The In-Store Show: Some Dos and Don’ts

As a jewelry designer, I’ve logged somewhere in the vicinity of 5,000 woman-hours doing jewelry “shows” in stores from Maine to California. From my experiences, I’ve found factors that seem to separate shows that are successful from those that aren’t. If you’re considering a show this year, keep these things in mind: Have enthusiasm; Schedule appointments. believe this is an event Schedule appointments. for the benefit of your Schedule appointments.customers. Have inventory. Advertise. Follow up. Consider the “show” or “personal appearance” (if the artist is coming in) an extremely special event. This is a special gift to your customers, a rare opportunity to see an entire collection of a manufacturer’s line or even

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