The Display’s the Thing: Visual Merchandising Tips Just for Jewelers

In February, Tiffany unveiled its collaboration with stylist/designer Rachel Zoe. Instead of a high-profile design partnership, Zoe was commissioned to decorate the windows of Tiffany’s 5th Avenue flagship in honor of the Oscars.It was a bold bit of theatrics; but in fact, Tiffany understands that visual merchandising is key to courting customers. Finding unique jewelry lines isn’t enough—the pieces must also be displayed in a way that invites browsing, conversation, and, finally, buying.“Less really is more,” says Michael Kowalski, vice president of merchandising for New York City’s ViewPoint Showrooms. “I tell retailers to make a statement with strong, distinct pieces that convey the energy of the brand.”Fine ­jewelry merchandising consultant Elizabeth Anne Bonanno praises color blocking as an easy-to-follow strategy used by the likes of Verdura and Chopard in retail s

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