http://www.ovadia.com/jewelry-displays.php

Any questions or comments on how we can further improve ovadia.com are always welcome.

To illustrate how the categorization system works, we will be using jewelry displays from some of our presentation lines such as Reelwood and Diversity to provide examples.  Some displays which will be shown are unattractive and were made specifically for this categorization course to show you what not to do.

Ovadia would like to point out that when assessing the beauty of a jewelry display or showcase it is largely subjective, the opinions regarding aesthetic appeal and categorization is in part dependent upon personal taste.  With that being said, Ovadia has 30 years in jewelry display and showcasing industry where we have relentlessly researched and studied how to make effective displays designed specifically to sell jewelry; we are the foremost experts in the jewelry presentation industry, there is no higher authority than us on the subject.

The way we see it at Ovadia a jewelry display can do one of nine things for your overall jewelry presentation:

1. The worst case scenario (display category 1) is that your jewelry displays detract from your jewelry’s presentation, while simultaneously acting as a deterrent to customers approaching your display.  This is most common when your display consists of contrasting colors not only within the display itself, but a contrast in colors between the jewelry and the actual display.  For example, suppose you have a display with a pink suede frame, a copper leather top pad, and you are displaying gold jewelry on it [picture of display below, ].  There is not only a stark contrast between the colors within the display, but the copper material detracts from the presentation of your gold jewelry.  We at Ovadia believe in the philosophy that we would rather lose a sale and a customer then sell a category 1 display, as such a display reflects poorly on our company and will damage the sales of your jewelry.

2. Another possibility (display category 2) is that your jewelry display setup has a neutral look, one which is neither inherently appealing or unappealing, but takes away the beauty of your jewelry’s presentation.  A neutral display often has one color tone to it.  If there is only one color within the display, the possibility to repel a potential customer due to an internal contrast within the display is far less likely; a single colored display must either possess a very attractive color or very unattractive color to fall out a position of neutrality.

Colors of a display we at Ovadia would define as a neutral standalone piece but as a detraction to your jewelry’s presentation would be a display consisting entirely of copper leather with gold or silver jewelry on it [picture below].  Unfortunately for the jewelry industry, some display companies actually sell displays that are covered entirely in copper leather as standard stock items.  Such jewelry displays ultimately damage your jewelry’s overall presentation because of the clash in colors.  Copper leather is detrimental to the look of all metallic jewelry (gold, silver, platinum, etc) when the jewelry is displayed directly on it.  The only time we suggest using metallic leathers with metallic jewelry is strictly as an accent on your displays.  When used successfully, metallic accents on your displays can enhance the look of your jewelry presentation, but we do not recommend it being used as the surface which your jewelry is displayed on; with the one exception being pearl jewelry with a copper leather display surface.

3. A third possible display type (category 3) is one which looks nice as a standalone piece, fails at elevating your jewelry’s presentation by detracting from the overall look of your jewelry.  Jewelry displays and showcases that are aesthetically pleasing as standalone often contain multiple colors.  This is not to suggest single color displays and showcases are inherently unsuccessful at looking good on their own, but ultimately, using multiple colors within your displays is a far more likely to attract customers as a standalone from the fact that the eyes are simply not used to seeing single color tones at one time.  It is rare to see a person dressed up with just one single color tone and jewelry displays and showcases should be viewed the same way.  Ovadia is a firm believer that a single color tone jewelry display or showcase simply possesses less potential than a multi-colored showcase towards attracting customers to your jewelry presentation.

Assuming you understand this principle and are looking for multiple color tones in your display, you still must take into account how the display will complement or detract from your jewelry.  Too often, jewelers are concerned with how their displays look without the jewelry in it, when in fact the primary reason to purchase a display is to make jewelry more likely to be sold when it is showcased on the display.

Some good examples of displays the exemplify the characteristic of looking good as a standalone piece while detracting from the look of the jewelry is a silver-tone top pad displaying gold jewelry with an accent that matches the silver-tone, but not the jewelry itself [see below].  Another example would be of a similar vein, with an off-white top pad displaying silver jewelry with an accent that adds to the display as a standalone piece but detracts from the actual jewelry which is displayed .

The jewelry which you put on your displays should not contrast too much, it is for this reason that we typically recommend gold and silver jewelry not be put on the same display at all because of the stark contrast.

4. The fourth category of jewelry displays which you might find is one that which has a poor presentation as a standalone piece but neither enhances or detracts from the appearance of the jewelry.  Such displays are often those with two tones which do not work well with each other at all, but the top pad of display has a relatively neutral color which neither compliments or detracts from the jewelry. An example of such a display would be a cherry wood frame, with a black top pad, and gold jewelry.

