Diamond Displays Get Creative

The old way of displaying diamonds is gone,” says Shane Decker, president of Ex-Sell-Ence. Gone are the days of linear, symmetrical displays of diamonds and diamond jewelry that blend a store's best and brightest with the rest of the inventory. In recent years, jewelers have been taking the advice of sales professionals, visual merchandising experts, interior design gurus, and lighting luminaries and are even devising their own ways to improve diamond display. Following are some prime examples. The inventor. Loose diamonds have always been the focus for John Sabet, owner of Charleston Alexander Diamond Importer, Bethesda, Md. For years Sabet and his staff shuttled goods back and forth from the diamond safe to the counter during a sales presentation. Add the time needed to rummage through inventory, and staff were “wasting 15 minutes with each sales presentation,” says Sabet.

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