What should be considered when displaying jewelry?
The decorations themselves look very attractive and bright. However, these are too small items, so when thinking about the layout and design of the store’s interior, you should take into account that the jewelry on the display window will not look as expressive as it needs to attract and provide convenience to customers. Some accessories turn out to be simply invisible, and often a display case with jewelry looks too chaotic. Of course, with such an organization of the retail space, one should not expect large sales, since it is very unlikely that in a randomly crowded display case at least one item will catch the buyer’s attention.
In order for your store to prosper and your business to develop, you should follow simple rules for decorating display cases with costume jewelry. This is indeed a very important point in the jewelry trade. Follow the instructions below and you will definitely feel how it works.
Selection of materials
When choosing materials (including for equipment), the same principles apply as when developing a design project: relevance and feasibility. For a jewelry department, for example, in a shopping center on the outskirts of Moscow, counters made of the most economical material - laminated chipboard (there is no point in investing in more decent equipment) are quite suitable. And in this particular case, this is a very good option: the material is durable and inexpensive, it will serve faithfully and will fully pay for itself. And if you move or close a shopping center, you don’t mind leaving it...
In shopping centers of the “European” or “Atrium” level, tenants come for a long time, focus on clients above the average level, so the equipment here is different - made of MDF covered with PVC film (the counters are streamlined, without sharp corners), or laminated plastic. The latter, according to Oleg Taratutenko, is an unrivaled coating for work surfaces: resistant to scratches and abrasions. But laminated plastic also has a drawback - it does not withstand impacts. Although for a jewelry store this minus is unprincipled, and the material is just a godsend, the expert believes, since there is no one and there is no need to knock on the counter in a jewelry store.
An even more expensive surface is painting. The base is MDF, but on top there is not plastic, but a layer of paint (applied by spraying about 1 mm thick). In terms of wear resistance, painting is less practical compared to plastic and PVC film. But if we talk about aesthetics, it is far superior to alternative coatings, the expert believes. Plus, thanks to the wide color palette, it allows you to experiment, and in addition, create structures of any size and configuration so that from the outside they seem monolithic, made of the same material. But the most expensive material is natural wood (solid wood) or stone.
So which material should you choose? Only customers of the highest level work with natural materials: this material is unrivaled. If we are talking about creating a spectacular, expensive interior without pretensions to practicality, paint. By the way, with the help of paint you can imitate the same solid wood or stone. MDF is a cheaper and more practical material (and if necessary, it is possible to imitate natural wood using MDF)…
“Of course, the exterior, interior and equipment must correspond to the status and positioning of the store and product, so as not to scare away your client,” says Nikolai Mekel, head of the Red-Line company. – But in any case, a jewelry store should create an atmosphere of celebration and significance. The significance of the event - after all, the purchase of jewelry for any group of the population remains a significant event, not an ordinary one. And everything in the store (salon) should emphasize this: sign, display window, cleaned sidewalk along the entrance and facade, door handle, interior, equipment, lighting, display of goods, appearance and behavior of staff, packaging and checkout. Maximum respect for the client in everything, including the convenience and comfort of displaying goods, the convenience of aisles - crowding in a jewelry store is unacceptable. Therefore, when opening a jewelry store, even for mass demand, you should remember: flashy savings on everything are unacceptable. You can’t put up counters that immediately demonstrate their budget. Yes, it’s inexpensive, but it’s neatly done and matches the color of the walls and the overall style of the interior...”
How to properly fill a display case with jewelry?
Solid storefronts attract respectable customers.
We can recommend frameless display cases made of laminated glass. This equipment looks very aesthetically pleasing and presentable; it creates a feeling of both lightness and volume. And its transparency greatly increases the chances of customers seeing all the features of the most beautiful products from different angles. They are perfect for jewelry of the highest status.
For decorations to attract the eye, there should not be many objects on the display.
In principle, it is permissible to display any accessories on display cases. But if there is absolutely not enough space on them to demonstrate all the advantages of rings and earrings, then it is worth removing large necklaces, long chains and beads from there. It is better to place them on special stands or simply pins outside the display case, where they can be examined and touched. At the same time, smaller decorations will become much more clearly visible on the display case.
Maintain cleanliness of store equipment.
