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How to Master Jewelry Photography: Part II

Jewelry Photography Part 2 Blog Header

Jewelry photography is equal parts art and skill. The end goal is to ensure customers get the most realistic render of each available product. Before you get to snapping pictures, heed these precautions to capture your jewelry in its most favorable light:

Clean Your Product

Cameras pick up on things like smudges, dust particles, and other unsightly marks. Sure, you can edit these out later, but cleaning your pieces thoroughly beforehand saves you time in the end. Give your jewelry a thorough cleaning using your ultra-sonic. Then, steam clean if possible. Always wear gloves in the handling process to avoid fingerprints.

Quick Tips for your Jewelry Photography

Here are a few products to help simplify your jewelry photography process:


More Jewelry Photography Tips & Tricks

Once you’ve prepared your set and cleaned your product, it’s finally time to photograph your jewelry. And while your jewelry is naturally gorgeous, here are a few tips to make sure your artistry is as marvelous in pictures as in real life:

Use a Tripod

Whether you’re shooting with a professional camera or your smartphone, a tripod is one of the easiest ways to produce clear images. If you struggle with holding cameras still — or even if you think you have a steady hand — tripods are the key to sharp, focused pictures. For an entry-level tripod solution, try a GorillaPod.

Composition

Composition refers to the arrangement of all elements in a photo — from props to lighting — telling a clear, cohesive story. The composition is what makes your image visually pleasing overall. Although complex to master, a balanced composition can land your jewelry photography in top spots on social media feeds, spurring interest in your brand.

Proper Lighting

Lighting makes your jewelry sparkle and shine. Use continuous, natural lighting to avoid unflattering reflections in stones and metals. If natural lighting isn’t an option, go for artificial lighting that imitates the sun (rather than using a flash). We recommend using LED daylight balanced bulbs. But be sure to avoid mixing different kinds of bulbs— this will result in an unflattering image.

In the end, keep in mind that lighting, whether natural or artificial, should never be harsh or direct. Lighting for your jewelry photography should always be diffused. Here is a helpful video that dives deep into photography lighting.

Check out Tony Roslund on YouTube for in-depth guidance 

 

White Balance

Simply put, white balance adjusts the color of the lighting in your photos by correcting its temperature, thus ensuring color accuracy. For example, if you’re photographing white gold, you certainly don’t want it looking green in your pictures. Utilizing proper white balance will help produce the most realistic color illustration. Most cameras have presets to ensure the most flattering image.

Focus

Proper focus helps illustrate a realistic image in terms of texture. Thankfully, most cameras offer auto-focus settings. Make sure each piece of your jewelry is in focus, while background effects should remain out of focus and slightly blurred. Easier said than done, right? Proper focus guarantees sharp, detailed imagery.

Angles

When shooting multiple images, try to show off as much of your jewelry as possible. Snap multiple images from all angles to show off every detail. Close-ups, side views, and overhead views make for interesting angles and save on future, “Can I see this piece from a different angle?” requests.

Try a Light Box

For your online inventory, basic product shots on white backgrounds are ideal. To achieve this, try using a light box. We recommend our new Dino-Lite photo box. This tool is illuminated by LED lighting and helps to eliminate outside light pollution.


When all is said and done, keep in mind that photography is fun. Even if your photos don’t master every technical aspect— fear not! If it looks good, then you’re doing great!




8 Ways to Spruce Up Your Window Displays

Merchandising Monday P&D

You’re busy. We understand. And while you don’t have time to worry about everything, some details require your full attention. How you present yourself and your brand is one of the first things customers notice about your store.

Your window displays give you an opportunity to make a great first impression on passersby. What do yours say? Now is the time to dress your window displays with an enticing look that will ‘Wow’ prospects and draw them into your store

Here are eight quick window dressing tips to help you spruce up and put your best foot forward.

Window displays merchandising monday

1. Shop your own windows as a potential customer. Learn where the shadow areas are and where the prime real estate resides.

 

2. Choose an underlying theme that unifies your product selection – celebrate the season, highlight a color, or tell a visual story.

  • Pro Tip: Add pillows for pops of color. They’re available in a variety of colors and sizes and are the easiest way to give depth to your showcases and window displays. Use smaller pillows to display pendants or bracelets, and larger ones for the showstoppers. This approach draws attention to the ‘star’ of your display — a fancy new custom design or another outstanding style.

 

3. Remember, window displays have three dimensions. Ideally, you arrange a pyramid of items in the center of your window, making everything easily visible from different angles. Use tiers, pedestals, and risers to help you achieve height.

