A number of my friends in the industry have done jewellery trunk shows and their practices vary. Here are some of their experiences with jewellery trunk shows:
- Many stores don’t give discounts off the top.
- Some give discounts for items that need to be ordered “delayed gratification discount” of 5% only.
- Some jewellery boutiques don’t advertise, but most do. Sometimes the jewellery designer pays for part of the advertisement, but this is extremely rare.
- Some jewellery boutiques send out postcards to their mailing lists, but some just leave them at the store if their mailing list is too large, or if the traffic is more transient at the store (e.g. if the boutique is situated in a tourist mall).
- Some jewellery designers have had $15000 (retail) sales for a one-day jewellery trunk show. Some have sold no new jewellery at a show, but have helped sell many pieces of jewellery that the boutique already owned from the jewellery designer. The whole idea of a jewellery trunk show is to create more traffic and a bigger following for the jewellery designer’s line of jewellery, as well as more traffic and sales for the boutique.
- Almost all jewellery designers & stores have said that it gets better with time & trial and error.
It is important to keep the goals for the jewellery trunk show in mind while planning for and executing it. It is not easy work and takes a great deal of planning. However, a jewellery trunk show is almost always a rewarding experience, and one which the jewellery designer and the boutique operators will benefit from.
Read about What are Trunk Shows and Their Benefits.
Read more about The Do’s and Don’ts of Trunk Shows.
Read more about the Experience of an Actual Trunk Show.