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Seen at an angle through the glass: a necklace on a pink bust in front of a rose-gold arch frame, with a ring, hoop earrings and drop earrings on pink risers of different heights along a stepped base — Maximillian & Mary, Pakuwon Mall Surabaya, 2022

Jewellery windows: design the riser too

A proposed article, drafted by JaringLeads from VMID’s own project posts: what their jewellery work says about risers and windows.

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9+ years of operation15 cities across Indonesia100+ brands1000+ projects

02/

The short answer

In jewellery, the riser is a design job of its own, not something bought off the shelf.

Draft — to be confirmed by VMID

  • Adelle, 2019: the work started from custom-designing each showcase for the products on display — size, materials and angle — and the window display was designed after that.

  • Bening Luxury, 2022: around 500 pieces for one new store in Kebayoran Baru — bases, trays and risers for bracelets, necklaces, rings, earrings and unattached stones.

  • Mondial Jeweler’s 40th anniversary windows, 2019: the pedestals made to blend into the design, so the main focus stays on the product.

  • Lino & Sons’ summer windows, 2019: flower heights, colour palette and arrangement set so the products stay the focus, across four different window designs at Gandaria City and TSM.

  • Read together, the posts treat the window as the frame and the riser as the part that decides where the eye lands.

    Draft — to be confirmed by VMID

Skip to the pre-brief checklist
Tell us what sits in your showcases
03/

What jewellery display asks for

Four jewellery jobs from VMID’s posts, each showing a different part of the display.

  1. 01

    Around 500 pieces for one new store, sorted by what they hold

    For Bening Luxury’s new store in Kebayoran Baru in 2022, each cabinet was divided into a main base, the riser itself, and images at the top for some collections. The riser followed the store’s interior design: rose gold finish on the iron, beige velvet on the riser.

    Read this way, the design starts as an inventory: which pieces sit in which cabinet, and what each one needs to hold it.

    Draft — to be confirmed by VMID

    “In total, around 500 pieces were made. All were categorized into bases, trays, display risers for bracelets, necklaces, rings, earrings and unattached stones.”

    From VMID's post, 2022
  2. 02

    From sample to a delivery timeline for 77 stores, in two weeks

    VMID’s January 2022 post covers a riser developed for CMK Group’s Gold Exclusive collection, for all the stores of Frank & Co, Mondial and The Palace. The brand’s direction: classic, but still stylish and sophisticated. The riser was wrapped in a different fabric from the usual and given a shiny finish.

    When one riser goes to every store of three brands, the sample is where it has to be right; after that it is production and shipping.

    Draft — to be confirmed by VMID

    “For two weeks our team managed this development process from sample making, production, to setting the delivery timeline to 77 stores in different cities all over Indonesia.”

    From VMID's post, 2022
  3. 03

    Seven stores, wedding towers, and the props the marketing team owned

    Adelle’s wedding theme in 2021 covered jewellery towers and window displays for seven stores in Jakarta, Bandung and Surabaya: a classic white building with pillars as the key visual, and handmade poppy flowers in a gold-coloured fabric. The work also meant matching the visual props owned by Adelle’s marketing team.

    A new theme rarely starts from an empty stockroom; what the brand already owns is part of the brief.

    Draft — to be confirmed by VMID

    “Designing props or window themes for a jewelry brand must absolutely relate to the product that is to be installed.”

    From VMID's post, 2021
  4. 04

    Window and risers in one job: Pakuwon Mall, Surabaya

    VMID’s 2022 post for the Maximillian & Mary store at Pakuwon Mall, Surabaya, names the job as window display and jewellery riser development together. The post argues that any brand can buy risers on the market, but custom risers from a VM agency that knows riser design and production bring more convenience and solutions.

    Drawn in the same job, the window frame and the riser inside it become one decision about where each piece sits.

    Draft — to be confirmed by VMID

    “The function of each riser is also very important in this regard, because every brand has different product characteristics and features.”

    From VMID's post, 2022
    TapClick to read full case studyMaximillian & Mary JewelleryPakuwon Mall, Surabaya · 2022
Browse jewellery projectsShow us the pieces your windows must carry
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Before you brief anyone

Five things to have ready before the first sketch.

Proposed checklist, read from VMID’s posts — to be confirmed by VMID

  1. 01

    The pieces, and what holds each one

    Bening Luxury, 2022: bases, trays and risers for bracelets, necklaces, rings, earrings and unattached stones. Adelle, 2019: each showcase custom-designed for the products on display — size, materials and angle.

    From you — The product list per cabinet or window, by type of piece.

  2. 02

    The store’s own interior

    Bening Luxury: the riser’s design and shape adjusted to match the store’s interior design. Luxmatters, 2021: risers and display tools for a renovated store at The Plaza, with the brand, the store designer and the visual merchandiser working together.

    From you — Photos or drawings of the cabinets, and the store designer if there is one.

  3. 03

    The stores, and which malls

    Mondial Jeweler: Plaza Indonesia, Plaza Senayan and Tunjungan Plaza, named together in its Christmas 2017 and 2018, 40th-anniversary 2019 and bridal 2021 posts. Lino & Sons, 2019: four different window designs across Gandaria City and TSM. Frank & Co., 2023: 27th anniversary windows for all 45 stores.

    From you — The store list, and where the windows differ in size or shape.

  4. 04

    The moment, and the launch date

    Lino & Sons, 2018: a riser for the launch of the Twister Collection at TSM Bandung and Gandaria City Jakarta. Adelle, 2019: production that had to be done right before the launch event in Jakarta, Surabaya and Bandung, and two months for the whole project.

    From you — The date the pieces go on show, and the campaign around it.

  5. 05

    The props you already own, and who re-displays

    Adelle, 2021: wedding towers matched to the visual props owned by the brand’s marketing team. Adelle, 2019: showcases that, the post says, help the VM team with an easier re-display every day.

    From you — Photos of the props and risers you already have, and who arranges the pieces each day.

How VM Display work runsSend us the list and the store count
05/

The projects behind this article

The other jewellery posts this article was read from — find each one in the archive.

Browse jewellery projectsTell us which malls your stores are in
06/

Also worth reading

Start with the pieces you need to show
07/

Who is answering

Not a printing vendor with a blog. We design it, build it, install it in the store, and train the people who keep it standing — and the projects behind every article are open on this site.

Draft — to be confirmed by VMID

VMID (PT. Menata Ritel Indonesia) has been a full-service visual merchandising agency since 2016, working across Indonesia and into Asia — more than 1,000 projects for over 100 brands.

See what we actually doBrief the team that made these risers

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Tell us the pieces, the stores, and the date.

That is enough to start on the risers and the windows.

Some of what the brief asks

  • brand & retail category
  • city
  • type of work
  • number of stores
  • when it has to be live
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You will hear back within [PLACEHOLDER — response time never published].

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Three minutes.

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