Las Vegas Souvenir & Resort Gift Show Section

locally made and small batch makers that are located in a variety of places. One of our best-sellers is Jenny Bird. That’s not a local brand, but the construction and design are both really good,” she reported. “The design is just spot-on; it’s modern minimal and very high quality. I think this specific jewelry brand does so well because it goes well with many of our different apparel items.” Promoting jewelry items is based on both in-store displays and also accomplished through posts on both Instagram and Facebook, Pedersen related. “But to be honest, our jewelry kind of sells itself for us. People come into the shop looking for jewelry because they know we have a really good selection.”

Her display technique is as unique as the jewelry items the store offers. In-store displays are highlighted throughout the shop and describe the jewelry in detail. “We have different markers with little biographies about the jewelry all around the store. Those careful descriptions help shoppers to explore all our different makers.” In short, she said that the variety the store offers and its personal touch are both very appealing to Treehaus shoppers.

Her top jewelry display tip, however, is to “keep things flat. That does best for us. Having a flat display makes it easier for customers to really view each item, and we use a white background so the jewelry will pop more.” The shop does hang some necklaces, but primarily flat is the focus, she says, because it makes the jewelry standout.

In Long Beach, Calif., at Prism Boutique, Owner Dayna Mance reported that her fashionable Bohemian clothing and jewelry store finds both necklaces and Continued on page 72

Making Sales a Sure Thing (From page 71)

earrings to be strong sellers. “Gold continues to be the strongest seller,” she noted. She gold jewelry items simply appeals to all her customers. But whatever precious metal is used in a piece, to sell more jewelry, Mance often features her jewelry on social media. The promotion can, she said, “help drive sales.” When it comes to display in the store, she makes sure the jewelry can shine, believing that positioning jewelry well in terms of lighting to be among the most appealing display tip. Also important: “Keep everything clean and organized. Keep everything simple.”

At the size-inclusive, body-positive Mary Rose Boutique in Oregon City, Ore., Owner Julie Allen said that “Our earrings have been our top sellers.” She has high hopes for new jewelry just arrived from the vendor Mata Traders. Ethical, handmade jewelry such as Mata have the strongest appeal for boutique customers.

Allen said she informs her customers about the products and vendors directly in her 1,800-square-foot store. She described that kind of personal customer interaction as the best way to sell more jewelry. “We also give suggestions and tips for jewelry to fit well with [our customers] outfits.” Additionally, she said her store sells more jewelry by providing pieces that come from “vendors who are eco-friendly, sustainable, and have fair trade practices.” Her top display tip? “Accessorize jewelry with outfit options. We utilize our mannequins to showcase how to wear pieces,” she explained.

Overall, jewelry remains a strong seller at boutique shops; and while the type of jewelry that is most popular at any given store and display techniques may differ, jewelry remains a sparkling sales star among boutique accessories. ❖