A cherry wood display should typically have a light top pad to complement it, by using a black top pad, colors clash with each other creating an almost dreary standalone piece [see picture below].

5. The next category (display category 5) of jewelry displays is perhaps the most common.  It is the display which possesses a neutral look from a standalone perspective while providing no additional enhancement or detraction to the jewelry. A display or showcase that is completely white would be the best example of a display that fits within this category.  While it is true that all white jewelry displays hold a plurality of the market relative to all other displays in the market, because it is so common it loses much of its novelty.  The fact is that white jewelry displays are a byproduct of low quality mass produced displays from China that can be sold to jewelers for a quick profit with no attention towards elevating the presentation level of the jewelry.

It is true, a white on white displays may ultimately prove relatively effective at displaying your jewelry if you are using a variety of colored stones within a single setup and other displays prove insufficient at showcasing your particular jewelry.

6. The sixth categories of jewelry displays are those pieces which look good as a standalone piece but neither adds or detracts from the actual look of your jewelry.  Such a display can prove effective at drawing customers to your jewelry and as a result can no doubt increase the sales of your jewelry versus a display which is not visually appealing.

We feel that the display below [see picture below] using our cranberry Reelwood material and white Vienna leather falls into this display category, as it looks good as a standalone piece and will attract customers to your jewelry but will not necessarily enhance the overall look of the jewelry itself.  Nevertheless, if your jewelry display or showcase falls into this category, then we at Ovadia believe it can be considered a successful display.

7. Another jewelry display category (7) are those displays which can repel customers as a standalone piece but add to the presentation of your jewelry.  This type of display is very often one where possesses an accent that is far lighter than the plane which the jewelry rests upon.  While we at Ovadia have had internal debate over whether such a display category even exists as so few displays on the market really exemplify the characteristics of this category, the tray below with a white framed display, with a off-white top pad, displaying gold jewelry [see below] we feel is close.

8. An eighth jewelry display category are those displays which have a neutral look that doesn’t necessarily attract customers relative to alternatives but elevates the appearance of your jewelry.  Such displays are often those that were once real eye catchers and have been copied to death as a result so the presentation winds up being relatively neutral, but it still works towards successfully elevating the level of jewelry even if the display isn’t a real showstopper.  Ovadia considers displays within this category to be successful, but not perfect, as the amount as the quantity of customers drawn to your jewelry presentation will still be impaired.  One of the displays that we have seen that demonstrates such a showcase is our Amber Reelwood, with black Vienna leather as shown below [show picture].

9. The ninth and final jewelry display category is one that both attracts customers from its aesthetic appearance and simultaneously elevates the appearance of the jewelry which is displayed on it.  Only about 10% of all jewelry displays fall into this category, but displays that do will increase the sales of your jewelry.  However, even within the 10% of displays which fall into category 9, there are varying degrees of effectiveness.  It is ultimately up to you to determine what your optimal color scheme is to elevate the sales of your jewelry.  One of the most effective display setups we have seen that we at Ovadia would classify as a category 9 display our black lacquer Reelwood material as an accent and black Vienna leather as the top pad color while displaying men’s titanium and silver jewelry [show picture].  The display was so effective because there was a subtle contrast between the black lacquer and black Vienna leather; if the display was made entirely out of black leather it would significantly devalue the presentation of the jewelry to a category 5.

Below is a picture of a display with a white lacquer frame with a frost Vienna top pad, the the color contrast is subtle but the textural contrast is profound.  The result is a display which provides a tremendous presentation for silver jewelry.  A display made completely in white leather is has been overdone to death and has no contrast, and it is ultimately the contrast that will attract customers to your presentations, even if the contrasts are subtle.

A category 9 display should not only be original, but it must be well thought out with regards to the jewelry you place on it, as category 9 can easily become a category 3 if the wrong jewelry is on it, so be mindful of this.  For those who do not remember the parameters of each category, below is a chart:

What category does your jewelry displays fall into?

Very Poor Presentation: Display Category 1

Poor Presentation: Display Category 2, 4, and 7

Average Presentation: Display Category 3 and 5

Good Presentation: Display Category 6 and 8

Very Good Presentation: Display Category 9

The most important thing you must remember about jewelry presentation is that your displays and showcases are competing with not only every other setup around it, but with every display and showcase your customers has seen over the course of his or her lifetime.  If you are using a common or clichéd color scheme, people will know, either consciously or subconsciously.  As a result, your presentation will be grouped within that same category as all the other setup your customer has seen within that same category and you end up with a display that is undistinguished.  So put the time and effort into your displays and showcases if you really want your jewelry to sell the best it possibly can.

