CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
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
Editors' Picks
Sponsored by
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
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
