There is plenty of display equipment for retailers to choose from these days. By selecting the best display products for their shops, managers stand a better chance of impressing customers. Ultimately, this can boost their bottom lines.
One woman who knows exactly how important effective displays can be is Harriet Kelsall. She runs Harriet Kelsall Jewellery in Hertfordshire and has created an innovative store to show her products off in style.
According to a report in Professional Jeweller magazine, the shop is located in a converted barn space and it offers an “experience for all five senses; from the sight of glittering rings in shop cases and the feeling of trying on a bespoke design in the appointment area, to the sound of goldsmiths crafting their designs in the workshop, followed by the smell of freshly-brewed coffee and the taste of an afternoon tea in the on-site coffee shop”.
The publication suggested that she is leading an “innovative trend in the jewellery industry” by incorporating elements that were once separate into her Tudor barn.
As well as a boutique, the building houses a design studio, jewellery workshop, café, gardens, showroom and administrative offices.
Harriet Kelsall Jewellery was set up in 1998 and last year, the brand redesigned its 320 square metre Hertfordshire base with the help of design studio Lumsden.
Commenting on this, Ms Kelsall said: “Callum [Lumsden] redesigned our studio and shop in central Cambridge back in 2009, so much of the style had been already conceived. It was a question of taking those ideas from an urban city centre setting and reworking them into a rural, farm environment. We’ve got a mini field of wheat by the cash desk as part of our displays and an antique mill stone just by the main door.”
She added: “Our thought process was to keep it all out in the open, to educate and engage people in all the interesting facets of jewellery design and handcraftsmanship.”
Providing extra detail, the businesswoman noted that the store features modular display cabinets, shelving and a drawer system. Meanwhile, upstairs there are four designer consultation areas and a number of retail displays. Downstairs in the coffee shop, consumers can enjoy homemade food and cakes.
On a general note, Ms Kelsall stated: “I suppose we are trying to combine contemporary and tradition in the space, as we do in our jewellery.” She added: “We’re about proper craftsmanship. We have this huge glass wall between the goldsmiths and the coffee shop – we call it the ‘goldsmiths bowl’ – and we like the idea that browsers can sip a cappuccino or enjoy a cream tea whilst watching the team at work.”
Of course, not all retailers have the time, space, budget or inclination to create such innovative shops. However, with relatively little effort and expenditure, business owners can create impressive results. For example, the simple addition of some new perspex display products can help to breathe new life into stores. These items can be bought quickly and easily over the web.