We look forward to your comments and feedback on this subject.

10 Slot Golden Size Seamless Cocoa Novasuede Display

First off, despite its high level of curvature, there are no seams on this display.  Whereas most displays with significant curves have seams and connection lines which are distracting to the overall presentation of the jewelry, this display is absolutely seamless.  What this mean is that the overall presentation is as clean and clear as possible without any distractions from the piece it is displayed on.

Second, the curvature of this display would normally mean significant that the tray would be wrapped with multiple pieces of fabric, thereby creating breaks between the pieces.  This display uses only a single piece of fabric wrapping the entire display with no breaks between levels, meaning a complete flawless wrapping job.

Third, our method for wrapping this display not only creates a piece without any imperfections, but it also means that the fabric wrapping on the display possesses a far stronger bond to it than any other display currently on the market.  The display’s skeleton, which gives it structure, is fused to its Novasuede wrapping in a way which creates a bond far stronger than any ordinary glue on the market ever could.

Fourth, the slots on this display are far more durable than any ordinary slot.  Our proprietary wrapping method not only means a perfect piece, but it also reinforces the slots themselves.  While slots ordinarily deform within the first 6 months of use on most displays, these ring slots will hold up for years.  The fusion of the display’s skeleton and the fabric means that the fabric actually becomes stronger and therefore strengthens the fabric which means it will hold up significantly longer.

Finally, this display is fully stackable and utilizes our Honeycomb design meaning that you save roughly 40% more space when traveling or storing this display as opposed to a display without the Honeycomb design.

Until recently our Discovery displays only had a limited amount of hardwoods which can be used to accent it.  We now changed that with the addition of 24 new exotic hardwoods which can be produced in either a waxed finish or a non-waxed finish, this means a total 48 possible exotic wood choices. The color chart below can be found on our latest Catalog of Jewry Displays on CD, it shows off all 48 exotic hardwood options we offer.  All of the woods you see here are genuine 100% exotic hardwood veneer of the finest quality, providing your displays with an elegant accent which can be used to better accentuate your jewelry.  We do offer more veneer options than just what is shown on the color chart; any wood you desire to accent your jewelry displays can be potentially used without a problem, just call or email us if you are looking for specific species of wood to accent your jewelry displays.

Exotic Hardwood Color Chart for Discovery Displays Page 1 of 2

Exotic Hardwood Color Chart for Discovery Displays Page 2 of 2

It should be made perfectly clear that everything shown on this color chart is genuine exotic wood, if you are currently using a faux wood as an accent on your displays then a genuine wood may not match what you are currently using.  Additionally, each display made from exotic hardwood will have slight variations as no two trees are exactly alike.  However if you are currently using genuine hardwood to display your jewelry, our Discovery line using these exotic hardwood veneers really can be the perfect complement to the displays you already have.

Even if your current displays are a faux rosewood or something similar, you can see from our veneer color chart that we actually have two woods which are deep red in color when they are waxed, these being our Bloodwood and Paduck veneers.  Faux woods displays often leave much to be desired in terms of jewelry presentation, so if you are interested in upgrading to the real thing Ovadia will be more than happy to provide you with that option.  The varying colors and textures of the hardwoods allow for a multitude of possibilities for which to provide you with the perfect accent for elevating the presentation of your jewelry.

My inspiration for this blog post actually came while preparing a sample display for a customer using a waxed Purpleheart frame with an off white divider and off-white Oro-Lite pads.  The display really is quite beautiful and the Purpleheart frame really does provide a beautiful accent to any piece of gold jewelry.  So I thought it would be fitting to attach a pictures of the display below:

This display's accent is made from genuine purpleheart wood.

I’ll be adding some additonal posts this week on new display concepts we’ve been developing, so stay tuned.

Have a great 4th of July!
E.O

These earring tree provide a crisp, clear presentation and they are as durable as earring trees get (I’ve seen way too many leather wrapped versions of these displays coming apart fairly quickly).  We currently have this earring tree available for 4 or 5 earrings.

You can see the video of the product by clicking the “Five earring tree display” link below:

Be sure to check out the site and blog in the coming weeks and months, we have a new product line of earring/pendant displays that can be customized to be an ideal jewelry display for travel or for an in-store jewelry showcase.

