How to display accessories, jewellery and shoes effectively

When it comes to visual merchandising, shoes and accessories such as hats, belts and jewellery are often overlooked in favour of clothing. However, these items are more than just add-ons – they’re the finishing touches that complete a look and help customers express their personal style! As much as we’d love to say that displaying these smaller pieces is easier than choosing full outfits to clothe your mannequins, it can be just as difficult to get right, as it requires a different approach than clothing. But when done right, a visual merchandising display can make a necklace sparkle, highlight the craftsmanship of a shoe, or turn a handbag into a must-have item. 

In this article, we will discuss the importance of an effective accessory display, and explore how to display jewellery, shoes and accessories effectively to grab attention but also drive sales.

Why are effective displays important?

Making sure your products are displayed effectively is essential for driving sales. How many times have you gone shopping for one thing and been convinced to buy the whole outfit because it was showcased on a mannequin? Visual merchandising techniques such as cross-selling, thematic displays and storytelling are hugely important in impacting customer behaviour, connecting with them emotionally and convincing them to purchase your products.

Showcasing smaller, more intricate items such as jewellery, shoes and accessories comes with its own challenges when compared to clothing, as retailers have to work harder to catch the consumer’s eye. That’s why an effective accessory or jewellery display can help generate sales and boost profits.

How to display jewellery

If you’re wondering how to display jewellery in your store or boutique, you’re in the right place! Let’s explore some top tips on how to display jewellery in the best way: 

• Use lighting to highlight the intricate details: Jewellery is all about the details, and proper lighting can emphasise its beauty and make it appear even more valuable. In fact, research has found that shoppers perceive products in well-lit displays to be 20% more valuable! Focused lighting, especially LED lights, enhances the sparkle and clarity of gemstones and metallic finishes, drawing attention to the craftsmanship, and using adjustable spotlights allows you to highlight intricate features that might otherwise go unnoticed​!
• Show versatility in your display types: When choosing how to display your jewellery, make sure to incorporate various mannequins and stands into your display, and include interactive elements, such as mirrors, to enhance the shopping experience and help the customers envisage the products as part of their wardrobe. By displaying jewellery in real-life contexts, like pairing necklaces with evening gowns and layering rings, you are not only creating visual interest, but you’re also inspiring customers with styling ideas. 
• Embrace minimalism: Although versatility is important, so are minimalistic displays. When displaying jewellery, especially ones of high value, less is more. Cluttered displays can overwhelm customers, making it harder for individual pieces to stand out, but also, limiting the number of pieces on displays evokes a feeling of exclusivity and prestige! Luxury jewellery in minimalist settings is often considered more desirable​.

By combining strategic lighting, diverse display options, and minimalist design, you can create a jewellery showcase that captures attention, inspires customers, and elevates the perceived value of each piece. 

How to display shoes

Just like with displaying jewellery, presenting shoes to your customers in an engaging and visually appealing way takes strategy. It’s more than just piling different pairs of shoes on a shelf. Every element of a store’s layout and display has been thoroughly planned and well thought-out. So, let’s share some ideas on how to display shoes in your store to engage your customers and boost sales:

• Remember the importance of context: We spoke earlier about the art of cross-selling, and how strategically displaying multiple items together as one outfit increases the likelihood of customers purchasing the whole thing. This is the same for shoes. Incorporating mannequins or props helps to showcase the shoes as part of a whole outfit, rather than an individual item, helping customers to visualise how they’d wear the shoes.
• Display shoes at varied heights: Creating depth in your displays through tiered platforms, stands and mannequins helps to draw attention and adds visual interest. This technique means that every shoe is visible, particularly those at higher price points, making them stand out. The use of varying heights also guides the customer’s eye naturally across the display, encouraging exploration and interaction.
• Incorporate the rule of three: Scientific research has shown that the human brain is more likely to act and remember things when displayed in a pattern of three, as it associates this with a complete set. To make the most of this, group shoes in sets of three. The rule of three helps to create balanced and visually appealing displays. For example, combining a casual trainer, a dress shoe, and a seasonal boot in a display will appeal to a range of customer needs, showcasing the number of different products you have for sale.
• Ensure functionality: While aesthetics are important, shoe displays should also be practical. Customers are more than 80% more likely to finish a purchase after encountering a hassle-free shopping experience. With this in mind, shoes should be easy to pick up, try on, and return to their place. Incorporating clear signage and well-organised sizes provides a more positive customer experience. 

