In Case You Missed It: Tips to Navigate Between Fine & Fashion Jewelry in Store

In case you couldn’t make it to my seminar, “How to Navigate Between Fashion and Fine in Your Store,” last month at JCK Las Vegas, I’ve featured some of my tips here. (If you want the full PowerPoint file with 60 different slides of examples, email me at jheebner@jckonline.com.) Examples include retailer suggestions on how to master the mix, and, a peek inside some stores who offer both costume and fine jewelry offerings.

Keep fashion pieces in a clearly marked area in store.

Glitz Boutique in Generation Jewelers

Glitz Boutique in Generation Jewelers

Glitz Boutique in Generation Jewelers, Peoria, Ariz., 400 square feet of bags, clothes, accessories

Use open displays so shoppers can touch fashion items.

Bettina Duncan boutique inside Fred Segal

Bettina Duncan at Fred Segal in Los Angeles

Make sure costume jewelry is “out and accessible, touchable with no assistance from sales associates.” Jennifer Gandia, co-owner, Greenwich Jewelers, NYC

Henri Bendel in NYC

Henri Bendel in NYC

Henri Bendel in NYC

“When jewelry is in closed cases, the message sent is that it’s fine jewelry.” Susan Fotos, owner, Higashi Pearls, Lemoyne, Pa.

Let the costume be costume and the fine be fine; don’t allow crossover in looks.

  • Do so to respect the integrity of lines, to avoid promoting knock-offs, and to help  consumers appreciate the differences in lines.

Use festive displays for costume pieces for an accessible feel.

Cake platter displays

Photo via Pinterest.com

Colorful neck forms

Photo via Pinterest.com

Three-tier cake server

Photo via Pinterest.com

Cloth dress form as a pin display

Photo via Pinterest.com

Trays as displays

Photo via Pinterest.com

Necklace display on wall, as border

Photo via Pinterest.com