In case you couldn’t make it to my seminar, “How to Navigate Between Fashion and Fine in Your Store,” last month at JCK Las Vegas, I’ve featured some of my tips here. (If you want the full PowerPoint file with 60 different slides of examples, email me at jheebner@jckonline.com.) Examples include retailer suggestions on how to master the mix, and, a peek inside some stores who offer both costume and fine jewelry offerings.
Keep fashion pieces in a clearly marked area in store.
Glitz Boutique in Generation Jewelers, Peoria, Ariz., 400 square feet of bags, clothes, accessories
Use open displays so shoppers can touch fashion items.
Bettina Duncan at Fred Segal in Los Angeles
Make sure costume jewelry is “out and accessible, touchable with no assistance from sales associates.” Jennifer Gandia, co-owner, Greenwich Jewelers, NYC
Henri Bendel in NYC
“When jewelry is in closed cases, the message sent is that it’s fine jewelry.” Susan Fotos, owner, Higashi Pearls, Lemoyne, Pa.
Let the costume be costume and the fine be fine; don’t allow crossover in looks.
- Do so to respect the integrity of lines, to avoid promoting knock-offs, and to help consumers appreciate the differences in lines.
Use festive displays for costume pieces for an accessible feel.
Photo via Pinterest.com
Photo via Pinterest.com
Photo via Pinterest.com
Photo via Pinterest.com
Photo via Pinterest.com
Photo via Pinterest.com
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