The Autumn Essential Display Course

Posted October 10, 2014


The autumn Essential Display course had a real buzz about it this year.   As we move out of recession, as confidence grows, so that feeling of optimism is reflected in the mood of the people who come to these courses and the debate about how to design-out display problems within individual stores had begun before they sat down!


I layout the display materials with boxes of jewellery and point of sale material the afternoon before the workshop, dressing one stand completely so that those attending have an example to follow.  During the course, we cover the basic rules of visual merchandising but my emphasis is always on creating window displays that will sell products and services, so selecting the right product for the right moment is crucial to achieving those goals.

These workshops are an opportunity for discussion and experimentation.  We focus on the structure of the individual display and how to display the unique selling point of each piece of jewellery,  but we also look at how to use awkward corners to promote services such as valuations, re-modellng and repair.  It is a great opportunity to look objectively at the function of display and examine how well your current display strategy works as a marketing tool.

The Essential Display course will be running again in the spring of 2015.  For people who have completed this course and want to develop some ideas for up-dating their windows, we run the Strategic Visual Merchandising course which covers laying out a whole window and challenges some of the accepted ideas.  Please contact Amanda White of the NAG for further information: amanda@jewellers-online.org.