Peter Stone Jewelry Display Programs

Introduction to Jewelry Displays

The video opens with an overview emphasizing the strategic importance of jewelry displays for retail businesses. The presenter highlights a common oversight: many jewelers and companies do not fully utilize the power of display programs, which can significantly impact sales and store presentation. Displays serve as a focal point, concentrating jewelry into one attractive, visible area, which not only showcases confidence in the product line but also elevates brand visibility, professionalism, and overall store appearance. The presenter stresses that investing in quality displays signals to customers that the retailer believes in their merchandise and encourages higher sales by making the shopping experience more inviting and organized.

Rubberwood Displays: Material and Environmental Benefits

A key feature of Peter Stone’s display line is the use of rubberwood. The presenter explains the origin and sustainability of rubberwood, which is harvested from trees farmed specifically for latex production over 30 to 40 years. After this period, the trees are cut down and immediately replanted, providing eco-friendly, renewable resources that also support jobs in developing countries. Rubberwood is promoted as a beautiful, durable, and environmentally responsible alternative to hardwoods like oak, which take much longer to mature. This combination of aesthetics, sustainability, and ethical sourcing makes rubberwood ideal for quality jewelry displays.

The Great Display Unit (GDU): Versatility and Functionality

The GDU or Great Display Unit is presented as the cornerstone product for medium and small stores, offering comprehensive versatility in a compact footprint (less than one square foot). It holds nine types of jewelry including rings, earrings, pendants, charms, bracelets, chains, anklets, and body jewelry, allowing for creative and flexible merchandising strategies.

• Capacity specifics:

  • Up to 72 rings
  • Around 60 chains of varying lengths (14 to 24 inches)
  • 30 combined bracelets and anklets (15 each)
  • 120 earrings, pendants, charms, or small necklaces using four-deep hanging cards

• Design features:

  • Four sides with different display options, including interchangeable Velcro-backed pads for rings and other jewelry
  • Locking doors is optional; many prefer open access to enhance customer interaction
  • Top lid opens for convenient storage of catalogs, gift boxes, or promotional materials

The presenter encourages retailers to be creative in mixing and matching jewelry on the GDU, such as pairing matching pendants, earrings, and chains, or offering discounts on bundled items to increase sales volume.

Detailed Display Components and Customization

Each side of the GDU is customizable:

• Side A: Interchangeable pads for rings and other jewelry items with felt backing and jewelry pins
• Side B and D: Fixed sides with 15 hooks each, ideal for pendants, earrings, or other hanging jewelry, with potential to stock multiple layers of the same design for deeper inventory
• Side C: Designed for hanging chains, bracelets, and anklets on differently sized bars to accommodate various jewelry lengths and types

The presenter notes that rings are typically the best-sellers and encourages stocking a wide range of sizes, including half sizes and specialty larger sizes. The flexibility in ring sizing and stone options allows retailers to cater to a broad market, including children’s rings, pinky rings, knuckle rings, and specialty sizes, increasing the customer base and potential sales.

Other Display Models: CH US, PDD, PRD, RD, and TRD

• CH US: A smaller, compact display with 32 hooks (16 per side), suitable for small stores or limited space, offering good visibility with a height of nearly 30 inches. It holds various small jewelry types and comes with or without locking doors.
• CH UL: A double-wide version of CH US, doubling capacity to 64 hooks and holding up to 256 pieces of jewelry, ideal for larger stores needing volume.
• PDD (Pendant Display Drawer): A small, convenient rubberwood display with storage and locking doors, perfect for testing lines or small stores.
• PRD (Pendant and Ring Display): Combines pendant and ring display in one unit, versatile for different jewelry mixes, suitable for varied markets and customer preferences.
• RD (Ring Display): Features a classy design with black wooden cone caps (dolls) that lock rings in place while allowing customers to touch and try on rings without removing them from the display. It holds 72 rings and includes a storage drawer.
• TRD (Toe Ring Display): Compact impulse display measuring 8x8 inches, holding 96 assorted toe rings. It sits at an angle with a rear knob for security, making it ideal for beach or summer shops. Priced affordably, it encourages impulse buys near the cash register.

Pricing and Free Display Program

The presenter outlines the pricing structure for the various displays and explains an incentive program where customers who purchase a minimum amount of jewelry (around $1,997 for a full GDU setup) can receive the display unit for free. This program is designed to help retailers get started with professional displays without upfront display costs, encouraging incremental investment in inventory.

For retailers on a budget, there is an option to purchase about 75% of a full display’s inventory, with the company providing additional retail value jewelry to offset costs, making it easier to break even or profit while building stock.

Strategic Selling Tips and Marketing Advice

• The presenter highlights the importance of maximizing sales per square foot by properly utilizing display space and encourages retailers to calculate their earnings per square foot to optimize store layout and profitability.
• Emphasis is placed on offering mix-and-match deals, such as selling rings or pendants with matching chains or bracelets at discounted bundle prices to increase transaction size and volume.
• The 3-for-4 pricing strategy for toe rings is recommended, especially for summer and beach shops, allowing retailers to move inventory faster and increase sales volume even at a lower individual price point, which ultimately boosts overall profits.

Branding, Customization, and Accessories

Peter Stone offers a variety of branded jewelry hanging cards tailored to different product lines such as Dive Silver, Easy Stone (fashion jewelry), Magic Symbols (Wicca and Pagan themes), and standard Peter Stone collections. Retailers can also request custom-designed cards with their store name to enhance branding and customer recognition.

Additionally, the company provides custom gift boxes and velvet bags in multiple sizes and colors, facilitating attractive presentation and gift-ready packaging. These elements add perceived value and help retailers offer complete customer experiences.

Conclusion and Call to Action

The video concludes by reaffirming the value of the Peter Stone display programs as a profitable, environmentally friendly, and customer-engaging solution for jewelry retailers. The presenter encourages viewers to reach out via phone or email for any questions or clarifications and expresses hope that the detailed information shared will help stores increase sales and improve their merchandising strategies. The message is one of support, inviting retailers to leverage these display tools for enhanced income, brand presence, and customer satisfaction.

Key Insights

• Jewelry displays are vital to increasing visibility, confidence, and sales.
• Rubberwood is a sustainable, beautiful, and durable material ideal for displays.
• The GDU is a versatile, compact display suitable for most retail environments.
• Customization options allow retailers to tailor displays to their unique product lines and customer preferences.
• Multiple display sizes and types cater to different store sizes and market needs.
• Strategic pricing and bundling can significantly boost sales volume and profits.
• Branding and packaging accessories add value and improve the customer experience.
• The free display program lowers barriers for retailers to start using professional displays.