How To Use Videos To Market Your Merchandise

Shine a brighter spotlight on your merchandise with videos.

A videographer shooting a couple's video.

Building your presence online can be pretty challenging these days but it is a platform you should absolutely get your hands on when trying to promote your jewelry business. One of the best ways to go about it is with the use of videos. As a highly visual medium, the internet is the perfect place to showcase what you have to offer without making you spend a lot.

From showing tutorials and putting the spotlight on your jewelry display concepts, here are the ways to use video marketing to your advantage.

Be your customers’ go-to place for information

The content you put out is what would entice people to discover you online. With the right topics, such as jewelry showcases or style tips on how one should wear a particular type of jewelry, you can create an engaging environment between new and old customers. It all starts with a concept, then the execution (shooting), editing, and finally publishing. Your best platforms for these are social media apps like Instagram, Facebook, and TikTok. Grow an audience by putting out top-notch content which eventually converts to buyers for your shop.

Study what works for each platform 

Short, snappy clips are great for TikTok and Instagram Stories, while longer forms work well on YouTube. For the first two mentioned, "outfit of the day" or OOTD videos would make for good content on the app. You can have a model show the ways your merchandise can be worn, all while using nice graphics and snazzy audio. For YouTube, you may try exploring content featuring product demos and presentations. You can get someone to host the video and have them talk about one or two products. It is important to have someone approachable and capable to take hosting duties. Make sure also that the product, as well as their jewelry display devices and other props, are in their best condition for the shoot.

A woman talking and waving to her phone's camera.

Encourage the public’s participation

This can come in the form of comments and questions from your viewers. Be ready to respond to their queries, particularly if they are about purchasing items or further questions about the item featured. Another way to encourage participation is by asking users who can talk about their purchases, how they are using them in their daily lives, etc. You may also reach out to influencers who can help spread the word about your products and serve as the “face” of your brand.

Don’t forget to have metrics in place and to regularly check if targets are being met

Even as a creative exercise, success in video marketing is measured by numbers. Check to see the views you are getting, how many are subscribing or liking your page because of it, and study if you are making conversions. By doing so, you can figure out what kind of content works and whats needs to be paused or canceled outright.

Best Techniques for Storing Different Types of Jewelry

Protect your jewelry collection with these tips.

Close up of three balled-up wrists with rings.

Whether you’re here because you’re already up to your wit’s end trying to organize your big jewelry collection, or you’re just looking for tips so you can make dressing up each day a breeze, you have come to the right place!

Check out this helpful guide that we’ve put together to help you put order into your precious valuables. Whether you are a long-time collector or are just starting to build it, you’ll surely find the perfect advice to help solve your jewelry storage woes.

A bedroom counter top with perfumes and jewelry displayed.

For your everyday-wear jewelry:

These are the ones you use for a day out or for when you are dressing up for work or school. They’re the ones from your collection that should be within your reach, which means you may be using table-top jewelry display devices for them.

Follow our tips below if you haven’t yet:

1. A mixed-use jewelry display stand can make for a useful and lovely countertop device to use for your everyday pieces. Use the hooks for jewelry that can be hung like necklaces and bracelets. Meanwhile, the dish can be used to contain earrings and rings.

#COP3672 Metal Wire Swirl Jewelry Display and Organizer
#COP3672 Metal Wire Swirl Jewelry Display and Organizer*

2. To keep things in order, it is a good idea to keep the tinier pieces in your collection, like your earrings collection together. You can do this by using earring display cards for your cherished pairs.

3. You may also choose to use a clear lockable container with separators to keep your daily-wear jewelry easy for you to spot.

#TRJ2656 Acrylic Marketing Holder Locking Showcase Box Display Tray for Watches Jewelry Collector Knives with a Key
#TRJ2656 Acrylic Marketing Holder Locking Showcase Box Display Tray for Watches Jewelry Collector Knives with a Key*

4. Another great storage device you can use on your countertops is the dish tray. You can use it to contain pieces such as rings and earrings. Make sure to place them in an area where they will not fall off but also somewhere just within your reach, like your vanity mirror or side table.

Close up of a pink diamond ring.

For your fine jewelry collection:

Now we move on to the more expensive items in your collection. These are the ones you use only for special occasions or they may even be family heirlooms, passed down from one generation to another.

Here are the ways you should be storing your fine jewelry pieces:

1. Containers with soft lining such as velvet or silk are your best bets. This prevents scratching which can be possible if you use those wooden or metal boxes as is. Make sure also that each piece does not rub against one another to avoid damaging their surfaces. 

