It is an obvious fact, whether it is to enhance necklaces, bracelets, rings, pendants, earrings and watches, jewelry displays are indispensable accessories. Whether they are manufactured in series or individually, whether they are made of wood, leather, transparent acrylic, velvet, plastic or metal, whether they are in black, white or other colours and whether they come in various forms such as a tree, a tray, a box, a cushion or a box, it is the displays that enhance each piece of jewellery individually or in harmony with the entire jewellery shop window or the professional’s website.
No professional, worthy of the name, can make a jewellery presentation without an adapted display. The more the jewel is top-of-the-range, the more the display must be free of any defect, and in this case, whether it is the material used for its realization: wood, leather, imitation leather, steel, plastic or acrylic; its color: white, black, flashy or transparent and its finishes, the professional must “judge” the jewelry display in all its details. It is not imaginable that jewellery can be placed carelessly in a luxury jewellery shop window. On the contrary, one imagines a set with a studied design where displays and jewels do not call for any questioning but rather for admiration.
It is obvious that the originality and practicality of the display must be in total adequacy with the jewel presented. It is difficult for the professional to install a wide bracelet on a conical display, the top of the bracelet does not adhere to the support, the rendering is not perfect and the customer’s gaze may slide very quickly to another jewel. So, even if the bracelet, ring or necklace is beautiful, their presentation will play in the attractiveness they represent for the customer.
The professional, whether he is a jeweller, watchmaker or watchmaker, and whether the jewellery and watches are in the window of a Place Vendôme jewellery store (Paris) or in the window of an internet shop, whether they are in the field of costume or fine jewellery, set with diamonds or adorned with glass pearls, the display stand has the same role: it is there to enhance the quality of the jewellery and to serve as a showpiece!
Jewelry displays for professionals must fit the jewelry:
The dimensions of the jewellery displays: the dimensions of the displays are calculated to avoid the jewellery from touching the pedestals or the “floor” of the jewellery shop window: the busts or pedestals are high enough to support chains with heavy links or necklaces (necklaces or pendants mounted on long chains) and the design of the earring displays matches their length (pendants, creoles or ear studs).
The shapes of the jewellery displays: round for all bracelets, conical for fine chain bracelets and pendants (beads or pendants), stylized umbrella with pierced edges for earrings, hand with fine fingers for rings, etc.
The materials of the jewellery displays: soft velvet for a ring case, black leather for a gemstone necklace, glossy wood for a diamond bust and pendant, box with steel clasps for a man’s watch, solution-dyed cardboard for a slide and children’s bracelets, etc.
The colour of the jewellery displays must correspond to the expectations of professionals who are going to set up a window decoration in their jewellery shop in town or in their e-commerce, on the internet. Most of the time, the colour of the display is neutral and very often it is plain. However, the design of jewellery displays evolves to be innovative and stand out: boxes in black striped fabric imitating “zebra skin”, busts in natural stone in fawn colour marbled with black, embossed leather cones with iridescent reflections, jewellery boxes in wood painted with the colours of animals from the savannah, etc.
The professional will find it difficult to decorate a display case if the displays are all identical, he will not be able to highlight a watch and a necklace on a display of earrings and the task will be complicated if he has to use the same support for a bracelet and for a ring. Nor should the jeweller go the other way around and use all sorts of different displays, taking the risk of failing in his quest for authenticity.