated impression. Done right, it reflects and reinforces your firm’s operating philoso-phy and marketing strategy.

No matter what that philosophy and strategy may be, your store displays have a significant influence on your customers – and on your store’s success, too. Effective displays make your products more appealing, and enhance the desire to own or give them. From the general floor plan to individual merchandise arrange-ments in windows and showcases, your displays also direct and focus customer movement within your store – mentally as well as physically. Controlling the flow of traffic, attention, and interest helps lead customers to purchase decisions.

Your image is a combination of store design and product display which combine to reinforce your company philosophy and marketing strategy.

Photo courtesy Hyde Park Jewelers, Denver.

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In this lesson you’ll see how the key factors in dis-play – layout, traffic patterns, merchandise organization, and visual design – work together. You’ll learn how the details of each component contribute to the desired effect. You’ll see how essentials like lighting and options like signage add to the impact. You’ll also get tips on keeping your displays functioning at the highest possible levels. Most of all, you’ll discover how to use displays to communicate your store’s image and increase your sales.

Lesson ObjectivesWhen you have successfully completed this lesson you will be able to:• Linklayoutanddisplaytomerchandisingstrategy.• Optimizeyouruseofcustomertrafficpatterns.• Createeffectivedisplaydesigns.• Organizedisplaymaintenance.

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UNDERSTANDING LAYOUT To develop an operating philosophy and marketing

strategy, your firm defined its identity, customers, and products. These definitions are reflected in many ways, including the approach to merchandising. Traditional jewelry retailers generally choose one of three basic approaches. You can identify these by the layout, or physical organization, of displays:

• Massmerchandising – Windows and interior displays are filled wall-to-wall with jewelry laid out in symmetrical patterns, and price is usually a main focus. Products are organized by type – all the rings in one section, earrings in another, and so forth.

• Categorymerchandising – Different store areas are dedicated to specific product categories; for example, engagement and wedding rings, diamond fashion jewelry, and colored gemstone jewelry. This organization emphasizes the occasions and motives for which consumers frequently purchase jewelry.

• Boutiquemerchandising – The displays and inventory are organized to highlight well-known jew-elry brands or designers. This takes advantage of name recognition created through advertising and other forms of exposure.

In any store, merchandise is laid out in groupings that reflect the basic approach. If you’re a mass merchandiser, you might have a bracelet grouping (or section). Within that, there will be a division between link bracelets and bangles. If you’re a category merchandiser, your primary diamond groupings are probably bridal and fashion. In the diamond fashion grouping, merchandise might be organized by type (bracelets, pendants, earrings, etc.). It might also be laid out in ensembles – small groups of items that match or coordinate.

Price is often the main focus of mass mer-chandising.

Merchandiseislaidoutinspecificgroupingsthatreflectthestore’sbasicapproach.

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It’s important to understand the groupings in your store, and how individual pieces are orga-nized within them. Recognizing this “layout logic” makes it easier to see how you can display merchandise to reinforce your basic marketing strategy.

Aside from its obvious importance during the presentation itself, understanding your layout also helps in various ways throughout the selling pro-cess:

• BuildingRapport– Just as you might show a new friend around your home, you can offer to give new customers a tour of your store. A great way to break the ice with those who insist they’re just looking is to say, “Thank you for choosing to look with us. Let me give you an idea of our layout, so you’ll find what you’re looking for a little easier.” Then guide them around your displays. While you’re doing this, watch for signs of interest, and stop to explain or show anything that catches their eye.

• Profiling – In Lesson 17 you learned that pro-filing is an essential step for narrowing the possi-bilities before presenting merchandise. Knowing your layout enables you to direct customers to the right place so you can present exactly what they’re looking for. You won’t have to wander from case to case, pulling out items and saying, “How about this?” ... “or this?” (That’s a sure-fire way to confuse and lose customers!) In addi-tion, when you’ve shown customers the store layout, they won’t feel there’s something they may have missed.