In order for the product to have the most attractive appearance, the equipment should be regularly dusted. To ensure cleanliness for as long as possible, it is worth purchasing display cases that are covered with walls on all sides.
Trade equipment should be well lit.
Beautiful jewelry should be presented beautifully. Stones and rhinestones should shine and play with reflections and tints in the rays of light, inevitably arousing the admiration of buyers. For the most advantageous lighting, install strips with LEDs or fluorescent lamps. But avoid halogen lamps as the heat from them can ruin your jewelry.
It’s better to choose a cool white tone for the lighting.
The decoration backing should be contrasting.
Shining multi-colored jewelry looks most impressive on a black velvet backing. The material can be spread smoothly on the display, or it can be draped beautifully.
Each decoration has its own stand.
To emphasize the advantages of a small product and make it stand out from the rest, it is necessary to use special pedestal stands with a velvet or silk coating. Transparent pedestals can be partially used, and the optimal ratio of velvet and transparent stands in a display case should be three to one.
The earrings look perfect on special rocker arms, plastic or cardboard backings. Place bracelets and watches on special cylinders. Premium products should be highlighted with exquisite jewelry boxes.
Any commercial equipment for jewelry can be selected in our catalog at the link https://mirbusin.ru/catalog/cat-576-oborudovanie
Don't forget the mirror!
A mandatory attribute of a jewelry store, which you should not skimp on, is a convenient mirror. Usually they use mirrors in which the angle of inclination can be changed. Such models allow buyers to examine the selected jewelry on themselves from different angles.
Proper design of jewelry display cases allows you not only to attract and interest a larger number of buyers, but also to significantly facilitate the work of sellers. Although they certainly still need to know their product and provide consultations to clients.
Beware: classic!
“In general, in our work, we conditionally divide all the interiors of jewelry stores into classic and those related to the techno style,” says Oleg Taratutenko. – Shop owners in the middle to high price segments – the so-called boutique direction – gravitate towards the classics. Their buyers are, as a rule, people over 30 years old, a wealthy and established audience.”
Now is probably the time to define the terminology. What do retail space design specialists mean by classic?
“Classics are associated with decorative plasters (we owe them to Italy), stucco elements, polished flooring surfaces, thick glass edges in the interior,” says Oleg Taratutenko . – Classic interiors are usually made from natural materials: wood (natural tones - mahogany, cherry, walnut), stone... Often shop owners (usually the older generation is guilty of this) see classics in an abundance of monograms and gilding on a white and burgundy background. We try to dissuade them from such archaic solutions (after all, this is yesterday) and maintain a balance between luxury and taste.”
“In my opinion, the modern classical style is an English interior,” says Moscow architect Andrei Knyazyukovich . – Wooden panels on the walls, a wooden ceiling with beams, good parquet flooring, simple chairs, leather armchairs... Everything is strict, high quality, expensive. You can forget about stucco and gilding - they have the right to exist only as elements of banter. This is how you can decorate a trading floor just, as they say, as a joke. Name the store, for example, “At the Landowner’s” and decorate it accordingly. Or play on contrasts: a cave store: with rough, uneven walls, vaulted ceilings and... stucco in the center. And under no other circumstances is the Empire style in a modern jewelry interior, from my point of view, inappropriate - it will only scare away the client. In the monograms one can read not just archaism – inertness! Today, discreet classics are relevant, without pretentiousness and emphasized sophistication. Expensive materials are what is relevant for premium stores today. The lighting will do the rest – it works wonders.”
If you plan to open an inexpensive store, the target audience of which is young people or people with below-average incomes, in the development of design projects, as a rule, they are guided not even by the desires of the owner, but by the available budget. Usually these are monocolors, glass, metal, right angles and surfaces, the most universal equipment that can be installed at any visit without bothering yourself with the compatibility of styles, solutions, images...
Here we will immediately make a reservation: the minimalist style is quite appropriate in the premium segment. Moreover, many modern designers and architects consider this style to be almost the only correct one. BUT! Unlike mass stores, expensive showrooms will be decorated in “expensive” minimalism: expensive materials + expensive equipment + expensive lighting. Stylish and very expensive - this is how minimalism in the premium segment can be characterized.
