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| Create a crisp neutral pallet and vertical displays for maximum exposure. |
I just wrapped up a successful show at the White Mule Winery this weekend, and wanted to share some of my thoughts and little lessons learned, while they're fresh in my mind. One of my favorite sayings is "presentation is everything" and it certainly paid off for this show.
This was the first show that I had done in two years so I had to build my displays from scratch. Thankfully, I had my boutique displays to pull from, but I needed to make everything fit within an 8ft x 8ft space, keeping as much as possible at eye level with easy access to the jewelry. If they can't see it, hold it, and try it on, you're not going to sell it.
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| If they can't pick it up and try it on, it's going home with you. |
I posted my prettiest decorated mannequin at the front of my display area where she would attract the immediate attention of shoppers as they entered the venue. In the back right corner of my display, I placed another winged dress form to draw them into the booth.
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| A pretty mannequin posted in front draws passing customers' attention to your booth. |
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| The tall display in the back right corner draws customers INTO your booth. |
I used an old oak library card catalog box as a base for my center display. It held two leatherette bracelet trays perfectly with enough extra space for pre-packaged sterling charms. Atop this section, I used an antique Waltham watch parts cabinet with three of the drawers pulled out in tiers. It was a great fit for the leather cuffs. Next was an old wooden crate which held a stand mirror. I hung several long layering necklaces along the sides of the crate. I changed this a bit for the show, adding two small metal file drawers to hold the ring trays and raise the display to an even better height.
At the last minute, I decided to add a small display of the tools and materials I use to create my jewelry. It really brought home the nature of handmade to my customers and added value to my pieces.
I discovered that signage is a must to direct attention once customers are actually in the booth. Well-placed, succinct signage added interest to items that may have otherwise been overlooked.
What would I change? I think in the future I would like to use jewelry rolls to transport necklaces for easier travel, and more large plastic tubs to carry display pieces. The toughest part of my display is lugging the heavy crocks around, but I think what they add to the ambiance of the presentation is worth it. Now to post all the new items to my Etsy shop!
