flat displays should be placed in front of standing displays, and staggered by height. for example, from left to right, you might go: box display, board directly on table, board on wood block risers, board directly on table, etc. standing display holders (white wire things) can be a little tricky to get steady, but is pretty important. create an gap between standing displays in the middle of the table for the mirror, a small pyramid of gift boxes, business cards in plastic stand, etc. most importantly this is your space to maneuver, run transactions, hand sold product to customers and have clearance to keep jewelry looking good.
this is probably the most important thing to be vigilant about. people are tactile when they're shopping, and will touch/move things without thinking about it and leave things out of place. keeping everything straight and looking beautiful is a sisyphean task, for sure, but incredibly important. during gift shows, we're essentially creating a small scale storefront for our brand, which is a lot of people's first expierence with our brand. when things are in even moderate disarray, it negatively affects how shoppers perceive chapter. when everything is looking tight it, it's much more attractive and creates a more premium experience. people are subconsciously more willing to spend their money on our products when the brand experience is beautiful and organized.
shorter necklaces that lay on flat board displays look best when they're clasped to the shortest setting (so excess chain doesn't have to be coiled for space). the hammered gold short necklaces (wide crescent, horizon line, etc), fit best on the longest flat display board when they're staggered, like this:
everything else looks best when the pendants are in line with each other (geos, gold chain necklaces, etc.):
earrings also look best and fit on the board better when they're slightly staggered:
longer necklaces on standing displays should be hung symmetrically. meaning, for example, if a board is displaying the following five necklaces : volta, tercet, touring, alleyway and trouvaille-- the touring would go in the middle, the volta and tercet on either side, and the alleyway and trouvaille on the ends, so that the shapes have balance, if that makes sense. also make sure the longer length necklaces (idyll, etc) are the tallest boards, which come in two sizes.
things to be looking for: long necklaces on standing displays get uneven, check on those very often. make sure that necklaces are evenly spaced. wait a minute to fix stuff if doing so would block a customer's view or otherwise be distracting. it's better to leave a necklace chain squiggly for a moment than interrupt a shopper's experience by leaning out over the displays. sometimes doing so can make a customer think that their presence or desire to touch something would create a mess for us to "clean up after". we want people to touch things and come closer.
lastly, here are photos of where everything goes on which price boards. the merchandising in some of these photos is a good example of "NOPE" -- shit is not lookin' even, cause this show was busy and i was trying to quickly take photos between shoppers. :(
*** quick note on new displays! we have a few new earring displays, the components of which are packed in a smallish cardboard box (along with some other random useful stuff in the suitcases). you'll only be using two of them: one is a standing board with a steel brackety thing (it will display the kleos, envoy and diamante earrings), and one is a stand with three steel T bars. both of these displays are super easy to assemble (the only tricky thing is the support bar for the standing board, it can get lost in the box, it's not very big). the only discrepency between what's pictured above and what i'd like from now on is on the T bar display. don't be put out the beaded teardrop earrings as pictured. (in fact don't put them out at all). i removed the "32" price tag where these were hanging, and on that last bar, please hang the lark earrings and another pair of quatrains (or just one more pair of vagabonds, doublets, whatever. just need two pairs of earrings per bar, which means there's 6 spaces for 5 styles, so just double up on whatever you have a bunch of!). ***
studs are displayed mounted on earring cards, but because packing a bunch of mounted studs takes up so much space, it's better to mount 'em as they're sold. keep a small stack of cards and the container of backs tucked discreetly behind one of the standing displays so they're easily on hand. if you want to mount one or two pairs of each in your downtime, go for it, but if there are any extra mounted studs at the end of the show, take em off the cards before packing up. if you mount too many this will be a big pain in the buns, and not worth the work. studs on cards can go right in a gift box as they are. also, feel free to offer complimentary plastic backs to anyone buying earrings, esp if they mention being habitual earring-losers. you can even give em to people who don't buy something. holiday spirit and whatnot.
fellow vendors get 20% off -- there's a discount code in the square register called "vendor <3". you can also use this discount if anyone you know personally stops by and purchases something. friends and family! you can also use your judgment and "round down" for people buying multiple pieces, especially if it seems like they really want two things but are hesitant about dropping cash. between $5 and $10 bucks off their total sometimes does the trick. use your judgment and only do this if they seem really on the fence.
it's a good look for shoppers to be walking around with branded chapter bags as they cruise the show! it's why big companies buy sports stadiums. customers' purchases should automatically be put in bags before they're handed over. if a customer says they don't need ti, that's of course totally fine. in the event that you get low on bags, just ask customers if they need a bag, and only give 'em out then. by this point we've clearly killed it and don't need to give a bag to everyone. some bags will already have labels but please label new bags when you have time.
if it's easy and fast to just pack up a customer's piece from backstock rather than boxing up a display piece, do it. it'll save you the annoyance of putting a new piece out and fiddling with it, and if there are a few groups of shoppers at the table, it keeps everything out to see.
in general, stay standing and alert, it's more approachable than sitting, texting, talking, etc. of course you can sit, text and talk, but use your best judgment, you're reppin' the brand! you can eat and snack whenever, but be discreet, and don't do it when people are actively shopping. if you're eating and a customer approaches, finish your bite and say hi! but you definitely don't have to get up unless they spend more than a few moments checking things out, or ask for help.
when you're all set up, put whatever you aren't using inside the smaller suitcase, put that in the bigger suitcase, and tuck everything under the table, including your coat, bag, snacks, wine, extra jewelry boxes, etc. pull extra gift boxes as needed, snack as needed, etc. but keep any area that's visible to shoppers clear of clutter. put the box of spare tools, jump rings and polishing pads in the zipper pocket on the outside of the big suitcase so they're easy to grab if you need them.
wear chapter jewelry! rings and bracelets from other designers is fine, but your first-hole earrings and/or necklace should probably just be chapter while you're at the show. people tend to buy more of whatever they see you're wearing, so pick something you personally love, especially if it's easy to make (work smarter not harder). wear comfy shoes (srsly) and an outfit that's easy to see the jewelry against.
okay, that's it! have fun! drink wine! sell some pretty things! THANK YOU.