With crystal’s substantial presence, feeling is believing — and believing is buying. So, if your assortment could use a glow-up (or if you want to get in the crystal game for the first time), now is the time to set yourself up for success.
Crystal has always shined as the premier choice for awards and gifts, offering both aesthetic interest and an upscale impression. Today, crystal retains its classic appeal with the timelessness of deep etching while accommodating modern technology-enabled imprints like 3D subsurface images and full-color graphics that make details spring to life. There’s something for everyone and the possibilities for customization are truly endless.
With higher profit margins than many other promotional products, crystal is a win-win choice for awards and recognition. Make sure your shop is poised to capture foot traffic — and sales — by having a curated selection on display that customers can hold in their hands as they “weigh” their options. We’re here to help.
Think beyond trophies
While crystal is popular for trophies because of the versatility of imprint options and combinations (not to mention shapes that nod to different sports and activities), you’ll also want your shop’s collection to represent a wide range of other occasions. This will help you connect with customers looking for ways to commemorate things like graduations, anniversaries, and weddings, as well as sourcing traditional awards like employee recognition, team wins, and sales achievements.
Meet buyers’ budgets
Crystal is associated with higher perceived value, so customers may initially dismiss crystal as an option before they learn how affordable a customized crystal gift can be. Share design examples that meet various budgets, and how inexpensive pieces can look incredible with a custom imprint or pop of color.
Some shapes are so impressive on their own that a simple deep etch or 3D image is enough to make recipients say, “Wow!” Other items, like IllumaPix crystal prints, are affordably priced and perfect for personalizing — economically — with digital photos or graphics.
Promote fast turnaround times
Customers may assume customized crystal orders require weeks for production, but many suppliers can ship out orders in about a week’s time after art is approved. Some also have a plethora of awards available for quick shipping.
Examples of these fast-turn options are helpful to mention as well, so customers know that those last-minute awards and gifts are guaranteed to look anything but last minute.
Show a range of samples
With hundreds and even thousands of designs to choose from, with features like bevels, textures, bubbles, colored crystal, metal, wood, and even parts that spin, having a variety of different pieces on display is key to kicking off creativity.
Customers will also appreciate seeing an array of imprints in person and having the chance to feel a deep etch, scope out the detail in a 3D subsurface image, and see the vibrancy of a full-color Illumachrome addition.
Work with your suppliers to get these samples, asking about curated kits that make an instant display or selecting individual pieces to include with what you already have. To meet the needs of a variety of occasions, ensure you also have a vase or two on hand (think weddings or anniversaries), as well as whimsical gifts such as crystal wine stoppers, phone holders, notepads, and candy dishes.
Keep blanks & bases on hand
In addition to having samples that show customers what can be done, it’s wise to have blank awards at the ready so you can meet those urgent needs by etching them in-house.
Blanks are especially helpful for awards that need to be further customized after being presented, such as for tournaments or contests, with winners’ names and stats added.
Meanwhile, bases can set a statement as the foundation for many award designs. Have a few in your assortment (both standard and lighted) and offer them as an add-on to make their selection stand out.
Display dos & don’ts
Once you’ve got your awards in order, it’s time for the fun part: making them shine!
- Do: Choose an area of your store that makes it easy to see individual pieces and pick them up to see them more closely. Customers are always surprised by the weight of the crystal, so keep your samples at a reasonable height to maximize viewing and reduce the risk of someone dropping them.
- Do: Go for contrast. Because crystal is clear, you’ll always want to set your pieces against a darker background to make the imprints stand out. Also, ensure your display lighting is coming directly from the top or bottom of the shelf. If you have lighting coming in sideways, pivot your crystal pieces slightly to make the lighting hit at an angle, providing illumination without the designs becoming obstructed by the light.
- Do: Include bases, especially lighted bases, to demonstrate how these add-ons enhance crystal awards. Lighted bases bring imprints to life and even allow the awards to be elegantly illuminated in darkened rooms. They can be powered by batteries or a cord, depending on the need.
- Don’t: Collect dust! Routinely clean all surface areas of the awards and your displays. We recommend using microfiber dusters for this, along with standard eyeglass cleaner (no harsh or abrasive chemicals) to remove fingerprints.
Lean on your suppliers
Remember that your suppliers are your partners! From ensuring your collection is state-of-the-art, to helping you come up with unique design ideas, to making sure your customers’ orders are handled with the utmost care and attention to detail, your supplier is key to your success.
Work with them to help you grow your crystal business and make sourcing your awards simple, easy, and fast. They can also help you with the creative side, offering ideas and solutions your customers will love so you can focus on being the one-stop shop for beautiful ways to celebrate.
