Selling Turnaround Time for Shops and Boutiques?

by Hope Gonzalez-Zeringue.

My name is Hope Gonzalez-Zeringue. (HopeMade Jewelry)

I got brave to sell my earrings at my daughters, Sister In-law’s shop, and she is now relocating the shop.

She said that I would have to update my jewelry every 2 weeks.

Is that a normal turnaround time to change ones jewelry?

Thank you very much

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  • Barbara says:

    I have a merchandising display friend who told me every market day I should rearrange my displays at least a little bit (I sell at a weekly farmer’s market). In the store she manages, she rearranges things constantly, especially if it’s the type of place where the same customers are always dropping in. It will help generate sales if people realise that unlike a department store with tens if not hundreds of the same item that, when that the earrings or necklace they were contemplating are gone, they’re gone for good: they can’t wait a day or a week to buy something. Even by putting that item in a different place, it will create “panic” and an urge to buy.

    If people always see the same old tired display in a store, no matter what it is people will stop coming in to see what’s new. It’s a pain to do, but make it easier on yourself: she said to “update” your display. Maybe you only need to bring in three or four key pieces or change the display furniture or rearrange things to create a new focus.

    Hope this helps, and good luck!

  • Annette says:

    I update my jewellery monthly in a gallery and artisan outlet which seems more than enough. Every two weeks sounds a bit fast, but if they sell lots of it, its a good problem!

  • Rain says:

    I worked as a buyer in an art museum gift shop that was known for carrying locally made jewelry in many styles and we never expected that kind of turn-around. I think 2 weeks – unless the shop gets a huge amount of business – is not reasonable. I don’t think two weeks is a long enough time to gauge whether or not something is going to sell well. Did they explain how they arrived at that short amount of time?

    At the museum store, we had several jewelry vendors who would come trade items out for anything that wasn’t selling after what we both deemed to be a reasonable amount of time. The amount of time varied depending on the overall sales figures/museum attendance and the price of the item. Obviously, a $485 necklace is probably going to take longer to sell than a $35 bracelet. Usually, a month was long enough for us to see if a certain style of earring wasn’t going to sell. It might have been up to 90 days with higher priced necklaces.

    I’m sure this situation of trickier because of the family connection. Good luck to you!

  • The two week time frame seems a bit excessive to me as well. It’s hardly time for people to see it – unless of course, she’s getting hundreds of people in her shop on a DAILY basis. 4 to 6 weeks is a bit more reasonable, especially given the economy these days. And, some shops even have sales on things that are in their shops for over 6 weeks in order to help them sell or to give their clients the feel that they are getting more for their money.

    However, the person that pointed out that moving the displays and the jewelry in those displays around has a very valid point and it’s a very wise thing to do. People who do frequent the shop may be more drawn to a particular piece if it’s laid out differently or next to a different prop or piece of clothing or handbag than they are if it’s just laying there in the same place each time they come into the store. Moving it around or placing it with different pieces of clothing each week or a few times a week will give customers different ideas of how it can be worn and what types of things is can be worn with.

    You could possibly suggest that you’ll bring in one new piece a week and swap it out for something that doesn’t seem to be getting noticed and try that, too.

    Good luck with this – I’m sure since it’s an extended family thing, it’s possible that it could be a touchy situation.

  • the shop I consign at would like the display updated monthly (or more often if alot of product sells), but only wants me to remove items that don’t sell after 3 months. It has inspired me to create more seasonal items – like a monthly birthstone promotion and a “summer collection” – so for me it has been a good creative push too.

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