Understand the groupings in your store and how indi-vidual pieces are organized within them.

Photo courtesy David’s Ltd., Charlotte.

Whenyou’veexplainedthestorelayouttoacustomer,theywon’tfeelthere’ssomethingtheymayhavemissed.

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• Add-ons – The logic of category merchandising lends itself to add-ons. In your fashion diamond grouping, for example, the earrings will likely be within view of the bracelets. The pieces in an ensemble almost sing out: “Take us all home togeth-er!” That gives you a perfect opportunity to begin an add-on when you’re showing almost any item: “If you decide on this necklace, we have the earrings to go with it.” Your customer will be thinking of owning two items instead of one, and the vision of a coordinated look may actually trigger the entire purchase.

If you’re not sure why your categories are placed where they are, ask your manager. Many stores have a pla-nogram – a graphic diagram of how selling space is allot-ted to merchandise groups. If your store doesn’t have one, try developing it yourself. It’ll be good experience and it’s an excellent training tool for new employees who come after you. During the process you might come up with helpful insights for fine-tuning layout to improve traffic patterns, impulse buying, and security.

A planogram shows how your selling space is allotted to merchandise groups.

Miniature planograms or diagrams help you remember exactly where to put specific items each morning.

Diamond FashionDiamond Fashion

Diamond Semi’s & Engagements Color

Col

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Watches

Dia

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arri

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TRAFFIC PATTERNS Layout largely determines customer traffic pat-

terns within the store and you can use these patterns to increase your own sales. The highest volume of traffic is normally from the front door to the service counter. If the counter is near the door, many cus-tomers never wander farther in to see the merchan-dise. That’s why most service counters are deep inside the store.

Depending on your target market, certain merchan-dise groups are also likely to drive traffic. In many stores it’s the diamond bridal section. In others, it’s a featured designer. Many jewelers place such “traffic magnets” far from the front to draw customers through the store and lead them past other tempting merchandise on the way in and out. (A plus to displaying expensive jewelry well inside the store is added security. It minimizes the risk of grab-and-run theft, which you’ll learn about in the next lesson.)

Some jewelry retailers place high-traffic groups at the front of the store. That way there’s an instant visual con-nection between the firm’s name and its products. This approach has another advantage, too. Reflecting the wis-dom of the old adage “A busy store is a successful store”, it collects and concentrates customers where they’ll be seen. Since consumers tend to trust popular places and want to shop there, crowds visible in a storefront psycho-logically attract passersby to come in and see your mer-chandise.

Traffic magnets - like the repair window at the back right of this store - draw customers completely into the store.

Photo courtesy Sara Leonard Jewelers, Los Angeles.

Some retailers place high traffic brands or recognizable groups at the front of the store so there’s an instant connection between the firm’s name and its products.

Photo courtesy The Warner Company, Fresno.

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After analyzing traffic patterns in your store, it’s easy to make the most of the natural flow. Here are some good examples:

• Whenyou’renotworkingwithacustomer,positionyourselfsoyouhaveaclear view of the traffic path. You’ll be visible to customers as they enter, and ready to greet them.

• Ifyouhappentogreetarepaircustomeratthefront,escorthimbacktoyourservice counter. Displays along this path catch the attention of customers. New inventory arrivals, a hot designer line, or the latest fashion creations can stop customers in their tracks and give you opportunities to show your prod-ucts.

• Ifthere’saproductcategorythatisn’tmovingaswellasyou’dlike,considermoving it closer to the main traffic path. Sometimes that’s all it takes to heighten interest, appeal, and sales.

• Ontheotherhand,withmerchandisethatrequiresextendedconsideration–like engagement rings or expensive designer creations – you want to make sure customers aren’t distracted. This is why most sit-down cases are placed away from high-traffic paths.

THE DIAMOND SECTION In Lesson 7 you learned about the different types

and styles of diamond jewelry. Applying this knowl-edge to displays is a key to focusing customers’ attention and satisfying their needs.

