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.

The Poll Results Are In!

You asked for it

Our latest blog poll asked what you’d like to read about next and the results are in. Visual merchandising speaks to your customers without using words. It starts with capturing your customers’ senses from the moment they enter your store. When done right, it can be the best salesperson on your team. Below are a few suggestions to help create an ambient winter wonderland within your store for the holidays.


The weather outside is frightful

Create a cozy and inviting showroom floor that welcomes your customers from the grips of the cold into the warmth of your store. Evoke their senses by adding holiday sights, sounds, and smells. Holiday scented candles and fragrances like warm sugar cookie or fresh apple cinnamon are sure to make your customers feel right at home. Soft traditional music and holiday videos create an familiar, inviting space for your customers.

Simple floral trimmings add life to a room and make for great holiday decor. Dark evergreen, deep red poinsettias, and textured ribbon add the perfect touch. Try adding woody affects like winter wreaths, pine cones, spray-painted tree branches, and rustic wood slices to give your displays a lively appeal. Then, you can easily swap out these accents after the new year for a brand new look.



Reuse and repurpose

If you’re like me, I’m sure you have no shortage of Christmas decorations lying around your home. The simplest way to set the scene in your store is to repurpose those old decorations. Old, faded, or chipped adornments from years past can be repainted in silver or gold as an inexpensive alternative that looks fabulous. Ornament balls, reindeer, and holiday candles make great decor to place in your cases for a festive touch. Empty jewelry boxes can be wrapped to look just like gifts waiting to be given to that special someone.


The finishing touch

Make the holiday shopping experience complete by putting the finishing touches on your customers’ purchases. Wrapping up their purchases can save your customers time, which they will greatly appreciate. So be sure to take that extra step. Stuller helps to make wrapping a cinch with jeweler’s rolls of gift wrap. Don’t forget to coordinate with elastic bows.

After your customer has chosen his perfect piece, follow with add-ons to enhance your customer’s overall experience. Our Klean Karats® Care Center features everything your customers need to keep their new purchase in top shape, until they come to see you again. It is available in fine, gentle, silver, and natural. The care center comes with cleaner, cloths, and our best-selling ring remover. Read more about which jewelry cleaner is best for you here.


Customize your showcase

Another way to introduce pops of color and emphasis to your showroom floor is through your product displays. Choose to accent your cases with key elements such as neck forms or earring stands. Neck forms are versatile, having two angles to accommodate both neckwear and bracelets. And as always, mixing the texture of your accents allows for depth and variety in your case displays.

A few of our favorite accent colors his holiday season:


Aubergine – A sparkling deep berry

Moon Glow – A glowing, snowy white

Spectrum – An enchanting wintry blue

Pecan Shell – An elegantly warm gold


Design your cases to carry you through the holiday season and past Valentine’s day. Rather than traditional red and green, opt for silver and gold accents. Choose jewelry boxes, ribbon, and tissue that can be dynamic and will blend into the next selling season. Displays in moon glow and pecan shell are versatile and can provide that perfect wintry feel, while still showing their style well into Valentine’s Day and beyond. Allow your décor to bleed from one season to the next, saving you time and money and allowing you to focus on more important things, your customers.


Sign here

Make holiday shopping efficient by adding signage to your cases. This creates a distinction  by calling out product trends, such as engravables, two-stone designs, or stackables. You can also use signage to group products by price point. This will help your customers, as well as sales associates, find the perfect match, especially when looking for ideally priced gifts.


Arrange your products in a way that is easily navigable to make shopping a breeze. Separate your products by assigning each type to its own case located in different areas of your store. Grouping by ensembles will give you the power to cross-sell to your customers. By displaying coordinated combinations like a ring, necklace, and earrings, it’s easy to visualize just how great pieces look when worn together, fueling the desire for more jewelry. Groups of three are visually pleasing and are easy on your customer’s eye. Be sure to use risers to elevate your most popular styles, enhancing their focus and drawing your customers to the featured product of your choosing.


Loosen up

For a unique shopping experience, display a few diamonds and gemstones in your case using gem jars or loose stone towers. This builds a visual aspect and allows the customer to see the stone in detail and pair it with a mounting of her choosing. It also gives an opportunity for upselling, where your customer may buy an aquamarine ring today with the opportunity to replace the center stone with a sapphire or diamond later down the road.

Also, create an interaction with your guests and sell your stones with a story. Presenting loose gems to your customers opens an opportunity to sell with emotion. While handling diamonds and gemstones may become very routine for you, this might be the first time your customer has seen or held such a rare and precious treasure. A skilled presentation of the gem will intensify your customer’s desire to own one and will create a memorable, one-of-a-kind experience.


How do you attract customers through visual merchandising in your store? Let us know in the comments below!

