Jewelry, Gem and Mineral Report

Gem and Mineral Stores (From page 92) the importance of good customer service to increase sales. “We take the time to explain the origin of all the gems and minerals in our store. People want to know.”

Affordable jewelry dominates the selection at Allen’s Treasure House in Tucson, Ariz. The 1,000-square-foot store caters to rock, gem and fossil enthusiasts in addition to carrying an eclectic mix of merchandise for anyone with a penchant for Southwestern arts. “The kind of jewelry we most commonly sell here is the relatively inexpensive variety such as pebble stone on a cord or stone bead bracelets. We also have some rings made of base metal and pebble stone,’ said Owner Steve Allen . His primary demographic are visitors coming to town who represent all ages across the spectrum. While some are buying pebble stone jewelry for themselves, Allen gets the sense many are buying items to take home as gifts.

In order to sell more jewelry, Allen suggested placing pieces as a convenient viewing height for customers. “Avoid, if at all possible, positions that are either too low or two high.” He also recommended pay- ing strict attention to how lighting is installed and/ or where display cases are placed. “Beware positions that reflect glare back at the viewer who is attempting to look into a showcase!” Finally, he said that resting items against an opaque surface increases visibility

What Are Your Top Jewelry Display Tips?

Giving customers ready access to jewelry helps Spirit Quest Rock Gem & Mineral Boutique in Spring, Texas, to sell more. “We have our jewelry on stands which people can easily turn and see,” said Store Manager Cassie Rabroker

Lighting is key at Palm Springs Rock Shop in Palm Springs, Calif. “It makes a big difference on the pieces of jewelry themselves. Lighting determines if someone is going to notice them or walk right on by,” said Owner Christian Valadares

Sales goals factor into the jewelry display decisions made at Allen’s Treasure House in Tucson, Ariz. Owner Steve Allen is keenly aware of how placement, lighting and background each play a role in show- ing jewelry to its best advantage. “However, since I mostly deal in lower end tourist-oriented pieces featuring pebble stone, it makes more sense for me to focus on high-accessibility and high-visibility locations,” he said.

Regularly switching up and freshening displays works wonders at Dave’s Down to Earth Rock Shop in Evanston, Ill. “Every couple of months, we’ll move things around,” Store Manager Gordon Francis explained. “People who have been coming in for a while will say they haven’t noticed something but we’ve actually had it all along. And it’s just because we moved it.” ❖ of the jewelry. “In many situations, black velvet is an excellent choice. However, for lower end tourist-oriented items, this may not be as critical, and it may be better to focus on high-accessibility and high-visibility locations,” he concluded.

From the Dave’s Down to Earth Rock Shop inventory: an aquamarine bracelet, a clear quartz necklace, and a tanzanite necklace. Moving displays around regularly helps merchandise get noticed, according to the manager.

Stretch bracelets are enjoying a moment at Dave’s Down to Earth Rock Shop in Evanston, Ill. “They’ve been very popular within the last year – specifically, carnelian bracelets. People have been wanting a lot of those,” said Store Manager Gordon Francis . The 2,500-square-foot retail space has also been riding a wave of interest surrounding hematite rings initially spurred by TikTok videos.

Dave’s Down to Earth Rock Shop is unique in that houses a free museum in its basement. It mainly features the owners’ private collection of fossils. “We get a lot of families coming to see it,” explained Francis. While some family members head downstairs, others – primarily women – will stop to examine the jewelry offerings displayed on the main level retail space. “Word of mouth plays a big role in terms of jewelry sales. We’ve also been doing more Instagram posts and featuring jewelry on our website which has helped as well.”