Today, in all areas of trade, the prevailing desire is to break the barrier between the seller and the buyer, remove the counter, give the client the right to get as close as possible to the product and make their own purchasing decision. This is the hardest thing to do in jewelry. Since in 90% of salons and stores the counter remains unchanged (only in expensive jewelry boutiques in the West has a self-service system, if you can call it that), the designers are faced with the task of simulating a feeling of freedom for the client, without actually providing it, and leaving it in the store hall counters and display cases. How does this work? When working on boutiques or premium salons that have fairly spacious areas (not a jewelry box in a shopping center), most often the decision is made to make the buyer-seller communication private, informal, as they say - face-to-face. For this purpose, relaxation areas are created with upholstered furniture, tea and coffee, unobtrusive music...
How much money do you need to start a business?
Opening a jewelry store will require a considerable initial investment. Of course, a lot depends on the scale of the enterprise, the product range and even the city where it is planned to start.
Start-up costs include:
- business registration;
- rental of premises;
- renovation and design;
- equipment purchase;
- purchase of the initial batch of goods;
- marketing campaign;
- Unexpected expenses.
Depending on various factors, this amount can vary from 2 to five million rubles. Monthly expenses include rent, employee salaries, utilities, taxes, advertising and the purchase of missing product items. Invest about half a million rubles at this point.
About dimensions
An important issue that needs to be resolved at the initial stage of store design is the dimensions of retail equipment. Of course, there are standard counters and display cases on the market, but, as world practice has shown, they are not very convenient for the jewelry business.
In particular, according to Nikolai Mekkel , the optimal height of a counter for a jewelry salon is about 110 cm (15–18 cm higher than standard counters for trade in general). It is more convenient to display products on higher counters: jewelry is usually small in size and it is more convenient for the buyer to look at the products if they are as close to the eyes as possible.
The width of jewelry counters also differs from standard ones in a larger direction. As practice has shown, the acceptable minimum is 80 cm. The safety principle comes into play here: the buyer on the other side of the counter, even if he wants to, will not be able to reach the locks and open the display case.
Another important detail: the fittings must ensure full (!) extension of the display part of the counter. Otherwise, laying out the decorations will be inconvenient. If the counter is longer than 170 cm, there should be two pull-out parts.
How to choose a supplier
There is no single formula for choosing commercial equipment, experts note. “For small retail enterprises, the main selection criterion is low price and trust in nearby manufacturing companies,” says Vitaly Dav ydov. – Large-scale retail chains place orders based on a ready-made layout developed in advance by independent design departments. And when choosing an equipment supplier, they take into account the price, the technical capabilities of the enterprise, and the willingness to quickly install furniture anywhere in Russia. Creating and opening a new jewelry salon is quite a difficult task. For the head of a company of any format, it is important to make the right choice based on the variety of proposals, one’s own observations, experience and goals.”
Vitaly Davydov advises paying attention to the following when choosing a supplier:
1. Portfolio of the enterprise’s work. Electronic information sources allow you to quickly understand what the status of the manufacturer is, who its customers are and, in the best case, see the products of this company in your city.
2. The issue of project cost is always important. Here you need contact with the office employees of the enterprise - if they are professionals, they will be able to select the option you need. For example, Khromos carries out preliminary work on finding suitable equipment, preparing an express project and calculations free of charge.
3. Additional information about Russian enterprises and reviews from colleagues can be obtained at jewelry exhibitions.
4. When contacting the equipment manufacturer, the head of the enterprise must prepare answers to standard questions:
— what segment of jewelry retail does the company occupy,
— is there a developed style,
- area of the planned facility,
— approximate budget calculated for ordering commercial furniture.
5. A pre-prepared express project can be discussed with all employees and a final decision can be made.
What do manufacturers offer?
Manufacturers of commercial equipment for jewelry stores in Russia, according to Vitaly Davydov, commercial director of Khromos LLC (Kazan), can be divided into the following groups:
First: production with minimal technical equipment, the activity of which is focused on customers in adjacent territories. These are, as a rule, enterprises that produce inexpensive commercial equipment, manufactured in the shortest possible time from simple materials and in simple forms.
Second: enterprises with a more powerful production base, ready to work with any region, with a wide range of manufactured trading systems for various purposes (including for jewelry stores). This category practices the production of standard sets of durable, reliable equipment and does not engage in exclusive projects. The products of these manufacturers are affordable, but not distinguished by sophistication.
