11 intriguing examples of jewelry storefronts


IF YOU HAVE THEM, display them, when it comes to window displays. “You can read a book by its cover,” says Lyn Falk, CEO and president of Retailworks in Milwaukee. “Window displays say a lot about the brand and personality of the store; there are so many ways to let people know what the store is about.

A layered approach is important, especially with jewelry. Visual merchandisers strive to capture attention from afar with large objects, then re-engage passers-by with more detail when up close. Thus, it all depends on whether the store’s traffic is vehicular or pedestrian (or both).

Falk recommends changing the overall window design five times a year – for the four seasons and again for the Christmas holidays – but refreshing them more often by changing the product displayed.

When security is a concern, jewelry stores can use large photos of their product to display in storefronts. Motion in screens can be exceptionally eye-catching, but when motion detectors are sensitive to any movement in front, it’s important to find ways to attach or tape the screens and then simulate the movement by overlapping the display items. Vinyl and paper reflective elements can add some much-needed shine. Finally, do not neglect the lighting of your windows. Opt for clear and bright lights without yellow tones with a good powerful luminous flux.

As for inspiration, Pinterest and Instagram are good virtual sources. Suzanne Rafenstein, director of signage for RetailWorks, also suggests window shopping when visiting other cities and paying attention to visual cues, whether in store windows or museum displays. . “It helps to get out of your zone, your comfort zone and your box, and explore a different place,” she says.

neighborhood atmosphere

At Ellie Thompson & Co., Chicago, an annual holiday window decorating contest is judged by local residents. “Our marketing ethos is best described as hyper-local, so our storefronts relate to neighborhood activities,” says Thompson. Its windows are regularly painted by a local artist, who also creates original artwork for other neighborhood retailers, for a cohesive theme, such as an annual Winterfest. The Chamber of Commerce and neighborhood association play an important role in coordinating and funding creative efforts that contribute to the neighborhood’s festive vibe, she says.



Personality more

Steve Quick Jewelers in Chicago is known for its window displays, says Melissa Quick. With a small storefront on a busy city street, “the more we can do to attract attention, the better.” A memorable example? Star Wars windows with each case dedicated to a specific movie setting, curated by Steve and Melissa’s nephew with his own minifigures. “In fact, people came from the streets to tell us how amazing this exhibit was,” Melissa says. Their windows have also hosted rubber chickens, spooky porcelain doll heads for Halloween, a tribute to David Bowie, in conjunction with a museum exhibit, and the Chicago Marathon, the year Melissa ran there. “Right now we have a whole pro wrestling theme,” Quick says. “Our windows are truly epic!”



Open invite

Alice Sundbom of Atelier d’Emotion in Soho, New York, has used her windows as a selling point during pandemic shutdowns and brought goods to shoppers on the street. The display cases remain essential to his business, telling a compelling story and offering a glimpse of the eclectic works of art that passers-by can expect to see when they venture inside.

Showcase Diedrich Jewelers

Announce holidays

Retailworks Inc. used larger than life holiday ornaments to create the theme at Diedrich Jewelers of Ripon, WI. Minimalist décor had maximum impact bringing joy to shoppers, the community and nearby businesses, proving that a simple yet strategic design can brighten up the holidays. Rubber inflatable ornaments are the size and shape of yoga balls and can be deflated, stored and reused. Jewelery display platforms have been changed throughout the 2021 holiday season.


past and present

For the 2021 holiday windows at Patina Gallery in Santa Fe, NM, owner Ivan Barnett and his team mixed nostalgic antique trains with road sign furniture by artist Boris Bally and an image of a famous race car Ferrari, with contemporary jewels dotted, for an eclectic and intriguing vignette.

Kesslers Diamond Window

brand art

Inspired by the beauty of rice paper, Retailworks Inc. exhibitors designed and built red and white rice paper and wood Christmas trees for the Kesslers Diamonds location in downtown Milwaukee, WI. Within each tree are diamond-cut shapes that reflect the nature of the store’s business and the brand’s color of red. Suspended around the wintry scene are 3D printed diamonds, and as the sun filters through the windows, the delicate transparency of the rice paper with its crackling composition gives the illusion of a sheet of ice. Another element of this layered window design are oversized versions of Kessler Diamonds signature red gift boxes.

Water-Street-Jewelers Window

Seasonal color

Daniela Balzano of Water Street Jewelers in Connecticut likes to create windows with bright pops of color to celebrate each season in her pedestrian-friendly venues. “Spending a little more time on window display made a big difference for us,” she says. “We’ve used old ladders as shelves, dressed mannequins, displayed live plants, hung paper cranes, there’s always something fun happening in our windows.” A member of staff tends to an area called “Minetta’s Pick of the Day”; customers often come to buy these presented pieces. Pictured is the January 2022 window at his Madison, CT store. The windows are updated every month.


Showcase Ragnar Jewelers

Like a Lazy Susan

When Ragnar Bertlesen of Ragnar Jewelers in Vancouver, BC, remodeled her showroom, she redesigned the display cases to rotate. It is simple to access the items displayed in the showcase by rotating the cases, which simplifies selling in the showroom.

Barry Peterson Jewelers Showcase

Thematic windows

At Barry Peterson Jewelers in Ketchum, ID, the strategy is to dedicate each window to an on-trend look, alternating between gender-specific/neutral and youthful/mature style options. Each window also has a specific object supporting the window theme, such as an hourglass in the classic themed window, or succulents and butterflies for their spring styles. Curator Rebecca Larson curates dried flower arrangements for use in window displays.

Showcase of K Hollis Jewelers

It’s us

Karen Hollis of K Hollis Jewelers in Batavia, IL commissioned an artist to paint her windows. “I really want to create a vibe as soon as you walk in, it’s a fun and relaxed atmosphere, that’s us. It’s nice to know talented people who can paint the ideas you have. As jewelers we have to do this every day, but to be the recipient and see it turn into a masterpiece touched my heart.

Window by Sam L. Majors

Clean and classic

“We always dress our windows seasonally and this is our November window,” says Marc Majors of Sam L. Majors in Midland, TX. “We keep it clean and classic. Nothing corny and nothing fancy.


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