If you’ve ever been to New York City during the holiday season, you know that the lux store windows on Fifth Avenue are always a destination. Starting at Fifth Avenue and 49^th Street, Saks Fifth Avenue is a block-long presentation of pure magic!

Treliss Worldwide Inc.

Each year the retailer fills its windows with an enchanting holiday-themed display that carries upward onto the building itself. Products for sale are always present, and innovative presentations can’t help but inspire desire. From ropes of greenery and white lights to colored light strands fashioned into brilliant garland silhouettes and mannequins in windows illustrating the chicness of fur coats and cute couture, this merchant nails seasonal swank every fourth quarter.

Jewelry-specific stores get in on the action, too, albeit on a smaller scale. Making window displays and interior décor irresistible requires some thought, a general theme, clever uses of props, and lots of light to direct clients’ eyes to the stars of the displays—the jewelry. While these tasks fall upon store owners, jewelry manufacturers can and do certainly lend a hand by providing props and visuals that elevate their merchandise in retailers’ shops. Nobody knows jewelry designs better than makers of it, so many manufacturers are eager to arm merchants with tools to succeed in displaying it.

                       Ostbye

The simplest way to aid stores? Provide them with product displays to prop up jewels and let them command attention in cases. It’s a move that Ostbye makes with nearly every jewelry order, according to Theresa Namie, merchandise manager.

Aadesh Zaveri of Treliss Worldwide Inc., doesn’t provide decorations per se but will lay out entire instore showcases on request. An account in Germany recently asked for this assistance, and the company owner and his team were happy to help.

“They asked us to handle the showcase and display of the product,” he says.

And depending on the merchandise itself, retailers can really have some fun with it in displays. Consider IDD Jewelry’s Flexie bracelets—slender, flexible karat gold and diamond designs that would dazzle in a window display with a bevy of them strung on fishing wire to captivate passersby—particularly with a backdrop in a solid color or with faux snow underneath. Or a dozen of its diamond engagement rings stationed on the tips of Spruce or Douglas Fir branches à la ornaments. Let jewelry silhouettes and sparkle inspire!

Meanwhile, purposeful color choices like gold, white, blue, and silver can speak holiday-suggestive volumes of their own. For example, when H.K. Designs features hefty link bracelets and pendant necklaces on white backgrounds in their social media posts, the gleam of their yellow gold and white diamonds suggests holiday joy without any other symbols or props present.

Chatham

And the team at Chatham creates festive counter decorations that draw attention to the brand’s jewelry in stores.

“For holiday campaigns, we offer a variety of colors to draw attention to the featured jewelry piece,” explains Monica McDaniel, vice president and marketing director. “However, we like to also incorporate our recognizable Chatham blue wherever we can.”

The brand also initiates holiday promotion help early—in September—to better prepare merchants for sales.

“The earlier the better, so we have plenty of time to nail down the design and so retailers get as much visibility as possible before the holidays,” she adds. “October is when clients typically start decorating for fourth quarter holidays.”