As you’ve seen, most category merchandisers separate diamond jewelry into two main sections: bridal and fashion. Bridal jewelry typically contains all of the items associated with courtship and mar-riage. These include engagement rings, wedding bands, and anniversary rings of various kinds. This is also where most stores keep their inventory of unset diamonds. Everything else, except perhaps a selec-tion of gifts for the bride, is displayed in the diamond fashion category.

Most category merchandisers separate fashion diamond jewelry from bridal diamond jewelry.

Photos courtesy The Hearts On Fire Company.

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There’s also a logical organization within catego-ries. Your engagement rings may be divided into sub-groups – solitaires, sets, and single rings. In your soli-taire section you may have both pre-set and unset soli-taire rings. Pre-set solitaires, which have the center diamond already in place, make it easy for customers to compare overall features. They might be arranged primarily in order of size or price, or there may be gen-eral categories with different qualities and prices in each one.

A well-merchandised bridal department may also contain a section of semi-mounts, which have side dia-monds but just an open space or empty head where the center diamond will go. You may even have pieces that are displayed with diamond simulants in the center. (Be sure you know which is which!) If customers ask why the piece isn’t finished or is set with a simulant, explain that it’s done to give them more options. They can make a decision concerning either the diamond or the mounting first, and then choose the other compo-nent separately.

You may have a category in your bridal section that includes non-traditional rings.

In addition to solitaires and sets, you may have a collection of engagement rings that are less traditional. These are targeted at more contemporary couples. They might be wider or differently contoured than typical engagement rings. Some might have mul-tiple diamonds in place of the conventional center diamond. Othersmightfeatureasinglediamondinadistinctivemounting.All of these are popular for couples who are looking for some-thing out-of-the-ordinary to make their personal statement.

As a professional, it’s your job to understand the organization of your diamond section. When you’re working with a customer, it’s also helpful to explain how your display is arranged. Make sure everything’s always in its proper place, too. That’s part of your professional team effort. Inform your buyer when you begin to run low on items to complete your displays.

Pre-set solitaires make it easy for customers to compare size and price.

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The following chart shows how most stores classify diamond bridal jewelry for dis-play purposes. (Your store’s system may be slightly different, and either more or less detailed.)

DIAMOND BRIDAL Engagement Anniversary Bands Wedding Rings

Solitaires• Pre-set(byplan)• Blank• Miscellaneous• PlatinumorGold

ChannelSet• Platinum• Gold

WithDiamonds• LadiesPlatinum• LadiesGold• Ladies2-tone• GentsPlatinum• GentsGold• Gents2-tone• MatchingSets

Photos courtesy The Hearts On Fire Company.

Sets• Pre-setPlatinum• Pre-setGold• Semi-mountPlatinum• Semi-mountGold• Pre-set2-tone• Semi-mount2-tone

BarSet• Platinum• Gold

WithoutDiamonds• Platinum• Plain• Decorative• ComfortFit• Gold• Plain• Decorative• ComfortFit

SingleRings• Platinum• Gold• 2-tone

ProngSet• Platinum• Gold

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DESIGN OPTIONSIn addition to following the logic of your layout and merchandise organization, it’s crucial to

design displays for maximum visual impact. Your objective is to expose as much of your inventory as possible to customer view, while giving each piece the distinction and respect it deserves.

To accomplish this, you have to use your display space effectively. Each merchandise grouping receives only a certain amount of showcase space measured in linear feet. It often takes skill to plan groupings so they don’t overflow or look scattered. You also need to make sure displays balance. You don’t want all the large, heavy pieces in one end of a case, and all the smaller pieces at the other. More than anything, you want to command your customer’s attention as it moves from one piece to another. To do this you’ve got to create focal points and direct the “eye path” through your display.

There are two basic options for achieving these multiple objectives – symmetrical design and asymmetrical design.

