Jewelry Section

“People think our customers are the patients, but we rarely see [patients’] families. It’s our nursing staff—they are our customers. We are open extended hours; now we’re open on weekends. Our number one seller is clothing. We’re between Cincinnati and Indianapolis, and it’s hard to find clothing in this area. People come here because we have a variety of price points, and a good selection of clothing.”

- Linda Bacon, Gift Shop at MHP Medical Center, Shelbyville, Ind.

Selling to Customers (From page 122)

offer discounts to hospital staff and volunteers. “Employees do receive a discount. Paid staff receive a discount; people who man our registers—the volunteers—receive a 25% discount on the day they work; any additional day they work they get a 10% discount. It’s an incentive for them to work,” Bacon said. Gottdenker explained their hospital staff receives a 10 percent discount, and the store does not charge sales tax because they are tax exempt. Higgins said the volunteers receive a discount, but not Danbury Hospital staff.

Accessories and jewelry on display at the Coastal Carolina and Hilton Head Hospital

Auxiliary Gift Shop. The manager and buyer said she tries to take different tastes into consideration when choosing merchandise.

Although displaying merchandise to highlight its best attributes is important for all items, it is especially important for jewelry. “Showing it, and showing it multiple ways, is my top tip to sell more jewelry,” Higgins said. “Our windows are always filled with [display] necks showing off the jewelry. Showing how it could be worn so people really get the idea [is important]. We always add a piece to our gift baskets, as well. When displaying, you have to layer it.” Gottdenker prefers to keep the jewelry displayed on racks and stands, rather than behind a glass case, so customers can touch it or try it on. “If we just put it out on the floor on stands, it sells better. People don’t want to come and ask us to take something out from a case. They want to touch it and handle it themselves. I like to pair it with a pretty scarf or a handbag, because one usually sells the other. If a customer likes the piece of jewelry, they will usually buy the other items with it.” Bacon said when she goes to the market shows, she looks for interesting display pieces. “Many companies know we’re looking for unique pieces so they add them to their merchandise mix. If I’m going to put money into a display, I look to see how many times I can use it,” she pointed out. “We also have mannequins out, and always put jewelry on them. Every time we do that, it sells. I also suggest wearing what you sell. People notice things when you wear them.” ❖