Boost Jewelry Sales: Peter Stone Jewelry Display Secrets to Maximize Profits

Introduction and Company Background

Peter Stone, the President and CEO of Peter Stone Jewelry, introduces the company, which was established in 1987 and began manufacturing its jewelry in 1991. The primary focus of this video is to review their comprehensive catalog of jewelry display options and explain how these displays can significantly improve sales and store organization.

Importance of Jewelry Displays

Peter Stone emphasizes the crucial role displays play in effective jewelry merchandising. Many stores underutilize display programs, missing out on the opportunity to elevate product visibility and brand awareness. Buying quality displays demonstrates confidence in your merchandise and creates a clean, organized, and focused shopping environment, all of which are appealing to customers and help boost profits.

Material and Sustainability of Displays

All Peter Stone displays are crafted from rubber wood—a sustainable wood sourced from rubber trees that are harvested after 30–40 years and then immediately replanted. The use of rubber wood supports third-world economies and also helps preserve hardwood forests by providing an eco-friendly, durable alternative that is both attractive and functional.

Overview of the Great Display Unit (GDU)

The GDU, dubbed the “Great Display Unit,” is highlighted as a versatile centerpiece for medium and small-sized stores. It holds nine types of jewelry in a compact footprint (less than one square foot), maximizing use of retail space while showcasing multiple categories:

  • Holds up to 72 rings, 60 chains, 30 combined bracelets and anklets, and 120 earrings, pendants, charms, or small necklaces.
  • Features interchangeable ring pads with 36 slots each, allowing customers to try on rings easily.
  • Includes a lockable or open-lid top compartment for additional storage (catalogs, gift boxes, etc.).
  • Four sides offer flexible configurations for rings, chains, bracelets, pendants, and earrings, encouraging creativity in merchandising combinations (e.g., selling matching sets or mix-and-match deals).

This compact and multi-functional display is positioned as a high-return investment that maximizes sales per square foot—a crucial metric for profitability in any retail space.

Detailed Display Component Descriptions

Side A: Ring Pads and Felt Pads

  • Interchangeable pads: One pad holds 36 rings, and the other is a blank felt pad that can display earrings, charms, pendants, bracelets, or necklaces.
  • Rings can include various styles such as spinner rings, puzzle rings, wedding bands, children’s rings, knuckle rings, pinky rings, and even specialty sizes.
  • Custom sizing options and stone variations are available, allowing retailers to cater to diverse customer demands including exotic or specialty jewelry.
  • Felt pads are highly adaptable for creative displays, and ring pads keep rings secure but accessible for customer interaction.

Sides B and D: Hooks for Pendants and Earrings

  • Each side offers 15 hooks, with a 4-deep carding option for displaying multiples of the same style.
  • These sides are ideal for selling matching pendant-and-earring sets and showcasing variety to enhance customer choices.
  • Product mix can be adjusted based on inventory turnover and sales patterns to optimize merchandising.

Side C: Chain and Bracelet Bars

  • Features different bar heights for bracelets, anklets, and chains, accommodating various lengths (chains: 14–24 inches; bracelets: 5–9 inches; anklets: 9–11 inches).
  • Displays can be customized for specific markets (e.g., longer anklets for relevant customer segments).
  • Capacity supports up to 60 chains and 30 bracelets/anklets combined, enhancing visual assortment and accessibility.

Other Display Options

CHUS and CHUL Displays

  • CHUS is a smaller display measuring approximately 8 inches wide, 10 inches deep, and 30 inches high, with 32 hooks (16 per side, 4 deep) for smaller assortments of pendants, charms, earrings, and body jewelry.
  • CHUL is a double-wide version holding 64 hooks (32 per side) for larger volume stores that require more product and less restocking.

PDD and PRD Displays

  • PDD is a compact, versatile rubberwood display with storage drawers, suitable for smaller stores or those testing new product lines.
  • PRD combines pendant and ring display capabilities, adaptable to the needs of different market niches, emphasizing pendants as a high-profit category with flexible ring mix options.

RD (Ring Display)

  • A sophisticated, black wooden display designed to showcase up to 720 rings using wooden “doll” inserts that secure rings while allowing customer touch.
  • No cover, meaning the jewelry is accessible for customers but still maintained securely.
  • Equipped with a storage drawer at the back, this display suits upscale retail environments seeking an elegant, tactile experience.

TRD (Toe Ring Display)

  • Compact and affordable, holding 96 assorted toe rings on angled display for impulse purchases near cash registers.
  • Measures 8x8 inches and designed with a rear knob to deter theft by making quick access difficult.
  • Perfect for beach shops, summer boutiques, or stores capitalizing on seasonal trends.

Pricing and Incentives

  • Displays can be obtained free with minimum jewelry purchase thresholds (e.g., USD 1,997 worth of jewelry to get a GDU free).
  • If customers are on a budget, they can choose to purchase 75% of a full display’s worth of jewelry at retail value (about USD 2,900 full stock for the GDU), which can offset the cost and help sellers gradually build inventory.
  • Shipping fees and handling remain in place, but the offer incentivizes retailers to invest in effective merchandising tools without upfront display costs.
  • Different displays have varied minimum purchase requirements aligned with their size and capabilities.
  • The company also offers promotional pricing strategies such as “3-for” sales on toe rings to increase volume and turnover, thereby improving overall profitability.

Branding, Customization, and Accessories

  • Peter Stone provides branded jewelry hanging cards tailored for different product lines (e.g., “Just Like Silver,” “Dive Silver,” “Magic Symbols”) to match various target markets ranging from budget gift shops to fashion-forward boutiques.
  • Custom cards can also be made with store branding, enhancing the retailer’s unique identity.
  • Gift packaging options include elegant, affordable branded gift boxes and velvet drawstring bags in multiple sizes and colors, useful for presenting sets and adding value to sales.
  • Retailers can pre-order jewelry sets pre-boxed or customize their packaging for a more personalized customer experience.

Closing Remarks

Peter Stone concludes by reiterating the multifaceted benefits of these displays: they help grow profits, promote brand recognition, and contribute positively to the environment by using sustainable materials. He encourages existing and prospective customers to study the display options carefully, crunch the numbers for their specific store layout, and take advantage of the support offered by Peter Stone Jewelry’s customer service team.

Key Insights and Takeaways

  • Proper use of the Peter Stone jewelry display program can dramatically increase sales through better product visibility, organized presentation, and encouraging customer interaction.
  • Rubber wood displays are eco-friendly, practical, and attractive, helping stores convey quality and care.
  • The GDU is the flagship versatile display unit that accommodates multiple categories while optimizing retail space.
  • Variety in display types (vertical, ring-only, toe ring, compact) helps cater to different store sizes, market demands, and budgets.
  • Strategic merchandising, such as grouped or matched jewelry sales and promotional pricing, can significantly enhance turnover and profitability.
  • Strong customer support and customization options empower retailers to tailor their displays and product mixes for local market success.

Final Recommendations

Retailers looking to enhance their jewelry sales should:

  • Take full advantage of Peter Stone’s display options based on their store size and customer base.
  • Use numbered pads, hooks, and bars flexibly to create attractive product combinations and encourage add-on sales.
  • Invest thoughtfully in displays to maximize sales per square foot, viewing them as critical business assets.
  • Explore specialized categories such as knuckle rings, children’s rings, and body jewelry to diversify offerings.
  • Consider the value-added elements like branded hanging cards and elegant packaging to elevate the shopping experience.

By integrating these insights, retailers can confidently grow their jewelry business with visually compelling, sustainable, and strategically designed display solutions.

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