Increasing Watch Sales in Jewelry Diamond Stores

The sales of timepieces and especially watches are an undervalued art in most jewelry retail, chain stores and even the diamond, gemstone and jewelry sections of big box stores. How can the sales of these products in jewelry and stores that sell diamonds and other gemstones be encouraged and facilitated?

It all comes down to sales, marketing and display.

First of all the retailer can put together a beautiful display to draw attention to these wares. Whether its an exterior picture window display , a presentation in the store itself or a window facing the mall shopper it all comes down to presentation.

Don’t be boring and standard when it comes to jewelry, gemstone and watch displays. Have flair. You can arrange those watches in your displays by type, country of origin or specific themes - say fashion watches, watches for a wedding couple or timepieces for young adults.

Be neat in your displays. Give these sets the attention they deserve. You are marketing your wares - just as a movie set is meant to promote and enhance a scene. Give displays the attention and care that they so rightly deserve. Place the watches in pleasing arrangements not haphazard or seemingly cluttered ones. Next do not let tags or bracelets hang over the edge.

Avoid what might be called "seas of watches". With retail space expensive and limited, and jewelers assigning less to watches, you may well be tempted to stack the deck and place as many time pieces as possible in that limited area and areas. It’s often a case of "less is more". Experienced suppliers in the jewelry and diamond rings trade state that in general retailers tend to display 20 to 30 % more product than is optimal, and preferred.

Watch displays should" convey to customers" a brand’s image. By mixing in a ton of product in one small space it may well be the perception in a customer’s mind that luxury branded product is in a similar vein as more inexpensive product. Why cheapen the mix by over promoting products by overdoing it. In addition it is always wise to make these watches on display accessible to customers. How else do you intend for them to become enamored with the product enough to pull out their charge cards. It’s akin to not asking a bride to try on wedding rings and the groom diamond wedding bands. Remember that your customers need to see the product easily.

Lastly it never hurts to use supplier’s expertise. Many watch firms not only design displays with jewelers in mind - since many big box store operations have their own display as well as experienced marketing staff. Watch firms are often more than ready to help, if asked, to help presenting their products, training staff and helping to design display, display fixtures and add general overall input all for the positive benefit of the retail enterprises involved.

If there is one piece and adage of watch, jewelry and diamond gemstone display advice in the trade is to use the expertise and the materials provided - sometimes for free - including display stands , point of sale materials , counter cards and even wall clocks.