However, when it came to thinking outside the box or making a decision to improve business standards we were surprised that we did not see more testimonial about the benefits of new store design.

Yes, a new store design is a big investment, but so is buying high-end inventory or paying for advertising. While both inventory and advertising are important and necessary for business, it can be argued that both a short life span. Improvements to your lighting, cases and store layout, on the other hand, will make an impression on your customers for years.

Just ask Golden Anvil Jewelers owner Jonathon Binder. After making the investment to upgrade his in-store display cases and incorporate LED lighting, Jonathon instantly noticed its effect on customers.  “Almost every customer has commented about the immediate difference in the overall feel of our showroom and because of it we have seen an increase in both sales and foot traffic,” he said.

The survey went on to explain that 64% percent of those surveyed did NOTHING that they thought was “out-of-the-box” or different from their competitors. Some said they served ice cream in their store or focused on increasing traffic to their Facebook page (speaking of which, you should Like Us!), but there was no mention of store design tweaks. Perhaps improving your store look might seem like something anyone could do, but on the contrary. With all the different custom and RTG options available, your store can look as different and unique as you want it to. Make your bridal section bright white, while the rest of your look is traditional wood grain. Or move your cases out from against the wall and give your store a more relaxed shopping experience.

As you begin to think about 2012, think about the changes you can make in your store to drive traffic. You might just decide that a new store look is just what you need.

Studies show that in addition to most people being right-handed they are also right-footed.  This means that the overwhelming majority of your customers will turn instantly to the right when entering your store.  They will then continue to shop in a counter clockwise pattern.  Choose cases that compliment this natural flow.  Setting up display cases in this “first impression” area is the perfect spot to merchandise your new, engagement or more impressive baubles. Presenting the customer with a run-of-the-mill piece they’ve seen before could result in an about face and a quick exit from your store.

From there, let the case placement continue to lead them on their journey.  Do not break the flow with an awkwardly positioned museum case or other fixture.

Trice Jewelers is a store whose floor plan is essential to its overall success.  Taking advantage of its large square footage, NK newlook opted to line the perimeter of the store with display cases to encourage the counter clockwise shopping cycle.  “Islands” are strategically placed throughout the space.  These cases hold jewelry complimentary to those around it and act as an alternative shopping space when perimeter cases are blocked by other customers.  Instead of a customer loosing interested by having their flow interrupted, they are invited to pop over to another case before picking back up on their rightful path.

Over the next couple days, make a note of your customers’ shopping patterns and the length of their visit. If you don’t see a general pattern or if your customer seems “lost,” a simple redesign could be the solution.

Fabienne Miot, St. Bart's

To compliment the casual vibe of her store’s island locale, jewelry designer Fabienne Miot made the decision to situate her cases along the wall instead of falling in line with the traditional counter service setup of most jewelry stores.  She found that by bringing her sales associates out from behind the counter they were able to help more customers and alleviate the awkward pressures presented in counter top sales situations.  For her, this resulted in customers feeling comfortable to shop, try on and, most importantly, buy.

Italics, Puerto Rico

With NK newlook you can incorporate front loading cases into your store without sacrificing style.  Subtle placement of locks and unimposing drawers allow you to easily access jewelry and even store overflow inventory in a convenient way.

We understand that regular updates to your website can be costly and time consuming, so we suggest only posting your staple, always-in-stock collection pieces to your website for your visitors to get a sense of who you are. Then, post a link to your Facebook business page (don’t have one? Sign up here!) where you can show off your new, seasonal pieces quickly and easily. Oh yeah, did we mention it’s free?

The benefits of having a Facebook business page are proving to be irreplaceable to the success of a business. A Facebook business page allows you to easily build and nurture your brand, create a conversation with your customers  and maximize customer engagement (Facebook is a great way to offer info about deals, sales and events), drive traffic to your website and attract new customers. You’ll also build customer loyalty and keep your brand on the forefront of their minds. Instead of a customer thinking of you on an anniversary or major gift giving holiday, Facebook will alert them to a brand new line you’re carrying or prompt them to come in for a bauble before they head out on a summer cruise.

Currently, Facebook has over 750 million active users worldwide. Capitalize on these 21^st century “window shoppers” by posting your most eye catching pieces on your business page.  It just might catch the attention of a customer you haven’t seen in awhile or a brand new customer a hundred miles away.

