I am in a constant back and forth as to how important it is to show jewelry in cases. Apart from the benefits of deterring theft, dirty hand prints or general mishaps of falling items.... what is the benefit of showing work behind glass?
Does having showcases subconsciously raise the level of quality of the work in customers mind? If jewelry is not behind glass is it written off as inexpensive?
Do all high end art shows (Cherry Creek, Milwaukee LakeFront Festival of the Arts) jewelry artists ALWAYS show their work in jewelry cases?
Is it peculiar to have works of $150 -$600 NOT behind glass?
If you recently switched to showing work behind glass, did you notice an increase in sales or a change in your customer base?
Replies
Well, Alison, I am not a jewelry artist. I think Robin and Colleen's votes are worth more than mine.
Hi Alison,
I am a porcelain jewelry artist and have always exhibited my work out in the open. My price points are mostly in the under $50 per item. Some items such as bracelets and necklaces are pinned to a velvet display (but not all of them). While I do experience theft from time to time, I agree with Robin in that the amount lost is made up by those sales that result from people being able to touch and examine at will. There is a barrier that needs to be dealt with when one has to ask to see something. I do believe that work under glass has a prestige factor built into it and that the public does see it as more valuable so, it's something that each artist has to decide about those feelings first. I don't mind having my work seem a little "less precious" because it is being exhibited "out in the open". Perhaps my choice of media already did that for me with regard to the larger jewelry market (gems, fine metals, etc.)
I would like to add that in codirecting a fine art and craft co-op gallery, we recently had "lost" our jewelry display counter when one of our members sold it to another party. We decided to hand-build a replacement counter that would better suit our needs and in the interim, put some of the items in the three remaining lighted display columns (which have glass covers). There were still many items that couldn't fit within those glass-covered displays, so we put out a white pedestal that acted as a table (as it was more linear as opposed to square) next to the checkout counter. Well, our jewelry sales, as displayed without being under glass, took off. The sales for the jewelry underneath the glass hadn't changed any. Clearly, with all things being the same excepting for one display NOT being under glass, we sold more. Items were made of porcelain, glass, precious metal clay and polymer with no single item above $200.
I have strong feelings about this. I know I loose a piece now and then but I am certain that my sales are 50 percent more because once they touch something and try it on they fall in love with the way it looks. I did a show where a guy had about 15 DO NOT TOUCH signs all over his booth. wow. really nice. and if jewelry is not sturdy it should not be sold.
That being said I do pin down expensive pieces. Anything over 150. They are usually on velvet somethings and can't just be picked up and run off with. The weird thing is usually it's not the expensive pieces I loose. I know when I shop I don't like to ask to see everything. Touch is a powerfull thing.
Alison, this might be a good question to post in our jewelry forum. You can find it as you scroll down on the home page.
Just my opinion (I am not a jeweler) but I wouldn't put any expensive jewelry out on display that wasn't behind glass. If it is too tempting someone is going to try to take it. You would be so upset if a $600 piece turned up missing. Artists have had lots of things taken from their booths and never knew it until after the fact. Theives also know the art of distraction and when your booth is full of people and everybody is clamoring for your attention it is hard to keep track of every piece. Better safe than sorry. Plus, I also think it gives the allusion that you have high quality pieces.