Imagine walking past a jewelry booth display at an art show. The decor catches your eye, and you see warm colors with tastefully placed vintage props. You’re already imagining the beautiful jewelry that will match this booth—pearl necklaces, drop earrings, and classic pendants. You step inside the booth, ready to feast your eyes on the jewelry you’re expecting to see, except….instead of the traditional pieces you thought you’d see, the booth is full of brightly-colored, modern and eclectic jewelry! Although the pieces are beautiful, they’re not what you were expecting to see based on the props and colors of the booth.
How would you feel if this happened to you? Confused?
Knowing how wonderful you all do with your displays, we know it’s an unlikely scenario. However, it should help you think through how important it is to make certain that you’re sending your customers a consistent message through your booth and your jewelry. People looking for a specific type of jewelry will be looking for a specific type of display (even if it’s subconscious). In other words, coherent messages throughout your displays and your jewelry will help give your customer the “feel” of your work and will make selling easier for you.
Whether or not your booth’s decor gives your customers a picture of your jewelry is something to consider when you’re putting together the colors, design, and props for your booth. You want to think about the picture you’re painting in your customers minds before they even see your jewelry. It’s part of the branding process, and if your customers have an instant “feel” for what your style is, they won’t have to think as hard about your jewelry style, because they automatically assume it’ll be in line with how your booth appears. Keeping things as simple and consistent as possible takes away some of the difficulty in shopping for your customers. Remember—the less work you make for them, the more likely it is that they will buy something.
For example, a bright, colorful modern display setup with quirky and fun props would complement eclectic jewelry in a way that a muted, soft display would not. Simple jewelry would do best with something like natural linen displays and a booth with earthy elements.
What are your favorite ways to keep your booth and your jewelry style consistent?