SymmetricalDesignIn a symmetrical display, both sides of an imaginary cen-

terline mirror each other in shape, size, and position. Items are lined up, usually in rows. Symmetrical displays are most often used in mass merchandising. They fit the greatest number of items into any available space, and create the impression of many choices.

Symmetrical design has some inherent weaknesses, how-ever. There’s a natural tendency for the human eye to “scan” objects in rows. In western cultures, eye movement is habitu-

Symmetrical displays fit the greatest num-ber of items into a space. A focal point will break up the monotony.

Otherdiamondjewelryproducts–necklaces,bracelets,earrings,etc–arealsodividedintogroups. The following are general classifications you should identify and arrange in keeping with your store’s display philosophy.

DIAMOND FASHION

RINgS BRACELETS EARRINgS NECk PIECES PINS

Cluster Bangles Studs Solitaires Animals Pavé Links Hoops Necklaces Other Drops Chains

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ally left to right. (This follows the pattern of reading.) In a symmetri-cal jewelry display, it’s difficult to interrupt the automatic scanning unless the customer sees an item that’s exactly what they have in mind. Even then they may miss it. Symmetrical displays also tend to be visually monotonous.

To overcome these weak points, it’s necessary to break up the regimentation. You can do this with props, signage, or strategically placed asymmetric elements. Specifics can vary as long as you draw attention, stop the eye, and produce the desired effect.

Years ago, when jewelry products weren’t so diverse, symmetrical displays were standard throughout the industry. Today many retailers (including category and boutique merchandisers) still employ this style, but in strictly limited doses. Unless your store has adopted a mass-merchandising approach, symmetrical display may not have a conspicuous place in your showcases. The secret is using symmetry where you decide it serves a purpose – for example, in cases where you have a large number of similar items to display in a small space – and then taking the extra steps to make it work effectively.

AsymmetricalDesignAsymmetrical display is visually unbalanced, but that doesn’t mean it’s

random, messy, or cluttered. Instead, it employs a well known technique of artistic design to direct eye movement and attention. This involves a three-part grouping in a triangle with sides of different lengths.

To understand the principle, visualize a triangle that’s leaning slightly back-wards and to one side or the other. The top point is highest and farthest back. Oneoftheothertwopointsislowerandclosertothefront.Thethirdislowestand closest. When merchandise is arranged according to this principle, the pri-

The eye tends to ”scan” the merchandise in a symmetrical or linear display, rather than focus on any one piece.

Most retailers today use only small doses of sym-metrical display inter-spersed in a larger, asymmetrical display.

Photo courtesy Chippenhook.

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mary item – corresponding to the top point – is largest and most important. The intermediate item is smaller, and compliments the primary item. The third item is smallest and least important, but it completes the triangle.

Using the asymmetrical triangle as the basic pattern for displays creates eye movement, focus, and interest. The eye has a natural tendency to follow visual cues. If a display is chaotic or disorganized, the eye moves randomly and doesn’t link images. If the scene has a pattern, however, the eye will move in a predictable way. Rather than scanning or wandering, it takes a series of snapshots, pausing at each to get a better understanding of the image. Thus, the asymmetrical triangle leads the eye from the main piece to the others, in order of importance, and then back again.

Capitalizing on the idea of three main points, you can use a triangular design in different ways. Instead of single items, the points can be small groupings. You might use a single item at the main point, a grouping at the second point, and yet another grouping at the third. Whenever you have an opportunity to study an effective window display – for instance, in a big-city department store – you’ll see the triangular arrangement employed over and over again: triangles within trian-gles within triangles. Using this approach in your own windows and cases will cre-ate dynamic and appealing displays for your merchandise.

The asymmetrical triangle - a well known technique in effective display - creates eye move-ment, focus, and interest.

Instead of single items, the points can be small groupings.

