Ever wonder how an innovative on-line jewelry company would choose to display it’s merchandise in a bricks and mortar location? This way! Nothing too special in my opinion. Featured items (on individual ring fingers) are too close to the front of the case forcing customers to bend at the waist and look through the front of the case. Trays are of no special design. For a firm that loves words on its site, there is a noticeable absence of signage. They are relying on in-store “navigators” to answer questions,…

I was recently asked how much “stuff” is too much on the tops of cases. The jeweler had 69 items. Here is my response. You are right. 69 items is way overboard. Clutter costs you sales! A perfect world is one with only a few necessary items that really help you sell. Like a diamond pyramid or counterpad. Consider that anything on top of the counter distracts your customers from looking INSIDE the case where the good stuff you want to sell lives. (If the on-counter items do…