5 ways to make the most of your window displays

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An eye catching window display is one of the most important ways of attracting sales for your jewellery store. They are your first opportunity to create an impression and capture the attention of potential customers. Particularly, customers who don’t know what they want to purchase… yet.

Getting the most out of your window displays doesn’t have to be difficult or expensive either. Here are our top tips for creating the perfect shop window.

Tip 1: Lighting up every facet of your diamonds

As every jeweller knows, diamonds have their own unique sparkle. And it’s vital that your window displays show this sparkle in the most eye-catching way possible.

This is why the lighting you use is incredibly important. It’s vital that your window lighting illuminates your diamonds from every single angle so your customer can clearly see the cut, colour and clarity of the diamonds on display.

Using a lighting solution consisting of multiple LEDs rather than spotlights allows every facet of the diamond to sparkle and shine from all sides. Just look at how our window lighting solution Cerebra 38 draws the attention of passing shoppers at Chisholm Hunter here.

Our perfect shop window solution would be Cerebra 38 which is a technologically advanced downlight consisting of multiple LEDs. Pair this with a rotating light such as Diamond Sparkle, and this symbiotic relationship between the two lights creates a sparkle in fine jewellery like no other.

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Tip 2: Getting the right angle

It’s one thing ensuring that your window lights are positioned in a way that creates sparkle in the pieces displayed, but the jewellery itself should also be arranged in a way that the light reflects off the ‘table’ of the diamond.

This naturally means the light should come down from above so it is then reflected into the customer’s eyes without being too bright or overbearing.

Some of the light is taken in by the diamond itself, so it’s important that there’s a balance between how much is reflected and absorbed in order to give the best glimmer.

Tip 3: Adjusting your lighting for maximum impact

Every jewellery piece or collection in your display is unique. Therefore, a great window display incorporates versatile, adjustable lighting that best suits your stock.

For instance, a colourless diamond will shine to its best potential when illuminated under a cool light, whereas yellow diamonds will ‘perform’ better with a little more warmth in the light. But how can you change the colour output of your lights without the need to physically change the LEDs?

Introducing our ActivWhite technology! This piece of innovative technology allows you to easily change the colour output of your lighting from a smartphone or tablet. What’s more, it’s available across a huge range of our lighting – in particular the Cerebra range we mentioned earlier.

It can be difficult to visualise this innovative technology, so why not watch it in action.

Tip 4: A flexible, adaptable window captures attention

Your window displays can be creative. Don’t be shy to use accent colours to tremendous effect, just take a look at the solution we implemented at Hancocks Jewellers.

Also, having pieces on different levels brings a unique layout to your window and even makes your finest pieces stand out even more.

Wireless shelving, like this solution from our sister company Progressive Display, allows you to rearrange shelving in your windows without having to reinstall or remove cabling. This means you can place key products or collections in prime viewing and truly maximise the space available to you.

And what’s more, each shelf incorporates Parify’s adjustable lighting! Just take a look at our solution at Nicholas Wylde Jewellers.

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Tip 5: Maximise your jewellery displays with Parify

There’s a lot to consider when creating a window display, and lighting is just one area. To find out how we can help you display your pieces in a beautiful light and sell more diamonds and fine jewellery, talk to our experts about our innovative solutions.