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New York, NY—Pop-up shops generally evoke images of Halloween ghouls, Christmas decorations, or piles of “as seen on TV” merchandise—not luxury jewelry stores. It’s become a hugely popular retail concept, especially in the past few years as prime retail real estate goes begging. While it seems an unlikely strategy for a luxury jeweler, it’s not as far-fetched as one might think. Luxury brands such as Gucci, YSL, and Dunhill all have popped up at one time or another. Below, for example, is a view of Gucci’s temporary outpost in the Soho district of lower Manhattan. Dunhill, meanwhile, popped up in New York’s uber-hip Meatpacking district, and this article from American Express’s Open Forum explains how it can work for almost any business, even a restaurant. 

Interior of Gucci's temporary shop in Soho, Manhattan, New York.

Luxury jewelers might consider a temporary pop-up store to test market a location before opening a new store, as a way to expand a hot product category beyond the capacity of an existing store, or to create a seasonal outpost for a snowbird or resort clientele.

Here, courtesy of Open Forum, are five tips for popping up successfully:

1. Advertise to any already-built-in clientele. (For jewelers, this might be watch customers, bead customers, engagement ring customers, gift customers, or those who annually decamp to warmer or colder climates.)
2. Find a genius location. While the first rule for any real estate is “location, location, location,” it’s even more critical for the success of a pop-up shop. A great deal on a side street isn’t a great deal at all if the money you save has to be put into extra marketing to let everyone know where you are.
3. Listen to your customers. You’re only there for a short time, so make sure they’re really into what you’re selling (especially if you’re using this as a test market for a bigger venture). Gather information from each customer and send thank-you notes to stay in touch.
4. Know your limitations. Remember, this is a temporary endeavor.
5. Determine if it’s the product or the experience that draws customers. This, says Open Forum, is key—even if an idea works phenomenally well as a pop-up, it may not translate into a full-time business. The public loves the novelty and exclusivity that comes with a pop-up, and most people are willing to try something once. So be sure they’re going to want to come back for more before committing to a full-time business.

A display of merchandise from luxury accessories purveyor Dunill's pop-up shop in New York City. Photo from Selectism.com.