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;
Copyright © 1998 by Bond Communications.