AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
IndependentsSep 11, 2017
Squirrel Spotting: Let Your Product Breathe
Peter Smith recently went on a trip with his 16-year-old son. Here’s what it taught him about how young people shop.
A display case inside Alexander Fine Jewelers in Fort Gratiot, Michigan is an example of what Peter Smith talks about in his latest column: the importance of letting jewelry “breathe” instead of overwhelming the showcases--and the customers--with product.
I took one of my sons to Las Vegas for a few days in July. Why, you might ask, would anyone take a 16-year-old boy to Vegas at all, especially at a time of year when the weather averages about 114 degrees a day?
So off we went; Killian, excited about seeing Vegas for the first time--unless, that is, you count the movie “The Hangover”--and me, wondering what I was thinking going back to Vegas just one month after JCK.
We went to see a different show each night, including the highly recommended, and free, lighting and sound demonstration at the LOVE Theatre at The Mirage.
We took the tour of the Zappos headquarters and visited the site of the World Famous Gold & Silver Pawn Shop from the TV show “Pawn Stars.” All of this, while marveling at what it’s like to experience 114 degree temperatures.
We also ate at restaurants my son had never previously experienced (he loved Giordano’s deep-dish pizza!) and, of course, we shopped. We went to Caesars and the Venetian shops, Fashion Show Mall and the outlet stores. And, as we did so, I couldn’t help but conduct my own informal observation about the shopping habits and likes/dislikes of a 16-year-old boy.
“Removing SKUs and creating negative space will result in a more compelling and interesting visual, and make it much easier for your customers to engage.”In watching Killian, one of my own instincts about how younger people shop was borne out completely. I noticed, time and again, that he was much more interested in stores where less was more. Whether it was shoes, clothes or even the couple of jewelry stores we visited, he seemed much more likely to take a few moments to look at products when they were displayed with some “breathing room” rather than cases, racks and shelves stacked with stuff.
His attitude and body language seemed
to recoil at the prospect of having to work too hard to engage with products that were not tastefully displayed or easily understood.
When I asked him about what kinds of stores he preferred, he described, without really knowing what they were called, shop-in-shops. He was drawn to ease of experience and visual stimulants, not to quantity and generics.
There are two factors in play when we merchandise stores.
The first is the paradox of choice; the idea that while we crave options, the more we must choose from, the greater the likelihood that we won’t make any choice at all. To that end, the more products you have in your cases, the less the customer sees and the more difficult it is to make a buying decision.
The second factor is that we tend to make buying choices driven more by emotions than logic.
B. Joseph Pine II and James H. Gilmore wrote in “The Experience Economy” that: “The sensory stimulants that accompany an experience should support and enhance its theme. The more effectively an experience engages the senses, the more memorable it will be.” Jamming cases with “me-too” products just doesn’t get it done.
Even if you are overstocked, suppress the temptation to display everything you own in your cases.
Removing SKUs and creating negative space will result in a more compelling and interesting visual, and make it much easier for your customers to engage.
And, speaking of compelling visuals, if you haven’t already done so, when you next find yourself in Las Vegas, check out Cirque du Soleil’s LOVE.
Peter Smith is president of Vibhor, a public speaker and author of “Sell Something” and “Hiring Squirrels.” He spent 30 years building sales teams in retail and wholesale and he can be contacted at dublinsmith@yahoo.com, peter@vibhorgems.com, or on LinkedIn, Facebook or Twitter.
When I asked him about what kinds of stores he preferred, he described, without really knowing what they were called, shop-in-shops. He was drawn to ease of experience and visual stimulants, not to quantity and generics.
There are two factors in play when we merchandise stores.
The first is the paradox of choice; the idea that while we crave options, the more we must choose from, the greater the likelihood that we won’t make any choice at all. To that end, the more products you have in your cases, the less the customer sees and the more difficult it is to make a buying decision.
The second factor is that we tend to make buying choices driven more by emotions than logic.
B. Joseph Pine II and James H. Gilmore wrote in “The Experience Economy” that: “The sensory stimulants that accompany an experience should support and enhance its theme. The more effectively an experience engages the senses, the more memorable it will be.” Jamming cases with “me-too” products just doesn’t get it done.
Even if you are overstocked, suppress the temptation to display everything you own in your cases.
Removing SKUs and creating negative space will result in a more compelling and interesting visual, and make it much easier for your customers to engage.
And, speaking of compelling visuals, if you haven’t already done so, when you next find yourself in Las Vegas, check out Cirque du Soleil’s LOVE.
Peter Smith is president of Vibhor, a public speaker and author of “Sell Something” and “Hiring Squirrels.” He spent 30 years building sales teams in retail and wholesale and he can be contacted at dublinsmith@yahoo.com, peter@vibhorgems.com, or on LinkedIn, Facebook or Twitter.
More on Independents
The Latest
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
TechnologyDec 09, 2025
Gemvision Releases Updated MatrixGoldMatrixGold 3.11, the newest version of the jewelry design program, offers more flexibility, precision, and creative control.
Weekly QuizDec 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
WatchesDec 04, 2025
Casio Shrinks its G-Shock WatchThe classic 5600 series G-Shock has been scaled down to about a tenth of its size, becoming a fully functioning watch ring.
Events & AwardsDec 04, 2025
AGA Announces 2026 Tucson Speaker LineupThe association’s annual conference and gala will take place Feb. 4, 2026, during the Tucson gem shows.
Events & AwardsDec 04, 2025
CBG Announces Speaker Lineup for 2026 Miami Event The January show will include a workshop for jewelry retailers on implementing AI to strengthen their businesses.
TrendsDec 03, 2025
Miley Cyrus Debuts Edgy Engagement RingFellow musician Maxx Morando proposed to the star with a chunky, cushion-cut diamond ring designed by Jacquie Aiche.
Policies & IssuesDec 03, 2025
Costco Joins Growing Wave of Retailers Suing for Tariff Refunds The retailer, which sells billions in fine jewelry and watches, is suing the Trump administration and U.S. Customs and Border Patrol.
SurveysDec 03, 2025
A Record 202.9M Shoppers Turned Out Thanksgiving WeekendBlack Friday is still the most popular shopping day over the five-day holiday weekend, as per the National Retail Federation’s survey.
AuctionsDec 03, 2025
Fabergé’s 'The Winter Egg' Achieves Record $30MThe historic egg, crafted for Russia's ruling family prior to the revolution, was the star of Christie’s recent auction of works by Fabergé.
FinancialsDec 02, 2025
Signet Jewelers’ Q3 Sales Up Amid Continued Focus on Lower Price PointsThe retailer offered more fashion jewelry priced under $1,000, including lab-grown diamond and men’s jewelry.
CollectionsDec 02, 2025
Briony Raymond Introduces First FragranceThe eau de parfum is held in a fluted glass bottle that mirrors the decor of the brand’s atelier, and its cap is a nod to its “Sloan” ring.
SourcingDec 02, 2025
Petra Diamonds Elevates Interim CEOs to Permanent StatusVivek Gadodia and Juan Kemp, who’ve been serving as interim co-CEOs since February, will continue to lead the diamond mining company.
MajorsDec 02, 2025
Lee Krombholz Takes Over as Chair of MJSA Education FoundationIn addition, a slate of new officers and trustees were appointed to the board.
SourcingDec 02, 2025
Brendan Laurs Honored With 2025 Bonanno AwardLaurs is the editor-in-chief of Gem-A’s The Journal of Gemmology and an expert on the formation of colored gemstone deposits.
