This summer, an elaborate underwater-themed window display has greeted customers of Day’s Jewelers in South Portland, Maine and Manchester, N.H.

The aquatic scene features two mermaids made from mannequins and chicken wire, jellyfish constructed from sheeting plastic, and a treasure chest crafted from a century-old steamer trunk.

“I came up with the idea in my head,” says Jason Brown, visual coordinator at Day’s Jewelers. “Portland is a coastal town so the concept is very fitting. We’ve done underwater themes before, but nothing of this scale.”

Brown, who was influenced by the entertaining window displays at JCK Las Vegas, spent more than a month designing the underwater scene. “This year was the first time I’ve been to the JCK show,” he says. “The creative juices were definitely flowing in Vegas.”

An album detailing the design process can be found on Day’s Jewelers’ Facebook page.

“We’ve set a precedent and we can’t go back now,” Brown says when asked if artistic window displays will now be a store tradition. “Fall’s theme will probably be a little more edgy, like a Tim Burton movie.”

JCK