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DEALINg WITH WINDOWS

Fromoutsideyourstore,windowdisplaysshouldbeeye-catch-ingandenticing–powerfulenoughtostopcustomersand

bringthemin.Likegoodshowcasedisplays,windowmerchandisegroupingsneedthreedimensionstocommandfocusanddirecteyemovement.Youcanusetheasymmetricaltriangletocreatedynamicwindows,regardlessoftheirshapeorsize.

Ifyourwindowsarelongandlinear,dividethemintovisual“stations”togivepassersbycausetohesitateandstudyyourmer-chandise.Forexample,ifyouhaveasinglesix-footwindow,cre-atethreeseparatetriangularmerchandisegroupings,withspacebetweenthem.Customerswillexamineonegroupingbeforemov-ingontothenext,andthenthenext.

Merchandisethatrunscontinuouslythroughalongspacewillbe“swept”bytheeye,andthecustomerwillmoverightalongwithit.Creativegroupingsstopcustomersateachsta-tionthendrawthemonward,eventuallyleadingthemtoopenyourdoorandenteryourstore.

Window merchandise group-ings need three dimensions to command focus and direct eye movement.


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BESIDESTHEJEWELRYJewelry isn’t the only thing in your windows and showcases. Besides your merchandise, there are

essentials like the fixtures that position it for viewing and the lights that bring it to life. There may also bepropsandsignagethathelpyouestablishthemesorcommunicateimportantdetails.Orchestratingall of these to reinforce your merchandising strategy and enhance visual design is an important part of display.

DisplayElementsDisplay elements are the small, fabric-covered holders made to position different

types of jewelry for viewing by customers. Some elements have simple minimal lines.Othersareelaborateanddecorative.Generallyspeaking,alltheelementsinastore should be similar in style, so they coordinate with each other. Manufacturers offer a variety of colors, and those you use should be consistent with your store col-ors or display themes.

Among the many options available for display elements are:

Rings

• Cylindricalringfingersforsingleormultiplerings

• Trayswithslotsforsingles,doubles,ormultiples

• Pedestalswithslotsorclipsforsingles,doubles,ormultiples

• Ringsticks

• Fabricfans

• Bendablefabrictabs


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Pendants

• Standuppadsofvaryingheightswithslitsforchains – either singles or multiples

• Standuppadswithclips–forsingleormultiplependants without chains

Earrings

• Stand-uppadsofvaryingheightswithpiercedholesforsingleormultiplepairs

• Stand-uppadswithfold-oversforhoopsandclip-backs

• Barsofvariouslengthswithpiercedholes

• Barsofvariousheightsandlengthswithfold-oversforhoopsandclip-backs

• T-barsofvariousheights

• Rampswithpiercedholes

• Barsorstandswithclipsforjackets

Photos courtesy Chippenhook.

Photo courtesy Conticraft.

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Bracelets

• Verticalorhorizontal“collars”

• Trayswithlinearslots

• Rampswithclips

• Stand-uppadswithclips

• T-Bars

• Trayswithslots

• Baseswithclips

• Pillows

There are also neckforms of various heights and angles, and all sorts of pillows and cushions. A major diamond neck-lace might be displayed in a special box or on a custom-made form. Some companies offer decorative accessories to add additional flair – for example, hands and arms in different positions, or neck-face-ear combinations.

Base pads for display cases can be recovered when they become worn and tattered, but it’s almost impossible to repair tired or damaged display elements. Replacing elements is also expensive. So be sure to handle and care for yours properly.

Here are some tips for making display elements last lon-ger and look better:

• Don’tforcethickringsintothinslots.• Don’tputthickchainsintonarrowslits.• Don’tforceclipbackearringsontopiercedelements.• Don’tbendorcontortformsbeyondtheirnaturaldesign.

• Storeelementscarefully–wrappedintissueorindi-viduallybagged.

• Cleansmudgesandinkmarksimmediately.

Some decorative pieces like neck-ear com-binations add an interesting look.