Like us on Facebook to get more merchandising tips and in store best practices! We’d love to stay in touch with you!

The NK newlook team will be setting up shop this weekend at the Atlanta Jewelry Show to bring you the best-of-the-best in showcase and display case design. If your store is in need of a makeover or just some extra TLC, stop by booth #604 to meet the NK newlook team and get started creating the store of your dreams.

SJTA Atlanta Jewelry Show
Cobb Galleria
2 Galleria Pkwy SE
Atlanta, GA 30339

BOOTH #604

Saturday:  10am – 6pm
Sunday: 9:30am – 6pm
Monday: 9:30am – 3pm

To set up an appointment with an NK newlook Account Executive during the show or for more information, contact David Hollingshead:

David Hollingshead  l  dhollingshead@nknewlook.com l  212.851.6393

It’s important that your store environment convey the look and feel of the jewelry you sell, as store design often dictates who walks into your store.  Fabienne Moit, for example, created a vibrant and trendy store to cater to her clients looking for one-of-a-kind beach inspired jewelry. Her unique, one-of-a-kind store compliments the jewelry she designs and sells, never misleading a customer and most always enticing the customer to make a sale.

The same goes for if you’re selling $2 million diamonds: you want to make sure your cases look like a million bucks, too. Just check out Daoud’s Fine Jewelry in South Florida. With both traditional jewelry pieces and a more traditional client base, their newly redesigned look is more than successful. Customers notice the extra effort taken to create a cohesive shopping experience and continue to shop at Daoud’s year-after-year, and in this store’s case, generation-after-generation.

So as you make room for your new arrivals, consider how your jewelry fits with your overall store design. Do your jewelry collections and your store environment tell the same story? If not, check out our RTG collections to see if we have a solution for your store!

We’re heading to New York City to showcase the latest in showcase design! Join us at the Javitz Center July 24 – 26 at Booth#1746 to learn how NK newlook can create a positive store experience for both your customer and your bottom line! Our expert team will be available to introduce you to our Custom and RTG solutions to help you get started creating your dream store.

JA New York
July 24-26
Booth #1746

For more information about JANY or get directions to our booth, visit: www.ja-newyork.com/jany/jany-summer/

To set up an appointment with an NK newlook Account Executive during the show or for more information, contact David Hollingshead:

David Hollingshead  l  dhollingshead@nknewlook.com l  212.851.6393

Yes, even kiosks need love, too.

Recently, the Lamborghini Shop located in Sawgrass Mills Mall in Sunrise, Florida found themselves up against stringent mall restrictions and space confinements during their kiosk design. The owners desired to create a luxury shopping experience in their 128 square foot space, as to stand out from their standard, mall-grade neighboring kiosks and challenged NK newlook to take on the project.

Partnering with Lamborghini on the design, lighting, and high end finishes, NK manufactured a kiosk that maximizes the small space to adequately house all the jewelry and watches without overcrowding the cases and effectively present important branded collateral. This successful partnership is reflected in the satisfaction of the Lamborghini team as well as with the strong sales for this dynamic brand.

To be successful in today’s retail market, it is more important than ever to stay on top of trends and customer needs to give your store a competitive advantage. Since your store’s overall look and feel serves as a first impression and sets the tone for what customers can expect from your brand, consider how your store appearance communicates your business goals.  It has been proven that by enhancing the look of your retail space and merchandise presentation, customers will be enticed to enter your store, stay and shop, and, most importantly, spend money.

With showcases and display fixtures to fit every style, size and budget, NK newlook is ready to transform your store into the inviting, talked-about and money-making store of your dreams.

Since 1999, NK newlook has been making stores shine with their brilliantly designed, high-quality RTG and Custom display cases.  With no detail overlooked, NK newlook’s quality, innovation and style is unmatched by its competitors to create a look that compliments your brand and gives your store an extra special sparkle.

Discover how NK newlook can make your transform your store by registering with us. As a VIP customer you will be able to browse our convenient and affordable RTG collections, use our 3D design tool to experiment with your new store layout and be connected with an NK newlook expert team member to assist you in creating your dream store. You can also sign up to receive our newsletter to stay up-to-date with the latest retail trends.

We are currently working to finalize the details on their project design, but stay tuned as we document the entire NK newlook design process, from beginning to end.