Feature Friday – Vanessa Jones

vcj-army-picStuller happens to be one of the largest employers in Acadiana, and jewelry happens to be the business. My older brother worked here for several years and so did many family members. He seemed to enjoy working here and spoke of Stuller often, so I decided to apply and see what Stuller had to offer. I applied for three positions, interviewed for two of the three, and was eventually hired as a Data Entry Clerk because of my 10-key experience.

I’ve held many positions and have worked in several departments within the organization during my 22-year career with Stuller. I began working in the Finishing Department as a Data Entry Clerk in 1994. In fall of 1995, I transferred to Customer Service as a Credit Processor, responsible for processing customer returns. I worked tirelessly to prove my skills and took the initiative to train others within the department, without an official title. I was eventually promoted to CS trainer, then CS Group Leader and ultimately CS Manager. I worked in CS for 11 years. In May of 2005, I was promoted into Merchandising as a Project Manager. In July 2008, I was promoted to Product Manager. In May 2011, I was promoted to the E-commerce Department as Digital Merchandising Manager where I’ve been for five years. What’s kept me in the industry is my love for jewelry and desire to share it with retailers all over the world.

la-marathonAs a Digital Merchandising Manager, I’m currently responsible for optimizing the sales performance of our large breadth of products on Stuller.com. I feel enthusiastic that my role helps facilitate customers’ buying decisions. In my daily job, I am able to help to make our customers heroes by offering compelling product assortments and an easy, user-friendly shopping environment. Throughout my career, personalization and technology has definitely evolved. It’s become the norm for customers to personalize their jewelry choices through technology.

My favorite Stuller memory is traveling on the corporate jet with executives the first time I attended a trade show — JCK Las Vegas. The experience was nothing like commercial; it was amazing! On my off time, I enjoy running and exercise, helping others, and spending time with my grandchildren. These all help me lead a balanced life, nurturing the physical and spiritual aspects.

coloradoI’m inspired by the “never settle” mentality of the organization. We’re never satisfied with our successes. We recognize that we do a lot of things well, but we continuously press on and look for ways to improve our processes to make things even better. What keeps me going is my faith in God. I know that He is responsible for my encounters. I constantly seek him for discernment to realign and determine my purpose here on earth. It motivates me to figure out what’s on the other side of my obedience to him. In fact, my advice to my younger self would be this: Keep God first. Don’t let praise go to your head or criticism to your heart. Seek to understand then to be understood. Surround yourself with people that will feed your soul.

Your Store Stinks

As a former English teacher, I love fall because of the legions of poets the season has inspired through the centuries.

As a Louisianan, I love it because it means a break from the brutal, scorching, humid summers.

As a jeweler, you should be grateful for the opportunity it presents to do some much-needed cleaning, organizing, and freshening before hordes of customers bang down your door on Black Friday.

So where do you start?

Step 1: Wipe the ceilings and the walls

“Seriously, Jennifer?” you’re asking.

Seriously, friends. Cobwebs are only appropriate at Halloween, and even then, not in your store. Buy an inexpensive ceiling broom and start from the center of the ceiling, working your way outward toward the corners. (Note: This will require you to take down the cardboard Cupid you had hanging from the ceiling. Why did you do that again?) Now go down the walls in a continuous pattern, taking care not to miss a spot.

The extra mile: Dilute one part vinegar in four parts distilled water and wipe the baseboards, chair rails, and any smudges on the paint. Warning: Do this the night before to give the vinegar smell time to evaporate.

Now take the light fixtures off the lights and wash well with soapy water (wait for them to cool, of course). Spritz with glass cleaner, dry thoroughly (don’t miss this step or subsequent cleanings will be gross), and reinstall. You’ll wonder how you ever worked in the dark so long. As an added bonus, your jewelry will shine as it should.

The extra mile: Unscrew air vents, wash thoroughly, and remount.

Step 2: Take the blinders off…your nose, that is

Remember those funny air freshener commercials about nose blindness? The ones where the homeowners smell a fluffy kitten and lilacs while their guests smell throngs of cats and funky shoes? Turns out, nose blindness is an actual scientific phenomenon. And the not-so-funny reality is that while we don’t notice the scents we’re around every day, our visitors sure do. Unfortunately for us, they’re far too polite to tell us anything. So you, Dear Retailer, need to find your most brutally honest friend (preferably one with a discriminating beak) who will walk into your store and tell you that last week’s tuna salad sandwich is still permeating the showroom floor and that the carpet you installed five years ago reeks of onion and moth balls.

What do you do if you’re plagued with the pungent egg-salad-onion-moth-ball aroma? You have a few options. First, empty the fridge. Really. You don’t think that the odors from the back office can reach the front of the store, but they absolutely can. Clean the fridge, wash shelves and racks with soap and water, defrost the freezer, and put fresh baking soda in both. While you’re in there, flush all the drains with baking soda and boiling vinegar. You’ll notice a dramatic difference pretty quickly.

