Where Presentation Is Nice, But Selection Sells

Jewelry Displays and Lighting at Hallmark and Gift Stores

Good lighting always helps sell jewelry — especially fine jewelry, which sparkles under strategically placed spotlights. And as any retailer will attest, artful displays can make the difference between snappy sales and merchandise that lingers.

But Hallmark and gift shop retailers report that by far, the biggest factor in moving merchandise is having an appealing selection. Hallmark shoppers in particular seek out collectible costume brands like Pura Vida and Silver Forest, while independent gift shops do well with local and artisan wares.

At Re-Pop Gifts in Boise, Idaho, much of the store’s jewelry is locally sourced from independent artisans. Popular baubles often feature kitschy themes like Dolly Parton or characters from “The Office.” you really want the lights to make it sparkle," Hilgert explained. "Obviously, the whole store is lit pretty well." Re-Pop Gifts does illuminate its retro apothecary cabinets with special lights to draw shoppers' attention. Hilgert also displays some jewelry on novelty fixtures — some crafted from Lego pieces — along with spinners for earrings.

In New York City, Juliana Stevens favors soft, golden lighting for her jewelry selection at The Evolution Store, the 1,100-square-foot gift emporium she has run on Broadway for nearly 30 years. "We tend to use more of a yellow light instead of a hard, white or blue light," Stevens explained. "It fits the aesthetic of our store and makes everything look warmer. But of course, I don't know if that would work for everybody."

The Evolution Store features a mix of fine and costume jewelry, most rendered in silver and silver tone metals. Stevens said her jewelry display cases are fitted with LED light strips to show off wares inside.

Owner Millie Hilgert said that while she takes care to present her wares in a space that is attractively lit and well organized, she doesn't feel the need for spotlights for her pop culture-inspired costume jewelry.

"My customers need enough light to see what they’re looking at, but it’s not like buying fine jewelry, where

Jewelry has been a strong business at Kristi's Hallmark shop in Saint Clair Shores, Mich. The store features a mix of popular jewelry brands like Pura Vida — a California line of hand-beaded pieces from Costa Rica — and Silver Forest, which specializes in handcrafted, nature-inspired designs.

"We are a Hallmark store, so we're generally well lit all over," affirmed Denise Searcy , manager at Kristi’s Hallmark shop in Saint Clair Shores, Mich. Searcy displays some of the items in cases, with others distributed