The Goldsmith’s Fair is taking place in London this week, and we have again created a showcase display at the entrance to exhibit a choice of jewellery from a specialist – this year a splendid selection by the Serpentine’s Julia Peyton-Jones.
Over the years our jewellery clients have included Sotheby’s, De Beers, Bell & Bird and Earnest Jones. Whatever the price bracket, displaying jewellery presents some special challenges – here are four of our top tips.
1. Pay close attention!
Jewellery tends to be small, so people look very closely at it – and therefore at your display. It needs to be nicely made as it gets very well inspected!
2. Reinforce personality
Jewellery collections have different personalities and this should inspire its presentation. Is it ‘young’, ‘bridal’, ‘creative’, ‘vintage’? The lighting, colours and backdrop can all reflect this. Should you use blue velvet settings or polished lacquer, or a printed graphic or a gold-leafed sculpture? The brand and collection can be your guide.
3. Don’t over do it
Beware of putting too many pieces into a showcase or display. As jewellery is often small this is an easy trap to fall into. There is a tipping point where the overall look of all the pieces is compromised because there are too many of them close together.
4. Make sure the customer is looking her best
The golden and glittering rule when displaying jewellery for sale is ‘make the customer look fabulous’. When someone is trying on a necklace, ensure the light is soft and the mirror is flattering and set at an angle where the neck is stretched (looking down gives you a double chin!)
I’ll close on a source of inspiration and my favourite jewellery display, the exhibition of the work of the master jeweller JAR at Somerset House in 2002. On entering the dimly lit space we were each given a small torch and its narrow beam picked out individual pieces, glittering and alive.