You’ve already dusted everything, so now is the time to vacuum. (I don’t care what anyone says: Dust first, vacuum second. Unless your vacuum cleaner was manufactured in or before 1972, it won’t kick up enough dust to justify vacuuming first.) Better still, have the carpets professionally cleaned to remove stubborn odors and deep-set stains. Ideally, you would change your carpet every three years. With high traffic, the pile inevitably wears down and accumulates stains and odors. If you can’t afford to replace the carpet so often, consider moving your cases around to cover the worn, splotchy areas.

Extra mile: If you’re really serious about investing in high-quality flooring, have hardwood installed. But be aware that the upkeep on hardwood is neither cheap nor easy. Or you could consider some fun alternative surfaces like stained concrete. Just watch for slippery floors in rainy weather.

If you have window coverings, take them down and wash them or take them to the dry cleaner. The thicker they are, the more likely they are to absorb odors. Now clean the windows inside and out. Let that golden autumn sun shine in for a bit.

Last, spray some of that air freshener. Find an odor-neutralizing one or at least something subtle rather than something overbearing like cinnamon-vanilla or grape soda (yes, that’s a real thing). Lots of people have fragrance allergies, but even those who don’t won’t necessarily enjoy the cloyingly sweet smells you find on store shelves.

The extra mile: Investigate commercial air fresheners. Some companies will even work with you to create a custom scent. And what better way to brand yourself than with a signature scent? Again, be mindful of fragrance allergies. Consult that bosom buddy with the sensitive schnoz – or several – when selecting your scent.

Step 3: Tackle the cases

Remove the clutter – the daily newspaper, the random loupe, the out-of-date brochures – and toss with abandon (well, maybe not the loupe). Don’t hold back here. If you really can’t part with it, find a logical, permanent home for it that doesn’t cover your $3,000 diamond stud earrings.

With the same vinegar-and-water solution you used on the baseboards, spray the tops of your cases. If you have a lot of real estate, save time by wiping with a squeegee. Wipe any streaks with a cloth diaper (they still make those!). Get the inside of the glass, too. You don’t think about it, but your fingers routinely make smudges when you reach in to set up or take out merchandise. If you have lights inside your cases – and you should – wipe them down with a dry cloth.

The extra mile: Use a cotton swab with that vinegar solution and get corners and inside the tracks of the cases. You’ll be more than a little grossed out by what you find there.

Step 4: Don’t forget what’s in the cases

That’s right – the merchandise. Now’s the time to fill empty holes in your earring displays. Neck form missing a necklace? Replace it! There’s no excuse for glaring holes in your displays. Or holes anywhere in your cases, for that matter.

Look through home design magazines and find inspiration in their decor. Go to a hobby store and put seasonal items inside your cases. Use a large pine cone as a ramp for your tennis bracelet. Spread fall-colored leaves along the baseboards. Do this sparingly and carefully; you don’t want it to look cluttered or haphazard.

Bonus Step: Breathe

You’re getting ready for the busy season that also happens to be cold and flu season. That means it’s imperative to take care of you right now. Stay hydrated and rested. Yes, it’s hard to find time to eat lunch, let alone sleep eight hours a night, but you won’t endear yourself to your customers by sneezing all over your cases. Besides, you just cleaned them…

What are you doing to prepare for the holidays? Share your thoughts with us in the comments section.


La idea para mostrar correas de reloj que debe usar hoy!

Parece increíble, pero ya casi es tiempo de que los niños digan adiós al verano y hola a un nuevo año escolar. Llega la hora de cambiar bicicletas por  libros y Candy Crush por calculadoras.

Pero sabe, envidio un poco a los niños. Ahora, me encantaría regresar a la escuela y aprender todas las cosas pequeñas y grandes que me falto aprender. Y si usted es como yo, entonces usted siempre está aprendiendo cosas nuevas. Con esto en mente, hemos creado una serie de videos que estamos llamando Stuller Hacks. Estos son simples ideas que usted puede incorporar en su tienda o en su mesa de joyero – justo a tiempo para el nuevo año escolar.

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En este video, les enseñaré una manera creativa para mostrar las correas de reloj de una manera visualmente atractiva.




Pero ustedes son los verdaderos expertos; díganos algunas ideas creativas que tenga. Publíquelas en la sección de comentarios o envíenos un tweet usando #stullerhacks.

The Merchandising Idea You Should Employ Today

Alas, it’s nearly time for the kiddies to say farewell to summer and hello to a new school year. Time to trade the bicycles for books and Candy Crush for calculators. Sigh.

But, you know, I kind of envy kids a little bit. Right now, I’d love to go back to school and bone up on all the little (and big) things I missed. And if you’re anything like me, you’re a lifelong learner, too. With that in mind, we’ve created a series of videos we’re calling Stuller Hacks. These are simple ideas you can incorporate in your showroom or at your bench – just in time for back to school.

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In today’s Stullerhack, I’ll show you a merchandising technique that’ll have your customers looking twice.