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LightingFew décor and display components have changed

more or faster in recent years than lighting. The options for color, fixture style, lamp life, and even technicalities like minimizing heat are constantly growing. The bottom line on lighting will always be the same, however. It’s effective only if it makes your merchandise come to life in your showcases.

Although many people don’t think about it, “white” light actually has color. Standard incandes-cent (filament-type) bulbs produce a relatively high percentage of yellow, and fluorescent tubes emit more blue. Both types, however, can now be manu-factured to create color balance. The lights in your store were probably chosen with this in mind, and it’s important to replace them with the same type when they burn out. If your store has older fixtures, there may be new lamps that provide a better balance than what you now have.

In addition to color differences, there are differences in the evenness and focus of lighting. Incandescent lamps project light in a cone. A wide light cone is called a flood; a narrower cone, a spot; and a very narrow beam, a pinpoint spot. Generallyspeaking,it’sbesttohaveacombinationofthese,with floods over walkways and spots over cases. High ceilings require stronger lights or more focused spots.

The positioning of lights above your cases makes a big dif-ference in how your merchandise looks. The ideal angle for spots is about 30 to 40° from straight above the jewelry, on the customer’s side of the case. If the lights are too far in front, customers cast shadows on the merchandise. If they’re directly overhead or behind the case, they cause glare.

The options in lighting for color, fixture style, lamp life, and even technicalities like minimizing heat are growing continuously.

Incandescent lamps project light in a cone. Proper display utilizes the most effective cone width for over showcases.

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There are considerations for in-case lighting, too. Lighting strips along the front of a showcase may be less attractive than the clean line of a glass-to-glass junction, but they’re effective from the customer’s viewpoint. Lighting along the back of a showcase tends to make gemstones look washed out, and jewelry that’s sloped toward the customer’s view draws no light from behind. If your cases have light strips along the back, make sure your overhead spots compensate by providing additional intensity.

The positioning of lights above your cases makes a big difference in how your merchandise looks.

Ideally, showcase lighting should be of even brightness from end to end. Some track lights produce hot spots, however. If that’s the case in your store, be sure to place merchandise in those locations and not the “dead zones.”

Ultimately, it’s up to you to make your merchandise look its best, and lighting will play a significant role in the level of success you achieve. Stand back and take an objective look at your store. When you walk in, do your cases stand out from the background environment? Does your jewelry reach for the customer’s eye? Proper lighting will create the drama that makes it all happen.

Lighting strips along the front of a showcase might be less attractive than the clean line of a glass-to-glass junction, but they’re most effective from the customer’s view.

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PropsandAccessoriesProps and accessories add personality to displays.

Your store has probably made a significant investment in its regular display accessories. These may include backdrops and floorboards, decorative pedestals, ceramic forms, and so forth. You might have a collec-tion of specialty items like mineral crystals, wood branches, silk flowers, fabrics, and ribbons at your disposal as well. Since most stores regularly create seasonal themes, you’re likely to have props for that purpose, too.

Aside from setting themes, you can use props and accessories to fill in blank spaces, adjust the positioning of groups in an asymmetrical design, or break up the uniformity of a symmetrical display. It’s important to be consistent and coherent, however. Don’t mix themes. Also make sure that any decora-tive touches fit into the logic and visual flow of the whole display.

Always inspect props and accessories before placing them in displays. Since they’re often used year after year, they become tattered, chipped, and frayed. They can get dusty and moth-eaten just from being stored. Display accessories in poor condition send undesirable messages about your jewelry and your entire store operation.

If you use props in your displays, be consistent and coherent. Don’t mix themes and be sure they fit into the visu-al flow.

Photos courtesy Red Box Corporation.

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SignageAnother important display consideration is signage. The

type and quantity you use plays a big part in defining your store image. For example, pricing signs that are larger than the jewelry say that price is your priority. Calligraphy reflects formality and dignity. There are many possibilities in between, and some simple rules to follow:

• Beconsistentwithsignage.Trytouseasimilarformatthroughout the store.