2. Keep them out of reach of wandering eyes and sticky fingers by keeping them in a locked box. Make sure also to store them away from heat or humidity as that could also damage your jewelry pieces.

#BXJ85 High Gloss View Top Wooden Jewelry Chest
#BXJ85 High Gloss View Top Wooden Jewelry Chest*

3. For extra precaution, you may keep particular pieces inside a safe or get jewelry insurance. You may see different coverage details being offered but most would offer protection against theft, loss, or calamities.

*Available on the Nile Corp website.

5 Solutions to Tricky Customer Situations

A how-to guide on how you should navigate retail selling challenges.

Two women getting handed their purchased items from a boutique.

There’s never a boring day when you’re working in retail. The different characters one encounters each day make for interesting case studies as many shop owners and attendants can attest to, and it’s no different when you’re manning a jewelry shop. Of course, because of the nature of the product, dealing with a customer buying jewelry will pose a different challenge than a grocery shopper, for example.

We’ve talked about jewelry display ideas and concepts you can use to showcase your merchandise in the best possible light before; this time let’s talk about customer relations solutions that will win you points (and inevitably purchases) from the people who walk into your store.

1. When they say they are “just looking.”

Just let them be. Have them browse around for a while, then when it looks like they are zeroing in on an item, have another one of your staff members approach (yes, you don’t send back the first attendant that approached or asked them). That way, the customer won’t feel hounded and the outcome may be more favorable to you.

Close up of an arm holding up a necklace.

2. When they are not sure what to buy.

This gives your salespeople the opportunity to ask probing questions. In a calm and friendly manner, inquire whether they are buying for themselves or for other people. Next, your attending salesperson should ask further questions like inquiring if they’re looking for a specific type of jewelry. From hereon, specific products can be shown, with their features to be highlighted during the discussion. It’s best not to be too pushy and to let the customer speak and be heard.

This is the part where the salesperson can also show how the particular jewelry can be worn or give tips on what styles fits it best. Start by showing the item from the jewelry display device it is on, then have it showcased on a display pad for a closer look.

3. When a customer is a “know-it-all.”

Now let’s move on to the opposite of the previous shopper type. They claim to know everything there is to know about the product and would not listen to your advice. The best thing to do here is to remain cool, calm, and collected. You can also indulge them, hear what they have to say, and give compliments.

4. When they start to question a particular item’s price.

The best way to handle this is to put emphasis that a high price corresponds to the item’s quality and rarity. Talk about the craftsmanship and value that went into the creation and sourcing for this particular piece.

5. When they say they are in a hurry.

Here’s an opportunity for your staff to shine. After asking the very basics of what your customer wants, take the reins and pick out one that best fits their needs and descriptions. Often customers like this will let you take control when it comes to style choice, as well as the product’s inclusions and packaging.

Don’t let customer challenges deter you from making that sale! Practice and talk about this with your staff and work together at creating a smooth customer experience for your buyers.

4 Necklace Display Tricks To Best Attract Buyers

Here are the secrets to making your customers go “wow.”

A happy lady shopper viewing something from outside a shop.

What is the best way to showcase your jewelry store’s necklaces? Now deciding which one is the “best” may be subjective but we do know there are plenty of ways to display them in such a form that they will capture the people that will visit your showroom. 

What we can say though is that necklaces are one of the best types of jewelry to display because of their versatility. Plus, there’s a wide variety of necklace display devices you can choose from to execute these looks ー you'll have lots of room to be creative as you can see later in this article.

1. Layering

With this technique, you can create a cascading effect by combining necklaces of different lengths. Start with the shortest necklace, then pile on with longer ones as many as the stand can accommodate. This is best done on a bust display that mimics the look of a human’s neck.

#189-2 Necklace Display Bust
#189-2 Necklace Display Bust*

2. Putting different metals together

“Opposites attract” as the saying goes and the same can be said when displaying necklaces for retail. Mixing and matching necklaces of different metals, weights, and colors can create interesting looks that are sure to capture your public’s eyes.

3. The power of “3”

The Rule of Three is a well-known design concept which states that items displayed in threes or odd-number pairings are more aesthetically pleasing than even-numbered groupings. The same rule also states that they can also be more memorable to the audience, so if you’re aiming to get buyers’ attention then this is a good design principle to follow.

