Where the Art Is the Star Jewelry Adds Sparkle to Sales at Museum Shops

By Karen Appold

When it comes to jewelry, a variety of styles and types are popular among museum shops. For Lissa Dod , gift shop manager at The President’s Shop at The Woodrow Wilson Presidential Library & Museum in Staunton, Va., Silver Forest Earrings that are handcrafted in the United States and inspired by nature using semi-precious stones and organic elements are her best-sellers. The earrings are artfully soldered together with combinations of brass and copper on hypoallergenic earwires.

“Silver Forest also has a great customer loyalty program,” Dod said. “For every five pairs purchased, the customer mails in a completed loyalty card to receive a free pair of earrings.” The company has been in business for more than 35 years.

Anju necklaces, bracelets, and rings that are handmade in India are also popular with Dod’s customers. The jewelry is 100 percent sustainable and the company is committed to creating hope for artisans and their families through economic empowerment.

Another hit are necklaces and earrings made by Judson & Company in Decatur, Ala., established in 1989. “The family-owned and operated business offers quality and a personal touch,” Dod said.

Emilie Kristek , retail operations manager at the Field Museum in Chicago, Ill., reported that amber jewelry, of all types, are top sellers. “Customers enjoy that each piece is one-of-a-kind and crafted so that the setting and stone complement each other perfectly,” she said. Fair trade earrings from Matr Boomie are bright, colorful, and an affordable splurge with a beautiful handcrafted feel. Stud earrings from Semaki and Bird sell well at the 5,000-square-foot shop because they’re inexpensive, sterling silver, and are a subtle way to interject some personality into one’s wardrobe.

Necklaces from Sarah Cavender Metalworks are hot items at the Nevada Museum of Art in Reno, Nev. “These beautiful pieces complement our exhibitions, such as unique flower pieces for a past Georgia O’Keeffe exhibition,” said Valerie Curtis , buyer and manager. “She recently sent us some stunning pieces inspired by the upcoming Victorian Radicals exhibit.”

Handcrafted Sibilia pieces also fly off the shelves. A favorite is the “give me a hug” bracelet that hugs the wrist with two hands that meet in the middle, Curtis said. It’s available in a variety of colors. “It’s no surprise that these sell well because everyone can use a hug,” she said.

Christina Brampti necklaces are great statement pieces, Curtis said. The artist uses mesh, wovens, metals, and acrylic to create necklaces that are sure to make you look twice.

Timothy Kelleher , store and visitor experience manager at Herreshoff Marine Museum and America’s Cup Hall of Fame in Bristol, R.I., said Herreshoff Museum pins that are oval or triangular appeal to pin collectors and Herreshoff enthusiasts alike.

New in August 2019, Whimsy Sea creature earrings including starfish, turtle, and shell shapes are popular due to their quality and affordable pricing, Kelleher said. In the 2017-2019 seasons, the shop averaged above 100,000 in gross sales, but like many others it took a big hit in 2020.

Turquoise rings set in sterling silver are best-sellers for Gina Windsor , museum store manager at Booth Western Art Museum in Cartersville, Ga. As a western art museum, turquoise appeals to its members. The most popular rings range in price from $50 to $200. Most rings come from Native American markets out west.

Handmade bracelets by a local company, Lunatique Whimsical Jewelry, are also all the rage. These bracelets are leather and vary in style with sterling, metal, and precious stones, Windsor said. Prices start at $12 for a basic leather bracelet and go up to $40.

Turquoise earrings are another good seller, Windsor said. The most popular ones range in price from $20 to $200. These earrings are made by various artists in the United States. Earrings by Carolyn Johnson and Mary Salazar do particularly well.

Michelle Porter , event coordinator and shop buyer at the Connecticut River Museum in Essex, Conn., reported that earrings made by Maine company Old Pool are hot because of their sleek, simple designs and varied colors. They feature fused glass held together with silver. Prices start at $20.

Display Tips

The key to enticing sales with displays is to shift them often, Dod said. She uses wooden necklace and bracelet holders that show off jewelry well. She also displays necklaces with ponchos and kimonos that she also sells. “I love to accumulate display pieces from visiting local thrift stores,” she said. “It’s amazing what great things you can find to add a personal touch to the shop.” Placing jewelry pieces at eye level works best.

Kristek advised putting earrings from any vendor onto jewelry cards featuring your logo. “This helps to create a cohesive look

Where the Art Is (From page 39) across all jewelry brands and styles and elevates the presentation as a whole,” she said.

Curtis used to have a huge display case that took up a considerable amount of room in the 750-square-foot shop. “When the pandemic forced a temporary shutdown, we used the time to reconfigure the shop,” she said. “Now the flow is much better and jewelry is incorporated throughout the shop, allowing us to show pieces with the perfect scarf or bag to give customers an idea of how a whole look might come together.”

Jewelry is displayed in a white wooden tray with black sand that sits on a table. Customers are able to pick up the jewelry, which is placed on cards, and look at it.

Windsor displays jewelry in glass cases that can be viewed from all sides. She also places jewelry near the point-of-sale location in the 1,340-square-foot shop. “Jewelry displays better when it is polished and neatly displayed,” she said.

Promising New Lines

For Dod, jewelry from Judson & Company does well, which she believes is due to its modern and classic designs at a reasonable price point. Typically, Kelleher said, nautically inspired jewelry and accessories sell well for his area and store, which is around 475 square feet. “Visitors come to us because of their interest in boating or they’re in Rhode Island for its views and scenery,” he said. ❖