• Ifyou’reaboutiquemerchandiser,makesureyourspot-light groups are clearly distinguished with the designer or manufacturer’s logo and other appropriate signage.

• Ifyouhavealotofbrowsertraffic,tryusingsignstocreatecuriosity and interest. Something like “Two-tone” or “Platinum” can cause a customer to hesitate and look a little closer. Less familiar words or phrases – for example, “Princess Cut” – might lead to questions and give you opportunities for presentations.

• Avoidhand-writtensigns.Professionallymadeandcoordi-nated signs are best, but even those produced with the aid of a personal computer will present a more polished image than those done by hand. If you must hand-write signs, pay atten-tion to neatness and spacing. Letter size and line spacing should be consistent, and there’s no excuse for sloppy hand-writing.

• Someretailersputvisiblepricesoneverything,andthat’sfine if your marketing strategy focuses on price. If what you really want is for customers to know that you do have affordable items, the occasional price here and there subtly communicates, “You can afford to shop here!” For example, a diamond display grouping might include a spectacular necklace, fabulous earrings, a high-fashion bracelet, and a simple ring. The items in the display might range up to $10,000, but perhaps the only item priced would be the ring for $499.

Thetypeandquantityofsignageyouuseplaysabigpartindefiningyourstoreimage.

Pricing signs that are larger than the jewelry scream that price is your priority.

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In every case your store name should be visible. How many times have you been preparing to write a check, and had to look around to find the name of the store? Don’t assume customers will remember where they’re shopping when it’s time to do the paperwork after you close a sale. Don’t risk embarrassing them in even the slightest way, either. Instead, make sure every beautiful item that catches their eye is followed by a tactful reminder of who’s providing it.

MAINTAINING IMPACT Your diamond merchandise is placed in and

removed from your showcases every day, and you have to make a constant effort to keep it looking its best. This means everyone on your professional team should understand the store’s display philosophy and follow it consistently. Cooperate and critique each other so displays represent everyone’s best efforts at all times.

Remember, too, that housekeeping details are everyone’s responsibility. After each case is set up in the morning, walk around to the front and assess the image that’s presented. Make sure every piece is visi-ble, well lit, and oriented toward customers.

Absolute cleanliness is essential. Many stores require employees to wear white cotton gloves when settingupandtakingdownmerchandise.Ofcourse,ajewelry cleaning cloth should always be handy to remove fingerprints and give a quick polish to each piece. Paintbrushes are great tools for sweeping out cases, fluffing up floorboards, and giving a fresh-kept look to every showcase every day. (Brush the larger display elements that were matted down by handling the day before, too.)

The type and quantity of signs you use in your cases play a big role in defining your store image.

After each case is set up, walk around the front and make sure every piece is visible, well lit and oriented toward customers.


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Countertops should be cleaned every morning and then frequently throughout the day. Don’t forget about the fronts of showcases, especially after you’ve had vis-its from customers with young children. Your glass is frequently bumped from the inside when you’re remov-ing or replacing merchandise. So every few months, clean your case glass on the inside. If you let this go too long, a dingy film will bake onto your interior glass, and you’ll have to call in a professional cleaning service to remove it.

Pay attention to accidental ink marks on elements, floorboards, and counterpads, and clean them as soon as you notice them. Contact the manufacturer of your dis-play items to learn the best process for upkeep and main-tenance. Recognize when your elements are worn and tattered and replace them.

If your displays are working, your merchandise is turning. Set a schedule for rotating your displays (keeping your traffic patterns in mind). Moving the merchandise around every few months makes it appear new, even if it isn’t. Window displays should be changed at least once a month – and more frequently in high traffic areas. Case displays should be rearranged every few months. Although there are lots of details to cover, cooper-ating with your teammates and developing a regular routine make it possible to maintain the visual impact you’ve worked so hard to achieve.

A paintbrush works well to sweep out showcases and fluff up the floorboards.

