Professional Jeweler Archive: Tangible Difference

July 2003

Feature


Tangible Difference

Updating your packaging and displays keeps you ahead of the competition


Successfully slugging it out in a tough economy takes more than just having the right merchandise. You have to set the scene – allowing your jewelry to shine to attract passersby who you can convert into customers.

“It’s all in the browsing,” Wendy Liebman, president of WSL Strategic Retail, said in a conference at GlobalShop 2003, held in March in Chicago, according to ddimagazine.com. “People shop anywhere – in museums, in airports, in sports arenas. They will spend time in places patronized by other customers they feel comfortable being around.”

Making your store a destination for these browsers doesn’t take a huge cash investment. It will take some careful consideration of your market, your image and how you align the two. Upgrading your displays or packaging keeps your store and
merchandise looking fresh.

Improved lighting and lighter wood tones in displays and packaging are trends that show no sign of letting up.

Don’t neglect in-case accents either, especially if you’ve upgraded your lighting or cases. “I think we will see a big shift in the use of mannequins and forms used not only as an ad but as a silent seller,” Linda Lombardi, director of shop design, store planning and visual merchandising for Liz Claiborne Inc., said at GlobalShop.

Stylized wood boxes for pendants are available from Rocket Redbox Inc., Bronx, NY; (800) 762-5521.
Porcelain, ceramic and polyresin hinged or unhinged boxes add value and visual appeal to jewelry promotions.

Pacific Northern Inc., Carrollton, TX; (888) 888-5868 or (972) 512-9000, fax (972) 512-9002, www.pacificnorthern.com.

The new Carousel collection has gently curved sides that draw eyes to the jewelry through the contrasting flat top and curved sides, gold tooling and button. Carousel is available in burgundy or navy. Free imprinting, two-piece outer packers and print dies are standard.

Presentation Box & Display, Pawtucket, RI; (800) 556-7390 or (401) 725-9430, fax (401) 724-7035.

Handcrafted in the U.S., this new line of jewelry boxes is available in cherry, ash, maple and walnut. The top of each box can be laser-engraved with any of the company’s standard images or custom-engraved from supplied artwork. The interior of each jewelry box has a mirror inset and a velveteen lining in a choice of five colors. The boxes are 4 by 11 by 7 inches. Suggested retail, $60.

All Wood, division of Faster-Form Corp., New Hartford, NY;
(800) 327-3676 or (315) 792-9000, fax (315) 792-9543, www.fasterform.com.

The burgundy lacquered finish of these handcrafted beechwood boxes complements the cream Leatherette interior. The package includes a burgundy wood-tone two-piece outer carton. Available for ring, bangle bracelet/watch, pierced or drop earrings, bracelets and necklace/omega.

Stuller Inc., Lafayette, LA; (800) 877-7777, fax (337) 981-1655, info@stuller.com, www.stuller.com.

The Madera collection boxes features a cherry wood exterior finish, white Leatherette pads and top liners and a gold latch. Free imprinting, two-piece outer packers and print dies are standard.

Presentation Box & Display, Pawtucket, RI; (800) 556-7390 or (401) 725-9430, fax (401) 724-7035.

Wooden boxes are available in a variety of shapes, sizes and finishes and offer an integrated presentation for diamond jewelry and accompanying certificates.

Pacific Northern Inc., Carrollton, TX; (888) 888-5868 or (972) 512-9000, fax (972) 512-9002, www.pacificnorthern.com.

The Duchess Collection comprises pecan wood boxes with port or pearl vienna linings. A complete line is available for immediate delivery and comes with an individual carton with optional printing.

Gerald Fried Packaging and Display Co. Inc., Tonawanda, NY; (800) 828-7701, fax (716) 692-5458, www.gfried.com.

Mixed jewelry window set with wood accents includes two-piece riser system and all trim components shown. Available in white Leatherette with mahogany accent.

Rocket Redbox Inc., Bronx, NY; (800) 762-5521, www.rocketbox.com.

Three-dimensional multilevel watch display with fabric-wrapped metal watch collars is accented with an interchangeable silk-screened backdrop.

Pacific Northern Inc., Carrollton, TX; (888) 888-5868 or (972) 512-9000, fax (972) 512-9002, www.pacificnorthern.com.

Imperial jewelry window display set with wood accents includes four-piece riser system and all trim components shown. Available only in white Leatherette with mahogany accent.

Rocket Redbox Inc., Bronx, NY; (800) 762-5521, www.rocketbox.com.

Mila Displays offers a selection of plastic and vinyl-covered-metal watch supports and display accessories. Variations are designed for men’s and women’s watches, as well as for bracelet and strap watches.

Mila Displays Inc., Hewlett, NY; (800) 295-6452 or (516) 791-2643, fax (516) 791-2431, www.miladisplays.com, mpisnoy@miladisplays.com.

E.F. Hilton specializes in cabinets, showcases and lighting for single-store and small-chain jewelers. “Lighting can make or break the look of a jewelry store – a fact often overlooked by designers who cater to everything from bookstores to clothing retailers,” says senior design engineer Farley Friedman.

E.F. Hilton, Los Angeles, CA; (800) 707-2107, www.efhilton.com.

Four collections feature cherry wood in streamlined display cases, tables, chairs and built-in vitrines that add warmth to a modern setting. Each case is equipped with internal and external low voltage halogen lighting.

Alternatives/ViewPoint Showrooms, New York City; (212) 696-1870, fax (212) 213-5494.

Preassembled cabinet has tempered glass area 12 inches high, halogen lights and sliding back doors with a lock. Cabinet is 42 inches high, 20 inches deep and 36, 48, 60 or 72 inches long in finishes of black, white, gray, oak, maple, cherry or rosewood. Prices start at $675.

Tecno Display Inc., Brisbane, CA; (415) 468-6766, fax (415) 468-2554.

Round tower is 76 inch high and 22 inches wide and features tempered glass, four 3/8-in. glass shelves and one lockable hinged glass door. It’s on rollers for easy moving and includes four 50w halogen top lights; side track lighting is optional. It’s shown in solid wood light cherry; additional wood finishes available. Prices start at $1,150.

Tecno Display Inc., Brisbane, CA; (415) 468-6766, fax (415) 468-2554.

Contemporary low-voltage pendants can attach to any track system offered by WAC Lighting. New pendant designs include blue, green or clear swirl glass.

WAC Lighting, Garden City, NY; (800) 526-2588, fax (800) 526-2585, www.waclighting.com.

E.F. Hilton offers a selection of fabric in cut yardage for jewelers who desire a fresh, dramatic look without tying up a lot of capital. Also available are custom floorboards and risers.

E.F. Hilton, Los Angeles, CA; (800) 707-2107, www.efhilton.com.

Copyright © 2003 by Bond Communications