  • Pro Tip: Apply the Rule of Three. When thinking about your store’s visual merchandising, remember that groups of three have strong visual appeal and are easy on your customer’s eyes. Elevate your most popular styles with risers, enhancing the focus and drawing customers to the featured product of your choosing.

 

4. Change your window displays often. Research shows that keeping your windows fresh draws attention and attracts customers into your store.

 

5. Display just the right amount of products. It may take some trial and error, but you don’t want too many or too few.

 

 

Window Displays Lighting Merchandising Monday

6. Research shows that the right lighting can double your sales. Bright spotlights will help highlight the colors and textures of your jewelry, giving life to your window displays.

 

7. Good signage adds to any display. Incorporate it as part of your overall design calling out product trends such as engravables, two-stone designs, or stackables. You can also use signage to group products by price point. This helps your customers and sales associates find the perfect match, especially when looking for ideally priced gifts.

  • Pro Tip: Keep your inventory easily identifiable with colored tags. Avoid pricing confusion at all costs. A dream sale can turn into a nightmare quickly if your sales associate and/or customer becomes confused over pricing, leading to an unsatisfactory shopping experience. Have no fear! Colored jewelry tags allow you to manage your sales strategies and inventory with ease.

 

8. Whether through visual elements or splashes of color, continue the theme from your window displays throughout your store for a consistent customer experience.

  • Pro Tip: Incorporate your branding into your window displays. Establishing an effective marketing and branding strategy is one of the keys to securing brand recognition. An effective brand identity anchors your store in the customer’s mind and creates a halo effect that results in more devoted customers and more sales. Include your store’s logo with custom imprinting on totes, ribbons, tissue paper, and packaging. When you take a more aggressive approach to branding, you create a memorable customer experience from window shopping through to a satisfied purchase. For more on branding opportunities, visit stuller.com/buildyourbrand.
Window Displays Branding Logo Custom Imprinting

What do your window displays look like? Share your advice in the comments below! Or, post pictures of your displays on Facebook • Instagram • Twitter with the hashtags #MerchandisingMonday and #HowIStuller.




Lighting Is Everything!

Lighting is important. You never really realize how true this is until a snake crawls into a transformer during a stormy night, blowing out your entire apartment complex’s power in the middle of your late-night viewing of Friday the 13th. Oh, that’s just me?

Okay then, think about your favorite concert experience. Close your eyes and transport yourself back to the moment in time when the chords of your most beloved song started up. I’d be willing to bet that the artists weren’t up there all alone with just their instruments. I’d be willing to bet that there was some sort of light show to accompany them, possibly one that changed dramatically from song to song, mood to mood. Why do so many artists spend thousands and thousands on flashing lights? Why is it that when certain songs come on, lighters and iPhones light up?

Simple. Because well-planned lighting is powerful, and it connects people to the experience. Wham City Lights has actually capitalized on this by creating an app that allows performers to design a light show for a specific song at their event that every member of the audience can participate in. Talk about feeling like a part of the show! (Check it out here: http://www.whamcitylights.com/)

Let’s drill this down, though, before I get carried away. Study upon study has told us that a store’s lights can make a significant difference on the in-store experience. Is it making a difference in yours?

Shine a light on your jewelry display

We’ve spotlighted the top ways proper lighting can make a huge impact on your store experience, and more importantly, your sales!

  • Stuller’s high-quality LED lamps render color more vividly. Crucial for jewelry! Your customers need to see the sparkle in every piece of polished silver and the fire in every diamond.
  • Appropriate overhead lighting makes customers more comfortable, and customers who are more comfortable tend to stay longer and shop more.
  • Appropriate lighting enhances the appearance of customers themselves, rendering skin tones and hair in a more flattering light. This is especially important in apparel and jewelry retailing where the positive effects of socializing are enhanced when people look better.
  • Quality lighting creates a specific mood for a store that is an integral part of

    the brand of the retailer. It enhances not only the products but the entire experience of the store.

  • Research available on the positive effects of quality LED lighting in retail indicates that failure to adopt the most recent advances in LED technology puts retailers at a disadvantage. They’re at risk of missing the considerable ROI available from happier, more loyal customers, increased sales, and lower operating costs in the form of energy savings and lower replacement expenditures.

Better color? Lower energy bills? Customers stay longer? A store that makes my skin & hair look better? Hello! Sign me up. What are you waiting for? Lights, camera, action!

 

Take a look at Stuller’s Step Lamp Lighting solution for lighting that is sure to make your jewelry shine!

 

What are you tips and tricks for lighting up your showroom floor? Shed some light in the comments below!