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Learn the Art and Craft of Displaying Fine Jewellery

Posted September 22, 2014

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Learn the art and craft of displaying fine jewellery through a course run by the National Association of Goldsmiths called Essential Display.

The consumer of the 21st century is a very sophisticated creature – and very busy!  Reaching potential buyers of fine jewellery with traditional methods of display and marketing is not enough to entice them to your web site or through the door of your store.   We are all bombarded with information and that can prevent us from seeing problems that are sometimes very obvious!  For example, we cannot understand or cope with busy or complex display. A wall of diamonds might look impressive in sheer volume but it takes a lot of commitment by the customer to look at every item on show.  Clutter creates confusion.

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The Essential Display course covers the basic rules used by all professional visual merchandisers to create simple and striking displays that tell a story.   By using props, images and words, a jeweller can put across their knowledge and expertise, encourage the consumer to come into the store and pop ideas into the minds of the bothered and befuddled customer that is desperate to find the perfect piece of jewellery or silver gift.   The course covers the layout of a window display and how to keep your customers focussed, keep their attention and interest, so that they will come back again. The story is not just about selling pieces or jewellery or watches – it is also about repairs, valuations and planning for special birthdays, anniversaries or the birth of a baby.  You, the local jeweller, have so much to offer, and expertise coupled with years of experience is a very valuable commodity.

When a retailer places most of the contents of the safe in the window of his store and opens for business in the morning, it is in the hope that some of it will sell.  The first thing the consumer will see is the window display, so it is worth training every member of staff to understand how to make that window sell products, services and all the brilliant expertise that lies behind those doors.

The next display course takes place on 8th October 2014, from 10AM to 4PM.  For further information, contact Amanda White at the NAG on 020 7613 4445.  Or go here for more details:  http://www.nageducation.org/short-courses/essential-display/