Moving Men’s Jewelry

Traditionally limited to a few pairs of cufflinks and some uninspired rings gathering dust in a corner case, men’s jewelry is the forgotten understudy to flashier, faster-selling jewelry for women. By refusing to relegate men’s jewelry to the far corner of the store, however, some savvy retailers are going after this business. Suppliers maintain that offering a well-thought-out selection of men’s styles and marketing them to appeal to both male and female purchasers are proven ways to stimulate men’s jewelry sales. Store planners agree with this scenario. For example, Greg Gorman, GMG Design, St. Louis, says he always advises his clients to put the most popular merchandise at the back of the store and push slower-moving categories to the front. He also urges retailers to rearrange stock on a regular basis, so frequent shoppers see a different collection with each visit they mak

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