Visual Merchandising Basics

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Visual Merchandising Basics

For jewellery retail team

Basic course by TNG Jewellery Academy

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Introduction Brief history of Merchandising over time Merchandising objectives and missions The main principles/rules in merchandising Merchandising guidelines – Do’s & Donts Practical tips Questions & Answers

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Well Presented is Half Sold

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Which window you would stop and look at?

Gold and diamond rings for sale in the Dubai Gold Souk at Dubai, United Arab Emirates Stock Photo - Alamy

Diamond Jewellery Display In Jewellers Shop Window Stock Photo, Picture And Royalty Free Image. Image 91642657.

1 st window

2 nd window

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Most will stop at second window

For a jewellery retailer, capturing the attention of passersby is visual merchandising. That crucial second when people see a display window determines if they would stop and look, or walk on by.

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Visual merchandising involves the creation of attractive display windows for retail stores. This may include using themes linked to special occasions or marketing tactics to heighten brand awareness. The work of an excellent visual merchandiser makes a huge difference to retailers.

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Visual merchandising is part of a sound retail merchandising strategy. It guides the planning and activities responsible for how customers see your physical and digital stores, and the goods and services visible within. Visual merchandising applies to everything from the exterior of your retail store to the well-lit entryway all the way through to the well-placed furniture, fixtures, and promotional displays. It helps create customer value by making the shopper journey efficient, unique, and memorable.  In today's omnichannel marketplace, e-commerce, retail stores, and mobile channels converge to shape the customer experience. Visual merchandising is responsible for creating the digital or physical environment that appeals to your target customer and aligns with your overall retail value proposition. The creative methods of visual merchandising stimulate customers to make purchases. Retailers can design a customer experience with the layout of store merchandise, the UX design of e-commerce landing pages, and the usability and imagery of a mobile app.

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History Of Visual Merchandising

Early Stores – before 18 th century, retail stores cared little for appearance of store and most of goods was kept inside and not displayed. Only when customer asked for goods they were shown and sales talk and ability to persuade was important in convincing a customer. Slowly verbal engagement between customer was replaced by sensory experience. When stores started displaying goods rather than keeping in back room or safe, visual merchandising started to evlove ,

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2 nd and 3 rd stage of VM

It started with development of Arcades in beginning of 19 th Century. Arcades were like covered bazaar like in grand bazar of Istanbul or souks in Egypt. Grand expositions – Grand exposition ws third stage of development of VM. It started in London in and around 1890’s with large fairs which were meant to display new technology product. With this retailers started realizing that if they display their product openly and in strategic manner, it can attract customer more. Also it was realized the product should be kept at eye level on pedestal so customer can view conveniently.

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4 th Stage of VM

The rise of departmental stores or grand emporiums in early 1900 brought huge changes to VM – Use of display stands or pedestals Grand & luxuries interiors with huge chandeliers etc To show that variety, too much of products started being displyed Themed display or real sense display started with use of mannequin etc

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Journey of VM

Cartier shop in past

Cartier shop today

How Cartier became the jeweller of choice for London's aristocrats, artists… and rule-breakers

Cartier Reopens Flagship London Bond Street Boutique Store | British Vogue | British Vogue

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Merchandising objectives and missions

Visual merchandising is about presenting your retail space in a way that maximises your sales. Strategically presenting your products in your retail space helps you to create a unique identity for your business. You can set yourself apart from your competition by making your retail space warm, friendly and approachable

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Sell by showing and promoting the product. Create an emotional connect between the viewer and the display. Encourage the shopper to enter the store. Get the customer to pause and shop the selling floor. Establish, promote& and enhance the store’s visual image. Entertain customers and enhance their shopping experience. Introduce and explain new products.

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Visual Merchandising Rules Do’s & Don’t How to create harmonious VM Categories of Jewelry & Their Display

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It is a tool or language that retailers use to communicate with the target customer. It is an art of presentation, which puts the merchandise in focus and it educates the customers, creates desire. The aim is to captivate the clients senses and create harmony within the display !


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Less Is More Keep your display simple, uncluttered. Leave some space around them. Props should be simple in shape, preferably something that provides color or texture (blocks, covered boxes or risers). Remember that many times, 20% of the products bring in 80% of the revenue. Pareto’s Law applies to an amazing number of things in business. Simple display has more of an impact. (use maximum of 3 colors). Busy display confuses a client.


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The Pyramid Principle & Mirror Effect If you place one frame at the top of the display and let all the other elements "step down" from that point, you'll have a very effective design. It's that top focal point that attracts attention and makes the display interesting to look at. Mirror effect is when you mirror both side of the display from the center point (focal point).


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Odd rather then Even An odd number of elements is always more attractive to the eye than an even number.  That's because an asymmetrical arrangement is slightly off balance and keeps the eye moving around to look at each frame. That provides a built-in visual dynamic. On the other hand, a symmetrical, perfectly balanced arrangement stops the eye in its tracks. That's dull .


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Evenly Distribute Jewelry By Popularity A neat trick is to avoid grouping all the best selling items into one area. Every main display should hold “hidden gems”, which can act as an engaging factor.


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Harmony & Clarity Unless you are following a theme always try to display by: Collection/Color/Category to create a harmony and captivate your customer.


sav. • •

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Don’t Neglect The Small Details Is your jewelry clean and polished? Product Tags & Labels Gloves/Handling the jewelry



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The Big Guys Are Big For Some Reasons They pretty much know what they’re doing. While it pays off to “do things differently” and set yourself apart from time to time, it also pays off to take a good look at what the big brands are doing and what they value most in terms of best practices.


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Displayed by Collection/Color/Category Simplicity Grouping

Pyramid & Mirror Effect Simplicity

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Displayed by Category (Necklace & Earrings) Minimalism (only 2 colors are used here)

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Too many pieces (very cluttered display) Creates confusion and major pieces get lost (no space in between) No space between the displays

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Practical tips:

Make sure your windows and product displays are clean; check the price visibility and adjust lighting when needed Store and brand names should be visible at all times Capture emotions and occasions, and convert those into shopping opportunities for clients Tell a story. Whether it’s about the beauty of a diamond, Mother’s Day or the brand itself, make sure that the story you visually tell is distinctive and attractive Make it an educational experience for clients by incorporating digital tools into the displays Invest in young talent who can come up with a fresh approach to creating stunning window displays and capturing the attention of millennials and the Gen Z

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Please watch the video for practical demonstration of the a window display. Also answer some question to test what we learnt in the test section to get the certificate