Making the Case for Good Display

For magazine publishers, "putting your best face forward" means creating a compelling cover that will stand out among the dozens of offerings at the newsstand. For jewelers, putting your best face forward means displaying your merchandise attractively and effectively. Fortunately, manufacturers of display cases and store fixtures have made enormous strides in the quality of finishes, the variety of colors available, and options for personalizing.One of the most dramatic examples of using display cases in a unique way comes from the Daniels Jewelers chain in Southern California.Daniels's display cases—along with the company's other design and architectural elements—are part of a strategy to create a friendly environment. That "friendliness" attracts those who might otherwise be too intimidated to venture into a jewelry store, explains Marcia Colwell Jaconi, principal of A Retail Resou
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