SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
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
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
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.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
MajorsOct 07, 2026
Empire Safe & Vault Promotes Juan Morales to CEOAs part of the transition, Joseph Nicosia has stepped into the role of COO.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
CrimeOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
ColumnistsOct 06, 2026
Sherry Smith: Is the Consumer Really Trading Up?Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
AuctionsOct 05, 2026
The Star Cats of the Sandy Lerner AuctionThese jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.
CollectionsOct 05, 2026
Sorellina Writes Another Love Letter for ‘Postscript’ CollectionThe fine jewelry brand has expanded the collection that debuted at Couture with four new designs based on its most popular styles.
SourcingOct 05, 2026
Bruce Bridges Joins CIBJO BoardThe AGTA president was elected for a two-year term on the board of directors.
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
