One broad observation about the American Craft Council Show applies universally to any retail display aesthetic, even all the way to my local Farmer's Market and on to fabulous trunk shows or ACC .
Do not include packaging in your display.
By packaging, I mean cards that hold a pair of earrings or the boxes that you will provide to the customers with their purchase. No matter who you are, or how great your work, or fabulous the box, it just plain looks bad -- more like discount retailing at Big Lots than artist made jewelry.
Learn from the masters of selling jewelry - Tiffanys. Despite the heavy branding investment that Tiffany's has in the Tiffany Blue Box and the trademark color, you never see a Tiffany box or bag as part of the display in the case.They know that the packaging is the treasure box, not the display. The packaging is the "take home" part of the purchase experience.
What brought this to my attention was this display at a booth at the ACC show.
The exquisite earrings by Yong Joo Kim at the American Craft Council were rather lost in her boxes on the table. The boxes, the shredded paper filler, along with the large tags all look like clutter competing for the shopper's attention. Even in this photo (above) you can hardly find her elegant earrings.
In contrast, these necklaces by Kim really grab your attention with the silver foam core background. This simple method was effectively eye-catching despite the rented pipe and drape (which is usually unsatisfactory).
The flat surface of the foam core accentuated the texture of the necklace and with a little lighting created a beautiful shadow. It would have been much better to let her earrings rest on foam core on the table as well.
no more earrings on cards, please.
no more gigantic tags, please.
Let the jewelry speak for itself.
Harriete Estel Berman
Previous posts in this ACC series: