By “organic”, I don’t mean your jewelry display has to be crunchy-granola, or even of natural materials. What I mean is, choose display that supports the style of your jewelry. Or choose display that falls away so completely, only your jewelry is noticeable.
Avoid display that overwhelms your jewelry. You’ll know this is happening when people try to buy your display fixtures! They really can’t tell what’s for sale and what isn’t.
When this happens, some craftspeople bemoan how stupid their customers are. But that’s not the case.
If your customers really can’t tell, then you have confused them. It’s your job to make the distinction clear, not their job to stand in your booth and wonder if you make and sell earrings, or if you make and sell very cool earring holders.
Avoid display that takes your work down a notch in materials or quality. Display that looks cheap will not reflect well on your hard work and creativity. You can make great display with inexpensive materials , but be sure it looks classy !
Notice when your display materials is working against your story or aesthetic. When I first started out, I used more wood fixtures for display–until people began asking me if I were making my artifacts out of wood.
Now, this is not to denigrate wood carvers, but “wood” does not normally translate into “ancient artifacts”. (Yes, people have been carving wood for ages, but it doesn’t usually last 15,000 except under unusual conditions.
If I wanted people to think I was using fossil ivory or bone or antler, then I needed to eliminate a possible comparison to wood. That’s why I’ll occasionally include deer antlers in my display. Not too much–just enough to suggest animal material rather than plant material. Something that could have endured over thousands of years instead of only hundreds.
“Organic” can actually be “techno”, if that’s your jewelry style, if the display seems like a natural extension of your work. The danger here is going too far with it.
At a major trade show, I saw a new exhibitor with extraordinary handmade cases. Made with ordinary metal hardware combined in a highly creative way, they were absolutely stunning.
They were so stunning that, though people flocked in from the aisles for a closer look, the cases actually overwhelmed her jewelry. Her jewelry was okay, but not nearly as “cutting edge” as her cases. In fact, in comparison to her cases, I was mildly disappointed in her jewelry designs. I don’t think I would have felt this way if her cases hadn’t been so wonderful.
As I looked, I heard her answer another viewer for probably the hundredth time about how she made her cases, and no, the cases were not for sale, and no, she was not taking orders for the cases, she made jewelry.
Of course, if you find yourself in this situation, maybe you could seriously consider a new career in making cases!
What do they look like? They look like displays you’d see in commercial jewelry stores (where, unless it’s artisan-owned, much of the jewelry is ready-made) and department stores.
They are not usually associated with unusual, handcrafted or unique jewelry. They don’t accentuate what’s wonderful about your work. They just look too ordinary. And yet they can be so obtrusive, they won’t “disappear” and let your work shine.
They’re not totally useless–I like to include a few of these “traditional” pieces in my display, just to mix it up a bit.
You can do the experiment for yourself: The next time you set up your jewelry for your booth, take a few pictures from different angles. Preferably from where a potential customer would walk down the aisle and first see your booth.
If all you see are rows and rows of identical standard units*, ask yourself if this is really the best way for folks to understand what is wonderful about your work.
*(With apologies to the perfectly-nice people who make this jewelry for resale. It probably works for them and their market. But hopefully our market is different.)
Remember, especially when times are hard, people still love to shop. But they also try to avoid temptation. It’s so easy to run through a show and quickly eliminate an ordinary-looking booth by dismissing it as “just another jewelry booth.” I’ve done it.
Let your display stand out enough to pull them in.
But then let your work do the shining.