How catalogers merchandise a once-in-a-lifetime product

Savvy presentation is a clear way to up sales. The two creative “no-no’s” when it comes to showing glassware, says Fraser, are: “Selling it on a light background or selling it as a silhouette.”

Taking the long view of 2000-flute merchandising, Fraser says, “I sense that there are two fundamental ways of presenting this product: One is in the context of celebration; one is to show them as a gift product.