March 1998



Creative displays knock out consumers

Jewelers looking for display ideas might want to check out a new book called Visual Merchandising, which contains photos of 60 eye-catching displays used by retailers across the country, ranging from The Disney Store to Victoria's Secret to a confectionery called Candymania. Though just a handful of jewelry displays are featured - Fortunoff's and Tiffany & Co.'s among them - many of the other photos illustrate concepts jewelers could apply in their own domains.

Included in the book are Fortunoff's animated "Fairy Tale Under Glass" windows depicting a king bestowing gifts on his family. His daughter gets a dancing fairy; his wife, of course, a gift of jewelry.

Tiffany takes a bow with windows promoting its "Nature" line of jewelry, scarves and china. They incorporate grass, garden tools, statuary, wrought-iron gates and spring flowers to get their message across. (The design firm founded by Tiffany's world-famous former display director Gene Moore is also featured, not with a jewelry display, but with an extravagant tableau called "Gene Moore's Ice Fantasy," in the Lenox Square Mall in Atlanta. It incorporates a 30-ft. Christmas tree, gazebo, fantasy animals, a computerized light show with music and a giant storybook with text written by Moore himself.)

O.C. Tanner in Salt Lake City shows off its "Spring Is in the Hair" displays, in which necklaces and earrings are spotlighted on mannequin heads topped with billowing, beehive headdresses made of silk flowers. The elaborate 'dos "raise the presentation beyond the ordinary," the book says.

The apparel and other non-jewelry displays featured also provide lessons for jewelers wanting to break from the mundane.

Windows from the clothing retailer Paul Stuart prove you can evoke holiday cheer without time-worn symbols such as garlands and wreaths. (The company used funny-faced stars substituted for mannequins' heads.)

The CBS Store shows how store design can tie into a company's heritage or culture in whimsical, unorthodox ways. (The store's color scheme, red and green, is based on the "I Love Lucy" show. The red is for Lucy's hair; the green for Ethel's dress.) The book, available beginning in May for $39.95, is published by ST Publications Inc., Cincinnati OH; (800) 925-1110.

  Fortunoff's holiday windows depict royal gift-giving.

  Spring is in the hair and pearls are on display in this merchandising gambit from O.C. Tanner in Salt Lake City.

   Tiffany's windows focus on its nature-inspired jewelry

Copyright © 1998 by Bond Communications.


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