Pop-Up Jewelry Stores: The Wave of the Future?

By Helena Krodel, Director of Media and Special Events

From Boston to California, New York to San Francisco, pop-up stores are a new phenomenon taking retail by storm. A pop-up shop, that is — a temporary retail space or experience which involves “popping-up” one day, and disappearing the next – has become the second most clever way (after social media of course) to create a unique environment that engages customers and generates a feeling of relevance and interactivity. As far as publicity goes, this concept is high on the list of buzz-worthy activities. 

In fact, some designers like Rachael Roy are taking these two powerful tools, pop-ups and social media and combining them into a digital pop-up store on Facebook called the “The Rachel Roy and Estelle Jewelry Collection.”  One was able to shop an array of funky rings, ear cuffs and statement necklaces before it hit store shelves. The store lasted just three days. Brilliant!

Will jewelry ever be sold this way? I can assure you it already is. Designers in metropolitan areas are using this technique to test drive new collections to see if the consuming public cares.  This is also an amazing way for designers who aren’t sold in traditional retail stores to be represented in the marketplace. 

The inspiration for traditional retailers: Why not create a pop-up store within your store to create a buzz?  Once a month, ask different jewelry designers that you carry to set up a micro-"world" for your store displays, branded in the designer’s aesthetic -- complete with brand colors and interesting and interactive displays.

Or, for those willing to take a bigger risk, create a traveling jewelry show. Seek out places, events and venues like summer polo matches, sexy hotel lobbies or even mall kiosks that lend themselves to selling jewelry on the fly. Pull together a select amount of affordable pieces from key designers (if you are a retailer) or your own collection (if a designer) and have one of your best salespeople hold court in the space.  Invite all of your best customers to come and participate in the fun! 

Do you  have interesting ideas on how to Pop-Up or create excitement around in-store displays? Let us know in the comments below!

Comments

[north face jackets]

I have read a number of posts of yours, but this is the one that I like the most. So expecting some more ideas from your side. Thanks !

[Baron]

One critical aspect of Pop-Up Shop or display sustainability is trust, mainly via your Pop-Up company's good name, trade history, and SEO (online evidence) patterns online.

Have a blog well before your pop-up opens, explaining the background or training of your owners. Venture out on Twitter to build a loyal following during the months and weeks before, and be sure to register each Pop-Up shop on a free global website (www.openpop-upshops.com is a brand new solution) before, during, and after your Pop-Up has popped down.

When customers "Google you" to find out who you are, online evidence will stimulate trust –– and sales. Whereas a long-term store lease provided some of this evidence, now Pop-Up owners must build a brand for themselves. A store's longstanding reputation has usually been a part of its jewelry sales appeal. How do customers know your precious metals, stone, and design work are authentic and the very best as claimed? Reputation.