#WDJ5033WH 3Pcs Wooden Freestanding Necklace Easel Display Stand Holder with Multiple Size
#WDJ5033WH 3Pcs Wooden Freestanding Necklace Easel Display Stand Holder with Multiple Size*

4. Go for unusual props and stands

Sometimes capturing an audience means letting the prop take centerstage. Unique jewelry display stands such as the gloved hand-shaped stand below will certainly attract attention and get potential customers to come closer and inspect the necklace on display. Its structure allows it to be a versatile prop as it can also be used to hold rings and bangles. 

Tree-type display stands in metal or wood are also good devices for you to try out and built concepts around ー just let your imagination flow.

#HD9497-BR Leopard Design Hand-Shaped Jewelry Display
#HD9497-BR Leopard Design Hand-Shaped Jewelry Display*

*Available on the Nile Corp website.

6 Display Tips for Roadshow Jewelry Booths

Capture the public wherever you are.

A woman putting items on display at her outdoor selling booth.

Whether you’re showcasing at a trade fair or at an outdoors selling space, taking your jewelry merchandise on the road is a bit different than we you sell them at a store. The limited space and time constraints can pose a challenge for setting up a jewelry display, plus the smaller manpower can make things also difficult.

Well, worry no more! Here are a few tips to help jewelry entrepreneurs who are taking their merchandise on the road make a splash with their showcase.

1. Know the mechanics of the event inside and out.

Participation in conventions and bazaars normally requires an invite or an application from the jewelry merchant. This often comes with guidelines from the organizers that you must follow. Guidelines about the space provided, how many items you can bring including how many props or banners, etc. Knowing the basics will help you determine what items to showcase and the jewelry display devices you need.

Charms and miniature dream catchers on display at an outdoor selling booth.

2. Pick a theme or jewelry line to showcase.

Choosing which of your merchandise to bring is probably one of the most difficult parts of this process. One way to resolve this is by picking out a theme to help you narrow down your selection. For example, you may choose to highlight your “Summer Collection” (basically any seasonal offering you have at the moment) or whichever product line or set you would want to boost in promotions and sales. In other times the event’s theme would dictate what kind of products you can bring so in that case just ask the organizers. Having a set theme to follow means you can avoid overcrowding your table, which is what the next number is all about.

3. Maintain rhythm and flow to your display.

Again, overcrowding your table with merchandise, tools, and props is a big no-no. Make sure there’s enough space between each element as it can easily look like an eyesore if there are too many items on display.

You can put a centerpiece using a jewelry display set that combines different jewelry pieces and devices to form a cohesive theme. You may also group the same jewelry types together, but remember not to overcrowd and remember to have space for mirrors and lights to help the people trying out your items.

4. Check to see if your jewelry display tools are in perfect condition.

Once you’ve settled on the merchandise to bring, think of the tools you’ll be bringing to showcase them. It’s best to pick the ones that are collapsible or aren’t so fragile that you’ll have trouble transporting them to the event. Think back also to your chosen theme or collection and see which of your tools will fit. You can always buy new jewelry display devices to fulfill your and the event’s requirements.

A man browsing products at a fair.

5. Remember to use your shop’s branding on your displays and packages.

Branding helps people remember who you are and what you offer so proudly showcase your name, logo, and colors together with your merchandise. Have it displayed on your table and banner (if you have or are allowed one), and make sure also that your shopping bags and pouches bear them as well. It’s also wise to have business cards to hand out which should include not just the aforementioned branding elements but also an address to your physical store, your online presence (website, social media accounts), and other contact details.

6. Don’t forget the price tags and labels.

This is something you must never forget after your jewelry items and their display tools. Make sure there are clear labels indicating their prices using signages and tags. This lessens instances where people will ask how much your items are; instead, you can talk more about your items’ features or share tips on how to wear them, etc. This creates a more engaging merchant-to-customer exchange which can lead to more successful sales and conversions for your shop.

How To Choose the Best Necklace Display Stands for Your Store

Get your money’s worth with the right picks.

A person putting on their necklace.

The necklace display stand is one of the many jewelry display devices you will see upon entering a jewelry shop. In fact, you don’t even have to step into one as they are often prominently displayed by the storefront window. It makes sense then to pick one that’s of good quality as they are practically unmissable, plus it’s best for your merchandise that they be showcased on well-made tools.

So here are the ones you must look for when shopping for necklace display devices.