Third: these are enterprises with a large team of employees, with high-tech large-scale production that allows them to produce non-standard equipment for almost any product (including jewelry stores). These enterprises employ professional design teams who can create layouts of any complexity. The potential of these organizations is high, but, as a rule, in order to obtain positive economic results, such companies need to maintain fairly high prices and orient the sales department to work only with large customers.
Fourth: enterprises with a fairly compact staff, a high-tech automated chain of equipment, specializing in the production of equipment for a certain type of product - in our case, for example, for jewelry stores. These enterprises highly professionally carry out the entire order cycle - from the idea to the implementation and installation of finished products in any city in Russia. Employees of such enterprises have studied the specifics of this business most deeply, they take a comprehensive and creative approach to a task of any complexity and successfully solve it on time. The compactness of such companies allows them to offer jewelry retail affordable prices for professionally manufactured, high-quality, exclusive equipment of various forms.
Jewelry business: brief overview and prospects of a business idea
One of the main advantages of jewelry is its durability. Not only do they not age or go out of fashion, but, on the contrary, they become more valuable and more expensive over time. Jewelry with a history stretching back centuries now has price tags of millions and billions of dollars. But of course, this is not a product that will be on the counter of a Russian jewelry store.
Products made of pure gold or adorned with real diamonds, along with currency and real estate, are considered profitable investments. In many families, jewelry is traditionally passed down through generations.
Weddings are a different matter. It's hard to imagine a ceremony without gold wedding rings. And then - chains, necklaces, bracelets and earrings, which are customary to give to newlyweds.
Considering all the advantages, we should not forget about the disadvantages. The main ones are high initial investments and a drop in demand during the crisis.
With the first point, everything is more or less clear. A serious businessman has the necessary start-up capital or the possibility of lending it.
During a fall in demand due to a lack of funds, the population will also find a way out. You can offer products at a lower price category, such as jewelry with semi-precious stones, silver items, handmade items by unknown authors, and much more. Therefore, we decide on the assortment and begin writing a business plan.
Recruitment of jewelry store personnel
Consultants in a jewelry salon should not only be polite and friendly. It is important that they understand the products presented and can answer any questions from visitors. 2-4 people will be enough to organize shift work for a small store.
In addition to sales consultants, you will need to hire an administrator (if you do not plan to perform his duties yourself), a security guard and a cleaner. Legal and accounting services are outsourced.
Latest Trends
Vitaly Davydov, commercial director of Khromos LLC (Kazan), says
1. In new jewelry furniture for these salons, MDF painting technologies, reliable components, high-quality glass 8–10 mm, and high-gloss plastics have become widely used.
2. LED lighting has revolutionized showroom interiors. Jewelers were en masse replacing all lighting systems with LED ones.
3. The evolution of showcase forms turns into strict, laconic forms with straight glass. There was an almost complete abandonment of radius glass.
4. Customers began to pay more attention to placing the company’s brand on jewelry display cases.
5. Excellent wall-mounted LED systems have appeared. They perfectly complement the interior lighting of counters.
6. In the premium and luxury class segment, the development of classical trends continued, but elements previously made from natural wood materials were gradually replaced by parts made from MDF while maintaining the same stylistic forms.
7. Products made from aluminum profiles are practically a thing of the past.
8. Jewelers pay great attention to the safety of display cases. Glass armoring technology, installation of additional video surveillance, sensors on display windows, and reliable locks have found widespread use.
Jewelry store advertisement
A well-executed initial advertising campaign plays an important role in the success of a jewelry store. But you shouldn’t stop there; even well-promoted points need constant promotion and attracting customers.
What you can use for advertising:
- advertisements in local media;
- creating pages on all popular social networks;
- ordering advertising from local bloggers;
- Stylish and attractive sign.
Of course, positive customer reviews, popularly called word of mouth, play a special role in promoting any business. Jewelry is no exception.
How much can you earn from a jewelry store?
The income of a jewelry business depends on many factors - the purchasing power of the population, a good location, a good advertising campaign and generally competent business management. Experts say the average payback period for a business is 3-4 years.