Countertops should be cleaned every morning and then frequently throughout the day.

Don’tforgetaboutcleaningthefrontsofshowcases.

Replaceyourelementswhenthey’reworn.

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RECAP OF kEY POINTS

• Yourdisplayshaveasignificantinfluenceonyourcustomersandonyourstore’s success. Effective displays make your jewelry more appealing, and help control the flow of traffic, interest, and attention that leads to pur-chase decisions.

• Dependingonyourstore’smarketingstrategy–massmerchandising,cate-gory merchandising, or boutique merchandising – products will be laid out in certain groupings. You need to understand the groupings in your store, and how individual pieces are organized within them. A planogram can help you do this.

• Layoutlargelydeterminescustomertrafficpatternswithinthestore.Thehighest volume of traffic is normally from the front door to the service counter. Certain merchandise groups may also drive traffic. After analyz-ing your store’s traffic patterns, it’s easy to make the most of the natural flow.

• Applyingyourknowledgeofdiamondjewelrycategoriesandstylestodis-plays is a key to focusing customers’ attention and satisfying their needs. Whatever the specifics of the organization in your diamond section, it’s your job to understand it.

• It’scrucialtodesignthearrangementofjewelryinindividualdisplaysformaximum visual impact. Today most retailers use small doses of symmet-rical display interspersed in larger, asymmetrical designs. Asymmetrical design, based on a triangular pattern, and can be adapted to any display space.

• Inadditiontojewelry,windowsandshowcasesincludevariousdisplayelements,lighting,accessories,props,andsignage.Orchestratingalltheseto reinforce your merchandising strategy and enhance visual design is essential.

• Keepingmerchandiseanddisplayslookingtheirbestrequiresteamworkand constant effort. Every member of the store must understand the dis-play philosophy and follow it consistently. Attention to detail maintains the visual impact you’ve worked hard to achieve.

Diamond Display



LESSON 20 FOLLOW-UP CHECkLIST

____ Learn your store’s display layout and merchandise organization by heart. If your store doesn’t have a planogram, work with your manager and coworkers to develop one. After you’re familiar with your layout, role-play giving customers guided tours of your store.

____ During the next week, analyze traffic patterns in your store. Try to iden-tify the three most important paths customers take. Think about how these relate to your own diamond jewelry presentations.

____ Set up a display in a showcase or window that you haven’t done before, and ask your teammates to critique it for you. Ask for tips you can use to make your current one better – and your future efforts spectacular!

Diamond Display



Lesson 20 Self-Test

This lesson also includes a Self-Test that’s designed to help you gauge your comprehension of the lesson material. The test is an important part of the learning process, so be sure to complete it.

When you're ready to take the test, go to the Course Materials page (the one that lists all the lessons and click on "Take Self-Test." Make certain you select the test for this lesson.

All questions in the test are based on Lesson 20. More than one answer for a question might seem correct, but you should select the one best answer based on the lesson discussion.

As you take the test, you may refer to the lesson. To do this, you’ll need to have the lesson loaded in a separate window of your browser.

If you feel certain about a question, try answering it without looking at the lesson. But if you’re not sure, check the lesson before answering.

After you answer a question, you'll receive immediate results and feedback. You'll find out whether you answered correctly, what the correct answer was (in case you missed it), and also the page number in the lesson where the information can be found. Take time to review any material you're not completely clear on.

At the end of the test, you’ll receive your overall results. Then you’ll be able to continue to the next step in your coursework.

If you have questions or need help, please contact us. You can use this website – just click on Help. You can also email [email protected] or phone 615-385-5301 / toll free 877-283-5669.

Diamond Displaydcec.diamondcouncil.org/Documents/CourseMaterials/... · 2015-01-05 · In Lesson 7...

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Transcript of Diamond Displaydcec.diamondcouncil.org/Documents/CourseMaterials/... · 2015-01-05 · In Lesson 7...