Your Silent Sales Partner: Skillful Display

A visitor to Brinsmaids in New Canaan, Conn., finds jewelry and fine gifts in creative gallery presentations as well as traditional island-type showcases. That blend of display styles complements the merchandise mix, which includes high-end non-branded goods and collections from top designers. The store, situated on the main thoroughfare of an affluent suburban community, employs eight people and does more than $3 million a year in business. The look of the store reflects the merchandising strategies and aesthetic sensibilities of Scott Cusson, co-owner and president. It’s a constantly unfolding project. “We fine-tune it every year because the product keeps evolving,” says the 49-year-old jeweler, whose parents bought the 150-year-old business in 1963. “We’ve given different priority to different product depending on the cycle that we’re in and the nature of the clientele
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