The Art of Jewellery Display - Retail Visual Merchandising

Some tips for displaying jewellery and creating planograms for retail visual merchandisers.

A planogram is a diagram that shows where a product should be placed on a display and how many facings that product should have. A planogram can be used to increase sales and maintain brand integrity.

Copies of planograms should be available to all staff responsible for maintaining the appearance of a shop. Planograms can form an important part of a larger visual merchandising document.

A visual guide to creating a planogram. - Some layout ideas for displaying jewellery.

This is a 'block plan' or 'blueprint'. Similar to a planogram, except it doesn't show specific lines. This allows the merchandiser some flexibility.

When merchandising a wall or larger area try to divide products into colours or 'stories'. Group similar products together. Align products vertically and horizontally to create order.

Break areas up with T-bars, mirrors or graphics to create interest and structure.

Blueprint Key

When creating a block plan or blueprint, create a key. It allows the merchandiser to follow your merchandising layout.

Necklace layout

This layout focuses on neckwear.

Centred layout

This is a centred layout, great for creating a tidy and easy to shop jewellery display.

Asymmetrical layout

This layout is asymmetrical. Sometimes it's good to change the style of merchandising to create interest.

Destination layout for statement jewellery

This layout showcases statement necklaces and matching bracelets. A destination side makes a great impact and is useful for promoting current trends.

A layout to compensate for low stock levels

This is a blueprint that could be used when stock is low. Consider spacing items out, double facing, using mirrors or shorter prongs to create impact.

Product blocking

This layout shows product blocking. It is useful to employ product blocking during a sale - it looks tidy, uses space well & allows a mix of styles.

Symmetrical layout

This is a symmetrical layout. It is often used for basic or value lines.

Adults and kids sight lines and product placement

This shows an adults and a kids layout. Place key adult lines at adult eye level, it should be the thing that most people see first. Place smaller lines at the top of the bay or tower.

Place bracelets in the middle of the bay, they tend to sell well here.

Long necklaces take up the most selling space, therefore merchandising them at the bottom allows space for other products while still allowing the long necklaces to sell.

When merchandising a kids bay or tower consider placing value and basic lines at adult level. The bottom half of the merchandising space is for 'pester power' lines. Place novelty and brightly coloured lines at kids eye level.

Adding T-bars helps to break up the space and allows details on bracelets and hairbands to be shown.