Make sure it’s stable

Look for those with sturdy platforms and frames. Whether you’re going for bust-type displays or easel stands, you have to make sure their bases and overall structure can stand upright without it toppling over. Especially for chunky pieces, you have to be certain that the stand you choose is able to support a necklace’s weight.

#189-7 Necklace Display Bust
#189-7 Necklace Display Bust (in Black Velvet)*

Look for good construction

Similar to the first factor, you need to look at the necklace display device’s make and check to see if it is sturdy. It shouldn’t be flimsy that it will break down easily during use at your shop and most especially during transport for when you go to trade shows and craft fairs. Examine carefully the item you are interested in and don’t hesitate to ask questions with your dealer.

#WD609-OK Wooden Plank Necklace Jewelry Display Stand for 8 Necklaces
#WD609-OK Wooden Plank Necklace Jewelry Display Stand for 8 Necklaces*

Watch out for the space savers

Placement and sizing are important factors when it comes to designing jewelry display setups. Make them crowded and they may look like an eyesore to shoppers. It’s all about striking a balance so you may want to go for necklace display tools that don’t take up a lot of space. Even if you’re going after a basic jewelry setup where you just line up the stands in a straight line, going for tools with space-saving features means you’ll have plenty more space for your other devices.

Pick those that will highlight your merchandise 

The necklaces you sell should take centerstage and choosing the right necklace display stand makes that possible. Make sure the necklace can be laid out or hung from the device in such a way that highlights the appearance of the necklace. The right device is also the one that keeps necklaces tangle-free which would greatly affect their appeal in the customers’ eyes.

#F9-18(LN) Tall Undyed Color 100% Organic Hemp Linen Covered Combination Necklace, Earring, and Ring Display Stand
#F9-18(LN) Tall Undyed Color 100% Organic Hemp Linen Covered Combination Necklace, Earring, and Ring Display Stand*

Happy shopping!

*Available on the Nile Corp website

How To Package Jewelry for Shipping

This will ensure your customers get your jewelry merchandise in the best possible condition.

A person wrapping up packages for shipping.

When you operate an online business, it’s important to know the fundamentals of packaging and shipping your items to your customers. You would want to make sure your merchandise sustains no damage and reaches your customers safely.

While we do believe that having excellent salesmanship and possessing a keen eye for jewelry display techniques are important to keep a jewelry business booming, but so does taking the time to ensure product packaging and shipping runs as smooth as possible.

Select the right jewelry packaging

You have plenty to choose from in terms of jewelry packaging options, but first, you’ll have to take into consideration the type of jewelry to be packaged. The packaging should be appropriate to the item’s size, type, and shape.

#29-330 Black Paper Wrapped Pendant Box*

Look out also for packaging that has parts that hold the items in place (loops, slits, fasteners, snaps) so they can stay intact.

The item’s packaging weight should also be taken into consideration. Shipping costs get more expensive as the weight goes up so try to remember that as well. Lastly, take note of your shop’s branding and use your jewelry merchandise's packaging to reflect that. Use your shop's colors and brand name to help build brand recall. Don’t forget also to include contact details such as slipping a tag or business card so customers, old and new, can reach you and encourage repeat purchases.

If in doubt, bubble wrap it

Add another layer of protection like the aforementioned bubble wrap for items that are particularly delicate like beaded jewelry. Tote bags need to be lined with tissue paper (go for the fancy ones meant for gift wrapping for added flair) when you want to use them as packaging for earrings or individual stones. Zip locks are also great choices for keeping things sealed and secured. Other options you can use for added cushioning are foam peanuts and recycled paper.

Discretion is advised

For the outer package, it’ll be better to leave off any trace of it coming from a jewelry shop. This is for safety reasons as it is guaranteed to pass through several hands during the shipping process. It may also be left out on a porch on the day of delivery and you wouldn’t want it to be attractive for would-be thieves.

Go with a reputable courier service

Once you’ve sorted the packaging the next step to take is mailing the items to your customers. Your best bet is a reliable and well-known courier service to take care of the shipping. Avoid the horror stories of missing or damaged packages by choosing to go with one that’s known for delivering quality service. Rest yourself easy as they would often come with safety measures such as delivery confirmation via signature or photos as well as tracking systems so you can see where your packaging is at each step of the way.

There's more to Nile Corp than jewelry display tools! Come visit our site and shop for jewelry packaging, storage devices, and bead and jewelry-making materials.

*Available on the Nile Corp website