A well-thought-out shoe display combines creativity, practicality, and psychology to capture attention and encourage purchases. By creating visually dynamic arrangements and prioritising functionality and hassle-free experiences, you can transform your retail store into a space where customers want to return time and time again.

How to display accessories

Displaying accessories is not about simply placing items on a counter; each display should tell a story and invite customers to engage. Let’s dive into some tips for displaying accessories effectively:

• Focus on proportion and balance: Both small and large accessories will benefit from well-proportioned displays. Avoid overcrowding your displays – give each item enough space to stand out and draw attention. 
• Showcase complementing products: Accessories are often purchased as finishing touches, so position them alongside outfits or other products to show how they complement one another. A scarf paired with a coat or a hat styled with a casual jacket can inspire customers to envision the complete look. 
• Opt for practical presentation: Presentation matters, especially for accessories. Use trays to group smaller items like watches, mannequin hands to display purses and gloves, and display heads for hats. Having different display forms for different items not only keeps things organised but also makes it easier for customers to engage with the products. A clear and tidy presentation reinforces the perceived value of the items and enhances the shopping experience.

Effectively displaying accessories is all about balance, context, and thoughtful presentation. By making sure each item has space to be noticed, showcasing how accessories complement outfits, and using practical display methods, you can create a shopping experience that entices customers and ultimately boosts sales.

The role of mannequins in accessory and shoe displays

Mannequins are a cornerstone of effective displays, adding context and helping customers imagine how items will look in real-life scenarios. 

Jewellery showcased on neck forms can display how necklaces can look on the human form, without taking up the space required for a full-sized mannequin. They also allow the jewellery to be the star of the show. Similarly, ring cones help rings to stand out from other items within the display, increasing the likelihood of their sale.

For accessories, mannequins allow you to showcase how a bag drapes over a shoulder, how a scarf looks tied around the neck, or how a belt cinches at the waist. These displays create a sense of movement and practicality that static displays lack.

For shoes, mannequins bring a new level of engagement. Full-body mannequins styled with entire outfits put shoes in context, helping customers visualise how they’d wear them. Similarly, using clear stands or mannequin legs focuses attention on the shoes while maintaining a sleek look. 

Mannequins bridge the gap between aesthetic appeal and usability, making products more relatable and desirable to customers.

Common mistakes to avoid

Here at Proportion London, we want to make sure you don’t make common visual merchandising mistakes that we see, so we’ve actually written a whole article on it! However, if you don’t want to read that, here’s a quick recap of some common display mistakes we see retail stores fall into when showcasing their shoes and accessories.

• Overcrowding displays: Too many items in a display can overwhelm customers, making it difficult for them to focus on individual pieces. Instead, use strategic spacing to allow each product to shine.
• Ignoring proper lighting: We’ve already discussed the importance of proper lighting. Poor lighting can make products look dull or unappealing. Invest in focused, well-planned lighting to highlight key items and enhance their appeal.
• Failing to update displays regularly: Static, unchanged displays can lead to customer disinterest. Update your displays frequently to reflect new trends, seasonal items, or promotions to keep things fresh and engaging.

How Proportion London can help

At Proportion London, we are passionate about helping our customers to nail their retail displays. Our extensive experience in visual merchandising, alongside our huge collection of mannequins, busts and accessories displays available for purchase or hire, means that all of our retail customers can display their products in a way that inspires customers and drives sales.

Contact us today to discuss your specific requirements and unlock the full potential of your space.