Sponsored by the Gemological Institute of America
5 Tips for Creating Eye-Catching Window Displays
Retail and design experts share advice on creating show-stopping windows in time for the holiday rush.

New York—Elaborate window displays are harbingers of the holiday season, beckoning shoppers closer with twinkling lights and festive décor.
Every year, tourists flock to Bergdorf Goodman, Macy’s, Saks Fifth Avenue and other New York City shopping landmarks, to marvel at the winter wonderlands constructed behind glass.
The show-stopping displays are the result of a big team of creative geniuses, and an even bigger budget.
National Jeweler reached out to experts for advice on how smaller retailers can also get in on the holiday fun.
1. Prepare the window area.
Before getting to the fun part of designing the display, retailers need to do some leg work.
“A starting block of the utmost importance is meticulously cleaning and stripping back your window display area,” David Ewart, lead interior designer at Pavilion Broadway, wrote in an email to National Jeweler Tuesday.
The home goods retailer, based in Broadway, England, has two showrooms, in the counties of Worcestershire and Gloucestershire.
Ewart recommends polishing the windows, of course, but also cleaning the ceiling and the lighting, and removing any clutter from the background so retailers can begin with a blank canvas.
2. Build your tool kit.
Ewart shared what he keeps in his trusty, go-to toolbox: a tape measure, scissors, double-sided tape, a hammer, screwdriver, screws, tacks or nails, a pencil and a glue gun.
“Nine out of 10 problems can be fixed with the kit above,” he said.
The exact tools to have on-hand will depend on the theme, but retailers may also need invisible hanging wire, or super-thin nylon thread, a scalpel and a spirit (bubble) level.
3. Keep it simple and customer-centric.
After the area is cleaned and the tool kit is assembled, it's time to start designing the window display.
“The first thing you want to think about is, ‘How do I get someone who would otherwise walk by my store to stop?’” said Kevin Mullaney, CEO of The Grayson Company, a New York-based retail consulting firm.
Mullaney recommended retailers that have turning traffic counters turn them outward to see how many potential customers are walking past versus coming in.
“If you can get them to stop, that’s a game changer.”
He said windows are the most underleveraged asset small retailers
“Take the things you sell the most of and figure out what story they’re telling,” he advised. “Amplify that story back to the customer.”
Ewart, the designer from the English shop, said the biggest mistake retailers can make when designing a display is overcomplicating and cluttering the background.
RELATED CONTENT—Squirrel Spotting: Let Your Product BreatheThe more space in a display, the more value is given to the objects within it, he said.
Overly elaborate backgrounds and windows stuffed with goods convey a lack of confidence in the product.
“Be confident in your product and let décor and flourishes accentuate it rather than detract from its elegancy and beauty,” he said.
4. Create a focal point.
A jewelry store’s window is unique in that the items on display are fairly small and most likely need to be put away at the end of the day.
“When creating a focal point for delicate, dainty items such as jewelry, it is important not to crowd your background with overly distracting colors, shapes and figures, and to draw attention to the foreground,” Ewart said.

He pointed to legacy retailers, like Saks Fifth Avenue and London department store Harrods, whose displays often feature simple, minimalist background décor, with a clear focus on the product in the foreground.
For inspiration on how to showcase small items in a big way, Mullaney recommended looking to Apple stores, known for their creative display of small items.
Ewart also advised making sure the display is easily accessible so the jewelry can be removed at the end of the day without disturbing the scene.
“The last thing you want to do is recreate your display at the beginning of every day before opening,” he said.
5. It’s not about the money.
Department stores have big budgets to spend decking the halls, but a little creativity can make a small budget go a long way.
Mullaney noted some of the best displays he’s seen required very little to create.
He recalled a store in New York’s Grand Central station that filled its small display window with rows and rows of ornaments, creating a dazzling effect.
“Cheap and cheerful wins the day,” he said.
The Latest

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

The company failed to file its quarterly reports in a timely manner.

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

The organization also announced its board of directors.


Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
The two organizations will hold the educational event together this fall in Mississippi.

The entrepreneur and “Shark Tank” star will share his top tips for success.

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.