By Hannah Connorton

One jewelry store is drawing traffic to its store with a mix of jewels and a few old-fashioned tales.

For the holidays, Shreve & Co.’s window displays have been transformed into renderings of some of the most popular fairytales, including Alice in Wonderland, Cinderella, Goldilocks, The Little Mermaid and The Wizard of Oz.

Titled “Once Upon A Time,” the concept was created by designer Jim Cardosa, who worked with doll creator and artist Kat Soto and illustrator Bruce Henderson to bring the idea to life.

Each display has two sides and is on a turntable-like platform that rotates slowly every 30 seconds. One side of the display depicts the fairytale scene; the other side, jewelry that’s offered inside the store.

The Cinderella vitrine depicts a scene from the story on one side (below, top), and as the display rotates, shows a bracelet, pair of earrings and a ring (below, bottom).


The Little Red Riding Hood vitrine (below, top) gives way to a long necklace with pearls (below, bottom).


Some displays are almost exact replicas of the books and movies they come from like this scene from the Wizard of Oz (below).


All of the vitrines are impressive, especially this one depicting a scene from The Princess and the Pea.


Based on the images, the displays seem to attract a lot of attention from passers-by outside.


This isn’t the first time Shreve & Co. has turned their store windows into mini wonderlands--innovative and creative displays have been highlighting special moments in the year as far back as 2006.

The best part? The dolls incorporated into each are available for purchase, and a portion of proceeds are donated to organizations such as the San Francisco AIDS Foundation, Doctors Without Borders, Susan G. Komen for the Cure and St. Jude Children’s Cancer Research Hospital. This year, a portion of proceeds from doll sales will be donated to Hospice by the Bay.

With storied scenes, elegant jewelry and a chance for charity, it’s a window display worth stopping for.

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