A considerable markup on a jewelry product brings a good profit even in the case of a minimum percentage of sales. The rise in sales occurs during the holidays - New Year, March 8, Valentine's Day.
The jewelry business has its own specifics. Don't rely solely on luck. Make a competent business plan, strictly follow all its points and treat the matter with all your heart. In this case, success is guaranteed.
Case from practice
It happens that in pursuit of spectacular design, store owners forget about the specifics of their business. Here is a case from practice: a businessman ordered inclined counters with curved glass for his future jewelry store: expensive, beautiful... However, when the order was completed, it turned out that this option was fundamentally not suitable for a jewelry store: the bent glass distorted the color and shape of the products. As a result, we had to abandon the original idea and change the curved glass to laminated glass: not so impressive, but optimal for jewelry purposes. The fact is that laminated glass does not have any gaps (including technological ones). This means, firstly, the theft of jewelry through cracks is excluded (as experience shows, “craftsmen” only need 2 mm to steal a chain). And secondly, dust does not settle on the displayed jewelry.
And three more significant nuances:
— “curvatures” (bent “transitions”) should be made as small in diameter as possible so that the area of possible distortions is smaller;
- in the manufacture of counters and display cases, only imported glass should be used - when light rays pass through domestic glass, the latter “turn green” (the end turns green); the end of imported glass does not turn green - it does not distort the color of the product;
— the thickness of the glass should not be less than 8 mm — this is important both for the design features of the counters and from a safety point of view.
Avoid mistakes!
Eduard Artishchev, executive director, identifies five typical mistakes when choosing and ordering commercial equipment that need to be avoided:
1. A company is selected that has not previously worked with the specific design of shopping areas and planning of a jewelry store (marketing component).
Remember that proper planning should ensure:
— ease of orientation and movement of customers in the sales area (counterclockwise);
- effective zoning - it is necessary to distribute space for various product categories in such a way as to ensure their maximum economic efficiency;
— efficient arrangement of commercial equipment;
— creating an emotionally comfortable environment for customers that will help increase the number of purchases;
— equipment should be arranged according to the “golden triangle” principle, in compliance with the installation area coefficient (its own K for each format).
2. The equipment uses materials with which the manufacturer has not yet had experience.
3. The design of the equipment or the materials used in its manufacture does not correspond to the status of the store.
4. There is poor communication at the level of the customer’s project manager (store owners) - the contractor’s project manager (manufacturer of commercial equipment).
As a result, the contractor does not receive sufficient data that should be specified in the technical specifications (TOR) and technical specifications (TS). To the specifications, for example, it is necessary to attach BTI plans (if the premises are located in a shopping center, then, as a rule, an explication of the floor and a floor plan in AutoCad are required), a water supply and water supply plan (ventilation and air conditioning), an E&S plan (electrical and low current), an installation plan fire sprinklers and alarms, security alarm circuit. The plans must indicate the location of technical hatches and the location of batteries. Real “fresh” measurements of the room are also necessary (since after renovation, individual figures may differ by 5-15 cm from the plans in the original documents). If all these factors are taken into account in the future, there will be no need to cut down individual elements of maintenance due to incorrect dimensions indicated on the floor plan. The standards for free space around the electrical panel, fire sprinklers, etc. will be observed.
5. The installation process is not monitored by the customer’s representative. Initially, at the installation stage, all defects and defects can be identified and corrected with minimal losses (in terms of money and time).
Jewelry store assortment: how to sell jewelry correctly
Based on the market analysis carried out at the very beginning, the assortment is determined. Typically, the bulk of goods are semi-precious jewelry, affordable to the average part of the population.
Only 15-20% are truly expensive, exclusive products with natural precious stones. Purchasing such a product can be very expensive for a novice entrepreneur.
Alternatively, you can negotiate with jewelers to make custom-made items. Then a few samples on the counter as an example will be enough, plus a catalog of the master’s works.
Perhaps, wedding rings of different price categories are a must-have for a jewelry store. These are products that are in demand all year round, because not a single wedding would be complete without them.
Don't forget about your stronger half - cufflinks, tie clips and similar products should also be on sale.
Of course, all goods must be distributed among zones. Set aside a small counter for jewelry. Of course, not consumer goods, but certain products are also in great demand.