And for those unaware, you can now customize a Carefree display on the website if you click on “Displays by Line” and then click on Carefree… Feel free to play around with the product customizer it’s pretty cool.

Transcript for Video:

Hi this is Ed Ovadia, here to talk to today about a new concept that we’ve been developing.  What we have here, is a customizable five earring tree.  This whole piece can be taken apart.  And these pieces can be stacked on each other for easy travel. And in just mere moments, by just swapping in and out the Oro-lite pads into a new base, you have a completely new presentation.  The bases are available in any of our rope, Reelwood, Soft touch, or lacquer colors.  And the tree and the pad are available in any of our Oro-Lite colors.

Walking through the JCK show on day 1, I saw a lot of interesting jewelry display setups ranging from very effective to very ineffective, but mostly ineffective.  What struck me as interesting is that as a general trend I have noticed more and more booths trying to maximize each square inch.  Maximizing space is by no means a bad thing, but as we should have learned quite some time ago, too much of anything is a bad thing.  In the attempt to maximize space, there is a very real possibility of completely destroying the effectiveness in your jewelry presentation.  There were way too many booths where the jewelry was set up so close together with virtually no separation at all, that all you could see was a sea of silver and gold.  If you aren’t willing to get the proper jewelry displays to accommodate the proper separation between each piece of jewelry, you probably shouldn’t expect your jewelry to sell as well as it should.

Another problem: Some booths had jewelry with tags just flopping around all over the place, completely wrecking entire presentations.  There are a whole multitude of jewelry display options that conceal tags effectively, but jewelers are still unaware of this.

And please don’t show silver jewelry against a beige background, it does not look good.  It’s like wearing a beige suit with a gray-tone shirt?  Be mindful of what colors act as a background to the specific type of jewelry you sell.

As a general rule, anyone who plans to present jewelry anywhere, please look in front of your showcase in the same position as your customers would and make sure that the separation between your jewelry pieces is right.  You jewelry should not hide each other and they should not be crooked.  And there is no reason to see loose tags concealing jewelry either, it is an embarrassment to your jewelry and it will cost you sales.

Good Luck Selling

E.O.

A new frame material we will be unveiling at JCK Las Vegas Show

We look forward to seeing you there.

Obviously, a custom jewelry display will most likely cost more than a non-custom display, the question of how much more is ultimately dependent upon the level of complexity found within your custom displays. There are jewelry display such as Ovadia Corporation that offer custom displays for an investment of under $500 so the investment might not be as large as you think, more importantly all the money they spend above the cost of the alternative is additional money that they are investing towards the marketing of their jewelry. This is not to say that higher priced display necessarily will sell more jewelry than a lower cost display, but ultimately you do pay for the quality you receive, and a higher quality display with the proper color scheme will no doubt sell more jewelry than a lower quality display with a poorly chosen or all white color scheme.

Consider that a fine restaurant would not serve their food on a garbage can lid as the product that they serve would appeal less appetizing based on the tray which it is served upon. The difference between serving food on a garbage can lid and presenting your jewelry on a far less than perfect display is that your customers purchased the jewelry while seeing it on the display, whereas the food is purchased prior to seeing the dish which it is served upon. Ultimately, if we fail to recognize that the display which our products are placed on can always be made potentially better, then we fail to put our product in the best position possible to be sold.

If in fact the most perfect display for your particular merchandise is a standard product offered by an existing company, then that would be the perfect option to display your jewelry on. But the fact is that the perfect display does not exist yet nor will it ever, and it would be a foolish mistake to say “this is good enough” if there are clearly better alternatives. We believe that you should not stop trying to obtain the best display possible to maximize the sales of your jewelry. As the additional pieces sold from a marginally better presentation will easily pay for a custom display many times over.

Transcript for Video:

Hi this is Ed Ovadia, here to talk today about one of newest products that we’re really excited about, this is a stackable bracelet ramp. This product is brand new. you won’t find it in any of our catalogs, although it is available for sale.  So call us up and we can give you some more literature on it.

Basically, we’ve created this product out of a need to minimize travel space and weight.  And each bracelet ramp only weighs 1/12^th of a pound, you’re not going to find less than that and your certainly not going to find a stackable bracelet ramp anywhere else.

This products ideal for both presentation and travel.  This surface is made of our Oro-lite material and the base can be made in any Reelwood, lacquer, or soft-touch color that we have available.  If you’re looking to maximize travel space for your bracelets, without sacrificing presentation… you’re not going to find anything better than this.