Every jewelry retailer knows how important displays are, but not everyone focuses on Jewelry Visual Merchandising.
Pearls of Wisdom Jewelry Podcast brought to you by Southern Jewelry News and Jewelry Store Marketers speaks to Jim Porterfield of Box Brokers, the company behind revolutionary and innovative displays and packaging for the jewelry industry.
Jim Porterfield has been in the jewelry packaging business for almost 27 years. He started in Hong Kong as a broker and factory agent in 1995. He took orders from factories in China and sold them to main chain stores and manufacturers in the U.S.
A year later, they opened a distribution facility in L.A. and started selling to independent jewelers. Today, his company is one of the major display and packaging suppliers in the jewelry industry.
Jim extensively discusses his revolutionary magnetic displays that can not only make life easier for your staff when entertaining customers but can also help lessen setup and tear-down times from 10 minutes each to about 40 seconds each time.
Jim also shows his innovative jewelry packaging which gives more value to jewelry while helping jewelry store owners make sure they never run out of packaging. He also shows off their patented snap gift wrappers.
All through the discussion, Jim emphasizes the importance of Jewelry Visual Merchandising focusing on the 20-40-40 system to increase sales per square foot of store space.
Jim says everything is about branding and imaging. A jewelry store’s display has to match the jewelry. Jewelry displays should project how customers perceive and expect the jewelry to be.